The Brief: Rihanna's Fenty Beauty line has a new home with TikTok as they just announced a brand collaboration with her multi-million dollar makeup company.


TikTok has just launched its second content house in Los Angeles where its most popular users can create TikToks for their platform. On March 7, Rihanna collaborated with TikTok to celebrate the opening of TikTok’s second West Coast house for it’s Los Angeles-based TikTokers aside from the Hype House that was created in early December. The new house is associated with Rihanna’s Fenty Beauty line and will be a branded space for TikTok’s content creators and beauty influencers to produce video content for the brand’s TikTok.

This new TikTok creative strategy is a way of bringing the platform’s most popular users together in one space to create joint TikToks and more branded collaborations. The houses are invitation-only and the invites were given out to a small amount of very famous TikTokers and some of whom are capable of living in the actual house.