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Marketing

People trust people report: Are creators the new brands?

New study reveals why consumers are ditching traditional brands for their favorite creators

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Adobe Express

05/14/2025

Summary

Creator-led brands — businesses founded and promoted by content creators, influencers, or celebrities — are gaining ground in the retail world. More than half of US consumers now buy from these brands, attracted by their authenticity, trust, and personal connection.

A new Adobe survey of 1,000 shoppers explores how younger generations are driving this trend across industries like beauty, fashion, and food. From Fenty Beauty to MrBeast Burger, discover how these brands are redefining shopping habits for the future.

Key takeaways

  • 56% of consumers purchase from creator-led brands, with Gen Z (66%) and millennials (61%) leading the trend.
  • The most popular creator-lead brands in 2025 are Fenty Beauty and Savage X Fenty, both from Rihanna.
  • 13% of shoppers now trust creator-led brands more than traditional ones.
  • Gen Z spends $104 monthly on creator-led brands.
  • 70% of consumers believe creator-led brands deliver products that match their hype, and 40% plan to continue purchasing from these brands.
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The top creator-led brands of 2025

From apparel to beverages, trending creator brands are capturing wallets and attention, especially among younger US consumers.

Favorite creator-led brands and how consumers discover them

More than half of consumers (56%) have purchased products from a creator-led brand, with Gen Z (66%) and millennials (61%) leading the trend. Shoppers are most often discovering these brands online, with YouTube (48%), Instagram (42%), and TikTok (33%) being the top three platforms. This reflects a strong link between platform discovery and purchasing behavior, as video-driven platforms like YouTube and TikTok are also where these creators build the most trust and engagement.

Rihanna's Fenty Beauty and Savage X Fenty were the most popular creator brands overall. Fenty Beauty was also Gen Z's top choice, followed by MrBeast Burger, Feastables, and Chamberlain Coffee.

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Why consumers prefer creator-led brands

What's driving consumers away from traditional brands? It comes down to trust and connection, and creator brands are winning on both fronts.

factors driving trust in creator-led brands

While 13% of consumers now prefer creator-led brands over traditional ones, the real story is in the shift: One in four have switched their loyalty from traditional to creator brands. The top decision drivers? Product reviews (42%), creator reputation (30%), and authenticity (30%). This suggests that consumers now value transparent storytelling and peer-like relatability as much as — if not more than — conventional marketing tactics.

The generational spending gap is stark: Millennials spent an estimated $109 a month on creator-led brands, with Gen Z close behind at $104. Gen X averaged only $30 monthly, and baby boomers spent just $16.

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Are creator-led brands delivering?

Some creator brands aren't just riding on fame — they're delivering on their promises. The customer satisfaction numbers prove it.

creator-led brands with highest satisfaction by the customers

A strong majority of consumers (70%) felt that creator-led brands delivered products that matched their hype, and 40% plan to continue purchasing from these brands. Rare Beauty by Selena Gomez topped the most popular creator brands with an impressive 84% consumer satisfaction, while Fenty Beauty (81%) and Savage X Fenty (80%) were close behind.

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The new retail playbook

Creator-led brands are more than a passing trend — they reflect shifting consumer values where trust, authenticity, and personal connection take center stage. As younger generations continue driving this shift, traditional brands may need to rethink their strategies to stay relevant. As creator-led brands mature, their ability to consistently deliver on quality and values is setting a new benchmark for long-term consumer trust and retention. The success of creator-led brands highlights an important lesson: people trust people, and that trust can redefine long-term brand loyalty.

Methodology

Adobe surveyed 1,000 people in the US to explore preferences and spending on creator-led brands. Of the respondents, 16% were Gen Z, 52% were millennials, 25% were Gen X, and 8% were baby boomers.

Fair use statement

Sharing of these findings for noncommercial purposes is permitted with a link to this page.

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