Huda Beauty (Huda Kattan), Feastables (MrBeast), and Chamberlain Coffee (Emma Chamberlain) are some of the most successful influencer product lines. Influencer followers often become customers when the product, marketing, and genuine passion behind the brand align.
While most content creators use their influence to get brand deals, affiliate sales, or sponsorships, some have turned their online identities into full-blown consumer brands. Skincare products, snacks, clothing…if there’s an audience for it, chances are, there’s a creator who’s built a brand around it.
Let’s take a look at some of the most successful influencer product lines and what they did right.
1. Huda Beauty | Huda Kattan
Niche: Beauty
In 2010, Huda Kattan started beauty blogging at her sister's urging. In 2013, she opened her beauty line, Huda Beauty, and by 2017, she was named one of TIME’s “Most Influential People on the Internet.”
Today, Huda Beauty is one of the most successful influencer product lines. Once valued at $1.2 billion in 2017, it reportedly earned $300 million in year-to-date sales by 2024.
What they did right: While Huda Beauty primarily banks on Huda Kattan’s massive social media influence, the brand has consistently backed it up with innovative, trend-setting products.
2. Selfless by Hyram | Hyram Yarbro
Niche: Skincare
Hyram Yarbro’s brutally honest product reviews, ingredient tutorials, and quippy celebrity routine reactions made him the “Gen Z Whisperer” whose stamp of approval can make-or-break skincare brands.
His skincare line, Selfless by Hyram, features clean, ingredient-focused products for simple, no-nonsense skincare. Its proceeds support organizations such as the Rainforest Trust and the Thirst Project, aligned with the brand’s core values of turning every purchase into a positive impact.
What they did right: Selfless by Hyram leaned into everything Hyram stood for: transparency, ingredient education, and accessibility. It also aligned with its main audience's values, integrating social impact and sustainability into its core messaging.
3. ByAva | Ava Lee
Niche: Beauty & Wellness
Another example of a successful business founded by an influencer is ByAva, led by NYC-based Korean beauty influencer Ava Lee. She’s all about “glowing from within,” so her content focuses not only on topical skincare but also on food, nutrition, and wellness.
She’s one of the top creators who started businesses aligned with their online content niche and persona. ByAva offers ingestible beauty supplements and products that incorporate Eastern herbal traditions into modern wellness formulas.
What they did right: They post recipes that use their products, such as elixirs, a clever way to extend the brand experience beyond the supplement itself, and keep the community engaged.
4. Feastables | MrBeast (Jimmy Donaldson)
Niche: Food & Beverage
MrBeast is arguably the biggest influencer in the world, with over 471 million followers (just on YouTube!). He founded Feastables to bring healthier snack alternatives to market and to end child labor in the cocoa industry.
Feastables reportedly sold over 1 million chocolate bars in the first 72 hours of its launch.
What they did right: Feastables’ marketing strategy is essentially a massive UGC (user-generated content) machine. Sweepstakes and giveaways encouraged fans to create unboxing videos, taste tests, and reaction clips, which amplified the brand’s reach.
5. Chamberlain Coffee | Emma Chamberlain
Niche: Food & Beverage
Chamberlain is one of the most influential Gen Z content creators. For as long as she’s been vlogging, she’s been practically inseparable from a coffee cup. Chamberlain Coffee is an extension of her personal brand.
Chamberlain Coffee initially operated as an e-commerce brand selling coffee products and merch directly to consumers. They opened their first physical store in Los Angeles.
What they did right: Social media marketing and influencer collaborations largely drove Chamberlain Coffee's success. Collaborations with major lifestyle brands like Dove and Levi’s also helped put their products front and center in daily routines and conversations.
6. 1UPCandy | Brian “FaZe Rug” Awadis
Niche: Food & Beverage
This one’s for the gaming community. In 2023, gaming YouTuber Brian “FaZe Rug” Awadis co-founded 1UPCandy, one of the more successful influencer product lines today.
Its highly experiential marketing strategy added UGC content for through-the-roof engagement. Its “1UP Sour Candy Challenge” alone has amassed millions of combined views from numerous accounts worldwide, including Sour King Drew and Spice King Cam.
What they did right: Food and beverage products are all about taste and experiences, so experiential marketing strategies work extremely well. Even in the age of social media, creating shared experiences is still a powerful way to drive engagement, and 1UPCandy excelled from day one.
7. xMONDO | Brad Mondo
Niche: Hair Care + Color
The name Brad Mondo is synonymous with hair, so it was no surprise when he launched xMONDO in 2019. Its vegan and cruelty-free hair care and color products are a hit for Millennials and Gen Z who share the same values.
What they did right: Aside from great products, xMONDO stays relevant through consistent consumer education. They answer questions, help followers troubleshoot hair concerns, and demystify hair care. These help build consumer loyalty and boost search engine optimization.
8. PopFlex | Cassey Ho
Niche: Fashion/Activewear
Cassey Ho is a serial entrepreneur who’s been creating successful influencer product lines since before social media became an all-out gold rush. Her fitness brands are built specifically to solve real problems for women: the baffling lack of pockets and the shortage of cute workout outfits, to name a few.
What they did right: Cassey takes customer feedback seriously: she's known for polling her followers before, during, and after product development. Her audience looks forward to each launch because they know what goes into making it. Plus, they have highly inclusive sizing, super rare in fashion brands.
9. GothamChess | Levy Rozman
Niche: Chess & Education
Levy Rozman is a chess master who made the game cool again for a generation that grew up on YouTube. While GothamChess isn't a traditional product line in the beauty or food sense, Levy has built a genuinely impressive, highly targeted portfolio: branded merchandise, chess courses, books, and chess card decks.
What they did right: Sometimes, the secret to successful influencer product lines is simple consistency. Be the chess guy, make chess products, sell to chess people. Levy’s consistent messaging means his audience knows exactly what they’re getting, and they’re happy to pay for it.
10. Love, Nala | Nala the Cat
Niche: Pet products
Nala is the most-followed cat on Instagram and also the one with the most successful pet brand. Nala’s owners and partners worked with Perfection Pet Foods to develop premium cat food products sold at over 500 pet retailers.
What they did right: Love, Nala’s branding leans heavily into trust and emotional connection. They positioned their messaging around Nala’s voice, framing products as ones she personally loves and uses.
In Summary
- An influencer’s impact on social media translates directly into purchasing power, brand loyalty, and in some cases, billion-dollar businesses.
- The most successful influencer product lines work when the product makes sense for the creator and aligns with their authentic story. Great products, strategic marketing, and customer relationship-building also matter.
- Aspiring entrepreneurs can take a page from these creators who started businesses: build trust first, get to know your audience, and create something that genuinely fits into their lives.
- Some of the successful influencer businesses include: Feastables, Huda Beauty, Popflex, Love, Nala, ByAva, xMONDO, Selfless by Hyram, GothamChess, 1UPCandyand Chamberlain Coffee.
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