United States
Demilucymay_ is a US-based lifestyle creator whose content centers on blended family life, anchored by her self-declared "CEO of cool mom" identity across TikTok and Instagram.
Total Followers +0.5%
2M
Across Instagram, TikTok
Primary Platform
YouTube
768K followers · 39% of audience
Engagement
5.8%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $12K–$27K / IG post
Demi Engemann was notably absent from the Season 2 reunion special (hosted by Nick Viall, streaming July 1 on Hulu), though she made a brief cameo in the teaser trailer. Her absence followed escalating feuds with co-stars including Jessi Ngatikaura.
Season 2 premiered May 15 on Hulu, with Demi Engemann at the center of major drama — including a fallout with longtime allies Taylor Frankie Paul and Jessi Ngatikaura — earning her both villain and fan-favorite status. She also attended the LA premiere at Paramount Studios on May 9.
| Window | TikTok | Combined | ||
|---|---|---|---|---|
| Last 7 days | +1K +0.2% | +0 +0.0% | +0 +0.0% | +1K |
| Last 30 days | +11K +1.4% | +0 +0.0% | +0 +0.0% | +11K |
| Last 90 days | +5K +0.6% | +0 +0.0% | +0 +0.0% | +5K |
| Last 365 days | +5K +0.6% | +0 +0.0% | +0 +0.0% | +5K |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| Vinted Secondhand / Resale Marketplace | Sponsored content | TikTok | 2025–2026 | — |
| Cupshe Fashion / Swimwear | Brand ambassador | TikTok | 2025–2026 | — |
| Ninja (Thirsti) Kitchen Appliances / Beverages | Channel sponsor | TikTok | 2025–2026 | — |
Demilucymay_ is a US-based lifestyle creator whose content centers on blended family life, anchored by her self-declared "CEO of cool mom" identity across TikTok and Instagram. Her posts capture everyday moments within a modern blended household — scenes with her partner Bret Engemann, her children, and recent additions like a new family dog — delivered with candid humor rather than polished aspiration. She also threads in a personal relationship with music, framing it as a lifelong passion rather than a professional pursuit, which adds texture to her persona beyond the family-content lane.
Her audience skews heavily female and clusters in the millennial-to-older-Gen-Z range — a cohort that closely mirrors the blended-family and co-parenting dynamics she navigates openly on camera. Engagement rates running well above the category median point to a community that responds actively rather than scrolling passively. Sponsorships from Ninja (hydration), Vinted (secondhand fashion), and Cupshee reflect positioning in everyday-lifestyle and accessible-commerce categories that suit her non-aspirational tone. As blended-family content continues carving out a distinct creator niche, her genuine community affinity positions her well for brands seeking relatable reach inside modern, multi-member households.
Demilucymay_ reaches an audience concentrated in United States primarily through YouTube, and is best activated via Instagram Reels and Stories, TikTok branded content. Their sponsorship history skews toward Secondhand / Resale Marketplace, Fashion / Swimwear, Kitchen Appliances / Beverages, a clear signal of fit for brands in those categories. Demonstrated partners include Vinted and Cupshe. Engagement on YouTube runs around 5.8%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of Instagram Reels and Stories and TikTok branded content lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows lifestyle content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in Secondhand / Resale Marketplace and related categories, Demilucymay_ offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Demilucymay_'s tier (Macro, 2M combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Her public business contact email is hosted on the domain edakalkay.com, strongly suggesting her real name is Eda Kalkay. She operates almost entirely under her handle demilucymay_ across platforms, so most of her audience knows her only by that username.
Bret Engemann is Demilucymay_'s partner, regularly tagged in her family and lifestyle content. Posts capturing his reaction to their new puppy — described as immediate dog dad energy — became a fan-favorite moment in her community.
She describes herself as part of a blended family directly in her Instagram bio, with emoji representing a couple alongside multiple children of different ages. Modern parenting, step-family dynamics, and everyday family life are recurring threads throughout her content that resonate strongly with her core audience of millennial women.
She turned the reveal into a community event, asking followers to guess the new dog's name before announcing it. The posts featuring Bret Engemann as an instant dog dad drew strong engagement and became one of her more-shared recent storylines.
She has shared publicly that music is a deep personal passion, posting that it "has been and will always be" part of her life while being upfront that she's not a professional. It appears to be a genuine creative outlet she shares with her audience rather than a commercial endeavor.
The hashtag #themob appears to be the label she uses for her core fan community. Giving a fanbase a name is a common way creators build identity and loyalty, and she uses it to unify followers across platforms.
Yes — she is an official Ninja partner and has promoted the Ninja Thirsti drink system in her content. She tags posts with both #ninjapartner and #ninjathirsti, indicating a recurring brand relationship rather than a one-off campaign.
Beyond Ninja, her confirmed brand partners include Cupshe (the swimwear brand, tagged as a partner with the #cupshefortheplot hashtag), Vinted (the secondhand fashion marketplace), and Booster Pro. Her engagement rate running well above the category average makes her a sought-after partner in the Macro creator tier.
Her TikTok bio reads "CEO of cool mom," a phrase that captures her content identity — parenting, blended family life, and personal style filtered through a modern, self-aware lens. It's become a signature part of how she introduces herself to new audiences and sets the tone for her community.
She posts actively on TikTok (over a million followers), Instagram (approaching 800,000 followers), and YouTube, which is listed as her primary platform. Her audience skews heavily female and centers on the 25–34 age range, with the United States as her largest market by a wide margin.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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