From Inc · Jasmine Browley · · 1m
Creators Treat Brand Collabs as Business Auditions
Creators use brand partnerships to test audience trust before launching their own products.
In brief
Creators use brand partnerships to test audience trust before launching their own products. Alexis Wilkerson's fragrance collaboration with kaer serves as a credibility test for future brand ownership. Originally reported by Inc.
Alexis Wilkerson's New Fragrance Collab
Alexis Wilkerson partnered with kaer for a perfume oil collaboration called Our Skin.
“The long-term goal for me is to be a founder, is to be an owner, and not to be, you know, a collaborator all the time”
Six Figures in Sales
The collaboration sold out in less than 24 hours and hit six figures in sales.
Audience Trust Test
Wilkerson uses the collab to build credibility in fragrance before launching her own brand.
“People are learning to trust me when it comes to fragrance, not just, you know, good quality jean recommendations”
Fragrance Category Choice
Wilkerson chose fragrance over crowded categories like clothing and skincare for her test.
“Clothing, skincare and makeup felt crowded to her, with new brands dropping every single day”
Co-Developed Product
Wilkerson and kaer worked together on formulation and sample feedback for the product.
“They kind of wrote this story with me”
Commission-Based Deal
The partnership pays commission on sales plus a flat rate for content deliverables.
“There is no equity. She said ownership would be a discussion that I would have personally with kaer”
Audience Trust Filter
Wilkerson prioritizes community fit over payment size for future collaborations.
“Knowing that you have that community trust to fall back on and knowing that that's going to take you a lot further than just a check ever will”
In short
Alexis Wilkerson's fragrance collaboration with kaer serves as a credibility test for future brand ownership.
