Fashion influencers are seeing a plunge in brand deals during the pandemic. They must evolve their content and flex their creative skills or risk being left behind.
Influencers are getting more views than ever from self-isolating fans. But with Sephora stores shut down and fewer consumers in the mood to buy makeup, making money could be a struggle.
The influencer boom has created new demand for assistants, managers, photographers and ghostwriters. It's becoming the new way to break into fashion — if you don't mind staying behind the scenes.
A handful of private label companies — with a focus on speed, agility and new marketing models — are making a lucrative business of birthing influencer-backed beauty brands.