Are TikTok Stars the New Wave of Celeb and Influencer Ambassadors in the Beauty World?

With 57.6 million followers on the social media platform, plus a friendship with the Kardashians, Addison Rae's celebrity status is undeniable. Though she rose to fame with her dance videos, Rae announced her first endeavour in beauty and as an entrepreneur at just 19 years old with the launch of her very own brand, Item Beauty. The debut cosmetic collection is all about self-expression and having fun, which is clearly portrayed in the bright packageing and apt product names. It's also priced affordably at $12 to $22 per item, which makes it a great fit for her younger audience.

Emma Chamberlain made a name for herself on YouTube way before TikTok really took off, but now she's gathered 7.6 million followers on that app, too. The type of content she creates spans a large variety of topics, but one theme is a constant: she's always unapologetically herself. That, plus her loyal fan base, is why Bliss made her a partner of the brand, specifically for its acne-focussed Clear Genius collection.

Charli and Dixie D'Amelio have become household names all thanks to TikTok. Charli, at just 16 years old, is the most-followed person on the app with her 82.4 million fan base, and older sister Dixie's follower count at 18 years old is nothing to scoff at: 35.8 million. While the pair make content ranging from dance to funny sibling videos, they've each had their fair share of beauty partnerships with different brands. Dixie scored her first beauty campaign with the brand Clear Start before the duo went on to partner with Morphe Cosmetics for the Morphe 2 collection and create their own summer nail polish collection with Orosa Beauty.