Content creation has become big, big business, with top social media stars able to build multi-million dollar, global enterprises on the back of an intelligently-curated YouTube channel or TikTok or Instagram account.

Tara Simich is a case in point. Simich launched her hair tool business Mermade Hair from her Perth garage at the end of 2019 with just $30,000 in savings. Subsequently, the business has sold more than a million units of the tool. It is now available in more than 50 countries through massive global outlets including department store Selfridges, chemist chain Boots and make-up retailer Sephora. Simich says the company enjoys annual earnings of $35 million.