TikTok has seen colossal growth and beauty brands are starting to take notice

Fenty Beauty, the cosmetic brand by Rihanna, is using TikTok to promote the next generation of makeup influencers. To reach its Gen Z target audience, the brand created the Fenty Beauty House. The house is a real mansion in Los Angeles rented out by Rihanna and set up for five “creators” to live in and continuously post content from. The house opened at the beginning of March with five beauty creators hand-picked by Rihanna. The house includes multiple makeup stations and a makeup pantry full of Fenty Beauty products. For TikTok content, the brand is taking a subtle approach—creators are releasing humor-driven or lip-syncing music videos, artfully including Fenty products in the background. When released on the creator’s personal accounts, the videos are not always labeled as paid content, depending on whether the products were the focal point of the videos or not.  Read more…