Yes and no. It’s becoming more prevalent in the last year to do so, and I think there might be too much (or too much, too fast?). I think it works when it’s clear the influencer has a deep understanding of beauty or else is very good at predicting trends or filling a hole in the market. They should be genuine ventures with real quality behind them to work. I’m just worried that they might not all be that way and could ruin the road for future brands as a result.
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