I'm a former teacher and POCO, Beo wellness, Cloo etc would have been lapped up by the cliquey 30-45 age group in most of the schools I worked in, and it's not a new phenomenon (it predates influencers)
I remember seeing a group of 4 teachers walking in the school doors, all with the same haircut and highlights and the same Orla Kiely bags on their shoulders and totes in their hands. Eerie.
Same thing happens a lot with nurses and office workers in certain settings. It's like being a teenager again - peer pressure, but with more disposable income.