Last chance to save on Digiday Publishing Summit passes is February 9
The Jenners and Hadids aren’t the only Gen-Zers impacting fashion and beauty. The power of pint-sized influencers continues to rise, as the line between social media and e-commerce blurs. Though unknown by almost everyone over 24 years old, these YouTube and Instagram stars have already garnered attention from brands, making up to $6,000 a day in sponsorships. Here’s who you need to know.
Haley Pham
Age: 18
YouTube followers: 2 million
Years on YouTube: 6
Located in: Austin, TX
Choice formats: Before-and-after transformations, vlogs and hauls. “I also throw in the occasional dance video or ‘trying something new for a day’ experiment format.”
On the evolution of influencer world: “It’s become a more genuine space. It used to be about making your life seem as perfect as possible. Now there’s an emphasis on being relatable.”
Fiona Frills
Age: 15
YouTube followers: 855,000
Located in: California
Audience: “Little fashionistas”
Uses of “awesome” in one 15-minute call: 11
Own product line: Frilliance, made up of makeup and makeup tools for “teen-prone” skin
Key to success: “You have to stay focused, and if you’re not having fun with what you’re doing, you have to adjust. I love shopping and makeup. Those things make me happy, so that’s the path I’m following.”
Emma Chamberlain
Age: 18
Years on YouTube: 2
YouTube followers: 7.6 million
Located in: Los Angeles, CA
Uses of “fuck” in recent 18-minute video: 34
Video content: Started with DIY tutorials, but now posts videos like” Turning Jojo Siwa into me” and “24 hours without a phone”
Own product line: High Key, a fashion line sold exclusively on the Dote app
Worth: Reportedly $2.5 million, making $6,000 a day from video sponsorships
Summer Mckeen
Age: 20
Followers across YouTube and Instagram: 4.5 million
Located in: Laguna Beach, CA (originally from Oregon)
Budding reality star: Starred in a Snapchat docu-series in late 2018 called “Endless Summer,” which was produced by “Keeping Up With the Kardashians” producer Bunim-Murray Productions and recently renewed for a second season
Influencer backlash: Does not want to be described as an influencer, preferring “creator,” according to her press rep.
Product line: Jewelry engraved with words like “worth,” created with #LuvGems, a company backing fashion lines by YouTube Stars
Brand sponsors: Billabong, Victoria’s Secret, Tresemme, Sephora
Teala Dunn
Age: 22
Followers across YouTube and Instagram: 4.1 million
Located in: Los Angeles
Instagram bio: Ephesians 4:2
YouTube videos dedicated to Coachella 2019: 3
Haters: First Google search results for her name include compilation videos titled “Teala Dunn lying about her hair for 2 minutes straight” and “Teala Dunn being rude for 3 minutes straight”
Collaborations: Launched a line of sunglasses with influencer brand NEM Fashion in September
Brand sponsors: Revolve, Mavlash Extensions, Benefit, Beauty Blender, Garnier
Trips since January: The Maldives, Hawaii, New York, Las Vegas, Miami
Cause: PETA; in April, she teamed with the organization on a video encouraging teens to opt out of dissecting animals in school
More in Marketing
What Amazon’s proposed big-box store could mean for Walmart
Public documents published by the Village of Orland Park described a 225,000-square-foot Amazon store that would sell a range of products.
Future of Marketing Briefing: AI companies are staffing up for a reputation fight
AI has an image problem, which explains why the industry is suddenly investing so much energy in who gets to tell its story.
Albertsons is putting digital screens for ads in more than a third of its stores
The retail giant has seen enough success in its digital screen network to begin a rollout in 800 of its 2,200-plus stores in 2026.