The article mentions influencers as a revenue stream and I personally love makeup and make purchases and recommendations based on a creator building a reputable brand. I would like to see that model in more spaces. Make up brands give influencers press kits and they give their honest thoughts. Today a TikToker “mass hole” got Kylie Jenner’s updated product and I watched 4 videos of her trying it out and the product that stood out the most was not liked by the creator (upgraded highlighter formula if you’re curious) but because I trust the channel I saw a product that fits into a niche I care about (a more subtle highlighter). Marketing might be getting meritocrized?