Created Colorful is a vibrant company founded by Lindsey Myers. They're dedicated to helping people discover their best colors and personal style through color analysis. With their blog, email list, and social media presence, the Created Colorful team has built an affiliate-powered business that’s both community-driven and revenue-generating. In this Q&A, founder Lindsey shares how she and her content team, Kim and Octavia, use ShopMy to simplify their linking process, organize content by color palettes, and drive affiliate sales with authenticity and intention.

Tell us a bit about the Created Colorful team and what you're working on.

Our community started grassroots. I shared my story on Instagram about how becoming a mom left me feeling lost in my personal style — basically in sweatpants and a nursing tank for six months. Then I discovered color analysis and realized that just wearing the right shade, like rust, made a huge difference. I started sharing this as a PSA to friends, and it grew quickly, especially during 2020 when everyone was home and in a style slump.

People connected with the idea that color could be a way to reconnect with themselves. That sparked the Instagram community, which is still our main platform. We also use Pinterest, YouTube, and TikTok. A couple of years ago, I got more intentional with our email list. We realized that after color analysis, clients needed help finding their colors in actual stores, so we started a blog that grouped products by palette.

That led to weekly emails featuring curated shopping links, like “best greens for your palette.” We cover makeup too, with suggestions like lipsticks for autumn palettes or sales at Ulta. ShopMy became a great partner—it turns every category into a shoppable archive. If you're a spring, for example, you can see the latest recommendations, from sandals to denim. We also release seasonal capsules for every palette, so it’s easy to shop your colors all year.

What initially drew you to ShopMy?

A friend on ShopMy mentioned how much easier it was to connect with brands directly on the platform, without the middleman. They also said they’d had more luck landing collabs on ShopMy, which really piqued my interest. At the time, we were pivoting the business — trying to get more intentional with affiliates, paying attention to performance, and making sure we were supporting the content team well.

I decided to try it out, and within 20 minutes of using it, I was texting someone on my team like, “This is so much easier to link on than other platforms.” We do a ton of linking. Every week, I work with my team members Kim and Octavia to categorize entire stores by color palette — sometimes 12 different palettes with up to 50 links in each. So ease of use is a big deal for us.

My first impression was just, “Oh my gosh, this is so simple.” You can pull from any website — you don’t have to check first if it’s on ShopMy. It just lets you know automatically if there's an affiliate program and what the commission is. I loved those features right away.

What trends are you seeing in the creator or affiliate space right now?

We’re focusing on better monetization to ensure sustainability. We’ve identified a few dream stores that fit our vibe, offering colors year-round, sustainability, and size inclusivity. Boden is my North Star — I’ve done a few partnerships with them and am working on more. Nordstrom is another, and we see which brands our audience responds to. Some brands I love are too expensive for many of our followers, so we balance that.

I’m not a trend person; I advocate for what makes you feel like yourself. On Instagram, I experiment with my style, sometimes buying or thrifting items, then trying them on with different pants. I’ll poll my audience on which looks they prefer.

On Instagram, it’s about self-expression, and on ShopMy, we provide a range of links for different preferences. When a brand or product does well, we share it more, with styling tips. Recently, I’ve started linking non-clothing items if they feel authentic to me. For example, I love sharing random finds like the Megababe thigh chafe stick, which I recommended to my friends on a girls' trip.

As a stylist, what has your experience been like working with brands on ShopMy?

I don’t link everything I wear; the service we provide is styling advice. We already link to Nordstrom Rack a lot, so when I got the chance to collaborate with them, it felt like a great fit. They asked us to link three items last month. We had a summer shoe feature coming up, so instead of linking from other stores, we included several items from Nordstrom Rack. It felt like my usual process, just with a focus on one store.

It was a big win since I didn’t do anything special—just included the items in the blog. I really appreciate when I get Opportunities like this, especially because we have a large email list with a high open and click rate. When I put something in the blog, it gets clicked, so it’s great to have that creative freedom.

As for gifting, it’s been nice trying new products and having fresh things to talk about.

Do you have any advice for creators in the fashion or the styling space who are just getting started with affiliate?

When I first saw the ShopMy platform, I thought about how to organize it. It made me reconnect with what people resonate with in my content — the things they always ask me about, whether they make sense to me or not. I wanted to make it client- and community-centered.

People today crave connection, especially with everything going on in the world. They want someone who sees them and can learn from. Showing up on (Instagram) stories as my real self daily has built connections like a friendship. When you offer your genuine self and build trust, people will support what you share. If they like a product, they’ll come back.

With affiliates, you just have to dive in and learn by doing, even if it feels risky. I had my highest affiliate sales month ever last month, the result of diving into ShopMy. It took trial and error, but that’s necessary to hit your business goals.

To explore expert style recommendations and find the perfect pieces for your color palette, visit Created Colorful's shop below: