Not Your Mother’s boosted their five-year-old line with this #HairTok influencer. As proof of just how powerful influencer partnerships can be, videos made with “HairTok’s it girl” Greta Wilson led to Not Your Mother’s “Curl Talk” line selling out across stores. And now, it’s not just this line that’s benefitting: the viral moment “had a halo effect on other products,” and VP of marketing Gavyn Melgar says their sales aren’t slowing down as brands’ usually do after a quick viral burst. YPulse data shows beauty products make up four of the top 10 purchases Gen Z and Millennials made after an influencer recommended it—so rest assured, deinfluencing did not kill the beauty brand deal. (Retail Brew)
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