TikTok. Love it or hate it, you can’t ignore it. In September, the short-form video app announced it had passed ONE BILLION monthly users.

It’s an incredible achievement for a platform that only launched in August 2018, and it has left other apps scrambling to attempt to replicate TikTok’s phenomenal success – Instagram launched Reels, Snapchat unveiled Spotlight, and even YouTube debuted its YouTube Shorts in the US earlier this year.

Social platforms help you connect with your customers, boost brand awareness, and increase your leads and sales.

Which is why this issue, our Summer issue, we have a strong focus on social media.

Elisabeth King chats in-depth to 17 of the beauty majors, the up-and-comers, luxury and mass brands about their social media strategies for her feature The Social Media Power brokers: Fueling the Continuing Democratisation of Beauty. See what industry experts from L’Oréal, Estée Lauder, ModelCo, Dr Naomi Skin, Weleda and more had to say on page 40. A must-read for anyone looking to hear from the beauty brands leading the pack when it comes to TikTok engagement and activity.

Meanwhile, I sit down with the Head of Brand Partnerships, TikTok Global Business Solutions, to find out about #AdTok, a new B2B initiative that aims to demystify TikTok for marketers, page 48.

Along with a spike in social media use, the Covid-19 pandemic has also seen a surge in sales of at-home beauty tools, such as hair removal, cleansing, LED therapy and photo rejuvenation, acne treatment and more. Elisabeth rounds up the major at-home beauty trends of the year on page 12.

With the festive season fast approaching, we highlight the ultimate gift packs that need to be stocked on your shelves in our Christmas gift guide, page 86.

With summer poking its sunny head around the corner, we shoot the top seasonal makeup and skincare essentials on pages 59 and 68 respectively.

We have loads more in our jam-packed 100-page edition including an interview with Naomi Shorman, Country Manager for NAOS in Australia on page 18, a chat with Lara Worthington, Swisse Brand Ambassador on page 60, an insight into the daily life of Ingrid Lovett, Communications Director at MaxMediaLab on page 70 and much, much more.

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