By  on February 21, 2018

The influencer marketing model is shifting — fast.

Back in 2015, when Becca Cosmetics first partnered with vlogger Jaclyn Hill for a highlighter, it sold out almost immediately. When the company partnered with Hill again in 2016 — this time with a palette, Snapchat announcement and exclusive point of sale via Sephora app — 26,000 units sold out in 90 minutes.

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