She’s known as the most powerful woman in beauty, with brands falling over themselves to work with her. Any product she endorses flies off the shelves, and her followers trust her words implicitly. But don’t dare call Caroline Hirons an influencer; the term makes her visibly shudder.
‘I saw what the word influencer was going to become from day one and I’ve never let myself be labelled one,’ she says. ‘I’ve had major brands change their paperwork because I’m not going to sign a contract to do a sponsored post that’s headed: “Influencer agreement”.
‘I’m fine with creator or expert, but if your sole purpose is to influence the people watching you to buy something, well, that’s not what I do.’
What beauty blogger Hirons famously do is dish up no-nonsense advice by cutting through the marketing word salad (or the ‘utter b****cks’ as she characteristically puts it) and calling out
