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 →
After they met in 2017 at the Lesbians Who Tech conference, Ingrid Nilsen and Erica Anderson set out to co-create their candle brand, The New Savant. Before the brand, Nilsen had been a lifestyle YouTuber for over 10 years with over 6 million subscribers. She used her platform to spread radical self-acceptance and personal growth advice. For her part, Anderson worked in tech and media at companies including Google, MTV News, CBS News and Twitter. Anderson was also responsible for organizing the 2018 Google walkout, where 20,000 employees protested sexual harassment at the corporation. Today, with TNS, Nilsen and Anderson are championing slow, handmade products in today’s fast-paced world.
Who: Ingrid Nilsen & Erica Anderson (The New Savant)
Platform: Instagram
What are you known for & how did you get your start?
Nilsen: Over my 10+ years as a creator, I built a community of 3+ million YouTube followers. I was known for lifestyle and beauty content that encouraged self-acceptance and challenged norms. I helped pioneer the “Get Ready With Me” format, created Vlogmas and worked with some of the biggest names in beauty including Covergirl, Bare Minerals, Jo Malone and Fresh Beauty. [Editor’s Note: Nilsen retired her YouTube channel in 2020]
What’s the brand: Candles
Ad position: web_incontent_pos1
Find it: thenewsavant.com
Why did you decide to bring a brand into this crowded marketplace?
Nilsen: Fragrance, in a way, is like music. There is no shortage of it. But that doesn’t mean we should just stop where we are. There is so much possibility within the world of smell, especially when it comes to unexpected pairings. I want to present people with notes that are often polarizing (like dill in our Heatwave candle) and create something completely magical.
Anderson: We both feel really connected to the sense of smell and how it can bring us more deeply into the present moment. As two people whose previous jobs were all about the internet, we wanted this next chapter to help people experience more analog joy.
Ad position: web_incontent_pos2
What makes the brand different?
Nilsen: We make and manufacture everything ourselves in our Brooklyn studio. As of right now, I’m making all the candles myself, by hand.
Fun Fact: The first collection went up for sale on December 3, 2020. It sold out in seven minutes! It was so exhilarating. We’ve seen the business grow steadily, with a devoted consumer base ever since.
Best seller: Androgyne
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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