staying true to myself is really important to me and I’m so pleased to help spread YSL Beauty’s message of empowerment and self-expression through makeup.” We asked Megan Kennedy Grundén, Influencer Marketing Consultant and Copywriter at Ariel for her thoughts on YSL’s announcement and the rise of nepo-babies.

“In all influencer/talent partnerships, luxury brands differ from the usual commercial brands because they aren’t looking for things like conversions, newsletter sign ups, etc. They want brand fame/awareness and, for lack of better words, to look cool. They want to be relevant,” said Grundén.

“In their selection process, they look for brand fit and current level of influence. These two must be mutually inclusive because nobody wants to get cancelled. So, this influencer must be socially relevant and of a certain status while also fitting into the brand’s core values,” said Grundén.

The phrase “nepo-baby or nepotism baby” refers to a term Gen Z’s are using to describe children born into rich, famous and otherwise powerful families who have a head start in life. In some cases, this advantage has allowed those children to surpass even their parents status. Others are already…