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 →
Jen Reed knows a good bargain when she sees one. In 2017, when all she saw on her Instagram feed were luxury goods, she began sharing affordable fashion and home goods recommendations. That helped to grow her Instagram following, as well as the popularity of her blog, The Sister Studio. Looking to connect with and expand her community of bargain enthusiasts, Reed came up with her candle brand, Life in Lilac, in 2021. Making people feel welcome and warm in their space was another key inspiration for the brand.
Who: Jen Reed (Lide in Lilac)
What are you known for & how did you get your start?
I am known for being a trusted resource who genuinely and wholeheartedly cares about her audience. I grew my following by sharing affordable and attainable fashion and home finds at a time when the industry was full of people sharing high-end, unattainable luxuries.
What’s the brand: Candles and candle-care accessories
Find it: LifeinLilac.com
Why did you decide to bring a brand into this crowded marketplace?
I wanted to find a way to further connect with and be a part of the homes of those in my community.
What makes the brand different?
Life in Lilac is dedicated to one simple concept, an inclusive community, which is why all the products are ‘One Size Fits All’ and perfect for gifting. Each candle boasts an affirming reminder, like Always Welcome or Wonderful & Worthy, because I believe that we are all wonderful, welcome and worthy. I’m excited to put these reminders in my followers’ homes. Also, all of the candles are hand-poured in Los Angeles, giving me the ability to be part of the entire production process.
Best seller from the brand: Always Welcome candle
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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