ICYMI - The Real Story Behind The Viral Makeup All Over TikTok
Slate Daily Feed
Slate
3.9 • 1.1K Ratings
🗓️ 28 May 2022
⏱️ 27 minutes
🧾️ Download transcript
Summary
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.
Podcast production by Daniel Schroeder.
Hosted on Acast. See acast.com/privacy for more information.
Transcript
Click on a timestamp to play from that location
| 0:00.0 | I thought TikTok was for young, crazy, silly, you know, dancing people, you know, and young and like teenagers. |
| 0:12.9 | Hi, I'm Rachel Lanton. And I'm Madison Malone Kircher. You're listening to I see YMI. In case you missed it. Slate's podcast about internet culture. |
| 0:21.9 | And despite our promises, Madison is not coming to us live from her shower, even though at least two of y'all have told us that the wet jeans hat works. |
| 0:32.9 | Madison, when can we expect you to do this? |
| 0:36.3 | I plead the fifth. |
| 0:38.3 | Wow. Whoa. There was a promise made. |
| 0:41.7 | Promise made, promised cat, baby. |
| 0:43.9 | Under the advice of counsel, I cannot answer. |
| 0:46.1 | Oh my God. What is this, Elizabeth Holmes trial? |
| 0:49.1 | Under the advice of counsel, I cannot answer. |
| 0:55.8 | No, we're not talking about Elizabeth Holmes or wet jeans today. |
| 0:59.3 | Today, we are talking about makeup. |
| 1:02.3 | We're becoming beauty influencers. |
| 1:04.0 | I'm going to go to Coachella with James Charles. |
| 1:06.5 | Madison? |
| 1:07.3 | Don't. |
| 1:08.9 | Okay, fine. |
| 1:10.1 | But we are talking about beauty influencers because over the past few weeks, a foundation from |
| 1:15.6 | makeup OG Bobby Brown's new company, Jones Road, has blown up on TikTok. |
| 1:20.6 | Like, I'm a woman who doesn't really wear foundation and suddenly my feed was full of this product. |
| 1:26.6 | But what started out looking like a really effective influencer marketing campaign, |
| 1:31.5 | maybe organic, maybe not, has taken some very surprising turns. |
... |
Please login to see the full transcript.
Disclaimer: The podcast and artwork embedded on this page are from Slate, and are the property of its owner and not affiliated with or endorsed by Tapesearch.
Generated transcripts are the property of Slate and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.
Copyright © Tapesearch 2026.