About — BracktonGroup

A note from the founder

Hi — I'm Minan Jawad.

I started BracktonGroup because I kept seeing the same pattern: a skincare brand I admired would launch a creator program, and the program would feel nothing like the brand. The same affiliate codes, the same five creators every brand uses, the same caption template. None of the care that went into the formulation made it to the partnership.

I wanted to build the agency I'd hire if I were a founder myself. Skincare-only, deeply specific, small enough that the work is run by the person who pitched it. We're new — which means our reputation is being built on the campaigns we're running right now. That should be a feature, not a caveat.

If you're a skincare brand that's tired of feeling like inventory in someone else's portfolio — read on, and then write to me. I read every message.

Minan Jawad

Founder, BracktonGroup

The manifesto

Beauty influencer marketing is broken. Here is the agency we are building instead.

01

We work in one category.

Skincare. Only. Not haircare, not wellness, not "lifestyle." Knowing one category deeply means we know the actives, the formulators, the dermatologist creators, the ingredient threads — and we can tell when a creator's audience is genuinely curious versus performing the part.

02

We stay small enough to answer.

The founder runs every account. No handoff to an account manager. No second-tier roster for the smaller clients. If we can't do the work well, we say no — and we say no a lot.

03

We match on fit, not on follower count.

A creator whose audience matches your customer is worth more than a creator with reach. We read comments, look at saves, check sentiment — and pass on the easy yes when the audience isn't actually yours.

04

We tell the truth about the numbers.

No "estimated impressions." No AVE. No round-numbered wrap deck. We report on saves, sentiment, repeat-audience overlap, and attributed orders — and if a creator underperformed, we'll name them in the read-out.

05

We treat creators as collaborators.

No rate markups, no late payments, no last-minute brief changes. The roster grows because creators want to come back. The brand list grows for the same reason.

Why now

Working with a new agency is the offer.

Most agencies grow until the founders are no longer in the work. BracktonGroup is at the opposite end of that arc — the founder pitches you, runs your campaign, reads every comment, and writes every read-out. That doesn't last forever. It lasts now.

Brands who join in this cohort lock in priority pricing year-on-year, first sight of every creator we add, and the kind of personal investment a portfolio of one hundred clients can't promise. We don't think of it as a discount — we think of it as a partnership we'll be in for a long time.

Apply to be a founding partner See how we'd work

A small agency, built on purpose.