Why Founder-Led Brands Have a Competitive Advantage in Today’s Advertising Economy.
In today’s advertising landscape, trust has become the most valuable currency.
Consumers are more informed, more skeptical, and more intentional about what they buy — especially when it comes to products they put on and in their bodies. As ad platforms evolve and targeting becomes broader, one thing has become increasingly clear:
Founder-led brands have a meaningful advantage.
→ Not because they’re louder.
→ Not because they spend more.
→ But because they feel real.
Trust Is the New Performance Lever.
Beauty and wellness buyers aren’t just shopping for results anymore. They’re evaluating:
→ Who made this product?
→ Why did they create it?
→ Do their values align with mine?
→ Can I trust what they’re saying?
“I recently saw a post with hundreds of comments where people were openly sharing that they avoid celebrity-owned or conglomerate-backed beauty brands altogether. Not because the products don’t work, but because they don’t trust them. That kind of sentiment isn’t isolated anymore. It’s becoming a real signal of how consumers are making decisions today - it reflects a broader change in consumer behaviour.” - Robyn Kelly, Co-Founder & Head of Digital Strategy, SWTCH HOUSE.
Why Founder-Led Brands Feel Safer to Buy From.
Founder-led brands naturally reduce uncertainty; a visible founder acts as a trust bridge between the brand and the buyer.
When founders show up online, they tend to communicate with more passion and genuine care around what they are creating. This builds a stronger human connection behind the brand and its products, and when they show up consistently, they’re seen as taking accountability for formulations and ingredients beyond the sale.
This matters most in categories where trust is non-negotiable. Skincare, supplements, and wellness products require confidence — not just claims.
There is, however, a fine line between showing up as a brand leader and oversharing or letting ego get in the way. The goal is to be
standing behind the product
communicating the why, not just the what
educating rather than persuading
The strongest founder-led brands don’t feel performative. They feel grounded. They aren’t overselling, they’re sharing the journey. That grounded storytelling matters more than ever in paid advertising today.
“We see it consistently across the brands we work with. Founder-led video ads almost always generate stronger engagement, lower CPAs, and tend to become some of the longest-running evergreen ads in the account.” - Robyn Kelly, Co-Founder & Head of Digital Strategy, SWTCH HOUSE
Why This Matters More Now Than Ever.
As acquisition costs rise and audiences become harder to reach, brands can no longer rely on surface-level creative or generic messaging. Consumers are choosing brands that feel transparent, accountable, aligned and human.
Founder-led brands are uniquely positioned to meet this moment, not because they’re trendy or shouting louder, but because they’re trusted.
In today’s advertising economy, where trust influences performance and retention drives growth, that belief is one of the strongest advantages a brand can have.
