Shaping the Future of Beauty: FounderSix’s Approach to Influencer Branding

By Brianna Ruelas Brianna Ruelas has been verified by Muck Rack's editorial team
Published on February 13, 2024

Digital innovation is revolutionizing every corner of our lives, and an industry you might not expect to be at the forefront is one of the absolute frontrunners — the beauty industry. Driven by the powerful synergy between influencers and brands, the industry is rife with innovation, and at its heart is Oliver Goulden, the visionary behind FounderSix, a company that has carved a niche for itself by empowering digital creators and reshaping how beauty brands connect with their audiences.

This interview delves into Oliver’s strategic foresight, exploring the burgeoning opportunities and trends within the influencer-driven beauty brand landscape. Oliver’s insights offer a rare glimpse into the mechanisms that have propelled FounderSix to its success, highlighting the pivotal role of consumer-influencer relationships and personalized digital experiences in fostering deeper brand engagement.

Grit Daily: Oliver, your work with FounderSix demonstrates an unwavering commitment to empowering digital creators. As the digital landscape continues to develop, what new opportunities or trends do you foresee impacting the beauty brand industry, especially concerning influencer-driven brands?

Oliver Goulden: You’re right about the pivotal role of the consumer-influencer connection. As digital platforms evolve, I envision new interactive ways for consumers to engage with influencers, such as through personalized webinars or live feeds. These innovations will allow influencers to share their stories and brand philosophies more intimately, creating deeper connections. 

Grit Daily: FounderSix has had remarkable success in launching influencer brands. Could you share a key strategy or philosophy that has been a catalyst for this success, and how do you plan to advance this approach in the future?

Oliver Goulden: Our strategy hinges on the unique relationship each influencer has with their audience. We work closely with influencers to understand their audience’s preferences and needs, translating these insights into product development. This approach ensures that each product not only embodies the influencer’s vision but also resonates with their audiences.

Moving forward, we plan to integrate more advanced data analytics and consumer feedback tools to refine this process. This will enable us to create even more tailored and appealing products, ensuring each brand remains relevant and continues to grow in a market that values authenticity and personal connection.

Grit Daily: Reflecting on your personal achievements and the growth of FounderSix, what has been the most unexpected lesson you’ve learned about leadership and team dynamics in a constantly evolving entrepreneurial environment?

Oliver Goulden: The most unexpected lesson has been the importance of adaptability and emotional intelligence in leadership. In a fast-paced environment like ours, plans can change rapidly, and unforeseen challenges arise frequently. Being able to adapt quickly while maintaining team morale and focus is crucial.

I’ve also learned that understanding and responding to the emotional needs of the team is as important as strategic decision-making. Fostering an environment where everyone feels valued and heard has been key to our resilience and success.

Grit Daily: FounderSix has made a significant impact by empowering influencers to become successful brand owners. Can you share insights into the process and criteria you use for selecting influencers to partner with and how these choices reflect FounderSix’s values and vision for creating authentic beauty brands?

Oliver Goulden: We have developed an internal process at FounderSix that guides us in partnering with the most impactful influencers, those we are confident our team can empower and build with. Surprisingly, the process isn’t primarily focused on the size of an influencer’s following.

Instead, we prioritize creators who demonstrate a genuine, strong connection with their audience and possess a robust business idea they are passionate about bringing to life. It can be a challenging process, but it’s crucial for ensuring that our collaborations are not just about numbers but about creating real, meaningful impact in the beauty industry. This approach allows us to align with influencers who share our vision and are dedicated to developing authentic, resonant brands.


Reflecting on the journey of FounderSix and Oliver’s personal leadership lessons, it’s clear that adaptability, emotional intelligence, and a deep understanding of the consumer-influencer dynamic are crucial for thriving in an ever-evolving entrepreneurial landscape. As the beauty industry continues to evolve, the principles of authenticity, innovation, and strategic leadership will undoubtedly continue to shape the future of digital creator empowerment and influencer-driven branding.

By Brianna Ruelas Brianna Ruelas has been verified by Muck Rack's editorial team

Brianna Ruelas is a Dallas-based account executive and news desk editor at Grit Daily. She is also a motivational speaker and singer, creative cultivator, and bestselling author. Reach her at [email protected].

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