Glossy: News and analysis in beauty, fashion and luxury

Jul 4, 2025

Over the weekend, TikTok was flooded with posts of major influencers partying in Tulum with the electrolytes brand Waterboy. At the same time, dozens of posts criticizing the brand’s social media strategy for the trip began circulating: Why weren't the influencers showing the products? And don't electrolytes help thwart hangovers? Why, then, were they posting about how hungover they were? The marketing experts on TikTok (read: everyone) had questions.