TikTok Beauty Month | Reclaim Joy

Creative Innovation | Brand Partnerships | Creator Experiences

Overview
TikTok partnered with Ulta Beauty for its first-ever Beauty Month brand partnership, launching Reclaim Joy to celebrate beauty as a form of self-expression, inclusivity, and personal empowerment. The campaign brought the idea to life through creator-led storytelling, immersive experiences in New York and Los Angeles, a Times Square presence, and interactive AR technology.

Connecting physical experiences with participation on TikTok, Reclaim Joy invited the beauty community to celebrate individuality and express what beauty means to them.

Innovation & Impact:

• 285M+ Views: Generated significant audience engagement across the Beauty Month campaign.

• First-Ever Ulta Beauty Partnership: Established a new brand collaboration for TikTok Beauty Month.

• NYC & LA Experiences: Brought the campaign to life through in-person community celebrations and a Times Square presence.

• 44M+ TikTok For Good Views: Extended the campaign's message of inclusion and positive social impact.

• 20M+ AR Effect Views: The Personal Aura Branded Effect generated 45M impressions and inspired more than 5,000 user-created videos.

Key Roles:

• Jarek Carethers, TikTok Head of Creative Innovation

• Lauren Birnbaum, Head of Partnership Solutions

• Lex Greene, TikTok Head of Creative Innovation

• Lauren Wexler, Media Lead

• Kelsey Reitz, Sales Lead