Why Brands Are Inviting Customers on Influencer Trips

Jet-setting off on a brand trip to an exotic locale has historically been an activity reserved for those with seven-figure follower counts. Nowadays, though, it seems any number will do.

A growing number of brands are adding regular customers to the guest lists of adventures to desirable destinations like Mallorca or Bora Bora, including influencer-founded beauty label Refy, skincare brand Topicals and cosmetics label Tarte, which developed a…