The new platform seeks to reshape the relationship between creators, brands, and digital commerce by giving creators direct ownership over the buying moment.
LEHI, Utah–(BUSINESS WIRE)–Derek Maxfield, respected entrepreneur and technology executive, has launched Curated, a commerce platform designed to give creators direct control over how their audiences discover, purchase, and engage with the brands they build.
Curated introduces what Maxfield describes as creator-controlled commerce, integrating checkout, attribution, loyalty, and brand development into a single system. The platform is designed to close the gap between online inspiration and the transaction itself, allowing creators to retain ownership of their audiences, data, and purchasing pathways.
“For years, creators have driven demand without controlling the infrastructure behind the purchase,” said Maxfield. “Curated changes that dynamic. When creators own the buying moment, they can build lasting brands instead of simply promoting someone else’s.”
Traditional affiliate networks and platforms simply connect creators with brand links at low commission rates. Curated focuses not only on connection with existing brands at higher commission rates but also on helping creators to found brands supported by an integrated commerce infrastructure. The platform enables creators to develop products aligned with their audiences while maintaining transparency into sales, loyalty engagement, and performance data.
Early launches within the Curated ecosystem include the creator-developed JoyBelle Nails, a premium press-on nail brand, with additional brands in development through collaboration with top-performing social media influencers, such as the upcoming haircare brand LIYORÁ, which is expected to launch in the coming months.
Curated reflects Maxfield’s 20+ years of experience in social commerce and technology. With Curated, Maxfield aims to give creators the infrastructure needed to transform influence into long-term brand ownership.
Derek Maxfield is an entrepreneur, innovator, and philanthropist whose career spans technology, direct sales, and social impact. Over more than two decades, he has founded and guided multiple ventures that merge purpose with performance. He is the CEO of Curated, and co-founded Younique, a global beauty brand that pioneered social commerce within direct sales. Maxfield serves as a founding board member of Saprea, a nonprofit dedicated to supporting survivors of childhood sexual abuse. He brings a leadership philosophy rooted in authenticity, innovation, and impact, driving teams to build companies that do well by doing good.
For more news and information about Derek Maxfield, please visit https://www.linkedin.com/in/derek-maxfield-043691118
For more information on Curated, visit curatedby.you
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