The United Talent Agency is expanding its roster of content creators with its latest signing.
The agency signed beauty influencer and content creator TikTok Meredith Duxbury. The firm’s goal is to break Duxbury into new verticals and opportunities.
“Meredith and her team have already established an incredible foundation in the beauty space,” said Nicole Vincent, a representative of Duxbury’s UTA, the digital talent agent. “UTA will help build on its existing fan base and expand its presence by finding new opportunities in luxury fashion, sponsorship deals, hosting, podcasting, TV, film and more. Meredith embodies everything UTA seeks in a client and we are so excited to work with her ”.
Duxbury has become one of the most popular beauty influencers on TikTok with a following of over 15.7 million followers. The influencer first started on the platform in November 2020, initially posting couple videos with her boyfriend before moving on to beauty content. She began posting videos regularly as she performed her totally glam makeup routine while lip-syncing Nicki Minaj’s song “I’m Legit,” which helped develop her following.
“I think people love [my videos] because I really have no limits with my makeup, “said Duxbury.” I’m kind of an open book. I’ll do full glam, I’ll do it natural and I’m not afraid to play with colors. I’m not afraid to use a lot of makeup and I think if you do it right, it can look really cool. I think people like to learn from me and get tips and tricks on how to do a totally glam makeup. “
Duxbury’s point of difference with her makeup videos was her makeup application technique, which made her go viral. The beauty influencer became famous for applying a generous amount of foundation to her face and using her hands to blend the product.
“When I was in college, I was just a broke student and my foundation was $ 55,” she explained. “Whenever I used a beauty sponge, it absorbed so much of my foundation, so I thought I’d only use my hands because it won’t absorb anything and the heat from my hands will melt it on my face, and I loved it and kept doing it. throughout college. I did that technique even before joining TikTok, so I didn’t join TikTok to say “What can I do to go viral?” I was just myself and I wanted to show people my passion. ”
These videos helped Duxbury generate 1 million followers on TikTok in one month by December 2020. The following month, his follower count grew to 7 million and has seen steady growth since then.
As her videos were going viral, Duxbury launched her #thefoundationchallenge, in which she challenged other makeup influencers and beauty lovers to try her foundation application method. The challenge quickly went viral and now has 252.8 million views under the hashtag on TikTok.
Many beauty brands have turned to Duxbury for partnerships and collaborations since developing her social media following. Duxbury said his favorite partnership was with Morphe, who tapped the influencer to be the face of his Making You Blush makeup collection in March.
Duxbury has also partnered with Halsey to launch their AF94 makeup brand and has entered into paid partnerships with brands such as Bumble and bumble, Clinique, Boxycharm, and others.
Through the signing of the UTA, Duxbury hopes to enter television and event hosting, particularly by doing beauty services on red carpets.
“I’ve done so much in beauty and I’m still evolving within beauty, but I’ve always had a passion for fashion and I believe that beauty and fashion go hand in hand,” she said. “Whenever I choose my clothes, I think about my makeup and when I do my makeup, I make sure it matches my outfits. I think it’s the same for most people when they go to the red carpet and award shows. Makeup is also such an important part of the outfit. ”
Duxbury joins a long list of content creators represented by UTA. Earlier this year, the agency signed content creators Moti Ankari and Nic Kaufmann, as well as Brother Vellies founder Aurora James. UTA also represents Emma Chamberlain, Bretman Rock, Rickey Thompson and the D’Amelio family.