It’s no longer shocking when a celebrity announces they’re joining OnlyFans. Even actresses known for their brief roles on Harry Potter like Jessie Cave are making the leap to the subscription-based platform that used to be primarily known for its X-rated content. But what is surprising is the number of brands making the leap now.
Some are using the platform as a fundraiser, like Flitedeck. The company is creating the first smart handlebar with sleek features like a 180 x 70-millimeter IP68 waterproof, hi-res touchscreen and cycling computer with GPS navigation that links to fitness and cycling peripherals, security, crash detection, a headlight, wireless connectivity, and more. Founders Sabrina Fischer and Matthias Huber, German engineers with experience at companies like BMW, chose to go with the platform after exploring the other funding options.
The co-founders did not want to let go of any control of their company to investors, which left them with alternative methods like Kickstarter and Indiegogo. The two fundraising platforms are known for helping fledgling companies kick off new products, but only if the project gets fully funded (which isn’t guaranteed). Plus there are additional fees involved with those platforms.
It’s been reported that Flitedeck’s OnlyFans account is in the top 0.19 percent of creators globally. It’s unclear exactly how much cash that translates to, but most people believe that creators in the top 0.1% on OnlyFans make over $100,000 a month. And while the platform does take a flat 20% commission, the earnings are available quickly so the company can collect it and continue to grow.
But funding isn’t the only reason brands are joining. Some are there strictly for marketing purposes. Like London-based Nimbi, a razor company that launched at Erewhon in January 2024.
The company began posting on TikTok but never gained any traction. As the company investigated the problem, they discovered that the word razor is shadow banned on TikTok (in other words, the platform was limiting who could see Nimbi’s content because they used the word). So what’s a razor brand to do?
Join OnlyFans, of course.
Cofounder Anna Reid suggested the idea as a joke, but it turned into so much more. Since joining the platform, Nimbi became Erewhon’s top seller in the personal care category, and expanded to more than 900 Target stores this month. Partially thanks to the instructional content they began posting on OnlyFans. The brand answers questions consumers might never have the courage to ask on other platforms.
While OnlyFans isn’t the brand’s major marketing channel (it has fewer than 100 subscribers), Reid revealed that the team is “having a lot of fun with it.”
Another brand jumping on the platform is Sensual Sport, a new sexual wellness brand from Emily Oberg, founder of Sporty and Rich. With a product called wet mouth spray and pleasure gel, OnlyFans does seem like a perfect fit.
It’s likely we will see even more brands join the platform, whether for funding or marketing.