As consumer demand for authenticity continues to rebuild the beauty industry, the partnership between crowdsourcing beauty platforms and brand incubator Volution Beauty and creator Bramty Juliette has drawn attention to its atypical approach to influencer collaboration.
We spoke to Patricia Santos, Founder and CEO of Volition Beauty, about her insights about partnerships and the greater impact on the evolving beauty situation.
Moving from promotion to product development
“What really sets the Brandi collaboration apart is the depth of co-creation,” Santos told CosmeticsDesign. Traditional influencer partnerships often focus on simple product promotions, but “at Bramti, it was a real partnership from scratch. … She wasn’t just a face.
The influencer was involved in every aspect behind her blue spirulina oil launch. From the product concept stage to the formulation process, and even “every aspect of her vision touched on her vision,” Santos confirmed throughout the packaging design.
The collaboration sold out within hours, and Santos praised this response to the credibility behind the product and the strength of his relationship with Bramty with the audience.
“The rapid sellout is a testament to the power of a genuine connection,” she said. “Branti has had a strong and trustworthy relationship with her audience,” and “When she co-created the Blue Spirulina Body Oil, her followers knew that was what she really believes.”
A risk-free pass for creators
This project was organized through Volition’s Accelerator Program. This provides creators with a platform to develop and launch products with complete creative control but without financial or operational risk.
“Our accelerator program is advantageous for both parties,” Santos said. She explained that it is said that influencers will “make dreams come true,” and that the program gives creators the flexibility to “enable product ideas without the financial burden and operational complexity of starting a business.”
Volition Beauty’s program provided creators with the support they needed to design and launch products through the company’s expertise and resources, without abandoning creative control. For the will, she shares, “it’s about harnessing a genuine passion and a unique perspective,” which offers to “develop innovative products that truly resonate with access to a very enthusiastic audience.”
Santos also pointed out that the creators’ ideas need to be transformed into effective products that follow suit. In her collaboration with Bramty, she explained, as with all product collaborations, the most important challenges focus on maintaining a balance between creative vision, technical feasibility and compliance with regulatory standards.
“It required a lot of collaboration and problem solving while being safe and effective, ensuring our quality standards and staying true to Bramty’s vision,” she said, adding that throughout the product process, “we learned the importance of clear communication, agile development and adaptability.”
Meet the industry’s appeal for authenticity
With the industry’s focus on transparency, Volition sees its co-creation model as part of a broader trend in the future.
“Transparency and reliability are no longer buzzwords, and that’s an expectation,” Santos said. She emphasized, noting that beauty consumers, particularly Gen Z, highly valued their authentic connections and then supported the brands and creators they trust, “Our co-creation model is its embodiment.”
For creators looking to build a deeper partnership with the brand, Santos also highlighted the importance of superficial substances.
“My advice to aspiring creators is to focus first and foremost on building a real relationship with your audience,” she concluded, adding, “When you’re looking for a brand partnership, you’ll find someone who fits your values and allow you to become a true collaborator, not just a spokesman.”
