Lowe's Taps Creator Economy to Launch First Home Improvement Creator Network, With MrBeast Among the First to Join
Launch includes MrBeast's curated storefront on Lowes.com and exclusive partnership to build
the next iteration of BeastCity for "Beast Games" season two, blending creativity, community and
commerce.
MOORESVILLE, N.C., June 10, 2025 /PRNewswire/ -- Lowe's announces the launch of the first home improvement creator network, designed for creators who bring DIY skills to life through projects, spaces and community. Built to support creators of all sizes, the Lowe's Creator Network helps creators share project-driven stories that build affinity for their own brands and for Lowe's.
Among the first creators to join is MrBeast, the most-followed digital creator in the world, known for building massive audiences through inspiring content and his philanthropic efforts. Together, Lowe's and MrBeast are curating a dedicated storefront where fans can shop his favorite materials, tools and DIY projects – from obstacle courses to backyard builds – bringing MrBeast's signature creativity into homes across the country.
The Creator Network deepens Lowe's connection with Millennial and Gen Z audiences, generations who turn to creators for inspiration, authenticity and trusted advice.
"Driving preference and engagement with the Lowe's brand by tapping into creators with varying levels of followers is a key priority for Lowe's as we look to gain relevance with younger generations while increasing digital engagement," said Jen Wilson, chief marketing officer at Lowe's. "We couldn't be more excited to welcome MrBeast to our network along with other recognizable names like DadSocial and Chris Loves Julia. These are exciting names in the world of influencers and now they'll be DIYing with Lowe's across their social channels."
Through its relationship with MrBeast, Lowe's is now the exclusive building partner for season two of the highly anticipated series Beast Games. Staying true to its commitment to helpfulness, Lowe's red vest associates are pitching in on the build of the latest BeastCity, a massive custom-designed complex that will house contestants and serve as the anchor set for the show. The building of BeastCity marks the first of many landmark projects between Lowe's and MrBeast, with future content collaborations anticipated.
"We are always looking for strategic partnerships that will enhance the unique and exciting experiences our audiences are used to and this collaboration with Lowe's Creator Network is exactly that", said MrBeast CEO Jeff Housenbold. "We wanted to go even bigger and over-the-top with BeastCity in season two and we found the perfect partner to help us achieve that goal."
The Lowe's Creator Network features a multi-tiered system built to support creators at every stage of their journey. Through competitive commissions and customizable storefronts linked directly to Lowes.com, creators can start earning from their content right away. Members also gain access to product samples, training resources and a range of opportunities to help grow their businesses and connect with their audiences. As they advance within the network, creators unlock even greater value, including project funding, long-term sponsorships and exclusive access to events like the annual Lowe's Creator Summit.
"Creators aren't just making content. They're building businesses by taking on real projects and connecting with their communities through meaningful storytelling," said Jonathan Stanley, Lowe's head of social and influencer marketing. "With Lowe's Creator Network, we're committed to helping our creators grow and are empowering them to bring their dream projects to life. From training resources to product samples and self-serve storefronts, we're giving creators the resources to produce content they know their audiences will want to see."
With more than 17,000 creators already enrolled during its beta launch, the Lowe's Creator Network is poised for rapid growth, aiming to expand its presence across social feeds nationwide. The network builds visibility for not only Lowe's but also for its vendor partners, with future plans to extend these opportunities through Lowe's Retail Media Network, enhancing brand presence and community engagement across all digital channels.
The Lowe's Creator Network is free to join. Creators can learn more and apply at Lowes.com/Creator.
About Lowe's
Lowe's Companies, Inc. (NYSE:LOW) is a FORTUNE® 100 home improvement company serving approximately 16 million customer transactions a week in the United States. With total fiscal year 2024 sales of more than $83 billion, Lowe's operates over 1,700 home improvement stores and employs approximately 300,000 associates. Based in Mooresville, N.C., Lowe's supports the communities it serves through programs focused on creating safe, affordable housing, improving community spaces, helping to develop the next generation of skilled trade experts and providing disaster relief to communities in need. For more information, visit Lowes.com.
About MrBeast
MrBeast, founded by YouTube creator, entrepreneur, and philanthropist Jimmy Donaldson, is a global entertainment powerhouse known for its groundbreaking content, viral challenges, and large-scale philanthropic initiatives. With over 400 million subscribers, MrBeast became the most-subscribed YouTube channel in the world in June 2024 and now generates more than 2 billion views each month. His Prime Video series Beast Games became the streamer's most-watched unscripted series ever and broke 44 Guinness World Records, further cementing his impact beyond digital platforms. Donaldson was named the #1 creator on Forbes' 2023 Top Creators List and has been featured on both the TIME 100 and the inaugural TIME 100 Climate list. In 2022, he launched Feastables, a snack brand that quickly became one of the fastest-growing CPG companies in history. A leader in digital-first philanthropy, Donaldson has spearheaded major global campaigns, including #TeamTrees, which raised over $23 million to plant 23 million trees, and #TeamSeas, which removed 30 million pounds of waste from oceans, rivers, and beaches. In 2020, he founded Beast Philanthropy, a 501(c)(3) nonprofit that has since provided more than 20 million meals and funded critical infrastructure projects for underserved communities around the world.
Contact:
Amanda Caskey
Lowe's Companies, Inc.
amanda.caskey@lowes.com
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SOURCE Lowe's Companies, Inc.