When Instagram was our only creative outlet, beauty brands were all posting static flatlays and hyper-filtered, hyper-editorial shots. I’m hypothesizing that in the age of TikTok videos, Instagram Reels, and Youtube Shorts, beauty brands are going to start formulating products themselves (not just packaging) with virality in mind.

Guess how much money we’ll spend on TikTok shop this year?According to Bloomberg, TikTok aims to grow its U.S. ecommerce business (aka TikTok Shop) to $17.5B in 2024..