Beauty brands are doing TikTok’s “bizarre” beauty challenges to reach Gen Z. TikTok has inspired a lot of fun and weird makeup memes, from “Contouring 101” to the “Where’s my juul” challenge (where teens do makeup to the song of the same name and morph into scary clowns). Now, beauty brands like Fenty Beauty and Too Faced are participating in the viral challenges to reach and stay connected with quarantined Gen Z as they turn to the app for “humorous content” to distract them. (Glossy)
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