Why TikTok’s ‘Cucumber Guy’ is attracting beauty and hair care sponsors

TikTok is a breeding ground for unconventional (and often utterly bizarre) food trends, from butter boards and pickle-infused Dr Pepper to Fruit Roll-Ups wrapped around scoops of ice cream. The latest food-related craze on the platform is a slew of gourmet cucumber salad recipes posted by TikTok creator Logan Moffitt—and brands are lining up to collaborate with him.