The New Rules of Influence: Founders, Funnels & FTC

Oh hello there! Every month I think, "Eh, not sure I have anything to say..." — and then my fingers start clicking, my brain starts yapping… and here we are: a newsletter packed with trends, takes, and a little tea.

This month, I’m diving into three shifts reshaping influencer marketing — from founder-fronted campaigns to the evolution of ambassador programs, and what the FTC has to do with brand trust. Plus, a few things on my radar for fun.

Grab your iced coffee and let’s get into it. 💻✨

💡  Founders as Influencers - When It Works (and When It Doesn’t)

Founders aren’t just running brands - they’re becoming the face of them. And when it’s done right, it feels less like marketing and more like movement.

Two campaigns that nailed it:

👙 Knix tapped powerhouse founders (Alli Webb, Deepica Mutyala, Katie Sturino) to launch swimwear — celebrating leadership, confidence, and real stories.

💪 Set Active spotlighted founders and execs (hi, Katie Welch of Rare Beauty!) who are making wellness work alongside their careers - not just modeling a fantasy life.

Why it works: These women are full-stack storytellers, bringing strategy, substance, and lived experience. Keep in mind, borrowed equity fades fast without a real story behind it. If every campaign leans on a polished, perfect founder, audiences will tune out.

👉 Today’s differentiator? Vulnerability, depth, and a reason to care — not just who she is, but why her story matters now.

👀 Ambassador Programs Aren’t Dead — They’re Evolving

I recently caught up with Jenny Heinrich (former Head of Influencer at Ketchum), and we both agreed: ambassador programs are far from over.

Having built ambassador programs for brands like Sephora, No7 Beauty Company, and Broadway Direct, I’ve seen firsthand why they work — and how they’re shifting from creator-first to community-first.

Instead of “how often will they post?” brands are asking → Who actually cares when they do?

📊 61% of marketers increased ambassador investment last year — and 73% plan to grow it again this year (Billion Dollar Boy).

Meanwhile, 49% of creators say long-term partnerships are their favorite way to work with brands (Dash Hudson).

👉 Are ambassador-style partnerships still part of your brand strategy? What’s working for you?

💰 FTC Disclosure Isn’t a Burden — It’s a Trust Strategy

There’s been a lot of FTC news lately (looking at you, Revolve, Alo, Crumbl 👀).

Everyone wants authenticity — until it means clearly labeling something as an ad. If your campaign only "works" when you hide disclosure, it was never good marketing to begin with.

If you’re building something meant to last, consumer trust is the brand equity.

📖 Here’s the latest from the FTC if you need a refresher.

📲 What’s On My Radar

1️⃣ Ulta Beauty World 2025 just wrapped — and this year marked their first-ever consumer day. 195+ brands, 200 influencers, 1,500 guests for an immersive beauty experience. Sephoria is shaking. Major creator names like Mikayla Nogueira showed up (looks like she’s bounced back from that lash drama 👀). Big win for experiential.

2️⃣ Kajabi’s State of Creator Commerce Report dropped — and 59% of creators now identify as entrepreneurs, up 16% YoY. Read it here.

3️⃣ Janelle Rohner, a TikTok influencer with 5M+ followers, is facing backlash after revealing she used weight loss medication — while selling a weight loss course based on counting macros. Big yikes. This is what a trust breakdown looks like when transparency is missing. Read it here. If you work in crisis comms, Janelle needs some help with her PR because this apology video was so not it. 

4️⃣ Research Girlie. I recently wrapped a project sharing a POV on global beauty aesthetics trends for a client — and it reminded me how much I love decoding what’s next and translating that into brand moves. Would love to dig into more cultural trend work like this.

5️⃣ The excitement for The Beauty Social is so special! Our NYC event on May 14 is right around the corner! Get your ticket here. For those in LA, don't miss out on our summer cocktail party in July 21 and join the waitlist here!

Let’s Make Influence Count

At Ludlow Social, we help brands turn influential moments into long-term momentum — whether it's casting founders, scaling ambassador programs, or integrating disclosure with integrity.

📩 Book a Discovery Call or just reply—I’d love to hear your take.

xo, Lauren