Dealbase

Fintech company SoFi Technologies appointed creator Vivian Tu (Your Rich BFF) as its first Chief of Financial Empowerment. The partnership formalised an existing relationship, with Tu taking on a public-facing role focused on financial education, content and community engagement rather than a one-off brand campaign.

Netflix partnered with children’s creator Ms Rachel to bring her preschool educational content to the streaming platform. The deal makes Ms Rachel’s videos available to Netflix subscribers, extending her reach beyond YouTube to a more traditional TV-style environment for families.

Jake Paul revealed that he is an investor and advisor at OpenAI, working with the Sora team – the developers behind the viral AI video generator. As part of the partnership, Paul became the first celebrity cameo user, allowing the model to generate videos featuring his likeness. Within six days, thousands of videos using Paul’s image were shared across social media, amassing over 1 billion views and an estimated $57 million in earned media value.

Initially celebrated as the brand’s “most requested collab ever,” Huda Beauty’s EasyBake Duo campaign paired Love Island USA alum Huda Mustafa with founder Huda Kattan in a playful, high-glam launch that leaned into fan demand for a “Huda x Huda” collaboration. But just six weeks later, Huda Beauty ended the partnership following a TikTok Live featuring Mustafa and her boyfriend, which included racist language from a caller. The brand cited “behaviour not aligned with its values,” expressing disappointment and reaffirming its stance against racism.

e.l.f. launched a satirical legal-themed campaign, “e.l.f.ino & Schmarnes”, casting comedian Matt Rife and drag queen Heidi N Closet to take on overpriced beauty. Within days, the campaign sparked heavy backlash due to Rife’s history of making domestic violence jokes, forcing the brand to apologise and end the campaign early.

Love Island USA Season 6 star Leah Kateb joined clean fragrance brand Skylar as Chief Creative Officer and official re-founder. Founded in 2017, Skylar is undergoing a full refresh under Kateb’s leadership, with new scents and storytelling rooted in her personal vision.

Urban Decay named OnlyFans creator Ari Kytsya as brand ambassador for its “Battle the Bland” campaign, featuring her in bold, news-style social ads. The appointment sparked criticism from campaigners, including the Fawcett Society, who raised concerns that including adult-content creators in beauty advertising could encourage young women toward the platform.

Target partnered with streamer Kai Cenat and the AMP collective to launch TONE, a new exclusive men’s personal care brand. The collaboration debuted through a livestream announcement and in-store rollout, positioning TONE as a youth-driven line built around gaming and creator culture.

Beauty creator Aisha Asunramu collaborated with The Beauty Crop on a viral lip kit designed for deeper skin tones. The collaboration grew out of an existing brand ambassador relationship, after Asunramu highlighted the lack of sufficiently deep lip liner shades during a shoot with the brand.

Popeyes partnered with seven popular Twitch and online creators to launch a limited-time “Streamer Build Your Own Bundles” promotion in the U.S. The campaign allowed fans to order customizable meal bundles inspired by each creator’s personal food preferences, available exclusively through the Popeyes app and website for pickup. Starting at $20, the bundles featured combinations of Popeyes staples such as chicken sandwiches, tenders and mac & cheese.

The Federal Government of Nigeria selected 20 content creators to spearhead public education on the country’s new tax reform which took effect January this year. Chosen from over 8,500 public nominations by the Presidential Fiscal Policy and Tax Reforms Committee, these creators will undergo specialized training to translate complex new tax laws into relatable, everyday content – marking a strategic move to bypass traditional government silos in favor of digital communication.

Warby Parker teamed up with Nathaniel Drew to launch the “See With Intention” campaign, a project that uses short films, online journals, and live events to talk about mindfulness and creativity. Beyond showing off the glasses, the partnership focuses on how slowing down and making careful choices about our daily habits can improve our mental clarity and how we see the world.