"Recently, it feels like you can't scroll through TikTok or Instagram without seeing another influencer launch a brand! From skin care and beauty to clothing, the lines between personal content and product promotion have never been blurrier. From starting as casual recommendations from our favourite online personas has become a new era where influencers are no longer selling on behalf of brands.... they have become the brands."
"Ireland hasn't missed the memo either. Look at Keilidh Cashell, whose brand Kash Beauty grew from simple TikTok tutorials to an internationally stocked company. The Smooth Company, founded by Irish influencer Aideen Kate Murphy, which has taken TikTok by storm with its signature Smooth Stick. The product quickly went viral for its ability to tame flyaways and frizz, proving that Irish influencers aren't just keeping up with international trends, they are setting them."
"Looking back at my first experience of influencers, a successful influencer worked for brand deals, or even better, being able to offer your viewers a discount code. Fast forward to today, and many influencers are skipping the middleman completely. Why would they sell on behalf of someone when they can sell to their own audience for themselves? We've seen people such as Emma Chamberlain create her own personal coffee company, Chamberlain Coffee, while the Kardashians have released everything from lingerie to supplements."
Influencers are increasingly creating and owning consumer brands across categories such as skincare, beauty, clothing and supplements. Many creators are bypassing traditional brand deals and selling directly to their audiences, turning personal recommendations into product lines. High-profile examples include Emma Chamberlain's Chamberlain Coffee and the Kardashians' diverse product releases. Irish creators like Keilidh Cashell (Kash Beauty) and Aideen Kate Murphy (The Smooth Company) have achieved viral success and international retail presence. Purchases are driven by follower trust, perceived friendship, and lifestyle storytelling more than conventional advertising. Viral platform dynamics accelerate rapid adoption and brand growth, reshaping influencer monetization into entrepreneurship.
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