Inside the Creator Economy

Inside the Male Beauty Shift with Jonna Oteiza

The male beauty scene is evolving fast. But the way brands approach it often hasn’t caught up. 

In this episode of Inside the Creator Economy, we sit down with Danish creator Jonathan Oteiza, also known as Jonna Skincare, to explore what’s really happening inside the male beauty space, from the perspective of someone building credibility in an industry driven by trends. 

This isn’t another conversation about skincare routines or beauty tips. It’s a discussion about trust, influence and what it actually takes to build authority as a creator today. 

We dive into: 

• Why viral content doesn’t automatically build trust, and why Jonna has turned down campaigns that prioritise performance over credibility 
• What brands still misunderstand about male beauty audiences and why simply choosing a male creator isn’t the same as real representation 
• How creator authenticity becomes a competitive advantage when audiences are more sceptical than ever 
• And why the future of beauty may have less to do with trends, and more to do with trust. 

At the heart of it all lies a bigger question: In a world of endless content and short attention spans, what actually makes people believe you? 

The Åhléns Turnaround: Reinventing a 126-Year-Old Brand

Åhléns was losing money for over a decade. Today, it’s profitable, three years in a row. 

In this episode of Inside the Creator Economy, we sit down with Thomas Engelhart, Chief Strategy, Customer & Marketing Officer at Åhléns, to unpack one of the most impressive retail turnarounds in the Nordics. 

This isn’t a surface-level transformation story. It’s a conversation about what actually happens when a 126-year-old heritage brand decides to rethink how it operates, without losing its identity. 

We dive into: 

• How entrepreneurial leadership and a radical shift in pace turned strategy into execution - and made profitability possible again. 

• Why Åhléns chose to double down on physical retail, service and private labels, while building new revenue streams like retail media and wholesale 

• And how they evolved the brand, dialing down “premium” to reconnect with their roots, strengthen loyalty and stay relevant for a new generation 

At the heart of it all lies a fundamental question: How do you evolve to stay modern, without becoming someone you’re not? 

From Influencer Marketing to Creator-Led Strategy with Sam Foroozesh

After more than five years and ten seasons of Influencer Marketing Talks, we’re stepping into a new chapter. Not because the conversations have changed, but because the industry has. Influencer marketing is no longer the debate. The proof is there. Budgets are shifting. Global CEOs are talking about scaling creator collaborations at speed. The real question now isn’t whether it works, it’s how brands organise around it. 

That’s why we’re evolving into Inside the Creator Economy. 

To open Season 11, we’re joined by Sam Foroozesh, CEO and Co-Founder of Cure Media, who has been building in this space for over a decade. 

We talk about: 

• The shift from inside-out to outside-in brand building
• Why creator-led is a strategy, not a channel
• Why so many large organisations still struggle, despite knowing this works
• The real business risk of treating creators as a tactic, from generic communication to competing on price 

This episode sets the direction for the season ahead, focusing less on buzzwords and more on how modern brands are actually built in a creator-first world. 

Creator POV: The Shift in Running Culture with Hedda Schroeter Skaug

We’ve been bringing creators from our community into the podcast to understand what’s actually shaping culture locally - and right now, running culture is one of the biggest shifts we’re seeing. 

This week, we’re joined by Hedda Schroeter Skaug, creator, runner, and one of the strongest voices in Norway’s running community. 

And she’s refreshingly clear on what many brands still miss: running isn’t becoming more extreme - it’s becoming more human. 

We talk about: 

• why the most important “metric” is learning to trust your body (not your Garmin) 

• what comes next after run clubs and where the running community is heading 

• plus Hedda’s best running tips (including why you actually need at least 6 pairs of shoes) 

If you’re a brand trying to enter running culture in an authentic way, this episode is your shortcut to understanding what the community values right now. 

Snapchat’s Comeback & The New Rules of Real Connection

Snapchat is rising fast again - and not for the reasons you think.

In this episode, we sit down with Per Christian Strand Teslo from Snapchat to unpack why the platform is suddenly back at the center of the conversation, and what most marketers still get wrong about how Gen Z uses Snap. 

This is not the usual “Snap 101.” Instead, we go deeper into the real reasons behind the platform’s resurgence: 

• Why private, in-the-moment communication is becoming the new social currency
• How creators actually drive influence and purchase decisions on Snap
• What brands need to understand about the mindset users are in when they open the app
• The creative principles that will define success on Snapchat in 2026
• And how AR + AI lenses are reshaping storytelling on the platform, far beyond filters 

Whether you’re a brand looking to diversify your platform mix, or a creator exploring where to grow next, this conversation offers a fresh, honest perspective you won’t hear anywhere else. 

Tune in to understand why Snap’s comeback matters, and how to show up authentically in a social landscape that’s shifting faster than ever. 

Creator POV: Meaningful Influence in a TikTok World With Frida Jernspets

With nearly half a million followers on TikTok, Frida Jernspets has grown her platform slowly and steadily over years – no viral “big break”, just consistent, real connection. In this episode, she shares why that’s been key to her longevity, why she turned down a major fast-fashion deal the very next day after deciding to stop those partnerships, and the simple rule that guides everything she posts: nothing that would give her a bad night’s sleep. 

And this episode isn’t just for creators - it’s a must-listen for brands too. Frida gives her view on what actually works in creator marketing today, including why many campaigns fall flat, why creative freedom is essential, and how brands can unlock more value by letting creators shape the story. 

We also get into:

• Purpose-driven influence – beyond empty statements and surface-level messaging
• Value-led decisions as a creator (even when it means saying no to big money)
• What brands need to rethink if they want partnerships that resonate 

Powered by Joy: How Cloetta Builds Brands for Anyone, Anytime, Anywhere

Cloetta may be Northern Europe’s leading confectionery company, but behind the colorful shelves and iconic classics lies one of the most complex challenges in FMCG: building brands for anyone, anytime, anywhere. 

In this episode, we sit down with Thomas Biesterfeldt, Global CMO at Cloetta, to explore what it really means to market a category with almost 100% penetration, where reach, emotion, and real-life occasions all collide. 

Tune in to learn: 

• How Cloetta thinks about reach, working media and Marketing NET in a world where attention is fragmenting
• The role of creators in connecting products to moments, from everyday treats to seasonal and cultural occasions
• The thinking behind Powered by Joy and the surprising insights from Cloetta’s Joy Report 

An inside look at how one of Europe’s most beloved FMCG companies blends scale, emotion and cultural relevance in a category that never sits still. 

Creator POV: How to Build a Brand That Lasts With Louise Lundberg

This week on Influencer Marketing Talks, we’re joined by Louise Lundberg - a creator and digital strategist who brings a rare dual perspective to the industry. She works with global brands daily, while building her own audience across Instagram and Substack, giving her a front-row view of how the creator economy is evolving in real time.  

In this episode, we dive into: 

• How to build a creator brand with longevity, from niche vs. core to content that actually sticks.
• What separates great creator–brand partnerships from transactional ones, and why creators need to be included earlier in the process.
• The shifts shaping the creator landscape - from AI to new expectations on authenticity and expertise. 

Whether you're a marketer or a creator, this episode is packed with insights you can apply right away. 

More Than a Trend: How Sport and Wellness Became Culture

From marathons to mindfulness, sport has evolved from a niche interest into a global lifestyle movement, shaping how we live, spend, and connect. 

And while sports brands may lead the way, this isn’t just their game anymore. The opportunities now extend to everyone - from food and fashion to tech, beauty, and lifestyle. 

In this episode, we unpack the biggest Sport & Wellness Trends for 2026, based on Cure Media’s latest trend report - from the wellness era and our obsession with sleep scores, to the power of social fitness and the rise of racing. 

Tune in to learn: 

• The key shifts redefining sport and wellness culture in 2026
• How any brand can show up authentically in this movement
• Why connecting social media with offline experiences turns audiences into participants 

From Freezers to Feeds: How Findus Keeps a Heritage Brand Fresh

Findus has been part of dinner tables across Europe for decades — a true heritage brand loved for its convenience and quality. But staying relevant in a fast-moving, attention-hungry world? That’s a whole different challenge. 

In this episode, we sit down with Anna Knutsson, Head of Media at Nomad Foods Nordics, to explore how one of Europe’s most iconic FMCG brands continues to evolve, balancing consistency with creativity, and tradition with transformation. 

Tune in to learn: 

• How to build cultural relevance without losing brand heritage
• Why “occasion-first” thinking is reshaping FMCG marketing
• The role of creators in turning everyday meals into meaningful moments 

A conversation about brand evolution, trust, and the power of creators to breathe new life into even the most established brands.