Influence as Startup Capital: The Molly-Mae Hague Effect

We seldom come across an influencer able to reach the same career heights as Molly-Mae Hague.

The reality TV star-turned-celebrity influencer has walked a rather unique path since her time on ITV’s Love Island, one which other islanders are yet to try to replicate. Similarly, influencers across a host of platforms have tried their hand at being bitten by the Molly-Mae bug, but, as you’ve probably guessed, the lucky ones are very few and far between.

So, what are the driving forces behind her distinctive success?

Connection. Spearheaded by relatability, trust, and aspiration.

The widespread acceptance that authenticity equals success online, has been the central focus of many influencer playbooks. However, Molly-Mae proves that showing up authentically requires a lot more than just being bare-faced on camera in your dressing gown. It means branding yourself in such a way that transcends those ‘no makeup days’, ensuring your identity always speaks for you. 

Molly-Mae has proved her expertise in this field. From day one she’s been intentional about the way she brands herself, crafting an image that feels both familiar and high-end, something which all members of her audience, no matter the background, are able to relate to. It’s this blend of reality and aspiration that separates her from the rest.

Another key factor in her success is her strategic use of platforms and content. She’s mastered her Instagram and YouTube, yes, but perhaps even more impressively, she’s managed to diversify her ventures beyond these channels. From launching her own brands, Filter and Maebe, to her era as PrettyLittleThing’s Creative Director, Molly-Mae has expanded her reach in ways that few influencers have been able to achieve. 

These business moves aren’t just about slapping her name on a product, but instead about creating a larger narrative, one where she is both a creator and force in the industry. Through her, the digital age, and aspiring influencers, have borne witness to the blend of entrepreneurship and celebrity status. Influence is no longer just about being watched. It’s about shaping and owning a legacy. 

Written by: Shannon Maher