How this new venture firm is turning influencers into beauty business founders
Influencers are constantly putting their names on the map by launching brands, from coffee companies to beauty empires. So, what if creators don’t have a background in business but are ready to create beauty brands? Here enters Plus Two Ventures.
It's no secret that TikTok and Instagram provide beneficial platforms for beauty businesses. Boosting brand awareness and sales through their viral nature, these platforms have propelled a number of brands to stardom, such as Made by Mitchell and P Louise. There’s money to be had - just look at Mitchell Halliday’s example. Back in June, the influencer’s TikTok viral beauty brand became the first-ever UK business to hit $1 million in revenue in one day on TikTok Shop.
Plus Two Ventures, founded by Jamie Stuart and Louai Alama, noticed the rapidly evolving space and decided to make it its mission to bridge the gap between influencing and entrepreneurship by providing an incubator for creator-led beauty brands.
Jamie Stuart brings a financial and strategic background to the business, having worked across various sectors of the investment landscape. Meanwhile, Louai Alama is the creative brain, who specialises in marketing and networking.
With a deep understanding of the dynamic consumer packaged goods (CPG) industry, Plus Two Ventures is giving creators the tools to enter the realm of beauty.
The company aims to revolutionise the creator economy with its first brand launch in early 2025. Though currently top secret, Plus Two exclusively revealed to TheIndustry.beauty that its first launch is a "revolutionary press-on nail brand in partnership with a prominent creator". The collection will feature designs that have already captured millions of likes and saves across social media, now made accessible to everyone.
Plus Two Ventures told TheIndustry.beauty: "These aren't just regular press-on nails - they're high-quality, reusable pieces that deliver salon-grade results at home. We're particularly excited about making these premium designs available at an accessible price point.
"The full collection and campaign imagery will be revealed closer to launch, but we can promise that these designs will be instantly recognisable to anyone who follows nail art trends on social media."
How Creators can benefit from teaming up with Plus Two Ventures
Creating a brand
By providing robust support systems, strategic resources and expert guidance, the firm ensures that creators can successfully navigate the unique challenges of launching and scaling their brands. From ideation to execution, the company is building a pipeline of Founder success stories.
Driving sales through creator authenticity
Authenticity is the heart of modern business strategy and Plus Two Ventures excels in helping Creators align their products and brands with their identities and values. By maintaining genuine audience connections throughout product development, marketing and branding, Creators can drive sales and build customer loyalty. This attempts to give the Creators-turned-Founders a competitive edge in a crowded marketplace.
How to find success in the Consumer Packaged Goods space
The Consumer Packaged Goods (CPG) industry is experiencing a paradigm shift, with influencer-led brands disrupting traditional models and redefining consumer expectations. By fostering sustainability, scalability and innovation, the firm promises to give its creators the necessary tools needed for the competitive CPG market.
Plus Two Ventures said: "We’re bringing together two worlds that rarely intersect effectively. While traditional investing often focuses solely on metrics, we’ve found that combining business expertise with authentic creator relationships leads to something truly special. We’re not just investing in businesses – we’re partnering with creators to build brands that genuinely resonate with their audiences and stand the test of time."
Stay tuned to Plus Two's social media to find out more about its first launch coming in 2025...
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