Is TikTok bringing beauty drama back?

TikTok seems to be grabbing the spotlight with a recent feud that’s got everyone talking. 😱

Last week, a beauty product drama unfolded, putting the platform in the Dramageddon zone. 🌋

Here’s the lowdown: 

The founder of Illusion Bronze blasted influencer Mikayla Nogueira in a TikTok video, accusing her of not reviewing his product as promised. 

He claimed this supposed oversight cost him a hefty $10,000. 

But this wasn’t a typical influencer-brand partnership gone sour. 🤢

Matthew Stevens, the man behind Illusion Bronze, initially reached out to Mikayla as a fan and small business owner seeking a beauty product review.

Mikayla, a top-10 ranked makeup creator collaborating with big names like CVS and L’Oreal, didn’t immediately review the self-tanner.

They reconnected over the holidays, and Mikayla assured him a review was coming. 

Riding on this promise, Stevens invested $10K in inventory, expecting a sales boom. 

But when Mikayla didn’t post right away, Stevens vented his frustration online. (Mikayla responded, and Stevens doubled down on his rant.)

💡 Pro tip: Always make sure you know how to get endorsements.

Here are the lessons we can glean from this drama:

👉 Short-term gains vs. long-term strategy:

Stevens’ approach seems to be leveraging TikTok’s rage culture for quick gains. But as any seasoned business strategist knows, short-term wins often don’t translate into sustainable success.

👉 Echoes of YouTube’s past:

This scenario mirrors the playbook of YouTube’s beauty community of the 2010s, where feuds were a tactic to drive growth. But history shows us such strategies often backfire.

👉 The importance of formal agreements:

For brands and influencer marketers, this is a crucial reminder: without an influencer marketing contract and compensation, creators aren’t obligated to post. 

Relying on luck or unpaid collaborations is a risky marketing gamble.

With a net worth estimated at $7 million by Forbes, Mikayla’s brand is a business unto itself. 

Just as one wouldn’t expect a contractor to work for free, the same principle applies to content creators. Favours are not a foundation for a business strategy. 😶