It was a strike of marketing genius — while it lasted.
Fenty Beauty, the Rihanna-founded cosmetics brand, has opted to temporarily shutter its so-called Fenty Beauty House — a TikTok creator collaboration hub that served as the company’s answer to other collectives like The Hype House and Sway LA — due to the coronavirus pandemic.
“Fenty Beauty is temporarily closing the Fenty Beauty House as a precautionary measure due to COVID-19,” a spokesperson for the company, whose parent is luxury giant LVMH, told Business Insider. “We are so grateful to all the TikTok content creators who’ve worked with us over the past few weeks in the house, and look forward to the content they will continue to create remotely with us. Stay tuned for future updates and see you on TikTok.”
The Fenty Beauty House was unveiled earlier this month by Rihanna herself at a launch event for a Fenty Beauty mascara product. It was conceived so creators could churn out collaborative content within an aspirational hub — including a fully-stocked ‘makeup pantry’ with an inspiring array of products. The inaugural inhabitants of The Fenty Beauty House, whom the brand referred to as ‘housemates’, were: Emmy Combs (4.4 million followers), Makayla (317,000), Sav Palacio (483,000), Challan Trishann (1.1 million), and Dawn Morante (1.1 million).
Though the Fenty Beauty House, which counts 508,00 followers, has been temporarily vacated, members still appear to be creating content in the isolation of their own homes. That said, the Fenty Beauty TikTok account was still posting content that had been shot at the house as of at least yesterday.