Rihanna is leveraging the power of TikTok with the opening of a brand new Fenty Beauty TikTok house. The home will serve as headquarters for a rotating group of “housemates” – AKA TikTok influencers – who will produce Fenty Beauty-inspired videos for the popular social media app.
Rihanna appeared at the home earlier this week to kick off its launch and explain the inspiration behind the idea: “I just wanted to create a platform for the next wave of content creators,” Rihanna said. “I think our generation is the sickest, the illest, the most creative. I can’t do it alone, so to join in with the people who are influencing the world, my community, my generation, this is like a hug.”
Rihanna debuts new TikTok house in Los Angeles:
“We are standing in the official first Fenty Beauty TikTok home. 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.” pic.twitter.com/OYgnRVMRKC
— Pop Crave (@PopCrave) March 9, 2020
TikTok homes serve as a gathering space for groups of influencers to collaborate, network and expand their following on the app. While the concept has been around for years among Vine and YouTube users, Rihanna‘s new business venture into the world of TikTok houses marks one of the most high-profile endorsements of the concept. You may have first heard about TikTok homes from the “Hype House,” the Los Angeles-based mansion that houses such influencers as Charli D’Amelio, Addison Rae and Chase Hudson among others.
The Fenty Beauty TikTok house hit the ground running with the addition of its first five housemates yesterday. Check out each of the influencer’s introduction on the official Fenty Beauty account below:
Makayla (288k followers)
@fentybeautyWho’s all there?? We got @makayladid as one of our first ##FENTYBEAUTYHOUSE members so stay tuned!!♬ original sound – fentybeauty
Dawn (1.1M followers)
@fentybeautyY’all heard it here first! We got @thedawndishsoap on deck as our of our first ##FENTYBEAUTYHOUSE members— y’all ready?! ?♬ original sound – fentybeauty
Emmy Combs (4.3M followers)
@fentybeauty@emmycombss is one of the first members of our ##FENTYBEAUTYHOUSE and we can’t wait for y’all to see her looks! Stay tuned ??♬ original sound – fentybeauty
Savannah (394k followers)
@fentybeautyAyyyy we got @savpalacio as our first ever ##FENTYBEAUTYHOUSE member too!! Let’s goooo ????♬ original sound – fentybeauty
Challxn (1M followers)
@fentybeautyLast but certainly not least we got sis @challxn here in the ##FENTYBEAUTYHOUSE to serve y’all lewks ? Let’s goooooooo!!♬ original sound – fentybeauty
The group of five have already produced several TikTok collaboration videos where Fenty Beauty are products are featured front and center:
@makayladidPass It To @priscillaono ?? ##fentybeautyhouse @fentybeauty♬ ROXANNE – Arizona Zervas
@savpalaciodat ##fentybeautyhouse sun be hitting different @makayladid♬ Myself – Bazzi
@thedawndishsoapmornings w/ the ##FENTYBEAUTYHOUSE♬ Old Me – 5 Seconds of Summer
We’re definitely interested to see how Rihanna and other celebrities utilize TikTok’s ever-expanding social media reach moving forward. Could we possibly see some #R9 content tied in with the app?
What do you think of the TikTok house concept? Share your thoughts with us on Twitter at @PopCrave!