Beauty & Skincare Creator Katie Fang Becomes The Face of Cetaphil’s Newest Product Line

Cetaphil

Katie Fang, a beauty and skincare creator with over 5 million TikTok followers and an additional half-million on Instagram, is the face of Cetaphil’s newest product line, Gentle Exfoliating.

This collection, targeting the Gen Zalpha demographic—a blend of Gen Z and Alpha consumers —marks a significant first for Cetaphil. The collection is noted as the brand’s largest in terms of potential reach, investment, and sales.

As part of the campaign, which includes TV, digital, and in-store components, Fang will create and share social content and host a pop-up event in New York. She will also be joined by 250 social media influencers and dermatologists like Dr. Neera Nathan, Dr. Jenny Liu, and Dr. Daniel Sugai to promote the line.

There are numerous insights and takeaways from this partnership—I dive into the key ones below.

Creator-Driven Campaigns Over Celebrity Endorsements

Fang offers more than just a large following—her audience’s genuine interest in skincare makes her collaboration feel authentic. This contrasts sharply with traditional celebrity endorsements, where influence often comes from unrelated fields like movies or sports, making such endorsements seem disconnected and less genuine.

Fang’s brand revolves entirely around skincare, meaning her audience is more likely to engage positively with this partnership. Unlike celebrities with broader but less focused followings, Fang’s audience aligns closely with Cetaphil’s product offering and target demographic.

Built-In Audience and Distribution for Targeted Impact

Cetaphil’s focus on the 18-26 age group makes Fang an ideal choice due to her established audience and distribution channels. Her content, centered around skincare, is a key interest for Gen Zalpha. Fang is a trusted source for skincare recommendations across platforms like TikTok and Instagram.

By partnering with Fang, Cetaphil engages directly with this demographic in familiar spaces through a trusted voice. Even if some consumers don’t connect directly with Fang, the campaign includes hundreds of other influencers, providing diverse perspectives that align with Cetaphil’s positioning.

The Role of Dermatologists in Boosting Credibility

The inclusion of dermatologists further strengthens the campaign. Their formal credentials add credibility and reinforce Cetaphil’s science-backed approach to skincare. Dermatologists who also act as creators provide both professional authority and relatable, accessible social content.

This dual approach resonates with consumers who seek both traditional validation—such as licenses and certifications—and personal recommendations, particularly in fields like skincare, health and wellness, and finance.

The Earned Media Advantage

Creator partnerships often generate significant media attention. Independent voices in the creator and marketing space—like myself—frequently cover these collaborations, but they also attract larger, traditional media outlets. When a brand like Cetaphil places a creator at the center of a campaign, it disrupts the status quo and garners widespread attention.

As creators assume new roles, challenge established brands, or gain access to exclusive spaces — such as high-profile events or prestigious settings, they attract coverage from journalists, analysts, other creators, and everyday people. The earned media from creator involvement can drive substantial incremental reach.

Creators as a Distinct Consumer Segment

One of my key predictions for this year was that companies, beyond just creator start-ups, would start recognizing the 300 million-plus creators as a distinct consumer segment.

Cetaphil’s move, while not explicitly targeting creators, aligns with this trend. By featuring Katie Fang as the centerpiece, Cetaphil not only appeals to its target audience but also engages the creator community. With 57% of Gen Z—part of the product line’s target audience—aspiring to be influencers, this strategy is particularly timely. Fang’s prominence may also inspire other creators to share content about Cetaphil and endorse the product line organically.

The Future of Creator-Brand Partnerships

Every few months, new examples emerge of how brands deepen their relationships with creators. Sponsored content is now just the baseline; leading brands creatively embed creators into roles, initiatives, and experiences traditionally reserved for others. While these partnerships won’t always succeed—just as with any marketing initiative—their potential for impact is significant when they do.

The evolving role of creators in brand marketing is one of the most exciting trends today. To truly harness the power of creators, think beyond #AD and #sponsored content.