A couple of weeks ago, the first beauty #influencer drama of 2023 played out on #TikTok. If you’re unfamiliar with Lashgate, here’s the abridged version: TikTok-er Mikayla Nogueira posted a video raving about a new L’Oreal mascara.

Influencer Marketer: Have ya'll heard about TikTok!? Maybe we should start thinking about how to build a brand presence on the platform.

CMO: TikTok? Isn’t that just for middle school kids doing silly dances?