Salmela reported no earned income as her company made 750,000 euros

Marketing entrepreneur and social media influencer Natalia Salmela reported no earned income last year, even as her company made a profit of nearly 750,000 euros, Yle reports.

Salmela had about 20,000 euros in capital income. Her company, WTD Media Oy, had turnover of nearly 8.5 million euros. Salmela, who has more than 130,000 Instagram followers, also works in property flipping. Last year, she drew attention for promoting legal ways for influencers to avoid taxes.

Jukka Hildén had the highest earned income among the social media and media influencers covered, with more than 364,000 euros. However, the Finnish Tax Administration this year filed a bankruptcy petition against one of his companies over nearly 38,000 euros in unpaid taxes. Janni Hussi was the highest-earning woman in the group, with almost 220,000 euros in earned income. Ellen Jokikunnas reported more than 170,000 euros and Ilkka Uusivuori more than 130,000 euros.

Several influencers had relatively modest personal incomes despite strong results from their companies. Auri Salminen, who became known internationally for cleaning videos on social media, reported nearly 40,000 euros in earned income and almost 75,000 euros in capital income. Her two companies made a combined profit of 627,000 euros last year. Salminen announced in 2025 that she was ending her career as a cleaning influencer with millions of followers.

Television host Vappu Pimiä reported nearly 90,000 euros in earned income and almost 30,000 euros in capital income. Her company made a profit of 480,000 euros. She announced last year that she would leave the hosting role on MTV3’s Dancing with the Stars, but has continued to host Farmer Wants a Wife and publish commercial partnerships on social media.

Sara Parikka, who posts on Instagram and her lifestyle blog, had a company profit of well over 500,000 euros. Hussi’s company made a profit of more than 350,000 euros. Lauri Vuohensilta, known for his Hydraulic Press Channel on YouTube, reported a company profit of 268,000 euros.

Wellbeing entrepreneur Jutta Larmi had two companies whose profits were at similar levels. YouTuber Roni Back’s company made a profit of 232,000 euros, while his personal earned and capital income totalled about 77,000 euros.

Yle says it publishes tax information to support public discussion based on facts, to scrutinise the use of power and to promote openness. It also notes that tax records do not show a person’s full financial picture: they report income, not wealth, and taxable income can differ from wages or total capital income because of deductions and tax-free portions.