With TikTok Under Fire, Brands That Rely on It Worry
Amid debate in Washington over whether TikTok should be banned if its Chinese owner doesn’t sell it, one group is watching with particular interest: the many brands — particularly in the beauty, skin care, fashion, and health and wellness industries — that have used the video app to boost their sales.Youthforia, a makeup brand with more than 185,000 followers on TikTok, is thinking about moving more marketing to other platforms, like YouTube and Instagram. Underlining, which makes the popular brand Nailboo, planned to use TikTok to launch a product with a major retailer in August and is now wondering if…
