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Strategies & Success Stories From Trailblazers in Beauty

Earned: Unlocking the Power of the Creator Economy

Release Date: 08/06/2025

How to Build Brands and Influence People’s Predictions for Creator Marketing in 2026 show art How to Build Brands and Influence People’s Predictions for Creator Marketing in 2026

Earned: Unlocking the Power of the Creator Economy

As 2025 comes to a close, Alex Rawitz—CreatorIQ’s Director of Research & Insights—hosts the final How to Build Brands and Influence People: Live of the year with a special crossover guest: Brit Starr, CreatorIQ’s Chief Marketing Officer and host of the Earned podcast. Together, they unpack the biggest creator marketing shifts of 2025 and lay out what brands should prepare for in 2026. Brit names 2025 the year the creator economy became inevitable—an inflection point where creators moved from “nice to have” to a true business imperative. They dig into the data behind that...

info_outline Center of Excellence, Center of Execution: Leah Walker on Scaling Creator Marketing at Adobe show art Center of Excellence, Center of Execution: Leah Walker on Scaling Creator Marketing at Adobe

Earned: Unlocking the Power of the Creator Economy

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Leah Walker, Director of Social Media at Adobe, to unpack how one of the world’s leading creative companies is scaling its creator strategy. Leah reflects on her decade at Adobe and shares how the brand moved from scattered influencer activations to establishing its first dedicated influencer marketing team—marking a major shift in how Adobe views creators as core to its marketing engine. Leah offers an inside look at programs like CAMP, Adobe’s Creator-Led Content Amplification Program, which repurposes creator content...

info_outline From Creators to Entrepreneurs With Sidewalker Daily’s Nina Zadeh show art From Creators to Entrepreneurs With Sidewalker Daily’s Nina Zadeh

Earned: Unlocking the Power of the Creator Economy

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Nina Zadeh, co-founder of Sidewalker Daily, to explore the evolving landscape of the creator economy and the transition of creators into savvy entrepreneurs. Nina shares her extensive experience in brand management and offers invaluable insights into how creators can strategically position themselves as essential partners to brands. The discussion highlights the significance of long-term partnerships, the role of data transparency, and the need for fair compensation, as creators increasingly take control of their business...

info_outline Live From CreatorIQ Connect LA: Expert Takes on What’s Next in the Creator Economy show art Live From CreatorIQ Connect LA: Expert Takes on What’s Next in the Creator Economy

Earned: Unlocking the Power of the Creator Economy

This week on Earned, we dive into the dynamic evolution of the creator marketing landscape. Recorded onsite at our CreatorIQ Connect LA event, this episode brings you insights from industry leaders like Kate Brady from PepsiCo, Brian Manning from Wayfair, Leah Walker from Adobe, Dana Paolucci from Dove, and Amy Johnson from Wasserman as they discuss the shift from traditional advertising to more genuine, storytelling-driven strategies. Explore how brands are embracing community-driven growth and the transformative power of qualitative metrics over traditional engagement measures. We highlight...

info_outline How INNBEAUTY’s Alisa Metzger Builds Trust Through Real People and Real Results show art How INNBEAUTY’s Alisa Metzger Builds Trust Through Real People and Real Results

Earned: Unlocking the Power of the Creator Economy

In this episode of Earned, CreatorIQ CMO Brit Starr sits down with Alisa Metzger, co-founder of INNBEAUTY Project, to explore her journey from leading roles at beauty giants like L’Oréal and La Prairie to building her own clean, vegan, affordable skincare brands. Alisa shares how her passion for beauty and marketing fueled the creation of INNBEAUTY Project with co-founder Jen Shane, and how they’re redefining customer engagement in a rapidly evolving market. You’ll hear how INNBEAUTY Project emerged to fill a critical gap in skincare—blending scientific rigor with storytelling to...

info_outline Unpacking the State of Creator Marketing with Jasmine Enberg show art Unpacking the State of Creator Marketing with Jasmine Enberg

Earned: Unlocking the Power of the Creator Economy

In Episode 184 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Jasmine Enberg, former VP, Principal Analyst at EMARKETER. We dive into CreatorIQ’s annual State of Creator Marketing Report and what it reveals about the future of trust, community, and content performance. Brit and Jasmine unpack the shift from creator-focused to content-first strategies that are driving measurable business impact. You’ll hear how influencer marketing investment has surged 171% year over year, signaling a major move from traditional media to creator-led strategies. We dig into how...

info_outline Unveiling the Magic of Toy Marketing: Inside Moose Toys with Liz Grampp show art Unveiling the Magic of Toy Marketing: Inside Moose Toys with Liz Grampp

Earned: Unlocking the Power of the Creator Economy

In Episode 183 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Liz Gramp, VP of Marketing and Communications at Moose Toys, to explore how the brand brings play to life through characters kids love—like Bluey and Little Live Pets. Liz pulls back the curtain on Moose’s approach to capturing attention during the all-important July–December season, guiding caregivers through purchase decisions, and keeping kids engaged through platforms like Instagram and TikTok. We also dig into YouTube’s evolving role in toy marketing, from the rise of scripted content to...

info_outline Harnessing Curiosity: Insights from Roya Zeitoune, Head of Culture and Trends at YouTube EMEA show art Harnessing Curiosity: Insights from Roya Zeitoune, Head of Culture and Trends at YouTube EMEA

Earned: Unlocking the Power of the Creator Economy

In Episode 182 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Roya Zeitoune, Head of YouTube Culture & Trends, EMEA. Diving in, Roya shares her journey—from early days in the matchmaking industry to leading YouTube’s whimsically named “cats team”—and what it’s taught her about connecting audiences with content that matters. She opens up about her unconventional career path, which includes undercover reporting for the BBC and a serendipitous opportunity at Google, and the lessons she’s learned along the way: stay curious, hire for potential, and...

info_outline From Aussie Brand to Culture Shaper: Outcast’s Bold Brand Identity with CMO Christina McGonagle show art From Aussie Brand to Culture Shaper: Outcast’s Bold Brand Identity with CMO Christina McGonagle

Earned: Unlocking the Power of the Creator Economy

In Episode 181 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Christina McGonagle—Chief Marketing Officer of Outcast, the bold Australian fashion brand taking the world by storm—to unpack how a bikini startup transformed into a global powerhouse. From its humble beginnings selling swimwear out of a bedroom, Outcast has grown into an international sensation, fueled by a fearless brand identity and a savvy embrace of influencer marketing. Today, the U.S. accounts for 70% of its revenue, thanks to immersive brand activations that go far beyond photo ops and create...

info_outline Bridging Authenticity and Business with Trend CEO Ted Raad show art Bridging Authenticity and Business with Trend CEO Ted Raad

Earned: Unlocking the Power of the Creator Economy

In Episode 180 of Earned, CreatorIQ’s Chief Marketing Officer Brit Starr sits down with Ted Raad—founder and CEO of Trend, a top U.S. creator management agency—to explore what happens when business acumen meets creative purpose. After a career in mergers and acquisitions, Ted’s perspective shifted thanks to one person: his wife, a fashion and lifestyle creator navigating brand partnerships and authenticity. Now, he’s helping lead the charge toward a more thoughtful, long-term approach to creator marketing—one rooted in trust, transparency, and community. Ted shares what it means to...

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More Episodes

In this special episode of Earned, we’re compiling the best moments from our conversations with five powerhouse beauty brand founders: Sarah Gibson Tuttle of Olive & June, Lilly Ghalichi of Lilly Lashes, Rea Ann Silva of Beautyblender, Taylor Frankel of Nudestix, Courtney Shields of DIBS, and Deepica Mutyala of Live Tinted. Tune in to hear how these women transformed personal inspiration and experiences into globally recognized beauty brands. We dive into the emotional and strategic aspects of entrepreneurship, highlighting the role of empathy and leadership in driving brand success, before discussing the importance of flexibility, resilience, and maintaining authenticity amidst growth challenges. We also examine the effective role of influencer marketing in their business strategies, emphasizing the significance of organic promotion and community engagement. Learn how to navigate entrepreneurial challenges, the importance of quality products and strong teams, and the emotional highs and lows that accompany business growth.

In this episode, you’ll learn:

  1. What the most successful beauty founders know about building brands that outlive trends, and how they keep consumers coming back.

  2. How the beauty industry has shifted over the years, and what today’s founders are doing differently to grow their brands.

  3. What aspiring founders need to hear before they start, from emotional endurance to building the right team.

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