Share Fraiche operates at the intersection of talent management and brand strategy in France’s creator economy. The agency directly manages approximately 15 content creators while coordinating partnerships with over 400 creators annually for brand campaigns, primarily focusing on wellness, culture, and lifestyle areas.

Founded in 2014 by Jeremie Fichebin and his co-founder Lea Choukroun, Share Fraiche began when they spotted an opportunity in the developing space between content creators, platforms, and brands. “We understand how creators think, how they work, and what their daily life is like,” explains Jeremie. “That helps us a lot when we work with brands.”

This dual perspective forms Share Fraiche’s position in the market. “We’re strong on operations, delivering content, meeting deadlines, negotiating for brands,” says Jeremie. “But we also understand what matters to creators and what blocks them when problems arise.” 

This insider knowledge enables them to create more effective briefs, set realistic timelines, and anticipate potential challenges before they arise, ultimately delivering more credible campaigns in a field where genuine content is a key determinant of success.

From Finance to Content Creation

Jeremie’s entry into the creator economy was unexpected. After working in finance in New York, he returned to France, where his future business partner, who had completed an internship at Dailymotion (a YouTube competitor at the time), recognized a developing opportunity.

“When she came back to France and knew I was returning from New York, she said, ‘Something is happening with YouTube creators. Are you in?’ And that’s how we started,” Jeremie recalls.

The partners began with what Jeremie describes as “a clean slate,” without existing connections to either creators or brands. “We knew zero creators, zero brands. It was really starting from scratch.”

What began with a focus on YouTube makeup tutorials quickly changed as the founders recognized the need for a full-service agency model. “After three or four years, we switched to that model,” Jeremie explains. This shift set the foundation for Share Fraiche’s approach that continues to define their business today.

Solving Problems for Creators and Brands

Share Fraiche’s business model addresses distinct challenges for both sides of the creator economy system. For content creators, they provide thorough talent management, handling the business aspects that many creative professionals struggle with.

“First, we support creators with talent management, helping with their creative vision, negotiations, contracts, and business matters,” Jeremie explains. This support extends to daily operational needs and special projects, freeing creators to focus on creating content.

For brands, Share Fraiche helps address the challenge of managing the complex and fragmented influencer field. “We work with brands to help them understand the influencer market and manage their campaigns,” says Jeremie. “If they already have a strategy, we just help them deliver it across one or several markets.”

Share Fraiche’s primary areas – wellness, culture, and food/lifestyle – shape the types of brands they partner with, including clean beauty companies, secondhand apps like Vinted, and wellness brands like Aroma-Zone and Mademoiselle Bio.

Managing a Divided Market

According to Jeremie, the creator economy, particularly in France, remains highly divided. “When we say fragmented, it’s on all sides,” he explains. “There are thousands of creators and hundreds of agencies, talent managers, influencer agencies, PR firms, ad agencies, all working differently.”

He believes this division creates confusion for brands seeking effective influencer partnerships and makes it difficult for creators to find reliable representation. 

In France, the recent introduction of influencer marketing laws has begun to establish industry standards, a development influenced by the Influencer Marketing and Content Creators Union (UMICC), which worked directly with lawmakers. Being on its executive committee was important to Jeremie in order to help move forward with the next iterations of this law.

“The good thing in France is we now have an influencer marketing law,” Jeremie says. This legal framework has formalized business practices that Share Fraiche had already implemented, while pushing other players to professionalize their operations.

“Many creators never had contracts. It was just emails, or worse, WhatsApp messages or Instagram DMs,” Jeremie reveals. “That’s no longer acceptable, at least in France.”

This tightened regulation, coupled with growing demand from brands for influencer marketing, is driving market consolidation in France. “We’ve already seen agencies buying other agencies, and media groups acquiring influencer firms to internalize the process,” Jeremie says.

Sustainable Partnerships

Another key aspect of Share Fraiche’s business is its commitment to sustainability, which allows it to connect eco-conscious brands with like-minded creators.

“We’ve always cared about the brands we work with,” Jeremie explains, noting that this approach developed naturally from the values of their creators. “It was natural for us because many of our creators are very eco-conscious.”

This consciousness takes practical forms that benefit both creators and brands. For beauty products, creators “want ingredients as clean as possible” and are concerned about excessive plastic packaging and waste in product shipments.

Furthermore, Share Fraiche’s approach to sustainability is pragmatic rather than dogmatic. “We’re not here to moralize,” Jeremie emphasizes. “My partner and I both have kids, and we just want them to have a good future.”

Rather than working exclusively with perfect sustainability champions, they collaborate with companies genuinely trying to improve. “If they truly want to integrate sustainability, we’re happy to help,” Jeremie says. “It’s not our job to leave them behind if they want to do better. Our job is to help them get better.”

By integrating sustainability naturally into their business approach, rather than treating it as a separate initiative, Share Fraiche has established itself in a growing market segment. “We hope that one day we don’t even need to talk about it, because it’ll be so integrated into everything,” Jeremie says.

Selecting Successful Partnerships

At the core of Share Fraiche’s strategy is a steadfast commitment to being genuine, not just as a moral value, but as a practical business strategy that delivers results for both creators and brands.

“When we work with a new creator, we make sure they’re as authentic as possible,” Jeremie emphasizes. “When it’s forced, you can feel it. It’s even worse in campaigns if the creator doesn’t own it.”

As Jeremie emphasizes, this approach addresses a common challenge for brands: creating promotional content that actually connects with audiences rather than triggering skepticism. He explains the business advantage: “If you’re authentic, you could almost do product placements every couple of days and followers would accept it because it fits your lifestyle.”

For creators, being genuine provides a sustainable foundation for their careers. “When it’s not authentic, they’re basically playing a character all the time,” Jeremie says. “That leads to burnout and disconnect from their audience.”

He cites examples of how being real creates success even at the highest levels of content creation: “Even with MrBeast, you can feel he’s passionate. To have so many ideas and projects nonstop, you need that drive.”

Industry Changes

Over Share Fraiche’s 11-year history, Jeremie has witnessed a major shift in how brands perceive influencer marketing. “When we started, brands didn’t even know influencer marketing existed,” Jeremie recalls. “We’d hear, ‘Why would I pay a girl doing makeup in her bedroom?’”

Today, those same conversations begin at a much more sophisticated level. “Not all brands understand influencer marketing perfectly, but they know it exists, why it’s here, and how beneficial it can be,” Jeremie explains.

This change has been accelerated by demographic shifts in marketing departments, as professionals who grew up with content creators now hold decision-making positions. “Many people entering the workforce today grew up with creators,” Jeremie says. “They know the power behind it.”

Passion Meets Professionalism

Eyes set on the future, Share Fraiche aims to continually refine its approach, which balances genuine creative expression and strategic business execution. When it comes to the one change he’d like to see in the industry, Jeremie taps into his company’s core philosophy:

“It would be amazing if everyone could be both super professional and still have fun. Content creation shouldn’t be a burden,” he says. “Passion should be at the center of everything – creator content, brand content, everything.”

This emphasis on passion without sacrificing professionalism informs Share Fraiche’s plans. “I hope we’ll be much bigger, working across more verticals, and still keeping our unique voice,” Jeremie says. “We want to do more for our clients, creators, and ourselves.”

For up-and-coming creators, Jeremie’s advice reinforces Share Fraiche’s foundational philosophy: “Talk about something you love. That’s the first thing we tell everyone: ‘Are you really talking about what you love?'”

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