There’s no more sacred place than the home. Recognizing its significance, mom-of-two Molly Hill started the blog Maison Pur to help fellow parents shield their surroundings from potentially unsafe ingredients, but she’s since expanded well beyond shelter. “I have an array of topics I cover from furniture to food. In my opinion, to live a truly healthy lifestyle, you have to focus on all of the parts,” she says. Hill doles out tips on everything from paint to affordable organic food and pink nail polish to deodorant. Being able to pronounce Maison Pur isn’t a prerequisite for digesting her practical advice. She admits she has trouble with the name sometimes, too. Beauty Independent caught up with the lifestyle influencer to discuss successful partnerships, the unique user experiences indie brands offer, the slippery slope of being an all-access influencer and the products her readers ask most about.
What was the inspiration for Maison Pur?
For a long time, I had been striving to live a more natural lifestyle. As I continued down that path, I started digging deep into various areas, and it really struck me when I got to home-related products and items. I wasn’t just cleaning out my beauty cabinet, I was on to our medicine cabinet, cleaning supplies and textiles. It got to the point where everyone was asking me what to use because I had overhauled the whole house. At the time, there weren’t many natural blogs or resources online, so I figured why not start a place to share the information. My whole hope is to educate people on what to look for or what to avoid in order to shop on their own for a pure home.
What topic do you focus on?
Lately, a huge chunk of my content is beauty-related because it is so vast and growing so rapidly. Most women have way more products than a man or the rest of their family. It’s a topic that gets brought up over and over again. My readers are in search of a clean concealer, perfect SPF, a good peachy blush or an affordable skincare line. It seems to be constant, so I find myself filling those requests.
Was there a point that you noticed Maison Pur taking off?
I feel like it’s been a very gradual climb. Instagram is what requires most of my attention and where I see the effects of what I’m doing. When I get DMs and messages asking for advice or personal recommendations for products, aside from the likes and followers, that’s what resonates and makes it feel like I’m doing something right.
What do your followers ask you about?
I’m always a little wary when people send me detailed medical information for themselves or their child and ask for remedy, simply because I wouldn’t even know how to answer. I always recommend they seek out a professional. However, it says a lot about their trust in me and, for that, I am grateful. As far as the most common, it is hands down what is the best face moisturizer and eye cream.
What do you wish brands knew about working with influencers?
There are a few things. First of all, [I’m] reiterating the amount of time that goes into what we do. We are reviewing a product, taking photos, researching ingredients, running a website, editing, running social media platforms. It’s just me behind it all, and it can feel a little discouraging when they demand certain things or want a return, but don’t want to give it it’s due value.
Handholding doesn’t work or asking for approval before. We know our audiences. If you are seeking someone out, I would assume you are attracted to their style. We all have a feed full of content, so examples are there. If that isn’t what you are looking for, don’t approach that particular influencer.
Lastly, [it’s troubling] when a brand reaches out, and you think it’s just you and you’ve achieved this awesome partnership and, then, you see every other blogger has the same campaign. Those mass campaigns literally cancel each other out. Pick someone to work with on a long-term basis, or do something special and unique with each one.
How do you choose which brands to work with?
I really prefer to work with brands that make it clear. They give me their goal and leave the details up to me. I really like showcasing what is different about a brand. So, when they let me be creative and share in a way that’s most useful to them, myself and the readers, it’s truly a win.
What are some of your favorite brands to work with?
I love working with Encha Matcha, Aillea and Live Botanical, among others.
Can you tell us about what you did with one of those brands?
I really enjoy partnering with Live Botanical because Carolyn [McRory], the founder, is so sweet and accommodating to whatever I need to educate my audience. Myself and another blogger did a piece on affordable skincare featuring Live, and Carolyn was generous to offer a discount to our audiences. Her affiliate program is well set up, and she lets us be creative and doesn’t put parameters on what we share. It turned out to be one of my most successful pieces because I could run with it. She got a lot of draw from it, and affiliate earnings matched. I look forward to continuing a relationship with her.
Is there a product you’ve been excited about lately?
Speaking of Live Botanical, I am loving her AER Hyaluronic Serum that is in this month’s Art of Organics box. I honestly didn’t even know I needed it, but it’s amazing. I mix it with everything, and it’s the perfect base before SPF or night cream. Also, the Bless Aromatherapy Essence from Leahlani Skincare is incredible. I get so many compliments when I wear it. It’s such a gorgeous scent that is gentle, yet lingers.
Do you think your audience is bothered by sponsored content?
I have only done a handful because I’m very particular about the content. I not only have to truly like the product, but I want to make sure that [it] adds value to my readers, and I don’t want to abuse that. I don’t think my audience minds because they are few and far between, especially when it’s something I would legitimately promote regardless of payment.
Which of your posts gets the most engagement?
I tend to post myself unwinding with a mask after a long weekend, spring break with the kids, and people seem to really relate to that. It’s a less formal post where I fill people in on more personal aspects. That connection is what people really seem to enjoy.
What changes do you see in the beauty industry due to indie beauty brands?
More awareness has been created in regards to ingredients used, the stories behind the products, and the care and detail that’s put in to them. Looking at mass brands in comparison, it makes it a lot less special or desirable. These small-batch, handmade products have so much more attention to detail, and it really improves the user experience and the connection we have with ourselves.
Where do you see the influencer community heading in the next few years?
Honestly, I think people will continue to want more and more access to influencers, and it seems there are certain people willing to share on a 24/7 basis. People seem to be hungry for that fabricated sense of connection, but it’s driving influencers to come up with more ways to fulfill that. It’s an interesting cycle. Followers feel vested in these influencers, so they feel they can demand from them. It can actually be a little scary. If you thrive off of that, great, but where do you draw the line? It’s either going to get all-encompassing or come to a halt as we realize it’s not healthy to live and breathe on social media.
How do you want to evolve your content going forward?
This year, it’s my intent to focus more on a wider range of products, bring back more home-related [content], and really advocate and empower readers to make their own decisions. It doesn’t always have to be what I use specifically, but [I’m] giving them that knowledge base. I also want to get back to longer-form blogging. It’s easy to let Instagram lead, but I think, in the long run, keeping fresh content and really useful information on the site is the only way to give people those tools.
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