The first TikTok influencer beauty brand has arrived. With the help of Gen-Z influencer agency Fanbytes, TikTok ‘twinfluencers’ Shanae and Renae Nel AKA the Nel Twins have launched the Gloss Twins – a Bible-themed line of lip glosses. With 1.2 million followers on TikTok, the 20-year-old ‘twinfluencers’ often post dances routines, beauty videos, and lip-synched audio from TV shows and films.
The twins launched the lip glosses at the end of March, making them available for pre-order on the DTC site. However, launching the brand during UK lockdown has meant in-person promotion plans have been put on hold. Instead, the twins plan to promote the products via their own TikTok account in the coming weeks, and followers and fellow influencers will also promote the products via their own accounts.
The products were launched in partnership with Florence Adepoju, who is the founder of make-up brand MDMflow, and now Fabytes’ head of retail partnerships. Adepoju’s role at the agency is helping brands stay ahead of the game with Gen Z, who are increasingly moving away from linear TV and moving to social.“When people think about TikTok, they instantly think about dance routines and skits. But the TikTok community is more than that, it’s the new generation of creators,” said Timothy Armoo, CEO of Fanbytes.
Since lockdown, TikTok has seen high engagement and was the number one app downloaded worldwide in March 2020, seeing a 98.4% increase in year-over-year downloads according to Sensor Tower. Since the Gen Z audience is now stuck at home and seeking community through social media, they are spending more time on TikTok.
The YouTube and Instagram influencer beauty lines that have appeared over the years, including Huda Kattan Beauty and Jeffree Star Cosmetics, have been fruitful – is it TikTok influencer beauty brands’ turn?