Heather Bowling signs with HLD Talent

London-based talent agency HLD Talent has signed Heather Bowling, the content creator and By Babes co-founder. Bowling, who builds much of her output around the UK-based beauty brand she co-founded, joins a roster that includes other creators led by agency principal Hannah Holland. HLD and Bowling described the move as expanding opportunities across premium fashion and beauty, entrepreneurship, media, presenting and beyond.

Bowling is known for her work as a business owner and neurodiversity advocate, with By Babes positioned as a community-driven beauty and cosmetics line in the UK. She has built a loyal, highly engaged audience that follows her content beyond the products she promotes, with the platform serving as a central focus of her creator identity.

Her media footprint includes appearances beyond her social channels, such as a Season 5 stint on Footasylum’s YouTube series Locked In and a guest spot on Barry’s podcast Saving Grace. Bowling was previously represented by Insanity before joining HLD Talent.

In announcing the signing, HLD described Bowling as “bold, ambitious and completely herself.” The agency said the collaboration aims to amplify her existing work and unlock new opportunities across multiple domains, from premium fashion and beauty to entrepreneurship and presenting. The statement signals a broader push by HLD Talent to diversify its creator roster into lifestyle, beauty, and business spheres while leveraging Bowling’s community and voice.

The accord underscores the ongoing trend of creator-led agencies broadening into entrepreneurial ventures and brand-building spaces. For Bowling, the relationship with HLD Talent could open doors to partnerships and projects that align with her By Babes ethos while expanding the brand’s reach into media, fashion ecosystems, and potential presenting opportunities.

The news arrives as creator agencies continue to emphasize diversified portfolios that blend content, product ventures and media opportunities, positioning personalities like Bowling at the intersection of commerce and culture. While the signing formalizes a new phase in her career, it also increases the visibility of By Babes as a platform that extends beyond cosmetics to a wider lifestyle and entrepreneurial narrative.

Source: Deadline

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