FYPIRL launches Creator World, letting creators choose their own PR products

A creator may receive a parcel of products they never asked for, while a brand they would love to try has no idea they are interested. FYPIRL founder Gene Kwok saw that disconnect repeatedly through his agency’s work with brands and creators. Creator World begins with a simple change: let creators choose.

Kwok is an entrepreneur and marketer who founded creative performance agency Damnzai, whose work has spanned more than 50 beauty, wellness and retail brands across Asia. That experience also exposed a problem for brands: each round of gifting could become a separate campaign, with little shared history of what a creator had tried, liked or produced.

“Through our agency work, I kept seeing creators receive products they hadn’t chosen, while telling us about others they really wanted to try. Brands were also starting over with each campaign. I wanted to give both sides a better starting point, and a way to keep building on the relationships that worked,” says Gene Kwok, PBM, founder of FYPIRL.

Launching officially alongside the FYPIRL store and The FYPIRL Show this October, the app gives selected, approved creators an allocation of Discovery credits to choose products they personally want to try. Instead of receiving a fixed PR kit, they can put together their own regular PR selections. The app is available on the Apple App Store and Google Play.

Creator World is part of a connected experience with the year-round FYPIRL store at L^IFE at *SCAPE and The FYPIRL Show. Creators can explore products in the app, try them at the *SCAPE hub before choosing items for a longer trial, and access livestream facilities to create content. Created by FYPIRL in partnership with L^IFE Singapore, the recurring public live-commerce talk show adds conversations with founders, creators and experts, giving product discovery a physical setting and a human context.

Explore the fair & store ↗ · The FYPIRL Show ↗

Before its official launch, 35 brands had registered for the FYPIRL Creator World app, including leading Polish dermocosmetics brand Tołpa, Theo10, Revit, NestBloom, YAROMA, DR.PONG and BeautyPlayer. The early registrations point to interest in a programme that connects product trials with creator relationships and opportunities for further collaboration.

Choice before a collaboration

Discovery can begin in the app or at FYPIRL’s physical hub at *SCAPE. Trying a texture, comparing products or asking a question before redeeming an item gives creators a chance to decide what fits their own routines and audiences. They can then spend more time with their chosen products at home.

Redeeming a product does not oblige a creator to post about it. Someone might try several products and find only a few they want to talk about. The programme leaves room for that interest to develop, without requiring a post for every item received.

Continued participation still matters. Creators submit the content they choose to make, and approved contributions earn Discovery experience considered in reviews of future access and credit allocations. Renewal is not automatic, and a product redemption does not create an obligation to give a positive endorsement.

From product discovery to lasting creator partnerships

For brands, an accompanying portal brings programmes, creator participation and content into one place. They can run an ongoing Discovery programme or launch a specific campaign, keeping a record of the relationship as it develops. A later collaboration can begin with knowledge of what a creator has tried and contributed, rather than another introduction from scratch.

The portal organises content submitted or recorded for a brand, from TikTok and Instagram posts to relevant, authentic forum mentions. Brands can review the work, identify creators whose approach suits them and explore a content commission, advertorial, livestream or longer-term partnership. Creators can also access affiliate opportunities under the relevant terms.

Content rights are part of that continuing relationship. Brands can distinguish agreed organic reposting permissions from paid-advertising licences and request to purchase advertising rights where available. Receiving a product does not automatically transfer those rights; the creator’s agreement remains essential.

This connects activities that brands often manage separately: introducing products, finding suitable creators, reviewing content and agreeing how it may be used. For an emerging brand, the opportunity is to build on genuine product interest. For a creator, a discovery can become the starting point for paid work and a continuing relationship.

First access before a wider launch

FYPIRL also sees this approach as a way to support brands entering Singapore. Selected creators can be introduced to products before a wider local release, giving them time to try the range while their experiences and feedback help brands understand local preferences.

Research-led Thai skincare brand DR.PONG will participate in the FYPIRL Fair and offer selected creators early access to its products through Creator World, ahead of a broader Singapore launch expected in December 2026. The early introduction gives creators time to try the range and the brand an opportunity to understand local preferences before expanding its presence.

Taiwanese skincare brand BeautyPlayer, known for its viral bio-cellulose cleansing masks, is also offering selected creators first access through the app ahead of its wider introduction to Singapore. The masks make cleansing visible: after the sheet dries and is placed in water, traces of oil and residue can be seen on it. That distinctive experience gives creators something to explore and describe in their own words.

For FYPIRL, these first-access partnerships show how creator discovery can become part of a brand’s market introduction. Brands can begin building relationships before a wider rollout, with local product experience and feedback informing what comes next.

The inaugural FYPIRL Fair, from 16 to 18 October, marks the platform’s launch alongside the store and The FYPIRL Show. Beyond the launch, the recurring public live-commerce talk show gives founders, creators and experts another setting to discuss products and develop their relationships with audiences.

Building on what each relationship teaches

Kwok envisions Creator World as a platform that helps brands launch and grow through better creator relationships. Over time, insights into the products creators choose, the content they make and the collaborations that follow could help brands identify relevant partners and make better decisions about campaigns.

AI-powered analytics and campaign tools form part of that longer-term vision: helping brands interpret those signals, identify potential collaborators and coordinate the next steps. The aim is for each product trial and collaboration to add to a useful history, so that a brand can keep learning about its creator community as it grows.