Style/ Beauty

Addison Rae and all your favourite influencers are on a new app, Flip – so what exactly is it?

Flip app, say hello to your new online obsession…

After wrapping your head around TikTok, it’s time to expand your social media horizons once again because there is a brand new app in town called Flip – and all the digital stars are obsessed.

The beauty social commerce app, which was launched in 2019, recently became the talk of the influencer town after Addison Rae was filmed giving a one-minute mobile tutorial of an Item Beauty lash primer on July 27.

The mere fact that Addison did not choose to film the video for her 88.5 million followers on TikTok, the social media app that shot her to stardom, but for the Flip app, says it all about the new app’s star power, that has also seen a slew of other influencers signing up thick and fast.

Alongside Addison, influencers such as Hyram Yarbro and Sommer Ray recently posted their first videos on Flip, while online stars such as Patrick Starrr, Patrick Ta, Shayla Mitchell and Angel Merino sourced out the hype early by joining in December of last year.

So, what exactly is Flip, and why is it seeing an influx of beauty influencers and fellow hair and make-up lovers joining the platform, which has just secured a whopping $60million?

Flip basically touts itself as the “No. 1 beauty shopping app”, essentially allowing content creators to share video reviews of their favourite beauty products with users shopping their favourite products with free same-day shipping and easy, simple returns

Flip founder and CEO Noor Agha said of the app: “When it comes to celebrities, the most important thing is that we get people who want to talk about things that they put their name and brand behind.”

The app has a separate “founder category”, which many influencers fall under, and allows them to promote and sell their products.

In total, 30-40 “founders”, aka influencers, are currently active on the app, and Flip CCO Peter Wingsoe has explained that they are not being paid to join or post on the app.

They will earn a commission on views and items sold based on their reviews, as any video they post on the platform is automatically monetised.

Impressively, Flip has seen a 500% user growth and 600% transaction growth so far this year, thanks to the help of its famous faces driving organic traffic.

“The majority of our users are coming through others who are posting and are inviting their friends. We do not really have an influencer strategy,” Agha explained.

Meanwhile, if superstar Halsey hosting the app’s official launch party in Los Angeles in December last year is anything to go by, then you’ll be sure to see some more big names using the app, which the Flip team has promised.

Wingsoe explained: “This is only the beginning of a string of big celebrities that we’re hoping to onboard over the next three to four months.”

So, if you want some much-needed advice on the beauty industry from the experts themselves, then Flip is the app you want to sign up for! Happy shopping! 

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