9 months ago
19
When twin sisters and social media duo Brooklyn and Bailey McKnight (@BrooklynAndBailey; 7.1 million YouTube subscribers) started their lifestyle YouTube channel in 2013, they hadn’t initially planned to launch a brand less than a decade later. Their quick rise to fame, however, led them to identify what they considered a gap in beauty at that time.
According to the McKnight sisters, there were no clean, accessible and easy-to-understand skin-care brands that resonated with consumers across various demographics. And for two creators who were successfully reaching audiences from a range of backgrounds, creating a brand felt like a natural next step. After two years of research and development, Brooklyn and Bailey launched their clean skin-care brand, In The Know — or ItK, for short — in August 2022. The brand first launched exclusively in Walmart with pimple patches, acid toners and gentle cleansers, all priced under $15.
The social media stars-turned-skin-care founders are the many creators who have launched successful brands. In beauty, that includes Stephanie Zheng with Mount Lai, Iskra Lawrence with Saltair, Susan Yara with Naturium, and Lauren Ireland and Marianna Hewitt with Summer Fridays, to name a few. Beauty executives are taking notice: In October 2023, beauty brand incubator FounderSix, which focuses on developing influencer-led brands, announced it raised $12 million in venture capital funding from KD Capital. Currently, FounderSix has three brands in its portfolio: Alex Renee’s Ary World, Lauren Perez Waltzer’s Anablue and Allie Glines’s Ravie Beauty.
Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
English (US) ·