The Thread: Beauty Flocks to TikTok

Beauty's flock to TikTok has dawned — and some are opening more than just accounts.
Fenty Beauty announced last week an entire house dedicated to the creation of TikTok content. Located in Los Angeles, the space will have a rotating roster of residents. It toots a "fully stocked" makeup pantry and, gleaning from images Fenty Beauty provided to Beauty Inc, plenty of room to go viral.
In a statement, a TikTok spokesperson called the house an "innovative opportunity for the TikTok community because it promotes inclusivity and highlights diversity in beauty and lifestyle." Fenty Beauty chose the creators. Among them are @challxn, @makayladid, @emmycombss and @thedawndishsoap, all of whom will live in the house for the next month.
While it isn't the first beauty brand on the platform — let's not forget E.l.f. Cosmetics' catchy musical 2019 campaign — Fenty is the first to open a dedicated house. It has been involving itself with TikTok-hosted events such as the #MakeBlackHistoryMonthSummit for Black TikTok creators.
As Instagram becomes increasingly saturated with sponsored content, brands are embracing TikTok as a supplement to their social strategies and a means of reaching a younger, Gen Z audience. TikTok in its nascent stages is a place where anyone can have at least one viral video, regardless of his or her clout on other platforms. This week's viral beauty clip came from a user named Jarida, aka @ridaaaamat, who shared her hack for flawless foundation, spawning the #FoundationChallenge.
Urban Skin RX is one brand who has experienced the benefits — read: sales lift — of unexpected virality on the platform. A user named Ashley Boggs, aka @niceoneAshley, featured the brand's Even Tone Cleansing Bar in a video, which Urban Skin RX confirmed was not paid. The company saw a 220 percent increase in sales of its cleansing bar at Ulta, Target and CVS following the video. It has since entered a paid partnership with Boggs, who announced the brand's #ClearSkinChallenge.
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