Ever feel like the influencer world is just one giant, cold spreadsheet? You aren't alone. Most creators reach a point where they're drowning in emails from brands that don't even know their name, let alone their "vibe." That’s where Tatiana Bolaños (widely known as Tatiana B) stepped in nearly a decade ago.
She saw the mess. She saw the burnout. And then she built The Lilac Agency.
Honestly, the creator economy in 2026 is louder than ever, but it’s also more transactional. We see it every day—agencies treat talent like digital billboards. But Bolaños, a Latina entrepreneur who basically started from scratch, decided to flip the script by putting "mental health first, business second." It sounds like a marketing slogan, but when you look at how she’s scaled a $4-million enterprise, it’s clear she’s doing something right.
The Woman Behind the Lilac Brand
So, who is Tatiana B?
Tatiana Bolaños didn't just wake up one day with a roster of top-tier talent. She spent almost 15 years grinding in the entertainment and influencer sectors. Being a Latina woman in a space that hasn’t always been the most inclusive, she felt that gap personally.
She’s a traveler, a sushi lover, and a reggaetón fan. But professionally? She’s a powerhouse.
When she founded The Lilac Agency (TLA) in 2015, her goal was simple: create a family, not a factory. While big corporate agencies were busy chasing every viral 15-second star, Tatiana was looking for creators who wanted a 15-year career. She wanted people who had a pulse on their community.
What Does The Lilac Agency Actually Do?
You might think, "Oh, it's just another talent agency." Not quite.
TLA is a 360-degree boutique management firm. That means they don't just "book deals." They basically act as the CEO, legal team, and therapist for their creators.
Here is how they actually handle a creator's life:
- Strategic Brand Partnerships: They aren't just saying yes to everything. They've landed deals with heavy hitters like BMW and Febreze. The goal is to make sure the brand fits the creator's soul, not just their bank account.
- The "Lilac Motel" & Experiences: Ever heard of the Lilac Motel at Coachella? It’s become a thing. They create physical spaces for their creators to bond, which is rare in an industry where everyone usually communicates through DMs.
- Mental Health Advocacy: This is the big one. Tatiana has been very vocal about creator burnout. The agency focuses on sustainable growth, meaning they won't push a creator to post 10 times a day if it means they're going to crash in six months.
- Personal Branding & Product Launches: They helped launch the Trevor x Dose of Colors collection, with a portion of sales going to the It Gets Better Project. It wasn't just a makeup drop; it was a mission-led campaign.
Why Inclusivity Isn't Just a Buzzword for Tatiana B
In today's landscape—wait, I promised not to say that.
Let's be real: most agencies talk about "diversity" because it looks good on a pitch deck. At The Lilac Agency, it’s the foundation. Being Latina-owned and female-led isn't just a stat; it's the lens through which they see the world.
They represent a huge range of talent: beauty, lifestyle, family, and health. They look for creators who are "ready for management"—which usually means you're already hitting six figures but are totally overwhelmed by the legal jargon in your contracts.
Creators like Majo Mejia and Malerie Herrera have been with them for years. In an industry where people jump agencies every six months, that kind of retention is wild.
The Business Reality: Is It All Sunshine and Lilacs?
Scaling a $4-million business is hard. You've got to manage egos, shifting algorithms, and brands that sometimes don't "get" the vision.
The Lilac Agency is picky. They don't take everyone. They look for an established brand and a proven track record. If you’re a brand-new creator with 500 followers, they probably aren't your team yet. They are the "next level" step.
One thing that sets them apart is their "relationship-first" approach. They treat their talent like partners. It’s about building a legacy, not just a quick TikTok payout.
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Actionable Insights for Creators and Brands
If you’re looking at Tatiana B and what she’s built, there are a few things you can actually apply to your own business or career:
- Audit Your Partnerships: If a brand deal feels "off" or "cringe," don't do it. Long-term reputation beats a short-term check every single time.
- Prioritize Your Brain: Burnout is the #1 career-killer for creators. If your management isn't asking how you're feeling, you might need new management.
- Find Your "Family": Whether you're a brand looking for talent or a creator looking for an agency, look for values that align with your own. Diversity shouldn't be a checkbox; it should be the room you're sitting in.
The Lilac Agency proves that you can be "boutique" and still play in the big leagues. Tatiana B has built a space where heritage is celebrated and business is conducted with a bit of heart.
To take the next step, start by evaluating your current "inner circle" in business. If you're a creator, look at your last three brand deals—did they represent who you actually are? If you're a brand, ask if your influencer roster actually reflects the world we live in. Start there.