The Beauty Playbook: What Brands and Creators Get Right Together

Beauty was one of the first categories to bet on creators, and years later, it's still setting the standard for how to do it well. In this session, leaders from Kiko Milano, Anua, and Amika go into what makes beauty's creator partnerships work: building relationships that outlast a single campaign, knowing when a micro-creator's trust beats a mega-creator's reach (and when it doesn't), and bringing creators in as advisors, not just talent. Whether you're in beauty or borrowing lessons from it, you'll leave with a real playbook for what a genuine brief-to-post partnership looks like—and why the brands still treating it as a one-off transaction are leaving value on the table.