When creator Mikayla Nogueira presses the shiny latest “shop” tab at the highest of her TikTok inbox, she’s promptly greeted with a sea of unread message requests.
“It’s all the pieces you can imagine — not even just beauty — it’s like every brand possible is reaching out wanting me to make use of TikTok Shop with them,” said the 25-year-old makeup artist and wonder creator, who shot to fame on the platform in the course of the height of the COVID-19 pandemic and now counts nearly 15 million followers on the app.
While it was just this month that TikTok formally rolled out its shopping integration to its 150 million U.S. users, Massachusetts-based Nogueira was among the many first to...
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