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 →
Fiona Frills started her YouTube in 2011 — at the time, she was just 10 years old. She would post girlhood-focused content meant to help teens navigate growing up and learn about all things fashion and beauty. She grew her audience by with consistency and authenticity — sharing her personal experience of being a teen. At 13, she started developing her own beauty company, Frilliance. A CEO by age 18, Frills wants Frilliance to appeal to teens in both price and purpose. Her own experiences with acne inspired Frilliance’s focus on “teen-prone” skin — a term it uses to destigmatize acne.
Platforms: YouTube, TikTok, Instagram
Why did you decide to bring a brand into this crowded marketplace?
Though the beauty space is crowded when it comes to products for adult and more mature skin, there are hardly any teen-focused, teen-created beauty & skincare brands — that truly understand and care about teen skin. I wanted Frilliance to be the brand for teens by an actual teen, that is both affordable and accessible.
What makes the brand different?
I genuinely care about teens and relate to all the confidence issues that skin problems cause. The majority of beauty brands are owned by the same seven companies and they ignore the teen market. I think teens are overlooked. My brand is dedicated to Gen Z. I want teens to know that I have their back when it comes to their skin. Frilliance is scientifically tested to be non-comedogenic (won’t clog pores), hypo-allergenic (safe for sensitive teen skin), and dermatologist-tested.
Fun fact: Even though I own a beauty and skin care brand, I’m a tomboy at heart. I love cars and getting my hands dirty. Also, I can juggle.
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Best seller:
Perfecting Primer + Serum & Clear Skin Serum
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