# Creators Treat Brand Collabs as Business Auditions

> Creators use brand partnerships to test audience trust before launching their own products.
- Title: Creators Treat Brand Collabs as Business Auditions · Inc
- Summary: Creators use brand partnerships to test audience trust before launching their own products.
- Keywords: alexis wilkerson, kaer, fragrance, business auditions, creator brands, product launch, audience trust, Inc
- Source: Inc — https://inc.com/jasmine-browley/why-creators-are-treating-brand-collaborations-as-business-auditions/91434691
- Author: Jasmine Browley
- Published: 2026-11-14T16:00:00+00:00
- Read time: 1 min
- Topics: alexis wilkerson, kaer, fragrance, business auditions, creator brands, product launch, audience trust
## 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
## Key takeaway

Alexis Wilkerson's fragrance collaboration with kaer serves as a credibility test for future brand ownership.