What happened
Allison Ellsworth, Poppi co-founder, said creators now ask for equity or advisory roles before promoting her new hydration brand Jetty, launched November 9. Jetty is structuring investment plus advisory deals with some creators.
Why it matters
Equity-for-posts is becoming a price creators name up front, and other brands like ESW Beauty are doing similar deals.
In their words
“They should really participate in the upside as well.”