He is building an army of UGC creators

Reported in Swedish. The quotes below are translated.

Two years ago Ibrahim Moummou bought the Swedish organic skincare company Loelle. He is now building what he calls an army of content creators, all on pure commission, and he does not hide where the idea comes from.

Over two weeks in July the company recruited more than 100 Swedish creators. The target is 1,000 active by the autumn and eventually 10,000, in Sweden alone.

100 UGC creators in 14 days

The creators are attached to what Loelle calls its Creator incubator. Most of those who have joined so far have no previous creator background, and the idea is that they are trained into UGC creators inside the programme.

The payment model is a personal discount code and a commission ladder going up to 20 per cent. No fees. No sponsored collaborations. Only commission on tracked sales. During the first month of intensive training, 100 videos in 30 days, there is a guaranteed payment, and every month the five best creators are flown to a European destination.

It is an arrangement few Swedish brands offer today, and it moves the risk. The creator carries it when the material does not sell and takes the whole upside when it does.

The model: Comfrt and the 500 creators

Moummou points out the model he is building on himself. American Hudson Leogrande was homeless at 16 and started the loungewear company Comfrt in 2022. The company went from 16 million dollars in its first year to 170 million in its second and half a billion in its third, and according to Fortune it is now heading for a billion dollars a year in its fourth, without venture capital.

The engine is not advertising budgets. It is a core network of 500 creators making films about the brand. Five hundred places, and someone was first.

Moummou argues that what has already happened in AI is now happening in e-commerce.

We have seen it in the AI scene, where companies like Sweden's Lovable scale to 100 million dollars in under twelve months. Now we are seeing the same thing in D2C: several companies have gone past 100 million dollars in revenue in twelve to twenty-four months, and some have exited above a billion dollars within two years.

It used to take seven to ten years to reach 100 million dollars. At the new speed there is, in his view, only one way to build: volume. An army of creators working on commission, believing in the brand and getting rich along the way.

"The old UGC model is dying"

The traditional model, where brands pay a few thousand kronor per commissioned clip, is on its way out according to Moummou.

A creator paid per clip has no incentive to sell.

The difference from a flat fee is what decides your income. The fee pays for time worked regardless of how the brand's shop converts. The commission pays for results, and the ceiling is higher. The combination of fee plus commission is the one that is rarely offered but often possible to negotiate.

An incubator for the creator economy

The core of the venture is the structure around the creators, a structure Moummou argues should have existed long ago.

There are incubators for tech companies that want to grow but nothing for the creator economy. In Sweden alone there are thousands of people with the talent to become world class creators, but they cannot find a platform that coaches them there.

The incubator gives every creator weekly concepts and scripts, daily coaching, a community with leaderboards and celebrations, and a career path. The best are recruited on as coaches and employees. The company's creative strategist started as a creator in the programme herself.

Making content is hard at the start, and that part is rarely technical. It is about daring. Which is why the supportive setting around the learning matters at least as much as the scripts.

The target: 10,000 UGC creators

The ambition does not stop at the autumn's 1,000 active. Moummou sees no other route to a billion dollar company in a short time than building an army of people who represent the brand, believe in it and get rich marketing it.

So we are going to reach 10,000 creators in Sweden alone. Nobody has done this in the Nordics before. We are first.

Swedish brands building their own creator networks is part of a broader movement. Dagens PS reported in August that 78 per cent of Swedish brands use UGC in their marketing, and that campaigns are growing by around 22 per cent a year.

What it means for you as a UGC creator

More networks of this kind are coming, and three things decide what a commission arrangement gives you.

• Do the maths on the ladder before you say yes. Ask what the average order value is and what the creators in the network actually earn, and you will know what the percentage is worth.
• Check the tracking. Discount code or link, how long the attribution lasts and when payment happens.
• Disclose what is advertising. A personal discount code with commission makes the post advertising, and that has to be clear immediately. It applies even when the payment is only products.

We go through pricing, contracts and ad disclosure in the guides.

About Loelle

• The company: Swedish organic skincare, COSMOS certified, with over 60 international awards. Built on raw materials bought directly at source, including argan oil from women's cooperatives in Morocco.
• Founded: 15 years ago. Bought and reshaped by Ibrahim Moummou two years ago, from 95 per cent B2B to 100 per cent D2C.
• The creator model: a commission ladder up to 20 per cent, personal discount codes, and organic content that performs scaled on as paid advertising.
• Status: 100+ creators recruited over two weeks in July 2026. Target 1,000 active by autumn, 10,000 eventually in Sweden alone.

Read more: Ibrahim Moummou on making organic skincare more results-driven in Du & Livet (in Swedish).