With 650k+ followers on Instagram, Aussie influencer Elle Ferguson is known as a fashion icon right around the world. Last year, she took her social media standing to the next level, launching award-winning self-tanning line, Elle Effect. I ask Elle how having an intimate understanding of her followers led her down the beauty industry path, what sets her products apart from the many other tanning products on the market and what the secret is behind the success of her own personal brand.

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