In The Know delivers the inclusive and trending beauty content Gen Z loves. Our goal is to amplify unheard voices in the beauty community, and to bring our Gen Z users a diverse range of products that matches their needs.
ITK’s goals are centered on both impact and engagement, from reviewing the products going viral on TikTok to sharing game-changing beauty hacks with In The Know’s original series Pretty Beautiful and Beauty School. ITK’s beauty content highlights ways to celebrate culture through makeup and features underrepresented BIPOC creators in the beauty community.
With nearly 10 million followers across TikTok, Instagram, Twitter, Facebook and YouTube, In The Know keeps the Gen Z audience top of mind at all times, publishing relevant and trending content while amplifying voices that are often not heard in the beauty space.
To spark conversations about underrepresented topics in the beauty community, In The Know delivered content showcasing diverse perspectives including an albino makeup artist who creates inclusive false lashes for people with albinism and a Trini makeup artist who shares Carnival festive makeup looks honoring her Caribbean heritage.
In The Know’s “Pretty Beautiful” series is on the pulse of the latest beauty trends. Video Producer Lisa Azcona shares makeup, skincare, hair and fashion hacks for In The Know’s community of beauty lovers. From training your hair for a Gen Z-approved middle part to expert SPF application, Lisa has all the tips and tricks.
In order to effectively distribute content, In The Know’s producer-editors were given the opportunity to share and track their own content directly across our vast library of social channels, allowing us to respond to trends quickly and efficiently while empowering day-of producer-editors with first-hand knowledge about what content resonates the most with our audience.
In The Know’s explosive growth is a marker of our achievements in the beauty category in addition to our other content verticals. We grew to 21.2M ComScore unique views per month over 19M in 2021, making our site larger than Refinery29, Bustle and Complex.
We have successfully reached our viewership goals with an average of 1 billion cross-platform video views per month. Additionally, we have grown our TikTok substantially over the past year from 35,000 followers to 1 million followers at the time of this entry, with 24.8 million likes.
In The Know Beauty videos were viewed over 66 million times in 2021, with 41 million views on Lisa Azcona’s franchise, Pretty Beautiful.
Through content focused on inclusivity within the makeup and beauty worlds, In The Know was able to highlight underrepresented communities and launch numerous initiatives.
