Two Gen Z TikTokers took a stake in ESW Beauty. Katie Fang and Aliya Rachinski, 20- and 18-years-old respectively, both with millions of followers, became the brand’s first “creator equity partners.” The 7-year-old brand is best known for its eye patches and face masks, but has plans to expand deeper into skincare. To ensure they reach Gen Z audiences for those upcoming launches, ESW is leaning into these long-term partnerships with creators who actually use their products. Fang and Rachinski will be tasked with providing product feedback, campaign strategies, and guiding future launches. These types of creator investments have popped up more lately, with influencers like Bethenny Frankel and Alix Earle taking stakes in beauty and beverage brands. (WWD)
📈 YPulse reported: Post-Social marketing play: Hire influencers as thought leaders
