You could quickly see extra of Vegamour in your LinkedIn feed — however not as a result of the hair-care model is happening a hiring spree. As a substitute, Vegamour is hoping to make use of the networking and job-driving social media platform to achieve shoppers.
On Thursday, Vegamour introduced Innocos founder Iryna Kremin as its first “chief LinkedIn officer.” Kremin will present each strategic consulting for the model’s LinkedIn presence and share sponsored content material on her personal LinkedIn profile, the place she at the moment has greater than 21,000 followers.
“LinkedIn has been a very thrilling platform for thought management and for schooling. We knew there was already an viewers there ready for us,” mentioned Michelle Miller, CMO of Vegamour, which is thought for its hair development merchandise. “We have been on the lookout for a platform that had plenty of belief. In doing plenty of analysis, we noticed that [LinkedIn] has a distinct type of belief than Instagram or TikTok, however there aren’t plenty of manufacturers paying for promoting on the platform.”
Miller mentioned Vegamour sought out Kremin to hitch its LinkedIn technique, primarily based on her experience within the longevity house. Kremin is the Belgium-based CEO and founding father of Innocos, which hosts world occasions on subjects like longevity, magnificence and wellness.
“They approached me [saying] they have been on the lookout for someone to assist translate the science [of Vegamour’s products] into partaking, digestible LinkedIn content material and to speak about longevity,” mentioned Kremin. “And that is precisely my mission.”
Based in 2016, Vegamour has used 2025 to beef up its advertising and marketing presence. The model acquired $80 million in funding from Basic Atlantic in 2021 and introduced Nicole Kidman as a celeb investor for an undisclosed quantity in 2022. It was projected to achieve $160 million in gross sales in 2024. In March, Miller joined the model as Vegamour’s first ever chief advertising and marketing officer. In July, Vegamour tapped the favored albeit controversial “tradwife” influencer Nara Smith because the face of its new hair complement.
Vegamour is just not the primary shopper model to see the chance to achieve shoppers on LinkedIn’s historically B2B platform, nevertheless. LVMH has used LinkedIn to livestream its manufacturers’ runway exhibits since 2019. And in Could, the hair-care model K18 — which can be Miller’s former employer — teamed up with LinkedIn influencers Jade Walters and Elvi Caperoni on a consumer-facing marketing campaign.
These initiatives are in line with social technique traits that see manufacturers on the lookout for new avenues to drive engagement and buying. Whereas platforms like TikTok and Instagram stay dominant in driving mainstream traits and conversations, extra trend and wonder manufacturers are experimenting with social platforms like LinkedIn, Reddit and Substack to search out new audiences.
“What’s attention-grabbing about LinkedIn is it’s not essentially new. It’s been round a very long time — and there’s a shift in how individuals or creators are eager to model themselves on the platform or present up in new methods. That’s not occurring on Instagram or TikTok,” mentioned Miller. “With the ability to see that, make that wager and check is one thing we’re obsessed with. And it doesn’t imply we’re taking the gasoline off TikTok or Instagram by any means, but it surely’s positively including a brand new layer.”
Miller mentioned LinkedIn will give Vegamour entry to an older demographic than the largely youth-driven TikTok. Based on Statista, customers aged 25-34 signify the most important demographic on the platform, at simply over 47% of LinkedIn’s person base. However that doesn’t imply its technique can be wholly totally different from what manufacturers make the most of on TikTok: With the brand new partnership, Vegamour will push short-form movies on LinkedIn, as Miller mentioned the platform is prioritizing short-form video content material.
And whereas Vegamour’s LinkedIn technique will provide extra experience and perception to shoppers who desire a peek behind the scenes, it’s going to additionally encourage customers to go to Vegamour’s web site and, maybe, purchase its hair development serums or dietary supplements.
“We’re testing some paid adverts on the platform, which is definitely a CTA to buy or go to the positioning and be taught extra,” mentioned Miller. “We’re actually it for top-of-funnel model consciousness, versus bottom-of-funnel efficiency metrics. What we’ll have a look at general is the way it impacts each our model metrics and our efficiency metrics. And after we see the model doing effectively, the remainder of our bottom-funnel adverts do higher, throughout TikTok, LinkedIn, wherever.”
