- Centralized Brand Hubs: LTK Brand Profiles provide dedicated spaces where brands can curate creator content and connect with 40M+ monthly users.
- Search Behavior Insight: With 20% of LTK searches starting with brand names, the feature addresses growing consumer demand for direct brand discovery.
- Creator–Brand Synergy: Profiles allow brands to spotlight posts from creators, increasing visibility and opening new pathways for collaborations.
- Data-Driven Motivation: LTK research shows shoppers prioritize brand affinity over price, shaping the decision to create brand-focused profiles.
- Strategic Industry Move: The update reflects broader influencer marketing trends toward transparency, efficiency, and structured brand–creator relationships.
The feature centralizes brand discovery and streamlines influencer partnerships in one hub.
LTK, one of the leading creator commerce platforms, has introduced Brand Profiles, a feature designed to give brands a centralized hub inside the app. With more than 40 million monthly active users and over $5 billion in annual retail sales driven through its ecosystem, LTK’s move signals a shift toward placing brands at the forefront of discovery, while still keeping creator content at the core of the shopping experience.
According to the company, 20% of searches on LTK already start with a brand name. That insight, paired with a growing appetite for direct brand engagement, led to the creation of Brand Profiles: curated spaces where brands can showcase creator-generated content, tell their story, and connect directly with shoppers.
“Consumers are coming into the app to find brands already — one in five in-app searches already include a brand name,”
said Kristi O’Brien, LTK’s Chief Revenue Officer.
“So we’re giving consumers what they already want, and simultaneously giving brands a curated home where they can choose the exact posts from the creators they love, and put them all in one dedicated place.”
What Brand Profiles Bring to the Table
Brand Profiles function as mini storefronts within LTK, where users can explore content tied to a specific brand. These profiles are not just passive showcases; they are interactive spaces where creators’ posts featuring brand products are aggregated, curated, and highlighted.
The very first brands have already signed up, with names such as Nordstrom, Sephora, Ulta, Abercrombie & Fitch, Quince, Reformation, Tuckernuck, and Dorsey having already set up their mini storefronts.
This allows brands to directly influence how they are discovered on the platform, while still leveraging the authenticity of creator content. At the same time, consumers gain a streamlined way to explore products they are already searching for, without losing the creator-driven inspiration that defines the app.
The initial rollout is invite-only and tied to LTK’s Leaderboard dashboard, which brands can request free of charge. This dashboard serves as both a management tool and an entry point to claiming a Brand Profile. From there, brands can select creator content, preview their hub, and push it live to the wider LTK community.
Impact on Creator Partnerships
The launch of Brand Profiles is expected to deepen the collaboration loop between creators and brands. Brands will now have an easier way to spot which creators are organically posting about them, decide which content to elevate, and potentially open direct communication for partnerships.
O’Brien noted that the feature “...is going to be an absolute win-win-win when thinking about what consumers want, what brands want and what creators need.” By reposting content and connecting through the platform, brands gain new avenues for gifting, paid campaigns, or organic collaborations, while creators benefit from increased visibility and brand recognition.
Consumer Behavior Driving the Change
LTK’s internal research has consistently shown that its shoppers place a higher priority on brand affinity compared to price, quality, or availability. This is a stark contrast to broader consumer behavior in traditional retail, where cost remains the dominant factor. The Brand Profiles feature reflects this finding, providing a pathway for consumers to engage with the brands they already care about while discovering new products through trusted creators.
By merging these two forces—brand loyalty and creator inspiration—LTK is building a system that aligns platform incentives with consumer expectations.
The Bigger Picture for Influencer Marketing
LTK’s Brand Profiles launch fits into a broader industry trend: the professionalization of influencer marketing. As platforms move toward greater transparency, efficiency, and structure in brand–creator relationships, features like Brand Profiles position LTK as not just a marketplace for inspiration but as a strategic platform for brand management.
This approach also strengthens LTK’s competitive edge. While social platforms like Instagram and TikTok offer discovery and commerce opportunities, LTK’s tight integration of creators, consumers, and brands into a commerce-first ecosystem gives it a differentiated role in the market.
Looking Ahead
The initial wave of Brand Profiles includes well-known names such as Nordstrom, Sephora, Reformation, and Abercrombie & Fitch. These early adopters demonstrate the feature’s appeal across fashion, beauty, and lifestyle sectors.
As LTK builds out the waitlist and rolls the feature out more broadly, the potential lies in scaling beyond these categories into other verticals. If adoption accelerates, Brand Profiles could become an essential component of how brands are discovered and how creators monetize their influence, further embedding LTK into the shopping journey.
