{"id":11695,"date":"2023-05-05T08:26:00","date_gmt":"2023-05-05T12:26:00","guid":{"rendered":"http:\/\/news.colgate.edu\/magazine\/?p=11695"},"modified":"2023-05-03T10:13:58","modified_gmt":"2023-05-03T14:13:58","slug":"love-beauty-tiktok-meet-one-of-the-women-behind-it","status":"publish","type":"post","link":"https:\/\/news.colgate.edu\/magazine\/2023\/05\/05\/love-beauty-tiktok-meet-one-of-the-women-behind-it\/","title":{"rendered":"Love Beauty TikTok? Meet One of the Women Behind It."},"content":{"rendered":"\n

Cait Oberg ’11 fosters relationships between big beauty brands and influencers on the app. <\/h2>\n\n\n\n

In 2021, the KVD Good Apple Foundation, a creamy balm packaged in a clear compact, broke the internet. The product was reviewed by influencers on TikTok, where it went viral for its lightweight consistency and full-coverage finish. <\/p>\n\n\n\n

\"Colgate
Cait Egler \u201911 Oberg<\/figcaption><\/figure><\/div>\n\n\n\n

One of the leaders of TikTok beauty is Cait Egler \u201911 Oberg, who fosters relationships with Fortune 500 beauty brands and the content creators who influence the masses. Some of those brands include MAC Cosmetics and CoverGirl. \u201cOur mission is to inspire creativity and bring joy, and to be a place where everyone is welcome to show up as they are,\u201d Oberg says. \u201cIt celebrates authenticity and we say realness is the new currency on TikTok.\u201d <\/p>\n\n\n\n

Oberg\u2019s career at TikTok started when the company was on the rise in 2020, due to the COVID-19 pandemic. The company\u2019s chief demographic of 15- to 25-year-olds were working and going to school remotely, and their newfound free time allowed the app to grow 180% among that group, according to Statista. \u201cIt was such an awesome time to come to TikTok because it was brand new, it was booming,\u201d Oberg says. <\/p>\n\n\n\n

The Colgate philosophy major was\nbrought on by her former Refinery29\ncolleague to build the platform\u2019s beauty\nvertical partnerships by leveraging content\nand TikTok\u2019s native advertising solutions. At\nthe same time, the pair grew the in-house\nbeauty team, which has since expanded to\n23 members.\n<\/p>\n\n\n\n

That team manages owned, earned, and\npaid advertising for brands, meaning they\nassist companies on determining content\nfor their own channels, partnerships with\ncreators, and formal advertisements that\nplay between videos.\n<\/p>\n\n\n\n

In the last decade, Oberg says, \u201cbeauty has been flipped on its head. For almost a century, it was always the case that beauty was built in a boardroom, that big beauty decides who\u2019s beautiful, what looks beautiful, what feels beautiful…. Then with the rise of social [media], every single person had a microphone, every single person had a platform, and beauty became way more grassroots.\u201d <\/p>\n\n\n\n

One recent project Oberg worked on fit into that grassroots model. A creator posted a selfie video of herself dashing down the street in New York City. She recounts how a bystander stopped her and asked her what perfume she was wearing. Flattered, she responded \u201cGlossier You.\u201d Oberg\u2019s team helped Glossier turn that video into an advertising campaign, and the scent consistently sold out. \u201cIt turned into the most impactful campaign of the year for them,\u201d she says. <\/p>\n\n\n\n

\u201cWhat other platform does that happen\non?\u201d\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Cait Oberg ’11 fosters relationships between big beauty brands and influencers on the app. <\/p>\n","protected":false},"author":1222,"featured_media":12415,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3,2],"tags":[658,1175,500,90,406,1446],"coauthors":[168],"class_list":["post-11695","post","type-post","status-publish","format-standard","has-post-thumbnail","category-alumni-spotlights","category-alumni-updates","tag-advertising","tag-beauty","tag-marketing","tag-philosophy","tag-social-media","tag-tiktok"],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/palXSH-32D","amp_enabled":true,"jetpack_featured_media_url":"https:\/\/news.colgate.edu\/magazine\/wp-content\/uploads\/sites\/6\/2023\/05\/unnamed-1-Enhanced_edit-scaled.jpg","_links":{"self":[{"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/posts\/11695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/users\/1222"}],"replies":[{"embeddable":true,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/comments?post=11695"}],"version-history":[{"count":16,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/posts\/11695\/revisions"}],"predecessor-version":[{"id":12416,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/posts\/11695\/revisions\/12416"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/media\/12415"}],"wp:attachment":[{"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/media?parent=11695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/categories?post=11695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/tags?post=11695"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/news.colgate.edu\/magazine\/wp-json\/wp\/v2\/coauthors?post=11695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}