When I was still teaching at the university, I remember some of my college students telling me they wanted to become influencers or content creators. Some even asked if they still needed a college degree to succeed in the industry. With all the glitz and glamour they see on social media, who could blame them for dreaming of becoming successful online personalities?

But behind every viral video is a different reality. What do brands really look for in content creators? Why are more beauty companies investing in training aspiring creators instead of simply partnering with influencers who already have millions of followers?

To find out what brands really look for, Manila Bulletin Lifestyle interviewed local cosmetics brand GRWM Cosmetics, beauty and wellness company NuWhite Philippines, and L'Oréal Philippines. While each has developed its own creator program, they all agree that authenticity matters more than algorithms, and that aspiring creators need mentorship just as much as opportunity.

For GRWM Cosmetics, follower count is no longer the defining measure of potential. "At GRWM Cosmetics, we're looking for creators who genuinely love what they do. Passion is something you can't fake. It naturally shows on camera, in the way you tell stories, connect with people, and create with intention," said Angelo Gambayan, the brand's public relations and communications manager.

Through its Goal Getters Academy, GRWM hopes to make opportunities more accessible to aspiring beauty content creators regardless of audience size. The program equips participants with storytelling skills, builds their confidence on camera, and helps them become trusted voices in the beauty space while encouraging a supportive community.

Nuwhite Philippines shares the same belief that meaningful influence begins with authenticity rather than aesthetics. According to the company, the creators who make the biggest impact are those who are genuine, relatable, and passionate about sharing their own journeys. While creativity remains important, the brand also values consistency, professionalism, honesty, and the ability to positively influence communities.

Its “Glow For 200” campaign challenges the idea that aspiring creators need massive followings before working with brands. "You don't need hundreds of thousands or millions of followers to become a valuable creator," said Wilhelm Ruther Del Rosario, creative director of Nuwhite, noting that meaningful engagement and authentic storytelling often matter more than numbers.

As AI (Artificial Intelligence) tools become more common in content creation, the brand encourages aspiring creators to embrace technology without losing their individuality. "Technology and AI are incredible tools, but they should never replace your unique voice. Focus on building trust instead of chasing trends," he said. 

This campaign is also in partnership with TikTok Philippines, also gives participants practical training in content creation, storytelling, platform best practices, and affiliate marketing to help prepare them for long-term careers in the digital space.

For L'Oréal Philippines, trust has become a creator's most valuable asset. Country managing director Yassine Bakkari said that while creative content and makeup skills help creators get noticed, brands ultimately look for professionalism, authenticity, inclusivity, and purpose.

"When you show up with authenticity, your audience trusts your voice. That trust is the most valuable asset a creator can have," he said.

Bakkari also sees artificial intelligence as a tool that should enhance, rather than replace, human creativity. "Your voice is your superpower," he said. "Share your personal journey, your triumphs, and your beauty struggles. Audiences do not connect with flawless, artificial perfection."

Through its “Beauty for a Better Life e-Beauty Advisor” Program, L'Oréal Philippines equips young Filipinos with digital skills, ethical standards, and livelihood opportunities while opening doors for those who may not otherwise have access to formal training.

These beauty brands are investing not only in content but also in people. Their message to aspiring creators is simple: in a world where anyone can generate content, authenticity, trust, and genuine storytelling remain the qualities that no algorithm or AI can replicate.