Couch commerce is a new phenomenon that meets the emergence of retail influencers marking a stride in the way we explore new fashion vistas, beauty innovations, and clandestine bargains. The infusion of influencer marketing into social media platforms like Instagram and TikTok, with their live shopping features, signals a seismic transformation in the retail industry.
The influence of these digital trendsetters is so potent that 70% of teens place more trust in them over celebrities, and nearly half of all consumers rely on influencers’ recommendations before making purchases. This influence extends beyond mere product endorsement; it fosters brand awareness and loyalty, leveraging the psychology of social proof.
Let’s dive into the world of retail influencers who are reshaping the way we perceive value, sustainability, and brand loyalty one post at a time.
2024’s Rising Retail Creators
From Los Angeles to Montreal, this diverse group of creators has mastered the art of engaging content, blending personal stories with brand collaborations that resonate with millions.
Whether it’s Zoi Lerma’s dance-infused fashion showcases or Gracey Ryback’s deal-finding missions on Amazon, these influencers are more than just content creators; they’re the bridge between brands and the global online community.
Their unique approach to retail—from high fashion to sustainable living—proves that influence goes beyond mere follower counts; it’s about creating genuine connections and inspiring action.
Stephanie Peña
Location: Houston
Followers: 921K on TikTok, 254K on Instagram
Stephanie Peña shines in the online world through her distinct combination of lifestyle, beauty, and parenting advice. Her digital presence is marked by intimate morning vlogs, genuine get-ready routines, and thrilling unboxing videos. Central to her narrative is her family, offering insights into her experiences with her son Easton and husband Cody, enriching her content with a sense of authenticity.
Her collaborations with high-profile brands, including her work with Taco Bell and Dove, highlight her genuine connection with the products she promotes. For Prime Day, Amazon selected her for a live stream showcasing her favorite Prime Day Picks, reflecting her life’s essentials through her Amazon storefront, which includes everything from baby must-haves and home essentials to workout attire and makeup.
Hannah Cho
Location: Toronto
Followers: 224K on Instagram, 311K on TikTok, 163K on YouTube
Hannah Cho dazzles on TikTok with her unique mix of beauty and lifestyle expertise, captivating audiences with engaging “get ready with me” sessions, her take on Hailey Bieber’s blush technique, and creative skincare tips. Hannah’s work with industry leaders like Fenty Beauty has solidified her position as a versatile figure in the digital realm. Her rise to internet sensation came with the viral Dalgona Coffee video, placing her at the forefront of a worldwide craze.
@imhannahchoanyone else in love with milky skincare? 🥛🍯 @Farmacy Beauty got us with their new honey milk hydrating essence!!! ^_^ lovee!! @sephora 🤍 #farmacypartner #milkyskin #glowyskin #hydratingskincare♬ original sound – hnh 🐰⭐️
Offscreen, Hannah’s content deeply resonates with her Korean-American roots, often featuring her sister Lauren and highlighting the importance of family ties and cultural heritage. As a beacon of representation, Hannah Cho bridges cultural divides through her personal brand, Hannah Cho Beauty, addressing the need for diversity with authenticity and pride.
Indie.boho.nest – Gianna Nicolette Caputo
Location: Washington
Followers: 186K on Instagram, 54K on TikTok
In the realm of home décor and renovation, Gianna crafts a world where Scandinavian simplicity meets the warmth of bohemian flair, all grounded with the timeless elegance of mid-century design. Her projects, ranging from ingenious kitchen makeovers with open shelving to revitalizing thrift store finds with a lick of paint and a dash of creativity, reveal her unique ability to blend functionality with style, making her a beacon of inspiration for home enthusiasts and DIY adventurers alike.
@indie.boho.nestYay, finally!! It’s the Big Home Sale time @Macy’s and it’s the perfect opportunity to put some finishing touches on our newly configured guest bedroom!! #sponsored The prices are so good and the sale is now through 2/14! Check out the link in my bio to shop now 🙂 #macysstylecrew♬ Curiosity – Danilo Stankovic
Her content, rich with themes of nature, practicality, and thrifted treasures, resonates deeply with a diverse audience, from interior design aficionados to parents seeking clever solutions for stylish yet livable spaces. Videos like “Makeup for Mature Skin” showcase her versatility and reach, amassing millions of views and connecting with viewers beyond the confines of home décor. Collaborations with brands like Macy’s further underscore her influence, bridging the gap between personal expression and mainstream appeal.
Dani DMC
Followers: 496K on YouTube, 556K on Instagram, 320K on TikTok
Dani has carved out her niche as a “confidence activist,” a label she embraces with pride, by challenging societal norms and rejecting traditional beauty ideals. Her diverse range of content, from fashion showcases to lifestyle tips, strikes a chord with a wide audience, advocating that true confidence and beauty transcend size and shape.
Dani’s core message underscores confidence as an innate power, meant to be celebrated and shared openly. Her evolution from navigating the hurdles faced by a plus-size figure in the realms of modeling and content creation to becoming a beacon of unabashed self-love serves not only as an inspiration but also as a rallying cry for all to reassess and embrace their own standards of beauty and to kindle their inherent confidence.
Wishbone Kitchen – Meredith Hayden
Followers: 2.2M on TikTok, 1.1M on Instagram
Meredith Hayden, at the helm of Wishbone Kitchen, has woven the ethos of “happy & whole food” into the fabric of home cooking, transforming it from a daily chore into a celebration of culinary creativity. With each recipe, from Ziti alla Zozzona to Spicy Calabrian Chili Rigatoni, Meredith invites her audience into a world where food is a bridge connecting diverse tastes and traditions. Her journey from marketing to culinary arts, culminating in the role of a private chef and later, a celebrated social media persona, underscores a life dedicated to the love of food.
@wishbonekitchenPan searing salmon has never smelled so good, thanks to Febreze AIR Kitchen. #FebrezePartner♬ original sound – wishbonekitchen
Meredith’s ability to create dishes that balance the sophistication of a gourmet meal with the warmth of a family dinner speaks to her commitment to making cooking a delightful part of everyday life. The narrative of Wishbone Kitchen is enriched by Meredith’s collaborations and personal anecdotes, like the heartwarming tradition of making wishes with chicken wishbones, a nod to the kitchen’s namesake. Viewers are invited to events like Dip into Gold, presented by American Express Gold & Resy, to join Meredith in sampling dishes from notable NYC restaurants.
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Sabrina Brier
Location: New York
Followers: 775K on TikTok, 295K on Instagram, 138K on X
Sabrina Brier, armed with her theater degree and a background in talent management and TV writing assistance, has carved out a unique niche in the world of comedy. Her sketches, brimming with satirical zest, mock the minutiae of privileged life, resonating deeply with audiences seeking humor in the absurdity of modern norms. Her series Extremely Passive Aggressive Roommate and the creation of the fictional singer Biljana Electronica draw millions into her orbit and even caught the eye of television series Abbott Elementary.
@sabrina.cinoman.brierIf there are two things I love, it’s being absolutely casual & exploring Nuuly Rent for Fall Style!!! Go football! #NuulyPartner #Nuuly @nuuly rent | nuuly thrift♬ original sound – Sabrina Brier
Beyond her sketches, Brier has emerged as a fashion icon, with fans clamoring to decode the origins of her effortlessly chic ensembles, leading to a symbiotic partnership with Nuuly. This collaboration turned the spotlight not only on Brier’s stylistic choices but also highlighted her influence on viewer behavior, driving significant traffic to Nuuly’s website and setting new engagement records for the brand.
Melissa Gorga
Location: New Jersey
Followers: 11.7M on YouTube, 7.3M on TikTok, 2.8M on Instagram, 1.3M on Facebook
Melissa Gorga isn’t just a name; she’s a brand and a force to be reckoned with. Many will know her from Bravo’s reality television series, The Real Housewives of New Jersey. Melissa has since danced her way through the music industry with hits like On Display and authored her life’s narrative with Love Italian Style: The Secrets of My Hot and Happy Marriage.
https://www.instagram.com/stories/highlights/17920647592944129/
Melissa’s entrepreneurial spirit led her to the Home Shopping Network with her jewelry line, fashion line Envy by Melissa Gorga, a collaboration with Miranda Frye jewelry, and the launch of Gorga’s Homemade Pasta and Pizza. The launch of Mellisa’s On Display podcast has only bolstered her online presence. But what truly sets Melissa apart is her Melissa Army – a testament to her engaging, entertaining persona that fans can’t get enough of.
Eco.amical – Christine Lan
Location: Montreal
Followers: 176K on TikTok, 85K on Instagram
Christine Lan’s DIY projects, sustainable living tips, and rich multicultural background blend into a colorful mosaic of eco-friendly advocacy. As a dedicated member of EcoTok since 2020 and with appearances on CBC Listen, Christine isn’t just part of the conversation on sustainability; she’s leading by example.
@eco.amicalKombucha Chronicles Update: The scoby saga continues! Last time, I removed all the scobies, and today, 2 weeks later, we have a new member emerging – it’s like a little jellyfish in the making! The kombucha is ready for its second fermentation, and the excitement is real. Fun fact: Even if there’s no scoby initially in the fermenting kombucha, nature has its way, and a scoby will form. It’s like magic in a jar! Remember, a scoby is just a byproduct of the kombucha-making process. #KombuchaLove #ScobyMagic #FermentationFun #bootchtok #scoby♬ original sound – Christine Lan
From advocating for zero-waste beauty routines to promoting climate-friendly farming practices, she illustrates that living sustainably can be both chic and ethical. Her entrepreneurial spirit shines through Olona Earth, her skincare brand, which stands as a testament to her belief in ethical beauty solutions that honor the earth and its inhabitants.
Zara Joiner
Followers: 1.6M on TikTok, 1.09M on YouTube, 266K on Instagram
Zara, the connoisseur of cozy home vibes and aesthetic pleasures, transforms everyday spaces into realms of comfort and beauty. Her knack for creating satisfying ASMR content, whether restocking her kitchen or organizing her fridge, resonates with millions, particularly her viral mini fridge refill videos, amassing over 77M views.
@zarajoinerAD my everyday essentials! 🎀 i love my new wallet, this would make the perfect gift! 🤍 use code: SELINA & enjoy up to 55% off this Black Friday sale! ✨ #whatsinmybag #organization♬ original sound – zara 🤍
Beyond the domestic domain, Zara ventures into personal care and seasonal preparations with equal flair. Her Christmas setup, accentuated by the Neom Cosy Nights scent, and her skincare rituals spotlight her dedication to an enriching lifestyle. Zara’s content showcases her brand partnerships and attracts those looking to infuse their lives with a touch of grace and efficiency.
Sarah Baus
Location: South Carolina
Followers: 711K on TikTok
From beakers and lab coats to cameras and microphones, Sarah Baus’s story reads like a script where the protagonist breaks free from the confines of a chemistry lab to become a social media sensation. Sarah has carved a niche for herself by crafting content that resonates deeply with post-graduates and those navigating their twenties. Her expertise in topics ranging from launching startups and wedding planning to career development and mastering personal finance.
@sarahebausI learned this laundry hack from my Mom and nose I’m sharing it with you 🥰 #diylaundrydetergent #homemadelaundrydetergent #felsnaptha #laundryhack♬ original sound – Sarah Baus
As the host of Mutual Friends and Attainable podcasts, she shares cringe-worthy diary entries and dissects the financial blunders of adulthood, her podcasts feel like a cozy couch conversation with a friend who’s been through it all. Her flair for storytelling shines brightest when she’s unveiling the caffeine-packed secrets of a Panera Bread Charged Lemonade, turning a simple drink review into a viral sensation that captivates millions.
Michelle Paz
Followers: 1.2M on TikTok, 226K on Instagram, 90K on YouTube
In the vibrant world of TikTok, Michelle shines as a relatable and engaging content creator, masterfully blending mini vlogs, beauty routines, and snippets of her life. Her journey takes followers from the aisles of Target and Sam’s Club, revealing her latest finds, to the intimate moments of nail days and couple adventures. Notably, her travels to Roatán and the Hoover Dam infuse her feed with a sense of adventure.
@michellepaazfyp tjmaxfinds♬ original sound – MICHELLE PAZ
Her authentic voice and lifestyle seamlessly merge with brands like Velvet Caviar, L’Occitane, and SHEIN. Whether it’s sharing a “get ready with me” routine or taking you along on a shopping spree, she not only entertains but also informs her followers about products that resonate with her everyday life.
dealcheats – Gracey Ryback
Location: Los Angeles
Followers: 1.1M on TikTok, 81K on Instagram
Gracey Ryback has carved out a niche by becoming the go-to guru for snagging the best deals and discounts on Amazon. Her staggering 194M views on a single Amazon Music TikTok post points to a hunger for deals among bargain hunters.
@dealcheatsGrab this before its gone to get unlimited music this season for FREEE🎄🎉🎅🏼✨ #amazonmusicpartner #amazonmusic♬ original sound – Deals & Promo Codes💰
Ryback has cultivated a dedicated community, with over 17.6K followers in her Telegram group, DealCheats, proving that her influence extends beyond TikTok’s fleeting scrolls. And by hosting giveaways and celebrating winners, Ryback has established herself as the go-to Amazon influencer.
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Zoi Lerma
Location: Los Angeles
Followers: 6M on TikTok, 452K on Instagram
From college soccer fields to the dazzling lights of TikTok fame, Zoi Lerma has twirled her way into the hearts of millions. Lerma’s vibrant lip-sync and choreographed routines are infectious, often attracting millions of views. She can throw down moves to “Tubarão Te Amo” while seamlessly side stepping into the worlds of makeup, beauty, and fashion.
@zoifishhcatfishosis🤭🥰🥰😳 #WhatsYourPower @netflix #ad♬ Rise Up (1st Half Custom) – Dubkiller and Mark Victor
Collaborations with heavyweight brands such as Revlon, Urban Outfitters, Netflix, and Motorola underscore her versatility and broad appeal. Lerma’s ethos of partnering with brands whose products she genuinely loves and is excited to share has solidified her status not only as an influencer but as a trusted voice within the beauty community and beyond.
savagemomlife – Heather
Location: Cincinnati
Followers: 5.7M on TikTok, 463K on Instagram
This red-headed mom from Cincinnati brings fiery honesty, energy, and viral commentary seen nowhere else. Heather’s TikTok realm is a tapestry of comedy, trending dances, and the wildly popular “to the comments” segments, where she dives into the comment sections of viral videos. Her approach is about fostering positivity and building a community grounded in good with her son Koko and two canines.
@savagemomlifeWhen you have no idea, it was going to do that … sshopwithsavagetiktokshopvalentinesday #lip♬ original sound – Heather Savagemomlife
Partnering up with iHeart podcasts, Heather talks to other social influencers with ‘zero filter’ in this series of long-form content. She’s ventured into merchandise with September & Co and her prolific hashtag #shopwithsavage, curating hundreds of videos offering her honest take on everything from the latest tech gadgets to fashion must-haves.
Lalamilan – La’Shaunae Steward
Location: Los Angeles
Followers: 3.8M on Instagram, 3.2M on TikTok, 415K on YouTube
Capturing the internet’s attention with her “Trap Queen” parody, La’Shaunae’s ascent to fame was fueled by her unique brand of comedy. Her background as a licensed cosmetologist and Bachelor of Arts in Spanish add substance to her beauty, fashion, and Spanish videos.
@lalamilanMe every time I’m put on hold..😂♬ original sound – LaLa Milan
La’Shaunae has become a media success with significant roles in BET’s Boomerang and A Black Lady Sketch Show and an appearance on Jimmy Kimmel Live! Off-screen, her foray into podcasting with Beauty Salon further extended her influence, creating a virtual “beauty salon” where no topic is off-limits.
Qui Renea
Location: Memphis
Followers: 2.8M on TikTok, on 667K Instagram, 104K on YouTube
Qui’s Renea’s Memphis roots shine through her dance-offs to fashion-forward outfit showcases. You’ll find Renea lip-syncing to the latest hit or sharing her style through collaborations with brands like Savage Babe Collection.
Behind the scenes, Qui Renea’s partnership with Kennith Rose has produced a YouTube haven where laughter meets lifestyle in the form of travel vlogs, challenges, and pranks. Their Seeing How My Boyfriend Would React if… series, in particular, has become a viral sensation, amassing millions of views and solidifying their status as a power couple in the influencer realm.
Atikhunk – Atikhun Kanjanakaset
Location: California
Followers: 1.1K on TikTok, 155K on Instagram
Atikhun has masterfully woven together the vibrant threads of anime and fashion, crafting TV show and movie-inspired outfits that bridge the gap between pop culture and chic, contemporary fashion. Drawing inspiration from eclectic sources like Tyler, The Creator’s colorful pastel and floral designs, along with the sleek aesthetics of Korean and Japanese fashion, Atikhun’s content is a visual feast.
@atikhunkwelcome to the first series of 2024!! 😎 ati’s additions is a series that will focus on unboxings and curating brands like the “anime inspired” and “opium inspired” brand videos that you all love THANK YOU @Hypland 🫶 find even more sherpa styles on their site !! its a new year and a complete reset so brands from last year will be seen here again ‼️ . . anime clothing / anime brands / anime cosplay / anime fashion / one piece / naruto / jujutsu kaisen / chainsaw man / anime / anime fan / hunter x hunter . . #atisadditions #atisarchives #hunterxhunter #hisoka #anime #animeedits #animeart #animefashion #harajukufashion #animememes #animelover #jujutsukaisen #onepiece #neongenesisevangelion #naruto #narutoshippuden #sasuke♬ original sound – ati
His engagement with brands like Uprisers—highlighting mental health within the Asian community—demonstrates his commitment to making a meaningful impact beyond fashion. His magazine debut in Elle Decor and the launch of his unboxing series “ati’s additions” are a testament to his rise as a trendsetter inspiring his like-minded fans.
brooktheshopaholic – Brooklyn
Followers: 2.5M on TikTok
Brooklyn, a beacon for shopping enthusiasts and a testament to the power of retail therapy, invites her audience into a world where every haul is a story. Her journey through the aisles of various stores, from fashion boutiques to unlikely gems like Ross, becomes a shared adventure with her followers. Through her engaging content, she not only showcases her latest finds but also connects on a personal level, revealing how a simple purchase can bring joy and hope during tough times.
Beyond the thrill of the hunt, Brooklyn integrates self-care into her narrative, advocating for the significance of skincare with genuine endorsements of brands like Tula. In her universe, pink hues and Hello Kitty stickers are more than just aesthetic choices; they’re symbols of love, family, and the personal touch that makes her content uniquely captivating.
twomomsandthebabes – Danielle and Jenn
Location: New York
Followers: 535K on Instagram
Mothers Danielle and Jenn share a genuine portrayal of family life, parenting highs and lows, and intimate personal moments. Together they paint a picture of LGBTQ+ family dynamics that highlight the joys and challenges of raising a “tiny girl gang.” Their life’s milestones such as Sloane meeting her sibling Stori, turn viewers into an extended family, eagerly awaiting the next chapter in their shared journey.
@twomomsandthebabes8 years 🤍 i cant wait to see whats next #gettoknowme #introvideo #grwm #vlog #momlife #2moms #lgbtq #ditl #aboutus #fyp #wlw♬ Bloom (Bonus Track) – The Paper Kites
Balancing life as a full-time analyst with her passion for photography and adventure, Danielle embodies the spirit of a multifaceted modern influencer. Whether capturing lifelong memories through her lens or sharing her family’s story with the world, she stands as a beacon of representation and inspiration within the LGBTQ+ community.
Your 2025 Playbook for Influencer Marketing
Get exclusive insights into scaling influencer campaigns, creating intentional content, and redefini
Emily Lulamay
Location: Cincinnati
Followers: 747K on TikTok
Emily Lulamay is a vibrant force in the TikTok community, captivating an audience with her fresh take on beauty and lifestyle. Emily positions herself as the internet’s big sister, offering a no-gatekeeping glimpse into her life with shopping hauls, product reviews, and lifestyle advice. Whether she’s sharing “everything showers” tutorials, assembling an emergency kit for school, flaunting the latest finds from Princess Polly, or sharing the secrets to smelling like a sugar cookie, her content spans from the practical to the whimsical.
@emilylulamay#BathandBodyWorks_Partner so excited to be partnering with @Bath & Body Works to share their ALL NEW reformulated body care collection!! 🫧🫶🏻 #ad #bathandbodyworks #showerroutine♬ original sound – emily | girly tips 🩷
Beyond beauty tips, Emily’s feed is a treasure trove of life’s moments, from wanderlust-filled travels to Paris to milestone celebrations like her high school graduation, inviting her audience into her world with open arms. Partnerships with brands like Dove and Bath & Body Works underscore her emerging status as a trusted voice in retail.
Zoe Lee
Location: Los Angeles
Followers: 441K on TikTok
From bedside care to fashion flair, Zoe Lee’s journey as a nurse turned fashion stylist and content creator is nothing short of inspiring. Balancing life as a dedicated mother of two with the glitz and glamor of the fashion world, Zoe captivates a broad audience with her family’s day-to-day adventures and their impeccably coordinated outfits. Her platform is a vibrant tapestry of family bonding moments, fashion how-tos, and beauty tutorials, blended seamlessly with the creative spark of DIY projects and bullet journaling.
@zoeandjoonHe was crying cuz mommy went outside first to set up the camera 🤨🤣♬ original sound – Zoe Lee
Since launching her digital presence on Instagram in April 2014 with her handmade jewelry, Zoe has evolved into a fashion-forward force. Zoe’s knack for mixing practicality with style shines through in her brand collaborations like Musinsa where her endorsement underscores an eye for quality and affordability, making high fashion accessible to her followers.
Stephanie Quiñones
Location: Texas
Followers: 1.5M on TikTok, 296K on Instagram
Stephanie Quiñones, a proud Puerto Rican mom has carved a niche for herself on TikTok as itsfefii7, amassing an enthusiastic following. Her content, a tapestry of everyday joys and discoveries, spans from thrilling shopping hauls at Target and Sam’s Club to the simple pleasures of organizing her home.
@itsfefii7#Dawn_Partner Be like me and take advantage of #DawnPowerwash Dish Spray’s best deal yet! During the month of November, each bottle can be purchased for as little as $2.99! Just check your favorite retailer’s app! 🫧🍽️ #cleantok #cleaningmotivation #cleanwithme #dishcleaning♬ original sound – itsfefii7
Stephanie’s knack for turning mundane tasks into engaging narratives shines through in her restocking videos, where Halloween themes and kitchen refreshes become visual feasts. Partnerships with brands like Dawn and OliPop demonstrate her influence from the aisles of Walmart to the cupboards of her kitchen.
Join Forces with Retail’s Top Creators
As we’ve seen, the power of retail influencers in driving trends and engagement cannot be underestimated. In a world where authenticity and relatability reign supreme, partnering with influencers like those on our list can elevate your brand, connecting you with audiences in a way that’s both meaningful and impactful.
Viral Nation specializes in harnessing this influencer magic, offering brands a gateway to the largest and most diverse array of digital talent. Whether you’re looking to launch a new product, boost brand awareness, or tap into new markets, our team is here to connect you with the perfect social match, crafting a message that resonates in the competitive digital landscape.
