November 26, 2020

Influence Peddler: Negin Mirsalehi

Negin Mirsalehi turned down an $800,000 deal two years ago to be the brand ambassador of a leading hair-care brand. And she’s glad she did.
The Amsterdam-born influencer, in New York this week to unveil two projects, declined to reveal which brand, but said the fee was immediately increased after she turned down an initial offer of $600,000. Had she signed with the beauty player in question, it could have been one of the most significant deals between a brand and an influencer to date.
The 28-year-old had other plans, though: She was gearing up to start a hair-care line of her own.
Gisou, which Mirsalehi cofounded with her boyfriend of 11 years, Maurits Stibbe, is an entirely self-funded venture that launched at in late 2015. Everything in the three-piece collection is formulated with either honey or propolis, another bee by-product akin to “bee glue.” Honey Infused Hair Oil, $84, was the first item she introduced, followed by Heat Protecting Spray, $40, and a Texturizing Wave Spray, $38. A fourth product will bow in November and six more are slated for release throughout 2018. The range generated $1.5 million in sales in its first full year and is on track to reach $3

Follow WWD on Twitter or become a fan on Facebook.

Read More…