YouTube To Entrepreneur: Shop These Influencer Owned Brands

Digital creators are expanding their business outside of social media

Nowadays, influencer culture is beyond creating content and posting on the timeline. The community content creators build with their followers opened the door for brand expansion. When the timeline was filled with makeup demos, try-on hauls, and hair tutorials, creators made a dedicated audience.

With millions of subscribers and followers, the newfound support allows influencers to become business owners and maximize their expertise. From beauty to lifestyle products, these influencers are showcasing new products that their supporters are obsessed with. Here are the top influencer-owned brands to add to your shopping cart.

Melanin Haircare

Founded by influencer and natural hair guru Whitney White, also known as Naptural85 on Youtube used her insight on curls and protective styles to create a haircare line catered toward those with kinky textured hair. Throughout her digital hair journey, she’s built trust with her followers to gain knowledge on what they wanted in the natural haircare market, which inspired her brand, Melanin Haircare.

Karen & Rita Jewelry

Aaliyah Jay is known for her beauty and fashion content, and her jewelry line Karen & Rita, named after her grandmother and great-grandmother. The jewelry line is filled with eccentric and bold designs outside of the standard hoop and stud sets.


If you’re looking to stock up on shades for the summertime, then Lorvae is the brand to check out. The brand was founded by lifestyle creator De’arra Taylor after realizing her love for adding a signature pair of shades to her fits to add an extra flair to any look for any occasion.

Forvr Mood

Jackie Aina may have surprised us when she initially launched her candle brand Forvr Mood, but now it serves as one of the signature places to shop. If you’re looking to buy a long-lasting scented candle, then you’ve come to the right place, as each candle comes with potent notes to fill any room with a satisfying smell.

One Size

Beauty influencer Patrick Starrr infiltrated the makeup market with his brand One Size. The products range from concealers to primers that leave customers with a fresh look with buildable coverage. The brand is most known for the infamous One Size Setting spray, becoming a viral success on TikTok and was even used by Beyoncé on her Renaissance World Tour.

About the Author: Kenyatta Victoria is the lead writer for Essence GU, working on all things pop culture, politics, entertainment and business. Throughout her time at GU, she’s garnered devoted readers and specializes in the Zillennial point of view.

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