With the rise of TikTok, all aspects of the consumer market industry have seen an impact, and the beauty world is no exception.
Foundations, eyeshadows, primers and lipsticks are constantly reviewed by vloggers, and Milani Cosmetics is the latest beauty brand to feel the social media platform’s impact — in a good way.
Milani Cosmetics’ Color Fetish Matte Lipstick recently went viral on the app after it was declared “The lipstick of FALL! Period!!” by influencer Mikayla Nogueira (@mikaylanogueira).
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Everything from the shades to packaging was highlighted as perfect for fall by Nogueira and, since going viral, the lipsticks have been selling out just about everywhere.
A concept that isn’t too hard to grasp, seeing that the product has a soft, creamy formula that includes hyaluronic acid, the lipstick line comes in six shades designed to complement any skin tone, according to the brand.
To get a better understanding of how going viral has affected the brand as a whole, DSN spoke with Elle Markus, senior director of brand marketing and communications at Milani Cosmetics.