It’s been hard to miss the surge in creator-led brands lately. Whether it’s MrBeast launching a new product line or the latest Fenty drop, shoppers are clearly paying attention. In fact, 70% of consumers say these creator brands deliver products that actually live up to their hype, and 40% plan to keep buying from them.
A new study from Adobe Express surveyed 1,000 U.S. consumers to better understand this growing shift toward creator-led commerce. The data covers everything from trust factors and spending habits to the top brands among Gen Z and millennials. It reveals how creator-led brands are gaining traction by outperforming traditional brands on perceived authenticity and value.
Key findings include:
- 56% of consumers purchase from creator-led brands, with Gen Z (66%) and millennials (61%) leading the trend.
- The most popular creator-lead brands in 2025 are Fenty Beauty and Savage X Fenty, both from Rihanna.
- 13% of shoppers now trust creator-led brands more than traditional ones.
- Gen Z spends $104 monthly on creator-led brands.
- 70% of consumers believe creator-led brands deliver products that match their hype, and 40% plan to continue purchasing from these brands.
What’s driving consumers away from traditional brands? It comes down to trust and connection, and creator brands are winning on both fronts.
While 13% of consumers now prefer creator-led brands over traditional ones, the real story is in the shift: One in four have switched their loyalty from traditional to creator brands. The top decision drivers? Product reviews (42%), creator reputation (30%), and authenticity (30%). This suggests that consumers now value transparent storytelling and peer-like relatability as much as — if not more than — conventional marketing tactics.
The generational spending gap is stark: Millennials spent an estimated $109 a month on creator-led brands, with Gen Z close behind at $104. Gen X averaged only $30 monthly, and baby boomers spent just $16.
Creator-led brands are more than a passing trend — they reflect shifting consumer values where trust, authenticity, and personal connection take center stage. As younger generations continue driving this shift, traditional brands may need to rethink their strategies to stay relevant. As creator-led brands mature, their ability to consistently deliver on quality and values is setting a new benchmark for long-term consumer trust and retention. The success of creator-led brands highlights an important lesson: people trust people, and that trust can redefine long-term brand loyalty.
