TikTok Shop Mythbusting: What's Actually Driving Growth in Beauty's Fastest-Growing Channel

John Cafarelli is the Co-Founder and President at BeautyMatter. Growing up in New York as the son of a builder, he learned at an early age the value of having the right tools in one’s toolbox to be successful. John’s carried this mindset through to his work at BeautyMatter by working with the team to create content and experiences that inform, analyze and educate to give our audience an “unfair advantage” as they grow their businesses and navigate the ever-changing beauty and wellness landscape.

John’s beauty and wellness industry expertise is centered around identifying market opportunities, strategic planning, developing strategies for growth, cash and financial strategy, and building operational excellence. He’s an entrepreneurial thinker with diverse work experience and a bias for creativity and innovation that’s actionable and realistic.

John is also the founder and CEO of his own skin health brand, Ernest Supplies. He also spent six years as the COO / CFO of Paper Magazine, a multi-platform media company and content creation agency. In 2014, he was part of the team that “Broke the Internet.” Before that, John spent 10 years investing in and helping to grow well-known consumer brands, including Intermix, Skullcandy, All Saints, Morgenthal Frederics, and others.

Katelyn Winker is Front Row's VP of Digital Growth, where she leads 360 digital
marketing strategy across the agency's cross-functional teams. She plays a pivotal role
in Front Row's key client relationships, heading the account management team and
driving client retention through deep strategic partnership. Katelyn has successfully led
digital campaigns from concept through execution, spanning creative management,
influencer marketing, and omni-channel media buying and optimization across social,
video streaming, and podcast platforms. Every strategy is grounded in rigorous data
and analytics reporting, ensuring measurable results at every stage