Indian beauty brand Unfltrd says an organic post by creator Apoorva Makhija, also known as The Rebel Kid, drove a 300% increase in sales.
Founder Ghazal Gupta shared the numbers in a LinkedIn post, saying sales began rising within hours of Makhija posting about the brand and remained elevated for around two weeks.
Unfltrd says product sales rose 351%
creator Apoorva Makhija: Makhija featured unfltrd’s Almost Ready Cushion Foundation in her content and also shared a discount code with her audience.
Gupta said the post was entirely organic. She also shared a sales dashboard showing a 351% increase in sales for the cushion foundation.
The company has not disclosed the number of units sold, total revenue generated or the baseline used to calculate the increase.
The sales impact adds another example of how creator recommendations can translate into direct commerce for consumer brands, particularly in categories such as beauty where product discovery is closely tied to social content.
Brand is now expanding its influencer marketing function
Following the sales spike, unfltrd is hiring an influencer marketing manager to lead the function end-to-end from Mumbai.
Gupta said influencer marketing is a core function for the brand and listed communication, persuasion, persistence, resourcefulness, judgement and content instincts among the qualities it is looking for in the role.
The hiring move suggests unfltrd plans to invest further in creator-led marketing after seeing measurable sales traction from Makhija’s recommendation.
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What this means for creators
For Indian creators, the case highlights the value of being able to demonstrate sales impact beyond views and engagement.
Organic mentions that drive conversions can strengthen a creator’s position in future brand negotiations and open up opportunities across paid collaborations, affiliate partnerships and longer-term ambassador deals.
The 300% sales increase and 351% product-level growth figures are based on data shared by Unfltrd and have not been independently verified.
