It’s Time to Rethink the Relationship: Why Brands Must Step Up for Creators

At a recent event in London hosted by FiveTwoNine, the message from creators, brand leaders, and investors was clear: the old influencer-brand relationship is no longer fit for purpose. In an industry where creators can become founders, it’s no longer enough for brands to simply partner with creators on content campaigns. The real opportunity lies in building long-term, sustainable partnerships that prioritise creator wellbeing and business growth.

FiveTwoNine brought together a powerhouse panel of voices focusing on how creators are not just shaping trends in beauty but are actively building the brands that disrupt traditional retail models. Yet, alongside the celebration of this entrepreneurial energy, an important undercurrent ran through the discussions: the need for brands to look after creators much more intentionally.