Recently, 86 Talent's Fashion Lead Mariella Cunningham hosted a panel with creators and influencer‑marketing leads that gave a really honest look at what’s actually working in beauty and fashion right now. The big theme? Audiences are switched on, creators are pushing back, and brands are having to rethink how they work.
Recently, 86 Talent’s Fashion Lead Mariella Cunningham hosted a panel with creators and influencer‑marketing leads that gave a really honest look at what’s actually working in beauty and fashion right now. The big theme? Audiences are switched on, creators are pushing back, and brands are having to rethink how they work.
Here are the key takeaways:
Everyone agreed: people can spot a scripted ad instantly. If a creator sounds like they’re reading a brief, viewers scroll. The content that performs best is the stuff that feels natural, personal and unscripted, and brands are finally starting to let creators do their thing.
Skincare came up a lot. Creators are no longer willing to hype something they haven’t actually tried. Many are now telling brands, “I’ll test it first, then decide.” And brands are getting on board by sending products earlier so creators can give real, honest feedback.
It’s better for trust, and audiences can tell the difference.
Unlike skincare, fashion and homeware don’t need a trial period. You know straight away if something works for you, which makes these categories quicker and more flexible for creators and perfect for TikTok‑style content.
The future belongs to creators who stay honest and brands who let them. Audiences want real experiences, not rehearsed ads, and the industry is finally catching up.
