The 6 Brands That Influencers Made You Obsess Over in 2025

Influencers have completely transformed the way we shop, dictating trends, shaping brand preferences, and driving billions in sales through their powerful endorsements.

The Rise of Affiliate Marketing

Affiliate marketing — where creators and publishers earn commissions by promoting products through links — is projected to generate a staggering $216 billion in US e-commerce sales this year, according to data from EMARKETER. This method provides a direct way to track purchases inspired by influencers, making it a cornerstone of modern retail strategy.

Platforms like ShopMy have become essential tools in this ecosystem. This social commerce platform allows creators to build shoppable landing pages and earn commissions from sales driven by their social media links. With over 185,000 creators using ShopMy, their recommendations drive more than $1 billion in annual sales. In October 2025, ShopMy raised $70 million in Series B funding, signaling strong confidence in the continued growth of this model.

"Affiliate has become a core part of brand building," said Tiffany Lopinsky, cofounder and president of ShopMy. "The top brands now treat creators as cultural partners."

A total of 1,200 brands use ShopMy, and the platform recently shared insights into the best-selling brands of 2025.

The Top 6 Influencer-Backed Brands of 2025

1. J. Crew

J. Crew was the most-shopped brand on ShopMy this year. The retailer has embraced influencers like Delaney Rowe as part of its holiday campaign.

J. Crew's resurgence can be attributed to its strategic focus on influencer marketing. After hiring Julia Collier as chief marketing officer — who previously built Skims' highly successful influencer program — the brand has made creators central to its strategy. Their holiday campaign featured popular influencers like "Subway Takes" host Kareem Rahma and TikToker Delaney Rowe, who created shoppable wishlists on ShopMy.

2. CurrentBody

Redlight masks have become a social media sensation, and CurrentBody has capitalized on this trend through strategic influencer partnerships. The company's parent organization, The Beauty Tech Group, has publicly stated that influencer marketing serves as a "growth engine" for the brand. CurrentBody's products are prominently featured on the ShopMy profiles of reality star Bethenny Frankel and fitness instructor Melissa Wood-Tepperberg.

3. Tory Burch

TikTok star and model Alex Consani walked in Tory Burch's New York Fashion Week runway show.

Tory Burch has mastered social media marketing, becoming not only a best-selling brand on ShopMy but also achieving the highest engagement of any brand at New York Fashion Week earlier this year, according to social analytics firm ListenFirst. The brand's social strategy features influencers like TikToker Alex Consani alongside celebrities such as Sydney Sweeney, Lana Condor, and Chloe Fineman.

4. Tuckernuck

This multibrand e-commerce retailer has made creators integral to its brand strategy. Cofounder September Rinnier Votta explained to EMARKETER that the company seeks out influencers who are already genuine fans of Tuckernuck, as well as microinfluencers with authentic followings. This approach ensures that partnerships feel genuine and resonate with target audiences.

5. Veronica Beard

Veronica Beard has multiyear relationships with several influencers, including Tinx.

The women's contemporary label Veronica Beard has cultivated long-term relationships with major influencers like Tinx and Valeria Lipovetsky, who have been featuring the brand's clothing for years. Company executives emphasize that these sustained partnerships are crucial to their strategy, involving creators in product launches and other key brand moments.

6. Jenni Kayne

This direct-to-consumer home and apparel brand understands the power of influencers better than most. Jenni Kayne's first breakthrough product — a pair of flats — went viral thanks to influencer promotion. Today, the brand maintains an extensive and diverse influencer network that includes celebrities like Reese Witherspoon, Sofia Richie Grainge, and Gucci Westman, all of whom feature Jenni Kayne products on their ShopMy pages.

The success of these brands demonstrates how influencer marketing has evolved from occasional partnerships to core business strategy. As affiliate marketing continues to grow, brands that effectively leverage creator relationships will maintain competitive advantages in an increasingly crowded marketplace.