Not Just Luxury: How Brands Use Creators to Sell the Basics

When we think of influencers, it’s easy to imagine them pushing luxury skincare, expensive gadgets, or dreamy vacations. But that’s changing—fast. More and more, brands are partnering with influencers to sell products we use every day: a face wash, a mixer grinder, a shampoo, a storage box from Amazon. The reason is simple: influencers make everyday things feel relatable and worth trying.

Let’s take a look at how brands like Nykaa and Amazon are turning everyday products into bestsellers with the help of content creators.

It’s Not Just About Glamour Anymore

Earlier, influencer marketing felt like something reserved for aspirational products—designer bags, new tech, or high-end makeup. But today, we’re seeing creators post about:

• The budget moisturiser they actually use
   

• Kitchen tools that made their lives easier
   

• Grocery hacks, home organizers, everyday beauty swaps
   

The idea? Real people sharing real solutions—something that hits differently than a polished ad.

And brands are listening.

Nykaa’s Strategy: Everyday Beauty, Real Reviews

Nykaa has always been smart about influencer partnerships. From big names to micro-creators, they’ve built a system that works across all levels. What’s interesting is how they’ve made influencers central to even the most basic launches—like a new kajal or a sheet mask. Instead of a fancy campaign, they send PR kits to creators who genuinely use the products, and then let the reviews do the talking.

Scroll through Instagram or YouTube and you’ll find creators saying things like:
"I’ve been using this new face wash for two weeks and here’s how it’s helped my acne..."

That kind of personal storytelling is powerful. It doesn’t feel like a pitch—it feels like a friend’s recommendation.

Amazon’s Approach: Content That Solves Problems

Amazon takes a slightly different route, especially in India.

They’ve built relationships with creators who make "useful content"—things like:

• “10 kitchen products under ?500 that are actually worth it”
   

• “Amazon home finds you didn’t know you needed”
   

• “What I bought vs. what I got – honest reviews”
   

It’s smart. These videos aren’t trying to sell—they’re trying to solve. And the sale becomes a natural outcome. You click because you're curious. You stay because it's useful. You buy because you trust them.

Why This Works So Well

There’s a reason influencer content feels more convincing than a polished TV commercial.

1. It’s native to the platform – You’re already scrolling reels or watching YouTube; influencer content blends right in.
    

2. It feels honest – Even when it’s paid, creators who’ve built trust with their audience don’t just say “buy this”—they show why it matters.
    

3. It shows the product in real life – A lipstick swatches on actual skin tone. A pressure cooker unboxed and used in a real kitchen. That's the context a banner ad can’t give you.
    

Everyday Products, Everyday People

This shift also opens up influencer marketing to a broader audience. You don’t need a celebrity with a million followers anymore. A college student, a new mom, or a home chef with a loyal niche following can drive serious sales for a brand—especially when they talk about things that people are actually searching for.

Because at the end of the day, we all buy more from people we relate to. The influencer space isn’t just about aspirational selling anymore, it’s about accessible selling.

By tapping into authentic voices, smart content formats, and real-life needs, brands like Nykaa and Amazon are making even the most ordinary products feel like must-haves. And honestly, it’s working. One relatable video at a time.