The Real Story Behind the Viral Makeup All Over TikTok

Turns out the Jones Road’s virality might not have been entirely organic.


Episode Notes

Earlier this month, Bobbi Brown’s new foundation line blew up on TikTok thanks to some rather ungenerous videos from beauty influencers. In an effort to defend her new Jones Road line, Brown took to TikTok and filmed her own response, rocketing the drama into the TikTok mainstream. On today’s show, Madison and Rachelle dig through the drama to explain why this isn’t just a story about one makeup company, and what it reveals about the state of the influencer industry.

This podcast is produced by Daniel Schroeder, Rachelle Hampton, and Madison Malone Kircher.


About the Show

Join Rachelle Hampton twice a week as we gaze deep into the online abyss—and tell you what’s gazing back.

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  • Rachelle Hampton is a culture writer and reporter at Slate and co-host of ICYMI. Her work has appeared in the New Republic, Pacific Standard, Smithsonian Magazine, and In These Times. She still hasn't recovered from Tumblr’s demise.

  • Madison Malone Kircher is a senior writer at Slate and co-host of ICYMI. She was previously a staff writer at New York magazine, where she covered internet culture and edited New York’s Approval Matrix. Her work has appeared in Vogue, Vulture, and the Cut. Madison lives in Brooklyn, where she regularly drops her phone on her face watching TikToks in bed.