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Costly, splashy campaigns can pique the public’s interests well enough, but nothing builds market-wide enthusiasm quite like the organic, emphatic endorsement of an everyday fan—especially when it comes in the form of a viral TikTok pulling more than 18 millions views and counting. Just ask skincare beauty company Eos.
The brand’s Shea Better shaving cream was recently the subject of a glowing recommendation from Florida teen Carly Joy—known as @killljoy on TikTok—who had zero reservations about sharing her most treasured personal grooming secret for a smooth, painless pelvic shave.