After debuting within the U.K. one yr ago, Community x Seen (CXS) will make its U.S. debut this Thursday.

Developed by public relations and communications agency, Seen Group, the platform goals to attach nano creators (or those with fewer than 50,000 followers) with beauty brands to trial and review products, while creating user-generated content that might be distributed across myriad social and digital channels.

“Seen only operates within the vertical of beauty, and over time we have now been inundated with people asking us how they’ll get their start of their creator journeys,” said Jane Walsh, chief executive officer of Seen. “We saw an actual opportunity to harness those voices and create our own community.”

For the reason that platform’s U.K. debut, CXS has amassed a community of greater than 4,000 beauty-specific creators, and onboarded brands including Fenty Beauty, Jo Malone London, Charlotte Tilbury, Byoma and others in various capacities.

“The landscape has modified — once we take a step back and understand how consumers are finding and discovering brands, it’s not just through earned media and traditional PR,” said Melissa Sansone, managing director of Seen.

Once accepted onto the platform, creators can select their preferences — hair and skin types, lifestyle selections, and the like — to be able to be paired with brands accordingly.

“We’ve got a dedicated team that works alongside the platform, not only to administer brands and campaigns, but to encourage our creators on their journeys,” said Walsh, noting that creators might be advised on methods to optimize visibility via hashtag usage and other best practices when uploading content to social media.

“The nano creator world and that peer-to-peer suggestion is so fundamental now to consumer consideration and, ultimately, conversion,” said Walsh, adding that there are plans for a CXS mobile app within the near future because the platform grows its reach.

“The long run of communications will proceed to lie in telling good stories, it’s just that those good stories manifest themselves now in other ways, and thru different channels more so now than ever before.”