Social media has become one of the end-all and be-all places to go for just about everything. Almost anything can be found on these platforms, including restaurant reviews, music reviews and beauty product recommendations, with just a simple search on Instagram, TikTok and Twitter.
To specifically zero in on the beauty space, social media platform TikTok has become the place where one good review by an influencer with thousands of followers can have cause a product to sell out in just a matter of seconds. For example, influencer Mikayla Noguiera previously called Milani Cosmetics’ Color Fetish Matte Lipstick, “the lipstick of FALL! Period!!” That brief statement led the product to sell out for months and resulted in a sales increase for the beauty brand as well.
Not to mention, there’s also the fact that other TikTok-viral products, including Charlotte Tilbury's Hollywood Contour Wand and the Dior Addict Lip Glow have been sold out since late 2021 thanks to tons of hype on the platform, and even when back in stock, they’re immediately sold out within a matter of days or seconds online or nearly impossible to find in-store.
Needless to say, the TikTok platform has become a blessing for brands who that are putting out new products that are, being picked up by going out to influencers, quickly going viral and selling out. Though it also has become somewhat of a nightmare for beauty enthusiasts who want to get their hands on a new product that can add something new or quickly change their routines