There was a time when a cosmetic product’s path to the consumer was relatively predictable: formulate, test, package, pitch to a retailer, land on a shelf, and hope a compelling counter display did the rest. That world is not gone, exactly, but it’s been joined by something no one in the industry saw coming with quite this velocity—a platform where a 30-second video and a “Shop Now” button can generate more revenue in an afternoon than some brands see in a quarter. Welcome to TikTok Shop. Read the free article at www.inmykit.com (link in my profile).