BROADCASTS.com

During the pandemic, cheerleader-ish girls performing slithery hip-hop dances to rap music on TikTok has been the height of entertainment \u2014 enjoyed both genuinely and for laughs.\n\nAddison Rae, one such TikToker, is the second-most-popular human being on the platform, having amassed a following larger than the population of the United Kingdom.\n\nIn seeking to monetize this popularity, she has followed a path forged by many social media stars and A-list celebrities like Rihanna and Kylie Jenner: She has started her own beauty brand.\n\nOn today\u2019s Sunday Read, a look at how beauty has entered a phase of total pop-culture domination and how influencers are changing the way the sell works by mining the intimate relationships they have with their fans.