As the influencer space becomes more crowded, how can brands with low budgets compete?  In this episode of Indie Index, L2 VP of Beauty Claude de Jocas spotlights Makeup Geek as an indie brand that successfully leverages micro and nano influencers in addition to bigger names in the Beauty vlogger space.

Founded by YouTube Marlena Stell, Makeup Geek has become a vlogger darling promoted by heavyweights like Kathleen Lights and Manny MUA. The brand attracted endorsements by creating cobranded products, which then the vloggers promoted on their own channel to bolster views and sales. Their promotion significantly boosts exposure for Makeup Geek.  For example, a video on Manny MUA’s channel promoting the Makeup Geek x Manny MUA channel received more than a million views.

As larger beauty brands begin to discover the power of vloggers, indie brands face more difficulty in attracting and retaining big names. (Manny MUA is now the face of Maybelline.) Makeup Geek stays ahead of the curve by complementing the bigger names with a network of microinfluencers. Makeup Geek has created a library of video tutorials on its page, where users can upload a tutorial of a look and tag the products they used. This shoppable and searchable user-generated and influencer-generated content database is curated, with the brand highlighting select submissions. The majority of submissions come from users who have between 1,000 and 2,000 followers, whom they promote their submissions to.


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