“We help content creators capitalize on the trust they generate among peers”
The regional startup For_Me, founded in Córdoba, has evolved from a platform supporting women into a hub connecting brands and content creators, leveraging the benefits of nano and micro influencer marketing. Key factors behind its success include authenticity, organic content, and a global vision.
When establishing oneself as a trusted voice, credibility and trust are crucial. In the digital influencer realm, it is the smaller creators who excel at cultivating this value, a fact increasingly recognized by brands. The ‘2024 State of Influencer Marketing’ report from Influencer Marketing Hub highlights that marketers prefer micro and nano influencers (26% and 44% respectively) over macro influencers (17%) for collaboration opportunities.
For_Me, a startup from Córdoba established in 2019, has adeptly shifted its strategy to capitalize on this growing market, forging connections between prominent brands like Mercado Libre and L’Oréal Group and small content creators. Consuelo Chasseing, co-CEO and co-founder, describes their strategy: “We enhance assisted virality based on organic content, which fosters more genuine bonds with brands, thereby increasing loyalty and trust between users and brands.”
How has the idea behind For_Me evolved?
It started as an app focused entirely on women, aiming to reclaim personal space and reward women for taking time for themselves. Over time, we realized this concept was universal; everything we do, say, and think defines who we are and holds intrinsic value. However, this value can be challenging to convert into an asset. For_Me emerged as a space where recommendations and authenticity are highly valued. Virality has always been difficult for brands to manage and even harder for individuals to capitalize on. People recommend things organically but gain nothing beyond the satisfaction of being listened to.
Brands have been seeking more genuine, loyal connections and organic channels for a while, but managing this on a large scale is complex. At For_Me, we centralize individuals who brands see as key recommenders. Simultaneously, the platform allows nano and micro content creators (with few followers but seen as real, relatable people by their audience) to grow and monetize the trust they generate among their peers
You’ve expanded operations to several countries. Can you share your experience of internationalization?
We always aimed to create a global-first company because marketing is global. We started in Córdoba, initially working with major brands; our first client in 2019 was one of L’Oréal’s brands. Until 2021, we operated only in Argentina and only within the beauty industry. We then opened a second market in Mexico. Working with global brands and testing internationalization led us to expand into six more markets over the next two years.
We are now in seven countries: Argentina, Mexico (which now represents 70% of For_Me), Peru, Colombia, Chile, Uruguay, and we are opening in the United States. We work with over 100 brands and the largest groups in each sector, and our community exceeds one million content creators. The process has had its ups and downs and many learnings, but it has been supported by our clients and the trust in our projects in the markets we were already in. The satisfaction and growth of our clients and creators form the basis for each country to add value to the next. At the same time, it was key to find talent by market that can connect, teach us how to get into the culture and develop our community as the center and core of our management.
Córdoba is a significant entrepreneurial hub in Argentina. How has this environment influenced For_Me’s development and growth strategy?
There’s something unique about being Argentine. We come from a country with a highly dynamic and volatile economic, political, and social landscape, characterized by significant instability. This environment has forced us to be highly creative and constantly alert. While it can be challenging to grow up in such economies, it also fosters a skillset for making numerous decisions and considering many more scenarios than someone in a more stable or predictable context.
Furthermore, being outside the capital, where most activities are concentrated, demands even greater creativity and efficiency. You must be even more resourceful and make the most of your time. Córdoba has emerged as a hub for entrepreneurs and industries, not just in technology, and this has fostered a sense of self-sufficiency in our collective mindset.
A culture has developed here where we integrate influences from Buenos Aires, the United States, Europe, Asia, and beyond. We are very receptive, creating a very interesting virtuous cycle. Many large companies have established their operational bases here, which in turn attracts better talent, enhances the ecosystem, improves infrastructure, offers incentives, and, most importantly, builds a stronger community. It’s an entrepreneurial and technological community that extends from Córdoba to the world and from the world to Córdoba.
How do you see the Argentine ecosystem evolving, and what relevance does it hold in the broader Latin American context?
I like the idea of viewing us as a region, recognizing the potential across various geographies, economies, resources, and cultures. We have immense resources, talent, and creativity. While we are in a different stage compared to major global economies, I believe in the region’s potential to become a powerhouse in the coming years.
A phenomenon I appreciate, strengthened by our football culture, is the unity and passion it brings. When we won the World Cup, millions celebrated at the Obelisk without any disturbances, just pure collective joy. This concept, though romantic and utopian, resonates with me for the region. When a unifying passion and desire transcend borders and differences, it creates immense power.
I believe Argentina can play a crucial role in this regional repositioning due to its size, culture, and education, alongside its ongoing political and economic changes. This global openness is becoming more tangible, fostering exchanges that put us back on the map. I see Argentina as a significant agent in this regional repositioning, but it’s essential to work in synergy, understanding that a single country alone isn’t enough.
BBVA Spark recently approved a global credit line for For_Me. How does partnering with an entity like BBVA Spark benefit a startup like For_Me?
For us, support at all levels—strategic, planning, economic—is crucial. We’ve been fortunate to choose our partners. We started as clients of BBVA Francés and always felt supported. Everyone has a starting point, and who is there is vital. The bank was one of those supporters: they opened our account and issued our first cards, which is challenging for startups. This trust was significant.
This relationship evolved when we learned about BBVA Spark through one of our investors. It aligned with what we were looking for: an institutional focus that understood the speed a startup requires and had a global perspective. As a multinational, regionalized company, it’s vital for a bank to view us holistically to support us effectively. It’s not just about the money; it’s about creating synergies that help us grow and deepen our business plan.
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What advice would you give to an entrepreneur looking to launch or scale their business?
If you already have the spark and the desire, the time is now. There’s never a perfect moment, so you must take the leap with a lot of determination, innocence, and courage. The key is to act—test your ideas and keep moving forward. If you feel you lack something, make a list of what’s missing and reach out to people who can help. Everything starts with sending an email, a WhatsApp message, or a LinkedIn message, creating a chain reaction and a growing spiral.
