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EXCLUSIVE: MyBeautyBrand Wants to Democratize Influencing With a Peer-to-Peer Business Model

LONDON — The digital peer-to-peer platform MyBeautyBrand is taking a strong stand against the traditional influencer, and trying to give power to the people — whether or not they have an online following. Founded by Robin Derrick and Max Leykind, the platform allows any individual to set up an e-store to share looks using My Beauty Brand’s own color cosmetics products, ByMe, and earn a commission. Similar to Avon, but entirely digital, the site targets Gen Z consumers and focuses on Depop-style, commission-based, social selling. “The platform is very straightforward: You go in and create a store, and attach pictures and products you’ve used. It’s as simple as that,” said Derrick, former global executive director at Spring Studios and creative director of British Vogue. “There are no fees, you don’t need to recruit other people. There is no contract and you can close it whenever you want. You get to decide.” Derrick and Leykind, who founded Eyeko, both stressed during an interview that the point of MyBeautyBrand isn’t to offer another social media platform. While images and videos from Instagram or YouTube can be posted on MyBeautyBrand, and vice versa, there is no room for likes, comments or direct messaging. “I’ve done a lot of

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