Beauty brands are flocking to TikTok to reach teens. Too Faced Cosmetics noticed the platform when its six-year-old Lip Injection Extreme lip gloss became a viral challenge and started selling out. After that, the brand leveraged influencers to launch a mascara on the platform to the tune of 821 million views on the campaign’s hashtag #TFDamnGirl. Mark Anthony saw a similar boost when their Strictly Curls collection’s popularity on the platform boosted sales by 60%. Following the organic lift, the brand was quick to dive in with a #StrictlyCurls challenge. More brands are sure to follow suit. (Glossy)
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