BareMinerals taps Ingrid Nilsen in largest digital influencer collaboration ever

By

Kate Dingwall

Published
Feb 2, 2017

BareMinerals has named beauty vlogger and influencer Ingrid Nilsen the new face of the brand. This partnership is touted as being one of the most valuable digital influencer collaborations ever.

Nilsen, best known for her cheery beauty videos, is reportedly being paid $500,000 to front the just-launched BareMinerals campaigns.

The beauty guru will be the face of two new foundations for BareMinerals: the original and the matte formulas. Nilsen will appear on point-of-sale materials, tutorials, in-store activations, and print ads, and she will create original content for BareMinerals on her personal channels.

Nilsen started her own Youtube channel in 2009, packing it full of videos of herself showing off her favorite styling and beauty tricks. The channel took off – quickly amassing a YouTube following that now sits at over 4 million. Her online presence really went viral in 2015 when Nilsen posted a video revealing that she was coming out of the closet. In 2014, Nilsen was the first online personality to be tapped by CoverGirl for a campaign. Unilever, TreSemme, Mejuri, and Dyson have tapped the influencer for projects in the past as well.

BareEscentuals, the parent brand of BareMinerals, was acquired by Shiseido in 2012 for $1.7 billion, the largest in Shiseido’s history at the time.