After getting on TikTok last year while living near Toronto, Canada, Richards achieved quick fame for his dance, singing and lip-synching videos-and for a persona he describes as “edgy teen.” He has played up feuds with other influencers on social media and cofounded Sway House, the TikTok collective that has developed a reputation for parties and hijinks. Positioning himself as a thoughtful media executive is a pretty sweeping change from what his image has been: TikTok’s resident heartthrob and bad boy. But he’s also cofounded his own talent management company, TalentX, and his own drink business, Ani Energy-and joined the C-suite of Triller, a smaller TikTok rival, as its chief strategy officer, a deal that compensated him with an equity stake in the startup. To be sure, he’s done plenty of traditional TikTok moneymaking: sponsorship deals with Reebok and HouseParty, a merch line, YouTube ad revenue, a new song-making deal with Warner Records.
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“Influencers need to learn how to properly monetize.” To best capitalize on fame, “it’s about creating companies or getting equity in companies,” Josh Richards says. “It has castor oil in it, so it’s a treat for your eyelashes.” (“We want to break the barrier and get into conversations that most kids would feel uncomfortable asking their parents about.”) Her makeup line, Item Beauty, a joint venture with beauty startup Madeby, drops its first products online next week including a bronzer, eyeshadow, brightening powder-and the pièce de résistance, the $14 Lash Snack.
That same month she started hosting a weekly Spotify podcast with her mom, Sheri Nicole, called Mama Knows Best.
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In July, she became the main global spokesperson for American Eagle, a role that will splash her image across both digital and traditional TV and print ads for the teen clothing company. Altogether, these two revenue streams accounted for two thirds of her estimated earnings. At first, she got the typical deals to do her own branded merchandise and sponsored content from brands like Reebok and watch company Daniel Wellington. That fall she posted her first sponsored content posts, for Fashion Nova, an online women’s clothing store, and in December, she left school for Los Angeles to pursue celebrityhood full-time. There, she became friends with a group of TikTok stars and helped form Hype House, a content creator collective, which elevated her profile further. Younger teens at LSU football games would ask to get their picture taken with her. She hit a million fans by the fall-she remembers the day exactly: October 27-and was getting recognized around campus: “My name would be called out when I was walking to class, which was pretty mind-blowing,” Easterling recalls. Cloutier said she had only just moved to Fort Myers from Colorado after being stalked by online fans, according to the police report.A year ago, Easterling was just settling into life at LSU and making choreographed TikToks that drew on a childhood as a competitive dancer. Ĭloutier's TikTok, Instagram and Twitter accounts have now been set to private. The video was removed shortly after but has been reshared by other users online. For those of you who know how legal stuff works, legally I’m only allowed to say so much regarding it." “I’m not at all trying to avoid or hide the situation. She posted a video on TikTok days after her arrest addressing the controversy. News of Cloutier’s arrest circulated online quickly, and the social media influencer, who has 2.2 million followers on TikTok, was just as quick to fire back.
Her mother had arrived at the time of her arrest to take custody of her son. She was then arrested, and booked into Lee County jail early the following morning, and released without bail about 12 hours later, according to booking records. after putting her son to bed, and that her “anxiety made her lie,” the police report read. Cloutier eventually told authorities that she had actually been visiting a friend, and left at 9:30 p.m.
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