Samara Boulter, AKA @samaraispinkk, wasn’t trying to get Benefit Cosmetics’ attention when she started filming the chatty “get ready with me” (GRWM) content that’s earned her 6.2 million followers. While she didn’t tag the brand, a light pink box of its Cookie Highlighter was in plain sight on her dresser in almost every video.
In the last three months alone, Boulter has talked about Benefit seven times, “and those seven times have earned over 32 million views,” Toto Haba, Benefit’s svp marketing and communications, told ADWEEK.
If it weren’t for Alexis Ohanian-backed startup Plot, these numbers might have gone unnoticed by Benefit, which subsequently added Boulter to its gifting list and started building a relationship with her.
