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Special Project

Special Project
From the 14th Annual Shorty Awards

Too Faced: A First Adopter and Leading Beauty Brand on TikTok

Entered in TikTok Presence


Our objective with the Too Faced TikTok channel is to connect with key Gen Z and Millennial consumers on the platform in a relatable and native way, while establishing the brand as early adopters for any new tech trials and opportunities that will enforce our beauty industry innovation leadership. As a leading Gen Z/Milennial beauty brand, we always seek to meet the customer where she is, and engage with her in ways that resonate authentically. 

Strategy and Execution

Our TikTok strategy is threefold:

1. Be a part of the conversation:

We aim to engage in organic conversations and trends that are already happening on the platform. The comments section in a viral video / creator is just as important as us re-creating a viral trend for our own channel. It shows the TikTok community that Too Faced is actively participating in what is happening on the platform and provides unparalleled yet relatable exposure for the brand.

2. Creator-led content:

When bringing Too Faced to life on TikTok, we always ensure that we are playing on current trends and working with relevant creators on the platform. When partnering with content creators on TikTok, we give these influencers the power to make creative choices within our brand guidelines. Ensuring the content feels native to the influencers' channel is critical, as it resonates that much more deeply with their audience and ultimately drives engagement. Our briefs are used to provide guardrails and education, but creative choices are largely left to the content creator.

3. First to market:

Too Faced has been a first mover on TikTok for some time now. We were the first beauty brand in the US to advertise on the platform, and now, we are one of pnly two beauty brands participating in the TikTok Live Shopping Alpha phase, Through this initiative, we were one of the first beauty brands to host a TikTok Live Shopping Event, tying native content and e-commerce together seamlessly on this influential channel. 



Too Faced currently has 744.5k TikTok followers, 6.9M likes and was only one of two beauty brands to participate in TikTok's Live Shopping Alpha phase. We continue to grow our follower base and increase engagement levels with our weekly Live Shopping events and creator relationship strategy. 


Entrant Company / Organization Name

Too Faced