Lee, who has 17.4 million followers on TikTok, is following the trajectory of other mega influencers whose businesses have grown bigger than static brand deals. Alix Earle announced she was a Poppi investor in 2024, and Kat Stickler joined water enhancer brand Stur as an investor and owner in 2023.

Creators position these investment partnerships as a way to show real commitment to a brand while building more durable revenue streams.

• Platform algorithm changes or volatility is the top barrier to business growth among creators (18%), according to a July CreatorIQ survey.

In turn, brands can find more value in creators’ likeness and expertise.

“We’re a young, emerging brand, and we need to go and compete with brands that have much…