When I look at the landscape of creator-led commerce today, one thing is perfectly clear: the old model doesn’t work anymore. For decades, top-tier talent - from live streamers and content creators to actors and athletes - were happy to exchange their name and image for a large, short-term licensing fee. They were essentially renting their influence, the relationship with the brands they were endorsing were purely transactional. 

Today, a single question is now dominating creator conversations. Why should I endorse a product when I can own it? 

At COLLAB, our mission is to be the global leader in creator commerce, and we see this shift to equity as not just a trend, but the essential future of brand building.

The Endorsement Trap: Why Short-Term Licensing Fails

The traditional licensing model is a brilliant deal for the manufacturer, but a terrible one for the talent. The principle is simple: the creator provides the priceless asset, often large authentic audience and immediate cultural relevance, and receives a one-time transactional fee. Once the contract expires, the company retains the market data, the supply chain, the retail relationships, and all the valuable brand equity that the creator has helped them to build.

The greatest asset a creator has is their audience's trust. Putting that asset at risk for a quick cash injection that offers no stake in the outcome is fundamentally poor business. It’s a fast-food solution in an era where creators are looking to build a lasting legacy.

The Creator Economy’s Evolution: Building Enduring Equity

Today’s most successful creators are true entrepreneurs, they recognise that their influence is the new financial model. They are no longer just content publishers; they are de-facto media companies with proprietary data and hyper-engaged communities.

This evolution demands a talent-first approach: equity over endorsements.

By securing long-term equity ownership in a consumer brand from day one, the creator transforms their influence into a valuable asset. They move from a temporary advertising cost to a permanent, vested partner contributing to the brand's valuation. This is the difference for a creator between earning six figures today and co-owning a nine-figure asset tomorrow.

The Equity Advantage: 3 Reasons Top Creators Choose Ownership

Why is the shift to co-ownership and equity so critical for talent, and why does this model appeal to partners and investors?

1. Authenticity is Asset Protection

When a creator owns a stake, their promotion is no longer perceived as advertising; it is seen by the audience as authentic advocacy. This deepens consumer trust, which, in turn, drives higher rate of sale (ROS) and long-term brand loyalty. These are metrics that investors value. 

2. Revenue Diversification & Legacy

A CPG brand is a tangible, scalable enterprise - an enduring financial asset that exists independently of the creator’s daily content output. Brands are acquired, they expand into new markets and they appreciate in value over time. This is the ultimate hedge against evolving platform algorithms and changing digital trends.

3. Guaranteed Demand (The Retailer’s View)

The biggest hurdle for a retailer is the risk of market rejection resulting in low shelf velocity and eroded margins. When a creator-led brand lands it comes with a built-in fanbase and guaranteed demand. The brand awareness is already baked in. This reduces the inherent uncertainty for major retailers and distributors in bringing new brands to market and provides a safe bet for trialling new market segments, making creator-owned brands the most attractive product on the market.

Real-World Proof: Turning Influence into Global Assets

The power of the creator-equity model is already proven across the globe. Here in the UK there are an increasing number of examples of creators launching CPG brands that are scaling fast, proving that influence can be converted into long-term equity. 

Creator Case Study: Sweet Success

Jamie Laing, most known for the reality TV show, Made in Chelsea, co-founded cat shaped confectionary brand Candy Kittens with Ed Williams in 2012. Jamie didn’t just put his face on a packet of sweets, between him and Ed they built an audience who were invested in the success of their sweets, they built brand awareness early on social media channels and at in-person pop-ups. 

They positioned the brand as premium and adult-focused which justified the sweets' higher price point than more established brands. They tapped into the permissible indulgence trend by being certified vegan and focused on natural ingredients to attract health-conscious consumers looking for a treat. It came as no surprise that they quickly moved from being an online novelty to securing listings in major retailers including Tesco, Waitrose and Sainsbury's.

By being an authentic creator-owner, Jamie has a vested interest in the brand’s long-term success. The value is generated by his equity stake and the market’s reliance on his digital promotion. 

The Exit Case: Lifting Spirits 

The sale of Aviation American Gin is the perfect example of creator IP being successfully leveraged for a massive exit. When actor Ryan Reynolds acquired an ownership stake in the brand in 2018, he transformed the brand by becoming the face of its marketing. 

This authentic engagement through humorous marketing campaigns that went viral boosted the brands visibility making the gin culturally relevant to a wider audience and led to the acquisition of its parent company, Davos Brands, two years later by spirits giant Diageo in a multi million pound deal.

Join the Movement: Stop Endorsing, Start Owning

The future of consumer commerce belongs to the creators who are building their own empires. At COLLAB, we are the only full-service incubator that provides the strategic blueprint, the operational firepower, and the equity-based platform you need.

If you are a creator, a talent manager, or an investor ready to capitalize on the single biggest shift in consumer behavior this decade, the time to build is now.