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West Elm is going all-in on influencers West Elm is going all-in on influencers
Influencer marketing in the fashion and beauty industries is a mature ecosystem, with its own celebrities, agencies, rules and culture. (Just because it’s a mature business doesn’t mean it always makes sense. For example,
Addison Rae Easterling, one of TikTok’s biggest beauty stars, has a following bigger than the population of California she’s 20.) By contrast, the home industry has been somewhat slow to embrace the model. If West Elm’s new ambassador program is any indication, that’s soon to change.