For years, influencers were seen as tools for distribution. They helped drive reach, engagement, and short-term sales for other brands. But this is changing. Today, creators are not just promoting products; they are creating their own.
We are entering an era of creator-led brands where a strong influencer marketing strategy plays a key role in long-term growth.
Mrunal Panchal with Murun Beauty is a strong example of this change. Her audience has followed her beauty content, personal style, and recommendations for years. So when she launched her own brand, it felt natural, not forced. This connection builds trust, and trust drives sales.
Globally, Huda Kattan with Huda Beauty and Malvika Sitlani with Masic Beauty in India have taken similar paths. Their brands are built on long-term credibility in their niches. It was not just about having followers; it was about having authority.
However, not every creator brand succeeds.
Visibility does not guarantee success. Launch hype can create attention, but it cannot replace product quality, clear positioning, or strong operations. Audiences today are more aware. They may support a creator, but they expect their products to perform. The creators who thrive treat their brands like businesses, not side projects.
This shift is changing the overall landscape.
For brands, creators are no longer just marketing partners; they are becoming owners of intellectual property. This alters how they collaborate. We are seeing a shift from one-off campaigns to deeper partnerships. These include co-created products, long-term relationships, and even shared ownership models.
For creators, entrepreneurship raises the stakes. Building a brand means managing supply chains, customer experiences, and customer retention. These responsibilities extend far beyond content creation.
The role of agencies is changing too.
As the creator economy develops, agencies cannot stay transactional. The real value now lies in strategy. This means identifying creators with long-term brand potential and helping brands form partnerships that go beyond simple impressions.
At our agency, discussions are moving from “How many posts?” to “How do we build something sustainable?” Brands want credibility, not just reach. Creators seek ownership, not just fees. Bridging culture and commerce requires an integrated marketing approach across creators, media, and content.
The rise of creator-led brands is not just a trend. It shows how influence is shifting towards entrepreneurship and highlights the need for the industry to adapt.
