Rihanna is getting inventive with the TikTok strategy for her massively popular Fenty Beauty makeup brand. In conceiving Fenty’s presence on the platform, the songstress has taken a cue from The Hype House — a Los Angeles-based creator collective comprising some of the platform’s top stars who live under the same roof and frequently churn out content in collaboration.
At an influencer-dotted launch event for a new Fenty mascara launch last week, Rihanna shared that the event was taking place at the so-called Fenty Beauty House — a content creation hub specifically for TikTok beauty gurus. Harper’s Bazaar reports that the house will welcome creators to collaborate and showcase their creativity — by way of Fenty products culled from a fully-stocked ‘makeup pantry’ to help them conceive looks.
The inaugural inhabitants of The Fenty Beauty House, whom the brand is calling ‘housemates’, includes: Emmy Combs (4.3 million followers), Makayla (287,000), Sav Palacio (392,000), Challan Trishann (1 million), and Dawn Morante (1.1 million). Thus far, the Fenty Beauty TikTok account has amassed 391,000 followers.
“We are standing in the official first Fenty Beauty TikTok home,” Rihanna said at the launch event. “I just wanted to create a platform for the next wave of content creators. I think our generation is the sickest, the illest, the most creative, and I can’t do it alone. So to join in with the people who are influencing the world in my community and my generation, this is a hub.”
Rihanna is no stranger to social video. She launched a beauty tutorial series on the Fenty Beauty YouTube channel in Oct. 2018, and has also previously pacted with the video giant to stream the runway show of her Savage x Fenty lingerie brand.