Publications
Publications
- February 2025
- HBS Case Collection
Influencer-Led Brand Building: Hairitage and the McKnights
By: William R. Kerr and James Palano
Abstract
Teaching Note for HBS Case No. 825-066. Mindy McKnight started in 2009 as an early influencer on social media whose videos of creative hairstyles for girls launched her family on an entrepreneurship journey. The McKnights transitioned from YouTube ad revenue to brand sponsorships, licensing deals, equity partnerships, and eventually full product ownership. By 2024, McKnight and her twin daughters had built a following of over 40 million on social media and had two successful brands. McKnight had partnered with a product incubator Maesea to launch a line of haircare products, Hairitage, that generated $23 million in sales in 2023. Her daughters had built their own brand of skincare products also offered at Walmart, ITK Skincare. As Hairitage planned to expand into CVS, McKnight faced strategic decisions on sustaining product growth and leveraging the family's influence in a shifting social media landscape.
Keywords
Family Business; Social Media; Entrepreneurship; Brands and Branding; Product Launch; Power and Influence; Expansion; Beauty and Cosmetics Industry
Citation
Kerr, William R., and James Palano. "Influencer-Led Brand Building: Hairitage and the McKnights." Harvard Business School Teaching Note 825-125, February 2025.