2022 will be remembered as the year of creator-owned brands. Every mainstream creator on Youtube, TikTok and Instagram realized the power they had of owning their audience and monetizing their content. In the last 12 months, we have seen many creators launch their own businesses in the beauty, health, fitness, and fashion space. Here’s a roundup of the top 8 that you probably didn’t know were owned by creators.
1. Ipsy by Michelle Phan
Beauty YouTuber Michelle Phan, founded ipsy in 2011. After over 10 years in the industry, monthly website traffic remains in the millions and Ipsy continues to be one of the most well-known creator brands.
2. Kylie Cosmetics by Kylie Jenner
Kylie Cosmetics was the first brand to come out of the Kylie Jenner empire. Since its 2015 debut, Kylie Cosmetics has managed to stay afloat in an oversaturated market, due to her own ability to stay relevant in pop culture and grow her audience.
3. SKIMS by Kim Kardashian
SKIMS is the only brand in the top 6 that is in the fashion industry. Headed by Kim Kardashian, SKIMS has had quite a year with an annual revenue of over $250 million in 2022 alone. With collaborations with Fendi and gearing the entire US team for the Olympics, Kim Kardashian knows how to market a brand. Earlier this year, the shapewear label doubled its valuation to $3.2 billion.
4. Huda Beauty by Huda Kattan
To capitalize on her growing following, entrepreneur Huda Kattan took a chance and launched a false eyelash line in 2013. The beauty creator then worked to turn a $6000 loan into a billion-dollar business that is now valued at over $1 billion.
5. Kylie Skin by Kylie Jenner
Kylie Skin is Kylie Jenner's second brand to appear in the top 6 creator brands, unsurprising, considering she was the first woman to hit 300 million followers on Instagram and continues to be the second-most followed person on the platform. Kylie Skin launched in 2014 and reportedly has a monthly traffic of 750K.
6. MrBeast Burger by MrBeast
MrBeast’s $25 million net worth is in part due to the launch of his own MrBeast burger, having opened the virtual (delivery-only) concept in late 2020, and his first physical location this year. This is also the only creator brand in the F&B space to top the list.
7. Ouai by Jen Atkin
A celebrity favourite, Ouai is a hair care brand founded by Jen Atkin. Launched in 2016, the brand now sports an estimated annual revenue of $50M and has a monthly website traffic of 196.8K.
8. Jeffree Star Cosmetic by Jeffree Star
YouTuber Jeffree Star launched his cosmetics brand in 2014, and has since become one of the biggest names in the beauty and makeup industry. The company’s annual revenue has reached an estimated $45M. The creator has now also launched a skincare range this year.