Influencer Loses Thousands in Brand Deals Over Refusal to Show Children's Faces

An influencer has revealed a significant financial impact from her decision to stop showing her children's faces on social media, estimating losses of up to £50,000 in brand deals. The influencer, who began her online career in 2011 on YouTube and expanded to Instagram in 2017, has amassed a substantial following by sharing content on fashion, beauty, body positivity, and mental health, alongside parenting material.

Her decision to cease displaying her children, Cyprus, aged 5, and Kamiko, aged 3, online stems from a desire to protect their privacy as they grow and begin attending school. She emphasized that the children are too young to consent to having their lives shared publicly. This perspective shift intensified with the rise of artificial intelligence and concerns about online safety for children.

Initially, the influencer shared personal experiences, including a near-fatal battle with COVID-19 during her pregnancy with Cyprus in 2020, which led to a medically induced coma and premature birth. She included her recovery journey and subsequent motherhood in her content. However, as her children aged, her priorities regarding their online presence evolved.

While friends and family have been supportive, the social media reaction has been varied. Fellow influencers and many followers have applauded the decision, with comments suggesting brands should hire child actors instead of using creators' children. However, criticism has also emerged from those who believe she is still sharing too much of her children's lives, even without showing their faces.

The influencer stated that she maintains boundaries, sharing happy moments but not private or negative aspects of her children's lives. She also described actively stepping away from her phone during crucial family time in the afternoons to be present with her children.

Since ceasing to show her children's faces at the end of 2025, the influencer has lost six to seven potential brand deals with major children's brands. These deals, which ranged from £5,000 to £50,000, were for campaigns involving toys and clothing. She finds it unusual that some campaigns require children's faces to be visible and has found the discussions with brands increasingly uncomfortable.

She argued that brands do not need to show children's faces for campaigns to be successful and that there are creative alternatives to promote products while respecting children's privacy. She believes that keeping children's faces off the internet should become the norm rather than the exception.

Despite the financial setbacks, the influencer recently signed a brand deal with Wagamama, a food brand, which allows her to participate in campaigns without showing her children's faces. She views this as an encouraging sign that engaging family content can be created while respecting privacy boundaries.

The influencer hopes that more brands will adopt similar practices, emphasizing that creators should not have to choose between their children's privacy and their professional opportunities. She believes protecting her children's privacy is paramount, surpassing the value of any brand deal.