American influencer Brigette Pheloung, known as Acquired Style, recently celebrated her upcoming marriage with a lavish hen party in St Barts. The event has become a focal point in discussions surrounding influencer culture and the ethics of brand sponsorships.

A Fully Sponsored Extravaganza

Pheloung’s celebration, dubbed ‘Acquired a Husband,’ appears to have been entirely funded by Swan Beauty, a US-based beauty brand owned by investor Mark Mitchell’s family. The 29-year-old influencer, with nearly three million followers across TikTok and Instagram, effectively turned her hen party into a comprehensive marketing event for the brand.

Luxury Travel and Accommodation

The trip began with Pheloung and 17 guests traveling to St Barts on a private Boeing Business Jet, valued at over £40 million and branded with Swan Beauty logos. Insiders estimate chartering such a flight would cost at least $100,000. The jet itself was equipped with bedrooms, showers, and branded food and drinks.

Branding at Every Turn

Upon arrival, the branding continued throughout the trip. Guests wore clothing from Phe Phe, a label owned by Pheloung and her twin sister Danielle. Pheloung also encouraged her followers to download the Swan Beauty app on Instagram.

High-Tech Products and Exclusive Events

Swan Beauty’s latest product, a £600 ‘smart mirror’ with AI skin analysis and augmented reality features, was featured in each bedroom of the luxury villa. The villa itself is believed to have been covered by Swan Beauty. The group enjoyed themed evenings, including ‘sunset’ and ‘mermaids,’ and dined at exclusive locations, with one dinner reportedly costing £26,000.

Social Media Impact and Increased Brand Awareness

The event significantly boosted Swan Beauty’s visibility. Searches for ‘Swan Beauty Colby Mitchell’ surged by 750 percent over the weekend, and the brand’s Instagram following grew from just over 2,000 to nearly 5,000 during the celebrations. Guests included other prominent social media personalities like Lauren Wolfe, Cierra Miller, Kit Keenan, and Audrey Trullinger.

Ethical Concerns and Transparency

The fully sponsored nature of the trip has raised questions about the transparency of influencer marketing. It is believed Pheloung did not personally pay for any aspect of the event, with Swan Beauty covering all costs in exchange for exposure. This has sparked debate about whether influencers should be more upfront about their brand partnerships.

Recent Scrutiny of Influencer Practices

This controversy follows similar scrutiny of other influencers, including former Made In Chelsea star Binky Felstead, who was accused of seeking free products in exchange for social media posts. Pheloung’s hen party, however, appears to be an exceptional case in terms of the scale of sponsorship.