L'Oréal x Edward Zo

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Edward Zo is not only a hit on Tiktok, but is also an actor who has been interested in film since he was a child. Born in San Francisco, the American learned improvisation and trained with Margie Haber, among others. During this time, he also began to create a community on social media , where he drew attention to his struggles in Hollywood as an Asian-American. While his acting talent was being discovered in film and television roles, he was building his fan base on YouTube, which has now grown to half a million followers. His filmography includes “The Brits Are Coming” with Uma Thurman, Sofia Vergara and Stephen Fry.


For the campaign with L'Oréal , the influencer and actor chose the lipstick "Glow Paradise" in color, which he purchased at Target. It seems that the TikTok video is not part of an official campaign, but rather user-generated content . Edward himself describes the video as "TikTok made me do it," meaning that TikTok convinced him to try this lipstick. He also refers to the "fragile masculinity disclaimer," which warns of tarnished masculinity, in a 27-second video. This is quite a trend in the beauty industry at large. KOLs are trying to challenge typified beauty ideals and their benefits and ultimately break them down.

Fenty x Golloria
Also successful on TikTok is Golloria , who describes herself as a lifest engineering directors email lists yle, fashion and beauty influencer. The Texas-born TikTok influencer promotes beauty products for her dark skin tone. In collaboration with Fenty, she highlights that this would be the first foundation shade that actually suits her skin tone . In doing so, she addresses a problem with cosmetic brands, namely that they have developed mostly and primarily products for fair skin .

Fenty and Golloria’s collaboration fits well with the fact that Fenty Beauty has made inclusivity its mission. Especially through social media, underrepresented groups have gained more attention and eventually access to products. Access to products is easier than ever .

Rihanna defines her brand values: “ Fenty Beauty […] was created for everyone: women of all shades, personalities, attitudes, cultures and races. I wanted everyone to feel included .”

Rare Beauty x Selena Gomez
rare Beauty is another cosmetics brand founded by a famous person. Women’s Health writer Amelia Bell was skeptical when Selena’s brand went on sale in Europe in early 2022: “ Promises with bold claims and familiar philosophies wrapped up in a shiny new bow often make me shy away from a new brand for fear of being disappointed .” But she’s been taught better. She heard about an eyeliner that conjures the perfect lash line, a liquid blush with so much pigment it lasts all day, and a tinted moisturizer that went viral almost immediately on TikTok.