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.
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“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.
