Longtime hairstyle influencer Mindy McKnight had been building her "Cute Girls Hairstyles" audience across numerous online platforms for nearly two decades. Brand incubator Maesa took an innovative approach to producing successful brands: identifying white space in the consumer products market, the right influencer to co-create and champion the product, and a retailer to sell it. In 2020, Mindy and Maesa seemed to have achieved an ideal match as they enjoyed a highly successful launch of their haircare line Hairitage in Walmart. This case examines the influencer-driven approach of bringing products to market and engaging with customers. It will allow those interested in consumer products, retail, and marketing spaces to explore an innovative business model/partnership and assess the advantages and trade-offs of influencers. It will also cover which products and services likely benefit most from deploying influencers and how to select good influencer partners. The case can further seed discussions about how influencers' role in bringing products to market will evolve in the future.