Beauty Brands Tread Lightly With ‘Tradwives’

Beauty’s latest crop of influencers are just likely to be adept with a pestle and mortar as they are with liquid eyeliner.

The likes of Nara Smith and Hannah Neeleman, known as Ballerina Farm, have soared to the height of TikTok fame, partly for their model-esque good looks, but also for their domestic prowess. Neeleman starts many of her videos in front of her stove with one of her eight children wandering around; Smith has been known to…