Lowe’s Companies Inc. is introducing the home improvement industry’s first creator network, featuring MrBeast (Jimmy Donaldson), DadSocial, and Chris Loves Julia among its inaugural partners. The program aims to connect with younger consumers through creator-driven content while building a new commerce channel.

The creator network is designed to support content creators specializing in DIY and home improvement projects. The platform enables creators to build commission-based businesses through customizable storefronts linked to Lowe’s.

Donaldson joins as a headline partner with a dedicated storefront featuring his preferred tools and materials for projects ranging from obstacle courses to backyard builds.

“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, in a press release.

The initiative launches as MrBeast’s business ventures seek a $5 billion valuation. His holding company generated over $400 million in sales last year across various brands, including Feastables chocolate and Lunchly snacks.

Lowe’s will serve as the exclusive building partner for season two of “Beast Games,” with company associates assisting in constructing the next iteration of BeastCity, the show’s anchor set. The partnership marks the first of several planned collaborations between Lowe’s and MrBeast.

Multi-Tiered Creator Support System

The Lowe’s Creator Network features a structured advancement program with increasing benefits. All participants receive competitive commissions, product samples, and training resources. Advancing members unlock project funding, sponsorships, and exclusive event access.

Image credit: @dadsocial

“Creators aren’t just making content. They’re building businesses by taking on real projects and connecting with their communities through meaningful storytelling,” stated Jonathan Stanley, Lowe’s Head of Social and Influencer Marketing.

With 17,000 creators enrolled during beta testing, the network aims to expand across social platforms while enhancing visibility for both Lowe’s and its vendor partners through the company’s Retail Media Network.

The initiative follows similar creator-focused retail ventures, including Walmart’s Realm platform launched in May 2024, which features influencer-curated virtual shops designed to blend inspiration with commerce.