HLD Talent signs creator Heather Bowling of By Babes

HLD Talent has signed content creator and By Babes co-founder Heather Bowling. The news was first reported as an exclusive by Deadline on 28 September 2026.

Bowling is a social media star, business owner and neurodiversity advocate. She co-founded By Babes, a UK-based community-driven beauty and cosmetics brand built with its online audience.

HLD Talent is a London-based agency led by creators agent Hannah Holland. It is widely described as GK Barry's agency. Its roster, meaning the creators on its books, includes Barry, Mariam Musa and Shakira Khan.

Bowling was previously with Insanity. Her switch puts her in the same stable as Barry, with whom she has already worked on screen and on audio.

HLD Talent said it will work with Bowling on opportunities across premium fashion and beauty, entrepreneurship, media, presenting and beyond. That brief covers brand deals, business projects and presenting jobs. Short and broad. It leaves room to grow.

Viewers may know Bowling from Season 5 of Footasylum's YouTube series Locked In. She has also appeared on Barry's podcast Saving Grace, a chat show built around frank conversations with guests.

Agent Gabriella Tailford confirmed the move herself, announcing in a LinkedIn post on 26 September that she had signed Bowling to her roster at HLD Talent.

Bowling also has live experience with young audiences. Manchester Metropolitan University booked her as the headline speaker for its Future Me Week in January, after announcing her as its launch speaker in December 2025, according to university posts.

For fans, this means one practical change. Pitches for Bowling's next campaign, collaboration or presenting slot will now come from HLD Talent.