Nearly half of people in the UK believe that influencer marketing is having a damaging effect upon society. People are increasingly wary of brands using celebrity and social media influencers to promote products, saying the brands should be more direct or transparent with their marketing.

Word of mouth recommendations can heavily influence consumer purchasing decisions – especially women. New research suggests around 96% of women seek out the advice of others before they buy or try, with 91% looking beyond family and friends for an outside opinion.

Make-up vloggers have established themselves in the beauty industry as trustworthy sources of information on the right products and techniques to achieve specific looks. Col-Lab taps into the power of these influencers, working with eight of them to develop a line of high-quality cosmetics.

With bloggers and YouTubers discovering the benefits of creating their own digital brand, FanBread aims to help turn their influence into income. By providing branded websites filled with shareable content, it offers a hassle-free way to emulate the digital publishing success of mainstream celebs.