Mastodon: Should beauty brands join the new Twitter alternative?

By Alessandro Carrara | Published: 22-Nov-2022
Digital

Mastodon, which bills itself as a decentralised social network, was launched in 2016 by Russian-born German software developer Eugen Rochko

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Mastodon: Should beauty brands join the new Twitter alternative?

In the wake of Elon Musk’s US$44bn acquisition of Twitter and mounting controversies, disgruntled users have turned their sights towards a new social media platform, Mastodon.

The “decentralised social network”, released in 2016, is the brainchild of Eugen Rochko, a Russian-born German software developer.

Mastodon has largely gone unnoticed since its launch, when compared with its monolithic social media rivals such Instagram and Facebook.

Yet despite this, beauty and fashion goliaths such as

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