
TikTok has become a cornerstone social platform for beauty brands and consumers. If it’s banned in the US, what should the industry do?
The proposed ban would mean a significant shift for brands that have relied on the platform for its ability to generate viral moments, drive product discovery and foster authentic creator partnerships. “The beauty sector thrives on TikTok’s visually immersive, educational and interactive ecosystem,” says Pauline Oudin, CEO of marketing agency Gradient Experience.