Upon seeing a recent video from a brand founder who's found huge success on Tik Tok saying that they were working every day to try and step away from making content and the platform generally, it got Katie thinking about Tik Tok and how it forces founders to be so ingrained in their brands, and essentially take on the role of being 'the face' - even if it's not intentional.

Katie discusses how she's currently working with the founders of her own brands, how this is changing and evolving thanks to platforms like Tik Tok and consumers' attitudes towards who they purchase from.

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