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We already talked about the future of blogging and said that product endorsement won’t be an essential part of the monetisation strategy anymore.

Today, being a blogger is a real job. If everything started with gifted products and then evolved into a profitable business able to bring six-figure revenue to a blogger endorsing a product, now the blogging world is changing again.

A lot of bloggers realised their selling power when endorsing branded products, hence why some of them decided to create their brand and products. Negin Mirsalehi and her hairline products, Chiara Ferragni and her shoes and accessories brand and Clio Makeup with her beauty brand and recent pop-up store, are examples of bloggers turned entrepreneur with the launch of their brands. Marianna Hewitt awarded Beauty Influencer of the Year by WWD,  just joined them by creating Summer Fridays – a skincare brand launching in January 2018 – with lifestyle blogger Lauren Gores.

For now, the brand will only offer one product – the Jet Lag Mask – available online on

Summer Fridays' Jet Lag Mask

Up until now, the brands started by bloggers have all been a success. Their work with brands and digital expertise turned them into entrepreneurs able to understand that even more than its quality, a product must be a perfect instagrammable item. And most influencers developed their strategy around this concept along with a smart social media strategy. In an interview with WWD, Marianna Hewitt confirms that a beautiful packaging ensures millions of pictures on Instagram, whereas a product of quality with a standard appearance will only appear in stories.

Marianna Hewitt created her brand with this concept in mind and turned her first product into a top-notch mask which ingredients have been carefully picked. Face masks are so far the most shared product on Instagram, so it’s not a coincidence if the first product of Summer Fridays is a mask. 

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