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Beauty isn’t prepared to lose its hitmaker.
Over the past few years, TikTok has become the tool for taking a beauty product from unknown to sold-out success overnight. Its ability to bring viral attention to products like the K18 Molecular Hair Mask or Cosrx Advanced Snail 96 Mucin Power Essence has fundamentally changed the industry, and with that, it has become the most important platform for beauty marketers.
Those days, however, appear to be numbered. Despite a sense of denial among…
