Here’s how an upstart incubator is combining creator products with its in-house brands

By 12/08/2022
Here’s how an upstart incubator is combining creator products with its in-house brands

It’s been a busy month for Slate Brands. On November 11, the beauty incubator released Mirrored Image, a fragrance developed in tandem with sisterly creators The Murillo Twins. Then, after making a name for itself through influencer collaborations, Slate launched its first in-house brand at the end of November.

The palindromic release date of Mirrored Image — 11/11 — is a nod to the reflective nature of the fragrance’s branding. The Murillos are 27-year-old identical twins who have shared a YouTube channel for more than six years, and their new product features the tagline “A Reflection of You.” To help their fans “see who you are,” Brittany and Briana Murillo have worked with Slate to develop a fragrance infused with scents like bergamot, pear, and currant. At the time of this post, the $79 bottles are currently sold out, but a waitlist is available.

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Mirrored Image was the fourth product Slate brought to the market. The New York-based incubator made a splash last year when it teamed up with YouTube DIY queen Moriah Elizabeth to roll out a nail polish line called ME Nails. Slate’s partnerships haven’t been limited to the beauty space, as it also joined forces with comedian Lala Milan to introduce Vagitaminz, a feminine wellness brand.

Now that Slate has found success through influencer partnerships, it is looking to launch some products that aren’t co-branded. The November 30 launch of Insanely Clean added a skincare line to Slate’s list of brands. The male-targeted unit, which includes a face wash and a moisturizing mist, spent three years in development before arriving on the market.

As Slate worked on Insanely Clean, it used a strategy employed by many creators: It polled its audience. “We conducted extensive, in-depth market research; including panels, focus groups, and various rounds of interviews to ensure we’re bringing a skincare line to market that adds a unique point of view and solves a problem,” said Slate Brands Founder Judah Abraham in a statement. “We found men are interested in the benefits of skincare but are often left confused or unsatisfied with generic products. Insanely Clean is our answer.”

There’s a clear path forward for Slate. The upstart incubator will continue to invest in both its own ideas and its creator collabs. For more info about the company, check out its website.

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