The legislation now heads to the Senate, where its fate is unclear. However, if it passes the Senate, President Joe Biden has said he’ll sign it. Biden and other critics of TikTok argue it’s a national security threat. Today, TikTok is on the phones of 170 million Americans, including thousands who make money through its content creator program.

For beauty brands, banning TikTok could have serious impacts on business. These days, it’s one of the few venues where emerging beauty brands are breaking through, and beauty has been big business on it from both a marketing and sales perspective.

As of February, NielsenIQ reported TikTok Shop became the12th largest beauty and personal care retailer in the United States. In December last year, the market research firm estimated 81% of TikTok Shop sales were in the health and beauty space, and the top five product categories for sales were facial skincare, supplements, lip cosmetics, perfume and body care.

Given the consequences for beauty brands, the notion that TikTok could be wiped out in the U.S. is huge news in beauty circles. We wanted to understand the beauty industry’s response to it. So, for this edition of Beauty Independent’s ongoing series posing questions relevant to indie beauty and wellness, we asked 15 brand founders, executives and social media experts the following: Do you believe the TikTok ban will happen, and how are you planning for a possible ban?