Giving every brand its own ambassadors, and the proof they create
A recommendation counts for more when it comes from someone who has actually tried the product. Trustt was born from that simple idea. Since 2014, the team has helped beauty, nutrition and pharmacy brands bring these people together in an ambassador program they own.
Why Trustt exists
“For decades, brands did the talking. Loudly, often, everywhere. And people learned to stop listening.
What they listen to is people like them. A friend who tried the cream. A pharmacist who saw the result. A creator who films her routine without faking it.
I lived this problem from the inside, making and selling my own products. The best product in the world stays invisible until someone recommends it.
I believe in a world where every brand has its own tribe. People who chose it, who test it, who stand up for it, and who tell it the truth. Not an audience rented for one campaign: a community that belongs to the brand and grows with it.
Tomorrow, trust will be the medium that matters most. We are building the tool that lets every brand build it.”
Emmanuel Nunez
30,000 new products every year. 95% fail.
That is the figure cited by Clayton Christensen, professor at Harvard Business School. Behind every failure are years of work, inventory and teams.
Out of 100 new products, 5 find a lasting audience.
An economic cost
Years of development and launch budgets that never pay off.
An ecological cost
Products that never find their audience end up in the bin, at the brand, the retailer or the consumer.
A question of trust
Before buying, everyone looks for the opinion of someone who has tried it. Without that proof at launch, even a good product stays invisible.
Trustt helps every brand gather that proof from launch day: usage tests, reviews and content from real people.
Source: Clayton Christensen, Harvard Business School, cited by MIT Professional Education (2021).
Advertising keeps getting more expensive. A community stays.
More brands on the same platforms, rising bids, tighter targeting: winning a customer costs more and more. And bought attention stops the day the budget stops.
Ads paid for every impression, on platforms that set the rules and keep the data.
A community that tests, posts and recommends. Every campaign makes it bigger, and it belongs to the brand.
A brand's most profitable medium is the one its community carries. It is time to own it again.
That is the increase, between 2013 and 2022, in what an e-commerce brand loses on each new customer acquired: the advertising costs more than the first order brings in.
Average loss per new customer acquired, in dollars.
Source: SimplicityDX study, July 2022.
“If there's no community, there's no business.”
Rent a community, or build your own
To get reviews, tests or content, most brands rent a provider's community. It is fast. But when the campaign ends, the community leaves with the provider.
A rented community
- The members belong to the provider, not the brand
- People test a product, not a brand: engagement stays low
- Every campaign is paid for and starts from scratch
- Consumer data stays with the provider
An owned community
- Its own sign-up page, its ambassadors, its data
- Members who chose the brand, so the content is more genuine
- One community serving product, communication and sales
- A base that grows richer with every campaign
What each approach costs
Trustt estimate for 10 products launched in 1 country.
| Need and assumption | Owned community managed without a tool · team time | Rented community provider budget |
|---|---|---|
| Studies and proof of efficacy10 studies and usage tests, with respondents and beta testers | 700 h | €60,000 |
| Consumer reviews600 reviews across 10 products, collected at launch | 200 h | €12,000 |
| Awareness and consideration300 to 500 posts by influential talent: creators, journalists, athletes | 1,000 h | €25,000 |
| Total | 1,900 h + first-party data, synergies, quality, lower costs | €97,000 + time saved |
Assumptions: costs observed at research institutes, sampling platforms and influencer platforms; time estimated for a marketing team to recruit and run its own community. Indicative estimate, to be adjusted by category and country.
Trustt brings together the best of both worlds: the quality and data of an owned community, with the time savings of a tool. For 500 ambassador activations, the team's workload drops from 349 to 11 hours.
Creators want a direct line to brands. Brands no longer have time to read everything.
Every week, micro-influencers write to brands, by direct message or email, to propose a collaboration. They want to talk about the products they love, in their own way, to their own community.
On the other side, marketing teams are swamped: read, open the profile, reply, ship the product, follow up. Many requests go unanswered, and good profiles walk away.
The relationship between a brand and its creators should not get lost in an inbox. It needs tools to keep it flowing: a single link to apply, a clear profile before deciding, messages sent in the brand's name. The tool absorbs the volume. The brand keeps the final say, and the time for the relationship.
A story of trust since 2014
The further down you scroll, the further back in time you go. Each stage left a lesson in the product.
- 2026
Trustt connects to AI agents
Tomorrow's software will do without menus and dashboards: people will ask, and an AI agent will carry it out. Trustt is already there. With Trustt Copilot MCP, a brand runs its ambassador program from its own assistant: prepare a campaign, shortlist creators, sort the reviews awaiting moderation. Every action is proposed, then approved by a person. And Trustt Smart Sourcing finds the right creators for each product.
The link between a brand and its ambassadors has never been so direct: one sentence is enough.
ClaudeChatGPTMicrosoft CopilotMistralCursor - 2025
The Snackeet team joins Trustt
In December, Trustt acquires Snackeet. Its interactive stories display ambassador content on e-commerce sites. With Kamil and Trieu, the team gains product culture.
The Snackeet team joins Trustt · December 2025 
Emmanuel hosts a panel at Paris Creator Week · December 2025 
The management offsite · April 2022 
Trustt's offices in the Marais, Paris · December 2021 - 2021
AI comes into Trustt
SophIA, Trustt's AI, helps teams pick the right panel from thousands of applications. It prepares, suggests and flags. It never writes a review.
The team at the Tomcat Factory · June 2021 
New Year wishes from the team, on video · January 2021 
Nadia Gabriel writes an op-ed in HuffPost · August 2020 
The Trustt team · 2019 - 2019
The software
Trustt is born. Every brand builds its own white-label ambassador program, instead of renting someone else's community.
A bloggers' workshop - 2017
The brands
The team meets 200 brands and retailers, then supports them on e-commerce, data and community management. Proof that sits in a back office sells nothing.
The team's early days · September 2017 - 2014
The community
It all starts with Mon Vanity Idéal, a beauty review community. There the team learns that engagement has to be earned, and that a review is only worth something if it can be verified.
More than ever, trust comes from real people.
AI-generated avatars, fake reviews, ads everywhere: distrust of advertising has never been stronger. In this landscape, content from a real person who actually tried the product becomes the proof that counts again.
That is what Trustt has helped every brand gather since 2014. AI has worked here since 2021, serving these people, never replacing them.
Behind every review, a person
A brand's ambassadors are its customers, its fans, and creators who post to their audience. They are the ones who test, rate, film and recommend.
Free for ambassadors. Joining a brand's program costs nothing.
Reusable content. When they apply, ambassadors grant the brand the rights to their content: website, product pages, advertising.
Real voices. Trustt's AI helps prepare campaigns from a product page. It never writes a review.
A team that knows its clients' jobs
Trustt was co-founded by Nadia Gabriel and Emmanuel Nunez, who runs the company today. Around them, the team brings together the jobs its clients do every day.
Emmanuel Nunez
CEO and co-founder
Photo: June 2021
Nadia Gabriel
Co-founder
Photo: October 2021
Didier Caillon
Product
The demo is run by a community expert, on the brand's own products.
Every program starts with a kick-off where the team designs it with the brand.
A steering committee reviews progress every quarter.
The Trustt Academy and the help center then let the brand move forward on its own.
For 500 ambassador activations, Trustt estimates the marketing team's workload at 11 hours, versus 349 without a dedicated tool. The time saved goes to what matters: the relationship with ambassadors.
“I really feel like I'm working as a team with colleagues rather than with a provider.”
“In two years, we've done a quarter of what we did in 16 years.”
“I really feel like I'm working as a team with colleagues rather than with a provider.”
“In two years, we've done a quarter of what we did in 16 years.”
Three principles built into the product
Genuine reviews, presented as such
Trustt shows the incentive, the date and the verification method for every review. Read the policy
The brand keeps the final say
It chooses its panel, approves content and moderates reviews.
Every piece of proof has a source
A usage test is shown with its panel, duration and date. A performance figure is measured at the client, not promised.
Trustt data, October 2026.
Trustt in six questions
Who founded Trustt?
Nadia Gabriel and Emmanuel Nunez. Emmanuel runs the company today. The adventure began in 2014 with a beauty review community, and the Trustt software was born in 2019.
Is Trustt an ambassador community?
No. Trustt is the software that lets a brand recruit and run its own ambassador community, on its white-label sign-up page. The brand keeps its ambassadors, their content and its data.
Do ambassadors pay to join a program?
No. Trustt charges ambassadors nothing: joining a brand's program is free.
Can the brand reuse its ambassadors' content?
Yes. When they apply to its program, creators grant the brand the rights to their content. It can reuse it on its website, product pages or in advertising.
Does Trustt work with AI agents?
Yes. With Trustt Copilot MCP, a brand connects Trustt to its AI assistant: Claude, ChatGPT, Microsoft Copilot, Mistral or Cursor. The assistant reads campaigns, ambassadors and reviews, then prepares actions such as a draft campaign or review moderation. A person approves every action before it runs.
What does Snackeet bring to Trustt?
Snackeet, acquired by Trustt at the end of 2025, displays ambassador content on e-commerce sites: interactive stories, quizzes and widgets on product pages.
Build your own ambassador program
A demo with a community expert, on the brand's own products. Or a self-guided tour, starting now.
