Inside the Creator Economy

In this episode of Inside the Creator Economy, we’re doing something a little different. Instead of bringing in a guest, we’re taking you inside our internal insights chat at Cure Media, where our team shares the signals, shifts and conversations shaping the creator economy in real time. This episode is built from those discussions. We unpack five shifts we keep coming back to. Not trends in the traditional sense, but patterns that say something bigger about where the industry is heading, and what brands need to understand to stay relevant. We cover: Why many brands still struggle to operationalise creators, and what it actually takes to move from ambition to execution  The rise of the status economy, where cultural fluency matters more than category  Nostalgia as more than a trend, and how brands can create meaning, not just reference the past  The optimisation mindset, and how wellness and longevity are reshaping consumer behaviour  How AI is collapsing the funnel, and what it means to be recommended, not just discovered 

The beauty industry talks a lot about inclusivity. But few brands are actually built around it. In this episode of Inside the Creator Economy, we sit down with Roger Dupé, founder and CEO of Melyon, to explore what it really takes to build a brand rooted in culture, identity and long-term vision. Before launching Melyon, Roger spent years inside the global fashion industry, working with brands like Kenzo, Acne Studios and Rolls-Royce. Today, he’s using those insights to challenge how beauty brands are built - from the inside out. This isn’t a conversation about skincare routines or product launches. It’s about power, perspective and what happens when someone who has seen the industry up close decides to build something on his own terms. We dive into: How Roger’s experience in fashion shaped his view on representation, storytelling and brand identity Why true inclusivity can’t be added later as a marketing layer - it has to be built into the structure of the company How culture, heritage and ingredient storytelling can become a brand’s most powerful differentiator And why the next generation of beauty brands will be defined less by products, and more by the meaning they create And it leads us to a bigger question: What does it take to build a brand that actually reflects the world we live in? 

The male beauty scene is evolving fast. But the way brands approach it often hasn’t caught up. In this episode of Inside the Creator Economy, we sit down with Danish creator Jonathan Oteiza, also known as Jonna Skincare, to explore what’s really happening inside the male beauty space, from the perspective of someone building credibility in an industry driven by trends. This isn’t another conversation about skincare routines or beauty tips. It’s a discussion about trust, influence and what it actually takes to build authority as a creator today. We dive into: Why viral content doesn’t automatically build trust, and why Jonna has turned down campaigns that prioritise performance over credibility What brands still misunderstand about male beauty audiences and why simply choosing a male creator isn’t the same as real representation How creator authenticity becomes a competitive advantage when audiences are more sceptical than ever And why the future of beauty may have less to do with trends, and more to do with trust. At the heart of it all lies a bigger question: In a world of endless content and short attention spans, what actually makes people believe you? 

Åhléns was losing money for over a decade. Today, it’s profitable, three years in a row. In this episode of Inside the Creator Economy, we sit down with Thomas Engelhart, Chief Strategy, Customer & Marketing Officer at Åhléns, to unpack one of the most impressive retail turnarounds in the Nordics. This isn’t a surface-level transformation story. It’s a conversation about what actually happens when a 126-year-old heritage brand decides to rethink how it operates, without losing its identity. We dive into: How entrepreneurial leadership and a radical shift in pace turned strategy into execution - and made profitability possible again. Why Åhléns chose to double down on physical retail, service and private labels, while building new revenue streams like retail media and wholesale And how they evolved the brand, dialing down “premium” to reconnect with their roots, strengthen loyalty and stay relevant for a new generation At the heart of it all lies a fundamental question: How do you evolve to stay modern, without becoming someone you’re not? 

After more than five years and ten seasons of Influencer Marketing Talks, we’re stepping into a new chapter. Not because the conversations have changed, but because the industry has. Influencer marketing is no longer the debate. The proof is there. Budgets are shifting. Global CEOs are talking about scaling creator collaborations at speed. The real question now isn’t whether it works, it’s how brands organise around it. That’s why we’re evolving into Inside the Creator Economy. To open Season 11, we’re joined by Sam Foroozesh, CEO and Co-Founder of Cure Media, who has been building in this space for over a decade. We talk about: The shift from inside-out to outside-in brand building Why creator-led is a strategy, not a channel Why so many large organisations still struggle, despite knowing this works The real business risk of treating creators as a tactic, from generic communication to competing on price This episode sets the direction for the season ahead, focusing less on buzzwords and more on how modern brands are actually built in a creator-first world. 

We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running culture is one of the biggest shifts we’re seeing. This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in Norway’s running community. And she’s refreshingly clear on what many brands still miss: running isn’t becoming more extreme - it’s becoming more human. We talk about: why the most important “metric” is learning to trust your body (not your Garmin) what comes next after run clubs and where the running community is heading plus Hedda’s best running tips (including why you actually need at least 6 pairs of shoes) If you’re a brand trying to enter running culture in an authentic way, this episode is your shortcut to understanding what the community values right now. 

Snapchat is rising fast again - and not for the reasons you think.In this episode, we sit down with Per Christian Strand Teslo from Snapchat to unpack why the platform is suddenly back at the center of the conversation, and what most marketers still get wrong about how Gen Z uses Snap. This is not the usual “Snap 101.” Instead, we go deeper into the real reasons behind the platform’s resurgence: Why private, in-the-moment communication is becoming the new social currency How creators actually drive influence and purchase decisions on Snap What brands need to understand about the mindset users are in when they open the app The creative principles that will define success on Snapchat in 2026 And how AR + AI lenses are reshaping storytelling on the platform, far beyond filters Whether you’re a brand looking to diversify your platform mix, or a creator exploring where to grow next, this conversation offers a fresh, honest perspective you won’t hear anywhere else. Tune in to understand why Snap’s comeback matters, and how to show up authentically in a social landscape that’s shifting faster than ever. 

With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, just consistent, real connection. In this episode, she shares why that’s been key to her longevity, why she turned down a major fast-fashion deal the very next day after deciding to stop those partnerships, and the simple rule that guides everything she posts: nothing that would give her a bad night’s sleep. And this episode isn’t just for creators - it’s a must-listen for brands too. Frida gives her view on what actually works in creator marketing today, including why many campaigns fall flat, why creative freedom is essential, and how brands can unlock more value by letting creators shape the story. We also get into: Purpose-driven influence – beyond empty statements and surface-level messaging Value-led decisions as a creator (even when it means saying no to big money) What brands need to rethink if they want partnerships that resonate 

Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere. In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide. Tune in to learn: How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still.