We inspire everyone to express their unique beauty, one viral video at a time. Whether you’re a makeup beginner or PRO MUA, our content aims to democratize beauty and have fun with the community.
Our strategy was driven by community. We created our own versions of viral videos within the beauty and lifestyle community and featured products and brands that were in our bags. Our content is meant to let all know that no beauty look is out of reach. Creating new content every day and being on top of new trends was key, however this consumed a considerable amount of team bandwidth. We then hired a team member solely dedicated to TikTok and gave her the autonomy to create viral content, while immersing her in marketing strategy meetings to support campaigns where it made sense. The team also dives into analytics, using data to guide new iterations of viral content.
While every post isn’t going to go viral, the ones that did helped grow our follower count and of course, views. In 2022, we gained 440k followers (totaling 2.5M followers by EOY) and 432 Million total views. We were also ranked as the #2 account in U.S. beauty, right behind Kylie Cosmetics