As consumer demand for authenticity continues to reshape the beauty industry, crowdsourced beauty platform and brand incubator Volition Beauty’s partnership with creator Bramty Juliette is drawing attention for its atypical approach to influencer collaborations.
We spoke to Patricia Santos, Founder and CEO of Volition Beauty, for her insights into the partnership and its greater impact in the evolving beauty landscape.
A shift from promotion to product development
“What truly sets Bramty’s collaboration apart is the depth of co-creation,” Santos told CosmeticsDesign. While traditional influencer partnerships often focus on simple product promotion, she explained, “with Bramty, it was a true partnership from the ground up….she wasn’t just a face; she was the driving creative force.”
The influencer was involved in all aspects behind the launch of her Blue Spirulina Body Oil, from the product conception stage to the formulation process, and even throughout the packaging design, as “every aspect was touched by her vision,” Santos confirmed.
The collaboration sold out within hours, and Santos credited this response to the authenticity behind the product and the strength of Bramty’s relationship with her audience.
“The rapid sell-out is a testament to the power of authentic connection,” she said. “Bramty has built a strong, trusting relationship with her audience,” and “when she co-created the Blue Spirulina Body Oil, her followers knew it was something she genuinely believed in and poured her heart into.”
A risk-free path for creators
The project was structured through Volition’s accelerator program, which offers creators a platform to develop and launch products with full creative control but without financial or operational risk.
“Our accelerator program is a win-win,” said Santos. Described as a “dream come true” for influencers, she explained, the program affords creators with the flexibility to “ bring their product ideas to life without the financial burden and operational complexities of starting a business.”
Volition Beauty’s program provides creators with the support needed to design and launch a product via the company’s expertise and resources, she continued, without relinquishing creative control. For Volition, she shared, “it’s about tapping into genuine passion and unique perspectives,” which affords the company “access to highly engaged audiences and develop innovative products that truly resonate.”
Santos also noted that turning a creator’s idea into a compliant, effective product required close collaboration across disciplines. In the collaboration with Bramty, as with all product collaborations, the most significant challenge centers on maintaining the balance between creative vision, technical feasibility, and adherence to regulatory standards, she explained.
“Ensuring the product was safe, effective, and met our quality standards while staying true to Bramty’s vision required a lot of collaboration and problem-solving,” she said, adding that throughout the course of the product developed and launch, “we learned the importance of clear communication, agile development, and being adaptable.”
Meeting the industry’s call for authenticity
With the industry placing greater emphasis on transparency, Volition sees its co-creation model as part of a broader trend moving forward.
“Transparency and authenticity are no longer buzzwords; they’re expectations,” said Santos. Noting that beauty consumers, particularly Gen Z, highly value authentic connections and subsequently support brands and creators that they trust, “our co-creation model is the embodiment of that,” she emphasized.
For creators looking to build deeper partnerships with brands, Santos also emphasized the importance of substance over surface.
“My advice to aspiring creators is to focus on building genuine relationships with your audience first and foremost,” she concluded, adding that “when seeking brand partnerships, look for those that align with your values and allow you to be a true collaborator, not just a spokesperson.”