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From the 13th Annual Shorty Awards

The first ever TikTok beauty content house

Finalist in TikTok Partnership

Entered in Beauty


To create the first-ever beauty branded TikTok creator house.

Strategy and Execution

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. 


Entrant Company / Organization Name

Fenty Beauty


Entry Credits