Hailey Bieber

The brand’s scaled-back Revolve Festival points to a new direction in its signature influencer marketing approach.

First with Gwyneth Paltrow and now with TikTok’s Gen-Z beauty queens, Kosas has charted a course to growth through rebranding, new products and customer base expansion.

TikTok trends and buzzy influencer recommendations continue to be the ultimate sources of beauty lovers’ purchase of makeup, skincare and hair care.

Usage is creeping back up, but many of the biggest beauty and fashion brands and influencers are still taking a wait-and-see approach to the platform.

While the K-beauty craze of the 2010s has waned in recent years, brands and retailers are seeing renewed interest in South Korean beauty.

The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.

This week, TikTok can’t stop talking about Hailey Bieber’s coffee makeup, Westman Atelier and Charlotte Tilbury’s deal with Disney.