Starting a business in the thick of the pandemic is not the easiest road to success, but Reels and other short-form video options have helped propel direct-to-consumer beauty brand Youthforia to four times the revenue in 2022 than it took in the previous year.

“Not going out and seeing people, I realized makeup was part of your routine,” Youthforia founder Fiona Chan told Adweek. “I wanted something that would be a part of routine post-pandemic.”