What you don't see in the videos are the rolls of tape: one stacked on top of the other, an iPhone leaned inside. This is how Justine Doiron - 2.3 million followers on TikTok, a million on Instagram - gets her shots of sugar and salt sparkling in the sunlight.
So many of TikTok's food creators built their platforms on relatability, but some have succeeded to the point of rendering themselves unrelatable, with lofty Architectural Digest-esque kitchens and deals with luxury fashion brands.
I bought this house because the kitchen was so normal. Doiron tells me as she films herself preparing the crust for a zucchini tart, maintaining a down-to-earth air; her audience wants a recipe provider, not a lifestyle influencer.
The kitchen in her previous New York apartment was so ugly, Doiron adds, that it was vetoed as a shoot location for her forthcoming debut cookbook, Justine Cooks: Recipes (Mostly Plants) for Finding Your Way in the Kitchen.
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