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It also changed things for beauty culture on social media to which its influencer set quickly adapted.
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“Influencers are in a very precarious position, and COVID didn’t help matters,” says Wellman.
They are very good at distinguishing what needs to be shared so you can be perceived as authentic.
“Without social media, the awareness for the clips would not have reached the masses.”
Kaia Gerber/Instagram
Even in a financially crippling pandemic, it’s consumer escapism.
The reusable masks, in particular, have fueled the brand’s growth.
“This was part of the intention,” says Palermino.
CourtesySean Garrette/Instagram
Of course, it helps that Palermino is aninfluencerin her own right.
Palermino’s promotion of her own line is notably only lightly interweaved through her content.
This online approach, says Wellman, inadvertently preserves a sense of “authenticity.”
MyKirei by KAOlaunched in April 2020 to unprecedented fanfare.
Within months, the product hadgone viralon TikTok, and subsequently sold out twice since its launch.
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These products' value lies as much in their capacity to communicate “cool” as their individual efficacy.
It may not be private jets or popping bottles, but it’s still a highlight for the reel.
And for beauty brands finding their feet, that little black tag can make all the difference.
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