While the cosmetics category may have suffered thanks to COVID – dropping 13% – some beauty & personal care brands benefitted from the TikTok obsession we consumers developed in quarantine as influencers & content creators reviewed their favorite products. Small beauty brands – take note of what these brands did right! Especially as TikTok seeks to form strategic partnerships with e-commerce platforms like Shopify, this social media platform is a beauty marketer’s dream for promoting your product to your target consumer and driving sales, both online and in brick & mortar.