KHK GmbH is a cosmetics manufacturer with 30 years of expertise, specialising in waterless cosmetics and producing up to 24 million products per year. As part of the company's business development, I was brought in to help build a new venture: launching cosmetic products in co-creation with content creators.

The strategic challenge was clear, creators have enormous potential to bring products to market through their audience trust and reach, yet very few actually capitalise on it. Most rely on brand deals as their primary income source, leaving the more sustainable and lucrative opportunity of owning a product largely untapped. I contributed to developing the business model and go-to-market concept that would bridge KHK's manufacturing expertise with a creator's audience and identity, turning them from collaborators into co-founders. My work included extensive audience and market research, a comprehensive competitive benchmark analysis, and interviews with creators to understand their needs, hesitations, and ambitions. From these insights, I developed a general questionnaire framework for evaluating potential creator partnerships. Beyond the strategy work, I co-developed the pitch deck and presented it live alongside my project partner, pitching the concept directly to creators and creator agencies as part of the business development process.