Misleading TikTok posts are going viral and driving backlash against brands. They're part of a gift card scheme.

Sephora and Ulta have been the targets of marketing ploys on TikTok.

Sheldon Cooper/SOPA Images/LightRocket via Getty Images

• A TikTok video accusing Sephora of firing an employee for participating in ICE protests went viral.
• An internal investigation by Sephora found that the person hadn't worked there.
• It appears to be a part of a scheme that uses social media to promote gift cards and collect data.

Sephora faced backlash over a firing that may have never happened.