Lorena Di Mauro
Apr 3, 2026
In beauty, trust cannot be bought. That is precisely why the most forward-thinking brands have stopped chasing visibility alone and started focusing on something far harder to measure: a genuine relationship between a creator and their community.
In Italy, the influencer marketing industry is now worth more than €500 million, with fashion and beauty leading the way and accounting for 26% of the market, according to the 2025 DeRev report. Within this landscape, brands are increasingly turning to niche, vertical creators who can engage highly responsive communities, rather than simply relying on large follower counts. Several industry studies show that more than 60% of Italians who follow at least one beauty creator see them as a trusted guide in their purchasing decisions. It is no longer just about reach, but about trust. VidoserTalent, the talent agency within the Vidoser creator marketing ecosystem, is taking this model one step further by turning creators into both creative and entrepreneurial assets, capable of co-developing products with the brands that choose them.
A clear example is Milky Cloud, the new lip mask created through a collaboration between City Lab Cosmetics, Italy’s first tailor-made cosmetics brand, and Irene Foramiglio, a beauty creator born in 2005 and represented by VidoserTalent. The product, launched on March 19, 2026, at the City Lab Cosmetics store in Milan, bears Irene’s signature from concept through to formulation. It was an immediate success, selling out just four hours after launch, proving both the strength of her community engagement and the effectiveness of the creator-brand partnership.
“Working on the creation of Milky Cloud was a dream come true. I wanted something that felt like a cloud: light, nourishing, and comforting. Over the past three years, my community has become like family to me; together with City Lab Cosmetics, we were able to capture in this product that sense of home and protection that I always look for in my routine,” says Irene Foramiglio, beauty creator at VidoserTalent.
Irene’s journey: from first content to first product
After joining VidoserTalent in 2023, at the very beginning of her career as a creator, Irene built a strong and highly engaged community in less than three years. Her positioning is firmly rooted in beauty, spanning technical advice, everyday tips, and an authentic glimpse into her personal life. This has attracted the attention of leading brands in the industry, which continue to choose her for communication campaigns. Today, she has more than 530,000 followers on TikTok, with a loyalty rate that makes her especially valuable to brands looking for qualified communities rather than broad, generic visibility.
For the launch, City Lab Cosmetics chose its Brera store as the venue. Guests were able to try the lip mask alongside the creator herself, in an event that turned the retail space into the center of Milan’s beauty scene for the day.
VidoserTalent and its investment in niche creators
Milky Cloud is a tangible example of the model VidoserTalent applies in working with its creators. This is not simply about booking campaign deals, but about building a long-term professional path that enhances talent as an entrepreneurial resource. The agency manages a roster dedicated to the beauty world, made up of creators selected for their niche expertise and their ability to build real communities around high-quality content.
According to several market studies, 86% of companies prefer working with micro and mid-tier creators because of the authenticity and engagement they foster with their communities. VidoserTalent has focused its portfolio precisely on this segment: creators who speak to clearly defined niches with editorial consistency and high audience loyalty. It is this consistency that convinced City Lab Cosmetics to choose Irene not as a testimonial, but as a product co-designer.
“The brands that come to us are not just looking for reach. They are looking for creators who have already built a real conversation with their audience. Irene is the perfect example: in three years, she did not simply chase numbers, she nurtured a relationship. And it is that relationship that makes Milky Cloud a credible product, not just a well-made one,” says Federico Rognoni, CEO of VidoserTalent.
The new frontier between the creator economy and the cosmetics industry
Milky Cloud is not just a product. It shows that the relationship between brands and creators can go beyond the sponsored campaign—from visibility to co-authorship, from endorsement to having one’s name on the packaging. It is a shift that Italian beauty brands are beginning to explore with growing conviction, choosing creators not for their numbers, but for the quality of the relationship they have built with their audience.
For VidoserTalent, this is the model to replicate: creating similar paths for other creators in its beauty roster, working with brands that want to go beyond one-off campaigns and find in a creator a genuine creative partner with whom to build a long-term relationship.
