GK Barry’s agency HLD Talent has signed content creator and By Babes co-founder Heather Bowling, Deadline reports exclusively. The move brings Bowling into a roster that includes Barry, Mariam Musa and Shakira Khan, all represented by the London-based agency led by agents Hannah Holland.
Who Is Heather Bowling
Bowling runs a UK-based beauty and cosmetics brand called By Babes, which she co-founded. She also appears on Season 5 of Footasylum’s YouTube series Locked In and made an appearance on Barry’s podcast Saving Grace.
HLD described Bowling as “bold, ambitious and completely herself.” They noted that she has “built an incredibly loyal and highly engaged audience who have grown with her and who are invested in far more than just the content she creates.”
The Roster Around Her
HLD Talent represents a range of creators, including Barry, Mariam Musa and Shakira Khan. The agency’s London base means it operates from the same city as the brands and podcasts that have become central to its roster.
What The Statement Says
“As she enters this next chapter, we’ll be working together to build on everything she’s already created, while opening up new opportunities across premium fashion and beauty, entrepreneurship, media, presenting and beyond,” said HLD in a statement.
The statement frames the signing as a natural extension of Bowling’s existing work rather than a fresh start. HLD sees her as someone whose career is already established, and the agency wants to help her expand into new areas.
The Audience Connection
The key phrase in HLD’s description is the idea that Bowling’s audience is “invested in far more than just the content she creates.” That is a clever way of saying they follow her personally rather than just for the makeup tips.
Bowling’s background as a business owner and neurodiversity advocate gives her a distinct angle. Her content often focuses on the brand’s products.
The Previous Representation
Bowling was previously represented by Insanity. The move to HLD Talent represents a shift from one agency to another, though the source does not describe what that transition involved.
The Business Side Of By Babes
By Babes is a UK-based beauty and cosmetics brand. Bowling’s role as co-founder means she runs the business alongside her content work.
Her content creation is closely tied to the brand’s focus and products. That connection is part of why her audience has developed such loyalty.
What Comes Next
HLD’s statement points to several directions for Bowling’s future work. Premium fashion and beauty are mentioned, along with entrepreneurship, media and presenting.
The agency is positioning Bowling as a creator with a growing range of skills, not just a beauty influencer.
The Agency’s Approach
HLD Talent has built its reputation around representing creators like Barry, Mariam Musa and Shakira Khan. The agency’s approach appears to be about supporting clients rather than simply managing their careers.
Key Facts Box
- Signing: HLD Talent signs Heather Bowling
- Roster: Includes Barry, Mariam Musa and Shakira Khan
- Agency location: London-based
- Agent: Hannah Holland
- Previous representation: Insanity
- Brand: By Babes, a UK-based beauty and cosmetics brand
- Prior credits: Footasylum’s Locked In Season 5, podcast appearance on Saving Grace
Bowling’s move to HLD Talent is notable because it pairs a successful creator with an agency that understands the business side of influencer work. The agency’s statement suggests a plan to grow her career rather than simply manage it.
Source material: “HLD Talent Signs Content Creator Heather Bowling,” Deadline.
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