Viih Tube, Virginia, Kylie Jenner: arrival of children becomes extra income for influencers

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They took advantage of their influence on social media to launch children’s product brands. Despite the large number of followers, the expert explains that not all influencers are able to transform these initiatives into millionaire profits. Brands created by mothers Vera Sidik, Kylie Jenner, Virginia Fonseca and Viih Tube Reproduction/ Instagram The boom in behavior, beauty and fashion influencers generated commercial opportunities: content creators saw a good chance to do business that explores the purchasing potential of their followers. And some influencer-entrepreneurs decided to involve their own children in this market, selling children’s products. Many of them participate in advertising campaigns. On the list are Kylie Jenner, Virginia Fonseca, Viih Tube and Vera Sidika, who even launched her daughter as “Boss Baby” and hopes that the little one will become a millionaire with the brand within 3 years. “Children are also an extension of the brand and, given the changes in monetization platforms, it is natural to seek new paths. The best advertising is that which enters into the real lifestyle. Children are born with millions of followers on their social networks and this favors having, from the outset, a brand reach”, explains João Finamor, professor of digital marketing at ESPM. Although some mini-influencers even have product lines under their name, they still cannot be exclusive owners of the brand due to their age (see what experts say below). And for expert Arthur Ridolfo, not all influencers are able to transform these initiatives into immediate millionaire profits. “This is similar to past attempts by artists and athletes who launched their own brands without financial success. Furthermore, there are concerns about the integrity of brands and conflicts with advertising”, explains the professor at the São Paulo School of Business Administration (EAESP ) from Fundação Getulio Vargas (FGV). 🍼 Find out more about the influencers’ children and children’s brands: Asia Brown (Vera Sidika’s daughter) The launch of Asia Brown’s first business took place in June 2022 Reproduction/ Instagram “She will be a millionaire when she is 5 years old.” The phrase is from Kenyan businesswoman and influencer Vera Sidika about her daughter Asia, who turned 2 years old in August, but is already known as “Boss Baby” 👶🏽, as she owns a children’s beauty products company. The family lives in Nairobi, Kenya, and the company “Asia Brown Baby Care” was launched in June 2022 during a lavish “monthsary” party 🎉. The management of the business is the responsibility of the girl’s parents, mainly her mother. The venture, which was a gift from parents Vera and musician Brown Mauzo, sells organic hair and skin care products for babies, through WhatsApp and the web. The business has 7 product options, including shampoos, conditioners and creams, which are sold from R$50, according to an advertisement appearing on social media in 2022. During the first months of operation, the company sold more than 9 thousand items , according to the website of the British newspaper “The Sun”. “She is one of the youngest CEOs in the world, I am very proud”, Vera told the newspaper and also projected a millionaire future for the child. To reach this figure, however, parents will have to circumvent the already consolidated market of large cosmetics brands, says the FGV professor. “For her to become a millionaire, it will be necessary to sell a lot or perhaps arouse the interest of investors to sell the company”, assesses Arthur Ridolfo. In her short CV, Asia also “works” as a model of the brand itself. Mother Vera is a plus size model, star of a reality show, owner of the international company Veetox and has over 2.5 thousand followers on Instagram. Stormi (Kylie Jenner’s daughter) Kylie Jenner and the children’s brand ‘Kylie Baby’ Reproduction/ Instagram In September 2021, Kylie Jenner, owner of a billion-dollar cosmetics empire and who has more than 398 million followers on Instagram, registered a patent for the brand “Kylie Baby”. The line has bath products , hydration, towels and baby accessories that start at R$85. “I’m so excited to introduce Kylie Baby to you. Ever since I became a mother, it has been a dream of mine to develop baby care products that are clean, safe, effective and conscientious. I know you all want the best for your children, so this line is completely vegan and hypoallergenic,” wrote the businesswoman. In photos promoting the products, the businesswoman from the Kardashian clan appears with her daughter Stormi Webster, who has 422 thousand followers, and her son Aire Webster. At release, she was pregnant with her second child. Maria Alice and Maria Flor (daughters of Virginia Fonseca) Virginia launched “Maria’s Baby” in October 2022 Reproduction/ Instagram In Brazil, influencer Virginia Fonseca launched “Maria’s Baby” in October 2022, one day after the birth of her second daughter. The brand sells around 10 products, from the Maria Alice and Maria Flor lines. The kits include bath items, hydration, stuffed animals and accessories. The products are sold from R$34.90 to R$349. At the time, she said that she had planned the development of the brand since the beginning of the year. “It seems that everything we do for our children has a much greater weight, and this brand is theirs and for them!! Of course, with my administration until they are able and want to take care of everything themselves!!”, he wrote on social media. For now, the brand is managed by the parents, and the names of their daughters are not listed as partners. Lua (daughter of Viih Tube) Recently, the digital influencer and ex-BBB Viih Tube revealed how she has been managing her 7-month-old daughter’s money. She said that Lua has already earned R$1 million from advertising (see the video below). Viih Tube says that her daughter Lua has already earned R$1 million from advertising. According to the artist, the money from the baby, who is the influencer’s daughter with fellow former BBB member Eliezer, is being kept in a bank account in the child’s own name. In addition to shining in advertising campaigns, the baby is the poster girl for the children’s clothing brand “Baby Tube”, a Viih Tube company created in May this year, on Mother’s Day. Products sold online start at R$79.90. Currently, Viih has more than 30 million followers on Instagram. The Little Moon profile has 2 million. Despite her success on social media, the little girl has also suffered attacks on the internet. Viih Tube and Eliezer said, in an interview with Fantástico, that they even thought about stopping posting photos of the girl after the wave of insults. The four ways to make money on TikTok ➡️ What the law in Brazil says about little ‘CEOs’ According to Brazilian legislation, there is no legal impediment for a child, even a newborn baby, to be a partner in a company. However, the expression “CEO Baby” or “boss baby” must be understood within a playful context, much more associated with the brand than with effective participation in the company’s decisions, explains Rachel Ferraz, Family Lawyer, partner at Ferraz & Alonso Advogados. Article 1,693 of the Civil Code determines that the administration of the assets of children under 18 years of age is the responsibility of the child’s parents. “Until the age of 16, these small partners must be represented by their parents or legal representatives (therefore, they will not have any power of administration) and, from the age of 16 to 18, they must be assisted (that is, they will sign together, but not will decide nothing on their own)”, he explains. Despite this, small “CEOs” will have all the rights of a partner, except the right to pro-labore (“salary”). “Since he will not carry out any work activity that justifies it, but he will have the right to the distribution of profits, with his parents being responsible for managing these amounts, until they reach the age of majority or are emancipated”, she states. The lawyer recommends that mothers who are building a business in their children’s name or together with them, act within the law and ensure that the management of the children’s assets is being done in their best interests. “When they reach the age of majority, they will become, in fact and in law, holders of their social shares and the assets accumulated over the years, and it is entirely possible that, at that point, they will even be able to retire, without ever having to fact, worked all this time”, he adds. 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