When Clinique’s 52-year-old Black Honey lipstick went viral on TikTok in 2021, it represented a major shift for both the decades-old brand and the beauty industry.

For the industry, it introduced the notion that viral TikTok moments could be a cash windfall for brands and worthy of their always-on marketing attention. For Clinique, it jumpstarted the need for the brand to act like a nimble startup and affirm its cultural currency. Since then, Clinique has been bullish on reaching younger consumers through college campus activations, building on its Black Honey fame with new products, and further developing its science-led background with new studies and liaisons with medical experts. At the helm of this growth is Michelle Freyre, global brand president of Clinique. She joined The Estée Lauder Companies in 2020 as svp and global general manager of Clinique. Previously, Freyre spent 20 years at Johnson & Johnson holding various leadership roles within its consumer health product division.

Freyre joined the latest episode of the Glossy Beauty podcast to talk about post-Black Honey virality, the significance of Gen Z’s love for skin care and the new needs states of today’s beauty customers.