Brand Labs, a pioneering social commerce and creator-led brand development company, has announced a major strategic partnership with LLMH Group, a global consumer goods conglomerate with an Asia-first outlook and a portfolio of over 100,000 brands and customers worldwide.
While the terms of the investment remain undisclosed, this partnership marks a pivotal move in aligning two fast-growing players in consumer goods and social media-driven marketing. The collaboration will see Brand Labs take on a key role in enabling LLMH’s expansive brand ecosystem to scale its U.S. marketing and distribution capabilities—by tapping into Brand Labs’ unique access to creators, data, and next-generation social selling infrastructure.
Bridging East and West Through Social Commerce
LLMH Group, headquartered in Asia, is best known for building global consumer product brands across skincare, wellness, food & beverage, and lifestyle categories. With a footprint that spans retail, digital marketplaces, and DTC (direct-to-consumer) platforms, the company has earned a reputation for combining mass-scale product development with localised market strategies.
Brand Labs, by contrast, is one of the fastest-growing social commerce agencies in the West. Known for its deep relationships with top-tier creators across YouTube, Instagram, and TikTok, Brand Labs specialises in transforming influencers into founders, and launching creator-led product lines from concept to market.
Its client and collaboration roster includes world-class names such as Vaseline, Victoria’s Secret, Johnson & Johnson, and MAC Cosmetics—as well as a growing number of independent digital creators building million-dollar product lines.
“This partnership represents a fusion of scale and storytelling,” said a Brand Labs spokesperson. “LLMH brings the sheer product capacity, brand strength, and global ambition. Brand Labs brings the creator networks, marketing precision, and intimate knowledge of the U.S. and European digital consumer. Together, we can unlock enormous value.”
Unlocking a New Distribution Era for Asian Brands
Through this strategic alignment, LLMH Group aims to leapfrog traditional retail rollouts and plug directly into social commerce-led expansion. By working with Brand Labs, LLMH will gain access to real-time consumer data, rapid go-to-market tools, and an exclusive creator partnership engine that helps brands build relevance in new territories—particularly among Gen Z and millennial audiences in the U.S.
“Social media is now the frontline of brand discovery,” said a senior executive at LLMH Group. “Our goal is to supercharge our portfolio’s global visibility and revenue using the trust, creativity, and distribution power of creators. Brand Labs is one of the few partners in the world who can deliver that at scale in the West.”
Brand Labs has already built a proprietary framework that matches product verticals with creators based on predictive consumer trends, behavioral data, and high-engagement communities. With this partnership, the company is expected to onboard a curated pipeline of high-growth brands from within the LLMH portfolio and develop social-first campaigns, influencer-led launches, and long-term brand-creator collaborations.
Powering the Next Generation of Cross-Border Brands
The deal is also significant for what it signals in the broader industry: a shift toward creator-driven globalization of consumer brands. As creators become media companies in their own right—and as trust in traditional advertising declines—brand credibility increasingly depends on authentic relationships and creator storytelling.
For Brand Labs, this new access to LLMH’s portfolio and infrastructure opens the door to deep integrations with top-tier Asian brands—offering its Western creators access to high-quality product lines and international opportunities.
For LLMH, the deal accelerates their mission to become not just a brand house, but a global storytelling powerhouse—capable of launching the next generation of cult-favorite brands from Asia to the world.
“Our aim is to position Brand Labs as the bridge between Asia’s most ambitious product companies and the creators who shape Western consumer behavior,” the Brand Labs spokesperson added. “This is just the beginning of a multi-year roadmap. We’re building the rails for something much bigger.”
As global consumer trends continue to converge, and as brands look to reach audiences in more authentic and nimble ways, this partnership positions both LLMH and Brand Labs at the cutting edge of cultural commerce.
