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For the beauty industry, TikTok has been a delightfully unexpected and incredibly potent tool for brand discovery. After all, a single 15-second clip can elevate a product from obscurity to viral fame in a matter of hours, and help it sell out in a matter of days. But as the American version of the platform comes under U.S. ownership—and algorithm changes ensue—retailers are grappling with the implications for their businesses. As I overheard a Sephora salesperson muse the other day: “What did we even do before TikTok?”
