Sam Blumenthal

On Instagram, Olaplex has long defended its reputation for quality via a robust network of affiliated stylists. But the brand has taken over TikTok with a different approach, owing its prominence largely to organic endorsements from amateur beauty and lifestyle creators. In contrast to Instagram content from haircare professionals, which tends to... See more

Livestreaming: From Traffic Acquisition to Drive Sales. There are two main ways for brands to participate in livestreaming: the first is through familiar celebrities, and the second is through self-running livestream sessions.

The platform has been making the case that these features can lead to more beauty purchases. According to Kanai, 87% of users searching for beauty terms are “actively considering beauty and personal care products to purchase.” Usage of Pinterest shopping tools surged by 350% in 2020 as social shopping interest took off during the pandemic. Its... See more

“That was the moment we realized that livestreaming was going to change everything,” Yuan said. “We were literally dealing with hundreds of customers, just three of us, addressing each customer’s sizing concern and questions.”