The concept of casual content is not a new one: capturing messy moments is a Gen Z signifier, and one of the distinctions of TikTok vs Instagram. Alix Earle and Madeline Argy have become the poster girls for chaos content – marking a move away from the likes of Lydia Millen and other influencer OGs…
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The Alix Earle phenomenon has created a TikTok marketing roadmap for beauty brands in Q1 2023