The influencer with 10m followers and a six-figure waitlist

But Ms Paul, who lives on the Gold Coast, has a broad fan base of both young men and women who invest themselves in her every-girl persona. On TikTok and Instagram, her daily posts border on mundane, ranging from photographs of her with her cats and horses to the meals she has eaten and even running errands.

“She is a juggernaut,” said consumer psychologist Jana Bowden, a professor of marketing at Macquarie University. “A lot of people are in this space, but it’s rare to see success on this level.”

Ms Paul began posting on Snapchat at the age of 12 and soon added an Instagram and then a YouTube account to her burgeoning social media profile. At 15, she “started taking it seriously” and three years later, she launched an OnlyFans account.

“Ever since I have been able to post my life online, I have been doing it,” she said.

Even she is confounded by her own success. “I don’t know what it is,” she said. “I have mums coming up to me, and then I have the daughters saying, ‘My mum loves you’. I don’t know what it is, but I’m glad people like following my day.”

“The interest and engagement in Anna is different to most influencers, as her growth is entirely organic,” says Jessy Marshall, owner of public relations firm Hive HQ.

“She started out [with posts] sharing her day, and to this day, that is what she does. She hasn’t changed. It’s a very different approach to other talent, who often promote their own products and collaborate with other brands. She shares real insight into her life.”

Ms Marshall’s agency has sent Ms Paul multiple proposals for product collaborations “and we simply don’t hear back”. Ms Marshall has sent Ms Paul products via her agency, including a pair of underwear from ChouChou Intimates. In the 48 hours after Ms Paul posted an image of them online, the brand racked up $35,000 in sales.

Ms Paul says she is approached multiple times a day by brands, both local and international, to collaborate on products. She has declined every time apart from a small range of activewear she made with Australian activewear label Stax.

‘It’s very flattering’

“It’s very flattering that people would want to work with me,” she said. “But I don’t post online for people to have ads in their face. I want people to watch me and trust every word I say. There’s enough selling online.”

She considers her own products “a way to give back”. They are priced between $23 and $30.

Her business partner is Samuel Mangan, CEO of James Cosmetics, which he launched with influencer and former Young Rich Lister Emily Skye. The venture was bootstrapped by Ms Paul. She has no outside investment.

The six-figure waitlist shocked Ms Paul; there is not enough stock to fulfil demand right now. “I don’t want to disappoint anyone, and we have started production on more units,” she said.

Whether she can sustain such success remains to be seen.

“Normally there is a resistance to influencers with multi-million followers,” said Ms Bowden, “and there is cynicism and scepticism attached to that.

“Somehow she has overcome that. She is a brand in herself. She has positioned herself like a retail brand; she is omnichannel, she is on every platform. Whether she can maintain that now, with a product, is a big question.”