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While many influencer-led brands focus primarily on direct-to-consumer sales through social media, Imaraïs Beauty has set its sights on retail distribution as its primary business model. Sommer and her team aim to expand the brand’s presence in physical stores worldwide while also growing their online platform. The products are available through Sommer’s social media channels, but the company is also investing heavily in retail distribution channels such as Amazon and TikTok Shop.
