The creator economy — a term that refers to a massive group of personal brands and businesses built by influencers and content creators — is growing substantially and continuing to increase in popularity. The space, which is projected to be worth $480 billion just five years from now, is booming with opportunity.
We took a look at five industries that are particularly interesting to watch in the creator economy.
Beauty
The beauty industry is booming — and worth more than $530 billion — so it’s no surprise that creators are jumping at the opportunity to be part of it. From Hailey Bieber’s Rhode to Selena Gomez’s Rare Beauty, it feels like a new celebrity beauty company pops up every week, and their followers are eating it up.
Beauty is popular for a wide range of reasons. While it’s relatively easy to adapt to trends — like freckle pens and blush sticks — beauty gives creators the opportunity to connect with their followers and create content in a relatively organic way. Plus, there’s a wide range of verticals to explore within the beauty industry that include haircare, skincare, makeup, and fragrances. So while the market is a bit oversaturated at the moment, there’s also room to stand out. If you’re able to release a truly unique and excellent product, the options are endless.
Food
When it comes to consumer brands, food is the name of the game for creators who want to stay true to their brand and connect to their audiences, from basic staples to snack foods.
From Mr. Beast’s Feastables to Jennifer Garner’s Once Upon a Farm, there’s a wide range of demographics to tap into in this category, whether it’s Gen Z consumers or moms who are on-the-go. Plus, there’s a lot of investment in this space. Globally, the total consumer market is rapidly growing, coming in at more than $11 trillion — and food makes up a significant chunk of this number — so there’s plenty of room to grow, get creative, and invest in a brand that aligns with your audience.
Non-Alcoholic Beverages
There’s plenty of room to experiment when it comes to diving into the beverage space — whether it’s coffee or non-alcoholic beverages. Today’s consumers are more eager than ever to try new beverages, and recent data shows that Gen Z is interested in exploring the zero-proof world.
The non-alcoholic beverage space, alone, is valued at more than $724 billion globally, and with an uptick in interest in this space, there’s an opportunity for creators to enter the beverage world and grow rapidly. Traditional celebrities like Blake Lively and Katy Perry are particularly interested in the non-alcoholic beverage space, introducing brands like Betty Buzz and De Soi to the world of drinking.
Emma Chamberlain’s company, Chamberlain Coffee, meanwhile, is taking the coffee world by storm, rapidly increasing in popularity both online and on grocery store shelves. We talked to Christopher Gallant, the company’s CEO, to get the inside scoop on the company and the Cold Brew Queen’s strategy.
Pet Care
With more people taking care of their beloved pandemic pets, more consumers are showing interest in the rapidly expanding pet care space. The global pet care market is now valued at more than $235 billion, and it’s expected to continue to grow. Now, creators are eagerly capitalizing on the interest and getting in on the buzz.
Instagram-famous Doug the Pug recently launched a holistic pet care line (well, his owners did) called Nonipup, which focuses on all-natural, organic pet products. Even Martha Stewart has a presence in this space selling dog beds, pet food, pet grooming products, and CBD treats for pups.
Home
Home is where the heart is, and creators know that. That’s why celebrities like Courteney Cox, founder of Homecourt, are entering the space with expertise and confidence. Even Kris Jenner has entered the space with her home cleaning supplies company Safely.
Consumers showed an increased interest in home decor and products during the pandemic — when we were all spending more time at home — and that interest has stayed steady even after the height of the pandemic.
Along with decorating their homes, it’s no surprise that consumers are also eager to keep their spaces clean, especially as cooler temperatures approach. The global household cleaners market was valued at more than $34 billion in 2021, and it’s still expanding and growing.
Interested in building your creator brand or working for one? Reach out to us to start the conversation.
Alexis Benveniste is a New York-based writer and editor whose work has been featured in The New York Times, Bloomberg, Vanity Fair, and other outlets.
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