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The video app is spending millions on ads as Congress considers a bill that could lead to a U.S. ban.

Many companies, particularly in the beauty and fashion industries, have boosted sales through the platform. They don’t really have a backup plan.

Temu, Shein, and streaming and gaming apps looking to break into the U.S. market are spending huge sums to get their wares in front of American consumers.

As part of a promotional campaign, the beauty brand Tarte flew 30 social media influencers on a private jet to paradise. Many observers were not amused.

The app once offered seemingly endless chances to be charmed by music, dances, personalities and products. But in only a few short years, its promise of kismet is evaporating.