Lorry Destainville , Global Head of Product Partnerships at TikTok , said someth
By Melissa Burdick · February 18, 2026 · Curated by George's Blog
Lorry Destainville, Global Head of Product Partnerships at TikTok, said something at CES that I think more brands need to hear:
"You can't spend a month discussing how to join a trend.
By the time you decide, the trend is gone."
TikTok sits at the intersection of culture, creators, and commerce.
You have 170m Americans using the platform.
And with TikTok Shop, discovery now converts in real time.
The brands nailing TikTok down aren't overthinking it.
Challenger brands are especially good at this: they move fast, join trends quickly, and give creators room to represent the brand authentically (even when that means letting go of some control).
That mindset shift matters more than the platform.
AI and automation are accelerating this further by removing the biggest bottleneck: creative production. When brands can generate, adapt, and localize content quickly, speed becomes a real competitive advantage.
Agility isn’t optional in 2026.
I'm so excited to share the full conversation from CES with Lorry soon - watch this space!