Agenda-setting intelligence, analysis and advice for the global fashion community.
Beauty brands have figured out something that eludes most brands: How to turn TikTok viewers into paying customers.
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Higher-end fashion labels have become more prolific on the short-form video app in 2023. BoF unpacks how brands are growing buzz on TikTok.
The app, known for tutorials, hacks, dupes and drama, has become a major beauty destination. Thinking big picture and focusing on education can help brands keep up with a rapid trend cycle.
Despite TikTok’s booming popularity and lower cost compared to Instagram, brands and experts say the return on ad spend doesn’t yet match more-established platforms, though that doesn’t mean brands can ignore it either.
Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.
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