In 2017, I was trying to write How to Be an Antiracist. Words came onto the page slower than ever. On some days, no words came at all. Clearly, I was in crisis. I don’t believe in writer’s block. When words aren’t flowing onto the page, I know why: I haven’t researched enough, organized the material enough, thought enough to exhume clarity, meticulously outlined my thoughts enough. I haven’t prepared myself to write.
It was when I was researching a story on that I realized there truly was no escape from the influencer industry. If business bros with corporate jobs in tech and finance — stable, high-paying careers with cushy benefits! — felt the need to supplement their status (and possibly their income) by becoming influencers, what hope was there for the rest of us?
THE RARE BEAUTY Blush. A Stanley Travel Tumbler. Olaplex shampoo. The Diesel Belt Skirt. Dior Lip Oil. L’Oreal Telescopic Lift Mascara. Any of the Skims Sets. While this might seem like a nonsensical list of products, on TikTok, each of these items has been the focus of a viral spending frenzy. Once known for dance videos, TikTok’s growing user rate has promoted the app from social media site to thriving marketplace — where a product can go from new offering to cult favorite in days, and drive thousands of dollars in sales.
