“Pretty Little Liars” alum Shay Mitchell credited teenage TikTok users with helping grow her luggage brand, Bèis.
The actress, whose business has developed a cult following online, said she took “great care” to resonate with Gen Z consumers.
“TikTok has been huge in amplifying our brand voice and narrative in an organic and playful way,” she told Page Six Style exclusively.
“Gen Z tend to be mindful about the brands that they support, [so] we have taken great care to consciously build a brand that has integrity and our finger on the pulse of what is happening.
“I want [Bèis] to be the go-to travel brand.”
The “You” star, 35, launched her first line of luggage in 2018, and has since expanded the brand’s offerings, including a recent collection of totes and diaper bags in collaboration with model, Elsa Hosk.
Mitchell said her team’s efforts were translating into “authentic support” from customers, evidenced by the plethora of user generated content on platforms like Instagram and TikTok.
“I also think [Gen Z] appreciates our transparency with products and process,” she added.
“We try to clearly showcase our products online to give consumers the full picture behind a collection or design, and we do it in an engaging way that feels like entertainment.”
The mother of two, who shares daughters Atlas, 3, and Rome, 5 months, with her longtime boyfriend, Matte Babel, recently went viral on the platform after fans speculated she came out as bisexual.
In the video, which was posted last month, Mitchell stitched another TikTok user who said, “If you identify as bisexual, do you own a green velvet couch?”
The “Dollface” star then filmed herself sitting down on her own green velvet couch.
Fans were quick to jump into the comments section, with several pointing out that Mitchell portrayed a gay character, Emily Fields, in “PLL,” and a bisexual character, Peach Salinger, in the Netflix hit, “You.”
Mitchell has not addressed the speculation.