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Brands that live by social media may not die by social media, but they may find their dirty laundry aired on TikTok.

Consider the case of Fishwife, a trendy tinned fish brand based in Los Angeles that made a social media splash when it launched in late 2020. Its artsy labels captured the hearts and stomachs of influencers and media trend spotters, landing co-founders Rebecca Millstein and Caroline Goldfarb an upbeat profile in Vogue and further media coverage that spawned the meme-friendly declaration "Tinned fish is the ultimate hot girl food."

The hotness of smoked salmon, sardines, or tuna may or may not have been decided in the court of public opinion, but a rift between Millstein and Goldfarb (the arbiter of girl-food hotness)........

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