This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Content creator and actress Amanda Pavillard launched her career via her YouTube channel in 2019. Her realistic outlook on life manifests into videos that cover anything from her workout routine to cooking to GRWM-style posts to glam makeup tutorials. She now has hundreds of thousands of YouTube subscribers. Pavillard developed her clean beauty company during the pandemic, officially launching Radiate By Amanda in April 2022. Its focus is high-quality, environmentally-conscious makeup.
Why did you decide to bring a brand into this crowded marketplace?
Looking at the beauty industry over the last few years, anyone can see how monumentally it’s grown. There are new brands popping up constantly, often over-saturating the market with products that aren’t necessarily developed intentionally. Radiate was created because we wanted to address that need in the beauty industry – specifically, we wanted to create amazing products, where the intention to wear them has less to do with “appearance”, because there is no one standard of beauty. Rather, we wanted the true intention of our products to revolve more around how they make the wearer feel.
Radiate is not about following trends and popping out a new product every month to make money. Every Radiate product is developed from start to finish with the goal of inspiring its users to radiate from within. We set out to create something unique – not another brand with an influencers name slapped on it. My sisters and I are heavily involved in every step of the process to insure you not only love Radiate’s products, but you also feel inspired and empowered by them.
What makes the brand different?
Radiate is a company rooted in family, developed by myself and my two sisters, Tori and Caley-Rae. Having a company run by family makes Radiate more than a business that develops amazing products– Radiate is our shared passion project. Additionally, one percent of all our sales are donated to the non-profit Living Beyond Breast Cancer in honor of the our grandmother, who passed away from breast cancer this August. My sisters and I were deeply influenced by our grandmother growing up – in fact, some of my fondest memories include around sitting at her vanity, watching her get ready. Every time I “ooh-ed” or “aww-ed” at a product, she would put it on me too, making me feel like I was the most beautiful girl in the world. She inspired us to be who we are today, so a huge priority for Radiate is to celebrate strong women like my grandma who are impacted by breast cancer.
Though the Perfect Pop Highlight in shade ‘Glow Away’ was the product that we set out to create first, the best seller from our collection was actually the underdog – our Starlight Luminizing Gloss in shade ‘Glow Away’. This lip gloss was the last and final product we approved for production, and much like everyone else, it’s ended up being one of each of our favorite products too!
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