From being an under-recognized and under-appreciated profession, the influencer marketing industry has completely exploded and dominates today when it comes to social media advertising and marketing. And that it is a successful industry can be seen, not least, when we look at the companies’ numbers and profitability.
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That’s how much they paid in taxes – a staggering sum
Breakit has reviewed 16 of Sweden’s biggest influencers and their companies and mapped their reported tax for 2022 and 2023. The list includes profiles that are niched in different areas. Everything from exercise and fitness, to beauty and food. Individually, the profiles have several million followers and with their wide audience, it is no wonder that they are doing well.
In total, the profiles paid SEK 168 million in tax through their companies. So, what are the profiles?
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Number one on the list – Bianca Ingrosso
Bianca Ingrosso is perhaps unsurprisingly first on the list with the most tax paid among the profiles. With a successful presenter career, a strong personal brand and large companies in the retail and cosmetics trade, she is superior.
Bianca runs seven of her own companies and in total she paid just over SEK 65.1 million in taxes.
Bianca, together with siblings Oliver Ingrosso and Benjamin Ingrosso, recently launched “Mino Market”, a grocery brand with a focus on quality Italian products. Photo: Pontus Lundahl/TT
That’s how much tax Ida Warg paid
Ida Warg runs two own companies in addition to its large channels on social media. The company she is best known for, the beauty company Ida Warg Beauty AB, is now 100 percent owned by Lumene Oy and is therefore not included here.
So for her two companies she paid a total of SEK 3.2 million in tax both years.
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Kenza Zouiten
Kenza Zouiten is a real veteran in the industry. She started blogging in 2006 and today she has 1.8 million followers on Instagram and 263,000 subscribers on YouTube.
She runs two large companies that totaled SEK 2.9 million in both years.
Mauri Hermundsson
“Mustiga Mauri” Hermundsson is best known for his YouTube channel “Uppdrag Mat” where he has 687,000 subscribers, but his other social channels are also followed by several hundred thousand. In addition to YouTube and social media, we have been able to see him in TV programs such as “Lego Masters Sweden”, “Bäst i Test” and “Idol”.
Very recently, Mauri launched his own chips through his company “Redhead Sweden AB”, which for obvious reasons did not have time to submit any figures to the Companies Registry.
In addition to “Readhead Sweden AB”, he runs two companies that paid a total of SEK 1.1 million in taxes in 2022 and 2023.
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She did not report any taxes
So to a person who stands out on the list – Isabella Löwengrip. She has 383,000 followers on Instagram and just over 12,000 followers on TikTok.
In total, she owns two companies that did not report any tax in the years 2022 and 2023, reports Break it.
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Isabella Löwengrip 2023. Photo: Stina Stjernkvist/SvD/TT