Having millions of followers is no longer enough to define the size of a career on social media. As the influence market matured, audiences have become a starting point for other professional fronts. Instead of just promoting other people's products, some creators have started developing their own brands, launching products, and occupying spaces beyond digital content.
Virginia Fonseca is one of the most well-known examples of this movement. The presence built on social media has branched out into businesses connected to different segments, while other influencers have followed similar paths. Bianca Andrade, at the head of Boca Rosa, Camila Coutinho, who took the experience built in the fashion universe into entrepreneurship, and Mari Maria were also cited as cases of influencers who built empires with makeup brands.
The influence market is experiencing a new moment, marked by the transition from content creators to business owners. This phenomenon shows how digital influence can serve as a foundation for businesses in various sectors, especially in the beauty segment.
