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In June 2022, The New York Times reported that #BookTok, a phenomenon on TikTok, had helped authors sell 20 million printed books in 2021. Of course, TikTok is also known for its great influence on the beauty industry, in nearly every category. On TikTok, the two worlds have long intersected, mainly through readers matching their manis to their latest reads. According to Spate, the hashtag #booktok, when paired with a hashtag related to nail art, has 42.2 million total views. Meanwhile, the hashtag #NailsOfTikTok has 7 billion total views, with 156 million in the last 30 days; #NailTok has 8 billion views, with 139 million in the last 30 days; and #BookTok has 232 billion total views, with 3 billion views in the last 30 days.
On Wednesday, Olive & June launched a collaboration with author Colleen Hoover, whose novels outsold the bible in 2022. They include “It Starts With Us,” “It Ends With Us” and “Verity,” to name just a few. She has, at times, held six of the top 10 spots on the fiction bestseller list. The product collaboration encompasses eight nail polishes, 17 new press-on styles and three versions of the brand’s newest offering, its tab press-ons. Outside of the brand’s e-commerce site, the collection will be exclusive to Target. Hoover is Target’s bestselling author — her novel “It Ends With Us” has sold over 1 million copies at the retailer in two years.
The collaboration came about organically, said Sarah Gibson Tuttle, founder and CEO of Olive & June. She noted that, long before she connected with Hoover, Olive & June was frequently tagged in posts alongside books, including Hoover’s many popular novels.
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English (US) ·