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On Friday, fashion and beauty brands were bracing to hear what would happen to TikTok as the looming deadline for its parent company, ByteDance, to sell the platform approached. By Saturday, the already-delayed deadline was extended once again for 75 days. On Sunday, those brands were back to playing the waiting game.
Over the last few months, the combination of TikTok’s flip-flopping status — going offline, then coming back again, and now soon to be transformed under new leadership — and the devastating effect of the new tariffs has rocked the industry. Brands are facing a spiraling economic disaster and an unpredictable presidential administration that’s made planning for the future difficult.
“Fashion is unpredictable enough, when what is in style today could be completely out of style tomorrow,” said Amy Ekren, founder of the Minnesota-based fashion brand Inherit Clothing. “With the current unpredictable state of TikTok, it makes it hard to plan our marketing strategy. TikTok has been a great way for us to get the word out about our brand, but if it is erased, what is the point in investing in this strategy further? Right now, we are in a holding period to wait and see what happens.”
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English (US) ·