Addison Rae and the D’Amelio sisters, Charli and Dixie, are among TikTok’s biggest stars. The teens have amassed tens of millions of followers on TikTok, one short dance routine or slice-of-life video at a time. They have parlayed that audience into millions of dollars, working with boldface names like American Eagle and Dunkin’ Donuts, eager to sell to their Gen-Z fans. But while they’re the faces of TikTok, their emerging influencer empires are growing on another platform, dreamed up in Ottawa.
Like celebrities of every era, social media stars are lending their image and following to products via endorsements and collaborations. But a growing cohort of content creators are launching their own beauty and apparel lines, enabled by third-party vendors and managers handling tasks from design to fulfillment. And many are doing it on Shopify, the e-commerce firm driving a cross-category explosion of direct-to-consumer (DTC) brands.