Social media is increasingly serving not just as a sales and awareness driver, but also as a product ideation and development engine. That was obvious in the lead-up to Thayer’s newest product launch, the $14.99 Hydrating Milky Mist, which is currently available for pre-sale on Amazon and will be widely released on May 1. The product page went live on April 23, and within 24 hours, it had become Amazon’s No. 1 new beauty release of the week, based on sales, according to the brand. The idea for the product was initiated back on June 5, 2025, when Nina Pool (6.2 million TikTok followers; 621,000 Instagram followers) posted a TikTok tagging fellow creator Shelby Ann Bell (2.2 million TikTok followers; 213,000 Instagram followers), a professional makeup artist.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
