A quick side note before starting the piece — welcome to the first Barefaced substack post! I am trying a few new mediums (really just this and podcasting) to foster more of a relationship with all the wonderful people I’ve met through TikTok. The idea is to use longer-form content to give the topics that need it, more detail and air time. Written by yours truly (Lily Twelftree, hello!) I am a digital marketer and data science student obsessed with the (nonexistent) world of beauty data.

So — This TikTok came up on my FYP yesterday and I couldn’t stop thinking about it…