Influencer-founded brands have shifted from side projects to major players across fashion, beauty, food and beyond. What once might have been limited to a collaboration or limited-edition product has evolved into influencer-created brands that rival legacy businesses. Audiences connect deeply with influencers, and that trust transfers to the products they create, especially when those products reflect the values and aesthetics the influencer stands for. As we explore both global and Indian success stories, you’ll see how authenticity, community and savvy marketing combine to create brands that punch far above their weight. Along the way, we’ll also discuss why DotMe has become a must-have platform for influencers looking to build or expand these ventures.

Key Takeaway

‍

• Authentic storytelling drives success: The most successful influencer-created brands leverage the founder’s persona and credibility to tell a story that resonates. Whether it’s a beauty line emphasizing inclusivity like Fenty Beauty or a bakery brand built on approachability like Pooja Dhingra’s Le15 Patisserie, these ventures find success by aligning with their creator’s values and audience expectations .
  
  
• Influencer-led fashion and beauty are booming: From Sweden’s Djerf Avenue to India’s Obsessed by Boho, influencer-founded fashion brands are gaining traction worldwide by offering relatable design aesthetics, inclusive sizing and transparent values .
  
  
• The rise of creator-backed food and beverage brands: Brands like Feastables and Prime have shown that influencers can disrupt traditional markets such as snacks and sports drinks by leveraging online hype and engaging loyal fan bases .

• DotMe makes professional storytelling easy: With one link, influencers can showcase their work, partnerships and metrics, making it an essential tool for securing brand collaborations. A polished DotMe profile functions as a dynamic portfolio, simplifying pitches and highlighting previous successful campaigns.

Djerf Avenue – Size-Inclusive Scandinavian Style

Swedish fashion influencer Matilda Djerf turned her love for effortless style into Djerf Avenue, a fashion and lifestyle brand founded with Rasmus Johansson in 2019. The company’s first collection sold out quickly and set the tone for a label that prioritizes ethical production and size diversity. Djerf Avenue’s garments are made in Italy, Portugal and Sweden, and the brand is valued at approximately $34.5 million (as of 2022) . Its signature fruit prints and nostalgic silhouettes are loved by fans who appreciate Matilda’s commitment to inclusivity and mental-health advocacy. Djerf Avenue’s community-first approach, sharing behind-the-scenes content and championing body positivity, proves how an influencer can transform personal aesthetics into a thriving, value-led company.

Fenty Beauty – Redefining Inclusivity in Cosmetics

When pop star and entrepreneur Rihanna launched Fenty Beauty in September 2017, she aimed to create cosmetics that worked for every skin tone. Fenty Beauty debuted with a foundation range of 40 shades (now 50), immediately earning praise and selling out in many stores . Within a month, the brand’s sales hit $72 million, and by 2018 it had generated almost €500 million in revenue . Fenty Beauty’s emphasis on inclusivity not only shook up the beauty industry but also showed that influencer-founded brands can drive major cultural shifts when they listen to underrepresented consumers.

Skims – Shapewear Meets Pop Culture

Kim Kardashian leveraged her massive following to co-found Skims, a shapewear and apparel brand focused on body positivity and inclusive sizing. Launched in 2019 with co-founders Emma and Jens Grede, Skims sold out its debut collection in minutes and recorded more than $2 million in profit on launch day . Valued at $4 billion by July 2023, Skims has expanded beyond shapewear into loungewear, swimwear and men’s styles . The brand’s success highlights the power of marrying celebrity influence with genuine design innovation and inclusive values.

Kylie Cosmetics – From Viral Lip Kits to Billion-Dollar Valuation

Kylie Jenner transformed her social media following into a beauty empire when she founded Kylie Cosmetics in 2014. Her first product, Kylie Lip Kits, debuted in November 2015 and sold out within minutes, igniting a frenzy that signaled the brand’s potential . Within a few years, Kylie Cosmetics earned hundreds of millions in revenue; in 2019, Coty purchased a 51% stake for $600 million, valuing the company at $1.2 billion . Though some early success was fueled by speculation around her lips, Kylie’s transparent narrative about her insecurity resonated with fans. The rapid scaling of her line demonstrates how personal storytelling can drive demand and create a legacy product range.

Rare Beauty – Makeup with a Mission

Singer and actress Selena Gomez launched Rare Beauty in 2019, and the brand officially hit shelves in 2020. Rare Beauty promotes self-acceptance and aims to break down unrealistic beauty standards. A portion of sales goes to the Rare Impact Fund, which supports mental-health initiatives . By 2024, Rare Beauty was valued at over $2 billion and recognized as one of Time magazine’s most influential companies . Gomez’s candid discussions about mental health and the brand’s philanthropic efforts resonate deeply with consumers. Rare Beauty proves that influencer-founded brands can champion social causes and still be financially successful.

Prime – Sports Drinks Fuelled by Internet Hype

Internet personalities Logan Paul and KSI teamed up to launch Prime in 2022, offering hydration drinks made with coconut water, electrolytes and BCAAs . Prime quickly went viral, causing scarcity and resale markups in supermarkets. Sales hit $250 million in 2022 and $1.2 billion in 2023, though the brand faced criticism due to the caffeine content of its energy drink and resulting bans in some schools and countries . Despite controversy, Prime shows how influencer backing can create significant market disruption even in saturated categories like sports drinks.

Feastables – MrBeast’s Chocolate and Snack Play

YouTuber Jimmy Donaldson (MrBeast) launched Feastables in January 2022. The brand’s flagship “MrBeast Bar” was manufactured in Peru and rolled out with a sweepstakes giving away more than $1 million in prizes . The company achieved $10 million in sales in its first months, later expanding to markets such as the UK, Australia, South Africa, India, Canada and the EU . Feastables shows how an influencer known for philanthropy can translate that goodwill into product success, particularly when fans feel they’re part of a bigger mission.

Fenty Beauty and Beyond – Expanding the Landscape

Additional global influencer-founded brands worth mentioning include Rihanna’s Fenty Skin (a skincare spin-off of Fenty Beauty), Hailey Bieber’s Rhode (acquired by e.l.f. Beauty for $1 billion in 2024 according to business reports), Ariana Grande’s R.E.M. Beauty and Halsey’s About-Face. While publicly available sources on 2025 valuations are limited, these brands collectively underscore a broader trend: influencer-founded fashion and beauty labels are not merely offshoots but robust businesses built on direct connection with communities.

‍

Must Read: How Micro-Influencers Can Secure Their First Brand Partnership

‍

Obsessed by Boho – Kritika Khurana’s Fashion Expression

Indian fashion influencer Kritika Khurana, known online as “That Boho Girl,” launched the clothing label Obsessed by Boho in 2021. Her brand builds upon the bohemian aesthetic that drew her followers in the first place and promotes self-love alongside style. Obsessed by Boho is an extension of her journey in self-expression and mental-health advocacy . The line features flowy dresses, fusion wear and accessories designed to be both trendy and comfortable. Kritika frequently shares styling tips, behind-the-scenes glimpses and discussions about body positivity, turning her label into a community-driven fashion destination.

The Pilates Studio – Namrata Purohit’s Wellness Empire

Celebrity Pilates trainer Namrata Purohit co-founded The Pilates Studio with her father, focusing on holistic fitness accessible to millennials and Gen Z . What began as a boutique studio in Mumbai has evolved into a wellness brand offering online classes, training programs and lifestyle content. Purohit’s collaboration with celebrities like Kareena Kapoor Khan and Janhvi Kapoor boosted the studio’s visibility. Her brand underscores how influencers can turn professional expertise into a scalable, wellness-focused business.

SJ Beauty – Shreya Jain’s Honest Approach

Beauty influencer Shreya Jain transitioned her credibility as a product reviewer into SJ Beauty, a brand offering eyelashes and beauty accessories. Known for her honest product assessments, Shreya ensured her line delivered affordability without compromising quality . The brand’s success highlights how trust built through unbiased content can translate into loyal customers who believe the founder’s recommendations.

Sejal Kumar’s Fashion and Music Ventures

Sejal Kumar, an Indian lifestyle vlogger and singer, has ventured into fashion with capsule collections and clothing drops reflecting her offbeat style . She also releases music and merch, creating a multi-hyphenate brand that resonates with her young audience. By blending fashion, music and relatable content, Sejal shows that influencer brands can be as eclectic as their founders.

Le15 Patisserie – Pooja Dhingra’s Approachability

Pooja Dhingra, often dubbed India’s macaron queen, leveraged her online presence to grow Le15 Patisserie from a single bakery into a multi-city patisserie chain. She also offers baking masterclasses, cookbooks and a line of dessert mixes. Though not a traditional Instagram influencer, Dhingra built a personal brand on relatability and approachability, making her baking brand aspirational yet accessible .

Mrucha Beauty – Mrunal Panchal’s Inclusive Makeup

Beauty creator Mrunal Panchal launched Mrucha Beauty in November 2024, debuting with a lip collection called “Glow Up” that promised long-wear formulas and inclusive shades . With millions of followers, Panchal used her platform to highlight self-expression and representation. Mrucha Beauty stands out because of its emphasis on inclusivity and the founder’s direct engagement with the community through tutorials, feedback and product development updates.

Related: Top Influencer Marketing Agencies in India

In the crowded space of influencer-founded brands, having a professional yet personal digital hub is critical. DotMe serves as a customizable profile that consolidates all of an influencer’s links, Instagram, YouTube, Spotify, blog posts and product pages, into a single destination. This matters because when a brand is evaluating potential collaborators, they want to see past partnerships, campaign results and creative style immediately.

‍

For example, an influencer looking to secure a paid collaboration on Instagram can use DotMe to showcase a curated portfolio: top-performing posts, analytics like reach or impressions and case studies of previous brand collaborations. During a product launch, DotMe can act as a live campaign hub, combining the hero video, an embedded shop link and behind-the-scenes content in one place. Post-launch, the same page can transform into a case study that helps secure future deals.

‍

DotMe also offers drag-and-drop customization, meaning influencers without technical expertise can create professional layouts that reflect their personal style. Features like real-time Instagram feed embedding, YouTube integration and Spotify playlist support ensure the page stays updated with the influencer’s latest content. In essence, DotMe streamlines the storytelling process, allowing influencers to manage and showcase multiple streams of content and making brand collaboration for influencers more efficient and compelling.

‍

The rise of influencer-founded brands marks a new era of entrepreneurship. From Matilda Djerf’s Scandinavian fashion line to Selena Gomez’s mission-driven makeup label, these companies illustrate that authenticity and community are powerful economic forces. In India, the success of Obsessed by Boho, The Pilates Studio and other homegrown ventures shows that regional influencers are just as adept at turning relatability into revenue . Meanwhile, global brands like Fenty Beauty and Huda Beauty have reshaped entire industries through inclusivity and direct audience engagement .

‍

As influencer brands diversify into food and beverage with Prime and Feastables, the key lesson remains the same: audiences will support businesses that reflect the integrity and creativity of their founders. For influencers looking to join this movement, having a polished DotMe profile isn’t just a nice-to-have, it’s a competitive edge. It turns a simple link into a living résumé, making it easier for brands to say “yes” and for fans to follow the journey from idea to empire.

What is an influencer-founded brand?

It’s a company created and owned by a social media influencer who leverages their online audience and personal brand to sell products or services. Unlike one-off collaborations, influencer-founded brands often involve long-term commitment and creative control.

Which global influencer brands are the most successful?

Brands like Huda Beauty, Fenty Beauty, Skims and Kylie Cosmetics have achieved multi-million or billion-dollar valuations . Their success stems from merging authenticity with innovation and inclusive product lines.

Are there Indian influencer brands worth following?

Yes. Indian influencers such as Kritika Khurana (Obsessed by Boho), Namrata Purohit (The Pilates Studio), Shreya Jain (SJ Beauty), Sejal Kumar (fashion and music ventures), Pooja Dhingra (Le15 Patisserie) and Mrunal Panchal (Mrucha Beauty) have built successful businesses by translating their niches into marketable products .

How does DotMe help influencers with brand collaborations?

DotMe provides a single, customizable link that houses all of an influencer’s content, portfolio, metrics, shop links and media. This streamlined portfolio helps brands quickly assess fit and track past campaigns, making it easier to secure and manage paid collaborations.

What should influencers consider when launching a brand?

Focus on authenticity and solve a problem your audience cares about. Engage your community during product development, be transparent about values (like inclusivity or sustainability) and use platforms like DotMe to present your work professionally. When done well, the result isn’t just a product, it’s a community-driven brand that can grow far beyond its founder’s initial reach.