Influencer Loses Thousands in Brand Deals After Opting Out of Showing Children's Faces Online

Influencer Grace Victory has revealed that she has lost approximately £45,000 in potential brand deals since deciding to stop showing her children's faces on social media. Victory, who has built a following of nearly 250,000 on Instagram and over 210,000 on YouTube, made the decision at the end of 2025 to protect the privacy of her children, Cyprus, aged 5, and Kamiko, aged 3.

Victory began sharing more parenting content after experiencing severe complications from COVID-19 during her pregnancy with Cyprus, which led to his premature birth. However, as her children have grown, her perspective on online sharing has evolved, particularly with the rise of artificial intelligence and concerns about online child safety. She stated that her children are too young to consent to having their lives shared online.

The decision has been met with a mixed reaction. While many followers and fellow influencers, including Megan Ellaby, Olivia Bowen, and Medina Grillo, have applauded her choice, some critics have questioned why she continues to share aspects of her children's lives if not showing their faces. Victory maintains that she shares what she is comfortable with and that her decision is about respecting boundaries and ensuring her children's privacy.

This shift has had a notable financial consequence. Since halting the display of her children's faces, Victory has reportedly lost between six and seven brand deals, with values ranging from £5,000 to £50,000. These deals were with major children's brands, including those selling toys and clothing. The influencer noted that some campaigns specifically require children's faces to be visible, a requirement that has led to her team and her having uncomfortable conversations with brands.

Victory expressed frustration, arguing that a child's face should not be a prerequisite for a successful campaign and that creators should have the flexibility to work with brands without compromising family privacy. She believes there are numerous creative ways to promote products while respecting children's boundaries and safety.

Despite these financial setbacks, Victory has secured a new brand deal with Wagamama, a restaurant she and her family frequent. The brand was amenable to creating a campaign that does not feature her children's faces, demonstrating that engaging family content can be produced without making children's faces the central focus. Victory hopes this will encourage more brands to adopt similar practices, suggesting that children's faces should not be an expected element of influencer marketing.

While acknowledging that not all parents need to make the same decision, Victory emphasized the importance of considering the long-term implications of sharing children's information online. She concluded that protecting her children's privacy is more important than any brand deal and hopes that brands will increasingly recognize that creators should not have to choose between their professional obligations and their family's privacy.