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As the potential TikTok ban becomes more likely, brands are preparing two strategies for January: one with TikTok and one without.
Glossy surveyed more than a dozen beauty execs, marketing professionals and agency leaders this week for a detailed account of how the industry will respond if, and when, it takes effect.
The ban became more likely on December 6 when a panel of judges upheld the ruling that TikTok must sell to an American company before January 19 or be banned from the U.S. app stores due to concerns around national security.
On Monday, TikTok and parent company ByteDance filed an emergency motion with the U.S. Court of Appeals in Washington D.C. in hopes that the Supreme Court will hear the case. Late Wednesday, the Justice Department asked the same court to reject the emergency bid, according to reporting on Thursday from Reuters.
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