Fashion and beauty vlogger Kalel (real name Kristin Smith) has signed a multi-year deal with Kin Community, the digital network behind woman-friendly content creators such as Hannah Hart, Rosanna Pansino, Jenn Im, LaurDIY, and Rachel and Byron Talbott, and Joy Cho.
Under the agreement, Kin will represent media opportunities and brand integrations for Kalel’s digital properties, including her YouTube channel, which recently surpassed two million subscribers.
She has also building a solid following of 807,000 fans on Instagram and nearly 500,000 on Twitter, with content spanning cooking, lifestyle, personal growth, fashion, decorating and entertainment.
Reena Liebling, director of partner strategy at Kin, said Kalel’s openness and vulnerability in her videos resonates with millennial women, Kin’s key audience demographic.
“We look forward to providing her with new opportunities to further grow this audience,” said Liebling in a statement.
In the coming months, the partnership is expected to produce new content covering everything from lifestyle, fashion and beauty, to entertainment and vegan cooking.
That fits with Kin’s overall strategy to increase its original content production and distribution across social, OTT and traditional media platforms. It’s also recently inked distribution partnerships with Amazon, Roku and AppleTV in order to bring its home-focused programming into the living room.
At the same time, Kin is making moves to expand its international reach. Last year, the California-based network opened a Canadian outpost and launched a multi-creator channel, Fusia, focusing specifically on South Asian creators. Earlier in July, Kin confirmed plans to open an outpost Australia and New Zealand this fall following a $13.5 million investment round led by Emil Capital Partners.
Kalel is managed by Addition LLC.