To create the first-ever beauty branded TikTok creator house.
Targeting a Gen Z audience, Fenty Beauty invested in its TikTok strategy, first forming a dedicated content creation house before tapping creators to promote the brand.
The house opened at the beginning of March with a group of five creators chosen by Rihanna. The group posted humour and music-driven videos that subtly featured Fenty products, but weren’t labelled as paid content.
“Our generation is so innovative. I wanted to create a platform for the next wave of content creators,” said Rihanna. “Fenty Beauty House is a hub that will bring this influential community together so they can collaborate.”
The #fentybeauty hashtag had over 93M views on the #fentybeautyhouse hashtag on TikTok in three weeks. Fenty Beauty's TikTok audience grew audience 1180% in a week.
It drove a press frenzy resulting in media coverage in Vogue, Teen Vogue, Time, Harper’s Bazaar, Glamour, People, Billboard, Time and W Magazine.