Amid debate in Washington over whether or not TikTok ought to be banned if its Chinese language proprietor doesn’t promote it, one group is watching with specific curiosity: the various manufacturers — significantly within the magnificence, skincare, style, and well being and wellness industries — which have used the video app to spice up their gross sales.

Youthforia, a make-up model with greater than 185,000 followers on TikTok, is considering shifting extra advertising to different platforms, like YouTube and Instagram. Underlining, which makes the favored model Nailboo, deliberate to make use of TikTok to launch a product with a significant retailer in August and is now questioning if it must change course. And BeautyStat, which sells skincare merchandise on TikTok Store, can’t even fathom the thought of the platform’s disappearing.

TikTok is “simply too massive, particularly in magnificence and in sure industries, I really feel, for it to vanish,” stated Yaso Murray, BeautyStat’s chief advertising officer.

Firms and creators have recognized for years that TikTok might be in danger. However these fears appear extra actual now that the Home has handed a invoice that might ban TikTok in america except its proprietor, ByteDance, offered it. (Since that vote final week, the invoice’s progress has slowed within the Senate.)

Some lawmakers in Washington suppose TikTok is a platform for spying by the Chinese language authorities. Dad and mom fume that it’s rotting their youngsters’s brains. However plenty of firms — massive and small — credit score TikTok and its band of influencers for getting their merchandise in entrance of potential clients, particularly younger ones.

Retailers, whether or not Sephora, Walmart, Goal or Amazon, have additionally been massive beneficiaries of TikTok, stated Razvan Romanescu, chief government and co-founder of Underlining and 10PM Curfew, a agency that connects content material creators with manufacturers.

“If one thing goes viral on TikTok, they promote out,” Mr. Romanescu stated. “So I really feel like the entire ecosystem is pushed by the discoverability that TikTok offered.”

For some manufacturers, TikTok has grow to be an integral piece of selling technique and gross sales progress. That’s partly as a result of the brief movies are simply digestible by shoppers and partly as a result of advertising on the platform is comparatively cheap for smaller manufacturers. TikTok Store, which began final yr and permits buyers to purchase merchandise straight on the app, has grow to be significantly well-liked amongst magnificence and style manufacturers.

“Pre-Covid, the sweetness class was fairly flat, perhaps rising a few proportion factors every year,” stated Anna Mayo, a vice chairman of magnificence and private care at NIQ, a analysis agency. However through the pandemic, when shoppers had extra time on their palms and Zoom calls grew to become extra well-liked, TikTok magnificence and skincare movies exploded.

“Since then, the sweetness trade has been all about progress and hasn’t slowed down,” Ms. Mayo stated. “TikTok is a giant driver of that progress.”

New merchandise or clothes will be highlighted by people who, in contrast to film stars or fashions, really feel extra relatable to viewers. The fast how-to movies can present one of the best ways to combine and match spring sweaters and denims or the order by which to use toner, serums, moisturizers and sunscreen in a morning skincare routine. Some folks say they go to TikTok earlier than Google for purchasing.

“The primary video was a make-up tutorial, displaying you the right way to flawlessly cowl pimples utilizing three merchandise,” stated Mikayla Nogueira, a 25-year-old influencer who began making TikTok movies 4 years in the past. “In simply 60 seconds, you realized a brand new talent.”

That was when Ms. Nogueira had time on her palms after her college shut down lessons and Ulta Magnificence, the place she labored, closed its shops due to the pandemic. At the moment, she has 15.5 million followers on TikTok and works recurrently with magnificence and skincare manufacturers.

Whereas bigger firms can spend advertising {dollars} throughout quite a lot of websites, TikTok gives a extra inexpensive promoting channel than platforms like Google and Meta, which owns Instagram.

“For a direct-to-consumer enterprise like ours, the platform may be very distinctive,” stated Nadya Okamoto, who began posting TikTok movies concerning the natural menstrual merchandise of her firm, August, in the summertime of 2021.

First, TikTok’s “For You” feed is continually placing August’s movies in entrance of recent shoppers, not ones who’ve chosen to comply with the model on different social media platforms like Instagram. Second, the platform permits Ms. Okamoto to be an in-house chief content material creator.

“Different manufacturers are spending a whole lot of hundreds of {dollars} every month on promoting, and we’re spending subsequent to nothing,” she stated.

Requested a few potential TikTok ban, Fiona Co Chan, the chief government and a co-founder of Youthforia, stated, “I don’t know that something would fill the opening the identical means.”

TikTok permits Frida to speak about its child and postpartum merchandise in a means that different promoting and social media platforms might even see as taboo, stated Chelsea Hirschhorn, the corporate’s founder. The model was a relative latecomer as an lively person of the app — ramping up its posts beginning a few yr in the past — however has about 123,000 followers and has had a number of movies go viral.

Nonetheless, Ms. Hirschhorn stated, there are professional considerations about TikTok’s going away or altering in a roundabout way, and Frida isn’t overly reliant on the app. It has discovered the right way to promote each in conventional boards (it’s now offered in 4,000 Walmart shops in america) and in additional artistic methods (sponsoring Jason Kelce’s pregnant spouse, Kylie, on the Tremendous Bowl when his Philadelphia Eagles performed within the recreation final yr).

“I believe it’s actually vital that manufacturers have a bulletproof, sturdy advertising plan in quite a lot of media channels, each conventional and rising, in an effort to climate any potential problem,” Ms. Hirschhorn stated.

Whereas some firms work on contingency plans for brand spanking new merchandise, others are watching and hoping legislators gained’t ban the platform.

At BeautyStat, Ms. Murray stated she was “attempting to not get too alarmed by all the things that’s occurring as a result of I believe loads of manufacturers would all of a sudden expertise a giant gap of their gross sales.” She added, “It might be very damaging.”