Travis Scott, Supreme, and TikTok were the reasons young consumers bought some of 2020’s most anticipated beauty products. Thanks to high-profile collaborations and viral trends on TikTok, buzz quickly circulated online for several cult beauty releases. The Ordinary discovered that organic virality on TikTok could help sell products, while some brands used the “streetwear drop model” to generate demand. When Byredo dropped their Space Rage fragrance and candle collaboration with Travis Scott (who already had a massive year because of the Fortnite concert and a McDonald’s partnership) last month, there was no announcement beforehand and it sold out immediately. The candle is now selling on StockX for 60% above retail price. Meanwhile, Pat McGrath’s collaboration with Supreme (which is a top brand among Gen Z) sold out “in eight seconds” in the U.S. and over 2,000 units have been resold on StockX for hundreds of dollars. (Glossy)
