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 →
Identical twin sisters Brooklyn and Bailey started their YouTube channel in 2013 and have posted weekly ever since. Their lifestyle and beauty content has gained millions of followers. After two years of development, the twins’ skin care brand, ITK, or In The Know, launched in August 2022. The line includes products from pimple patches to acid toners to gentle cleansers, all priced under $15. Each has scannable QR codes, bringing users to at-home or in-store experiences with the product.
Platforms: YouTube, Instagram, TikTok, Facebook, Twitter
Why did you decide to bring a brand into this crowded marketplace?
We felt like there was a gap in the market for affordable, accessible, pretty and clean skincare that everyone felt like they could understand and relate to. We wanted to bridge that gap, and create something we felt like covered all those bases.
What makes the brand different?
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One of our main goals is to make skincare simple. We want to educate people about their skin, so that the skincare world can become less daunting! We also want to be a relatable brand, communicating and creating in a way that everyone feels like we are a friend, not a brand.
Fun fact:
We have QR codes on all of our bottles as well as our boxes. When you scan them, it will take you to two different AR experiences that educate you, while also being a fun interactive experience.
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