In a strategic move to capture the attention of a digitally native consumer base, Ulta Beauty, a leading beauty retailer, has significantly expanded its presence on TikTok by launching a curated selection of products on the platform’s e-commerce feature, TikTok Shop. This initiative, first announced in March during the company’s earnings call, represents a pivotal step in Ulta Beauty’s commitment to strengthening its digital footprint and engaging with younger demographics through innovative social commerce channels.
Ulta Beauty CEO Kecia Steelman articulated the company’s vision during the March announcement, stating, "We are excited about the opportunities – both on social and AI-enhanced commerce platforms – to bring our undeniably Ulta Beauty experience and assortment to life. We will initially launch with a thoughtfully curated assortment of only-at-Ulta brands, which will add another exciting tool to our brand-building playbook." This initial phase laid the groundwork for a more ambitious rollout, demonstrating Ulta Beauty’s proactive approach to evolving consumer behavior and the increasing importance of social media in the beauty discovery and purchasing journey.
Phase Two: A High-Profile Livestream Event
Four months after the initial announcement, on July 22, Ulta Beauty unveiled the second phase of its TikTok Shop strategy with a high-impact livestream event featuring Grammy-nominated rapper Ice Spice. The collaboration was designed to tease the late summer launch of her debut fragrance, "In Ha Mood." This event marked Ulta Beauty’s first major campaign on TikTok Shop since its initial announcement, underscoring the platform’s growing significance in the retail landscape, particularly for reaching Gen Z and younger millennials.
Linda Suliafu, Ulta Beauty’s Vice President of Merchandising, emphasized the strategic intent behind this endeavor. "We’re focused on creating exclusive launches and highly-anticipated moments [on TikTok Shop] that inspire discovery, deepen guest engagement, and keep Ulta Beauty at the center of what’s next in fragrance and culture," Suliafu stated in a release to Glossy. She further elaborated that the exclusive launch of Ice Spice’s fragrance directly aligns with Ulta Beauty’s strategy to deliver sought-after fragrance moments by partnering with artists and brands that are actively shaping contemporary culture and driving conversations.
The Power of Celebrity and Cultural Relevance
Ice Spice, born Isis Naija Gaston in the Bronx, New York, has rapidly ascended to prominence in the music industry since her debut in 2021. Her music, including hits like "Boys a Liar," which has garnered over a billion streams on Spotify, and the viral 2023 collaboration "Barbie World" with Nicki Minaj, has resonated deeply with a young audience. This cultural influence is a key driver for Ulta Beauty’s strategic partnership.
As of the week of the launch, Ice Spice boasts an impressive 14.1 million followers on TikTok and 11.4 million on Instagram. In comparison, Ulta Beauty commands 1.8 million followers on TikTok and 7.6 million on Instagram. The significant overlap in audience and Ice Spice’s strong engagement on TikTok, a platform where fragrance discovery is increasingly influential, made the partnership a "natural fit" for Ulta Beauty’s guests and its broader fragrance strategy, according to Suliafu.
The livestream event, a key component of the "In Ha Mood" launch, was meticulously promoted across both Ulta Beauty’s and Ice Spice’s TikTok platforms for several days leading up to the event. This pre-launch buzz generated anticipation and ensured a robust audience for the live unveiling.
Livestream Success and Immediate Impact
The "In Ha Mood" livestream offered consumers an exclusive opportunity to purchase the fragrance directly through Ulta Beauty’s TikTok Shop, with availability contingent on stock levels. The live event was co-hosted by Ice Spice herself, alongside prominent TikTok creators Michelle York (295,000 followers) and Kelsey Martinez (446,000 followers). This multi-pronged approach leveraged the star power of Ice Spice while tapping into the established audiences of popular content creators, maximizing reach and engagement.
According to Revlon, the parent company behind the fragrance’s production, the livestream garnered an impressive 178,000 total views and generated 5.95 million impressions. These metrics highlight the significant reach and impact of the collaboration, demonstrating the efficacy of leveraging social media influencers and major artists for product launches on TikTok Shop. While the initial stock was available during the livestream, those who missed out were informed that the fragrance would become more widely available later in the summer. As of the morning after the livestream, the fragrance was reportedly still available on Ulta Beauty’s TikTok Shop, indicating a strategic approach to inventory management and staggered availability to maintain demand.
The Genesis of "In Ha Mood": A Collaborative Creation
The "In Ha Mood" fragrance is the result of a collaborative effort between Ice Spice and Revlon, a legacy beauty conglomerate with a significant presence in the fragrance market. Amber Garrison, Revlon President of Fragrance and Elizabeth Arden, expressed her enthusiasm for the partnership. "It’s been a dream to work with a celebrity as engaged [on a project] as Ice Spice," Garrison told Glossy. She articulated a strong belief in the efficacy of celebrity fragrances when the artist is deeply involved in the development process. "I believe very strongly that celebrity fragrances work best when the person is fully engaged in the development process and the creation process, which means that consumers and fans who enjoy the fragrance are really experiencing a piece of that person’s point of view and passion and humanity," Garrison added.
Garrison’s leadership at Revlon is part of a broader revitalization strategy. She joined the company in October, following a distinguished career of over 12 years at Estée Lauder Companies. Her appointment was a key hire by Revlon CEO Michelle Peluso as part of Revlon’s ambitious "2026 comeback plan." Revlon’s extensive portfolio includes numerous well-known brands such as Revlon, Elizabeth Arden, Almay, CND, and American Crew, as well as fragrance licenses for brands like Juicy Couture, Lucky, Ed Hardy, and John Varvatos. This strategic focus on reviving its fragrance division, bolstered by high-profile celebrity collaborations, signals Revlon’s intent to recapture market share and relevance.
A Fragrance Profile Designed for Impact
The "In Ha Mood" fragrance itself is described as a complex and captivating scent, developed by three perfumers from the renowned fragrance house Givaudan: Christine Hassan, Adriana Medina, and Carine Certain Boin. These perfumers have a distinguished track record, having created successful scents for prominent brands including Boy Smells, Ellis Brooklyn, Marc Jacobs, and Lancôme.
According to Garrison, the fragrance opens with a "sparkling queen royale accord," layered with notes of juicy pear, wild raspberry, rose, plum blossom, and magnolia, which provide a "soft floral dimension that’s also quite bold." The base of the scent is characterized by a warm blend of vanilla, absolute magenta, moss, and sensual amber. This intricate olfactory profile aims to reflect Ice Spice’s bold yet accessible persona, appealing to a broad spectrum of consumers.
The fragrance is named after Ice Spice’s 2023 hit song of the same name, further solidifying the connection between the artist’s personal brand and the product. "In Ha Mood" will be exclusively available at Ulta Beauty in three sizes: a 100-milliliter bottle for $79, a 30-milliliter bottle for $58, and a 10-milliliter spray pen for $28. This tiered pricing strategy aims to make the fragrance accessible to a wider range of consumers, from those seeking a smaller, more travel-friendly option to those who wish to invest in the full-sized signature scent.
Broader Implications for the Fragrance Market and Retail Strategy
The launch of "In Ha Mood" is more than just a single product release; it serves as a blueprint for Revlon’s future fragrance endeavors. The company has plans for a series of new scents in the coming years, including collaborations with brands like Champion, Palm Angels, and Salt Life. This indicates a significant strategic shift towards leveraging cultural relevance and influencer marketing to drive growth in the fragrance category.
Linda Suliafu of Ulta Beauty highlighted the dynamic nature of the fragrance market. "Fragrance continues to be one of the most dynamic categories in beauty, fueled by innovation, cultural relevance and the powerful role social media plays in discovery," she stated. This observation underscores the critical importance of platforms like TikTok Shop in connecting brands with consumers and facilitating the discovery of new products.
The success of this initial collaboration between Ulta Beauty and Ice Spice, facilitated by Revlon, has far-reaching implications. For Ulta Beauty, it reinforces its commitment to meeting young consumers where they are, integrating commerce seamlessly into their social media experiences. For Revlon, it signals a potent strategy for revitalizing its brand portfolio and capturing the attention of a new generation of consumers through authentic cultural partnerships.
Amber Garrison expressed confidence in the long-term impact of the "In Ha Mood" launch. "We feel really good about this launch," she told Glossy. "Ice is a really important generational artist, and she embodies not just artistry and talent for her ability to create hooks and hits, but also this sort of very deep, authentic appeal to her generation. I think that comes through the fragrance; it feels like something she created because it is, and that’s going to make a huge difference – not just for her fans, but for everyone who loves fragrance, too." This sentiment suggests that the authenticity of the collaboration and the genuine involvement of the artist are key differentiators that will resonate with consumers and contribute to the fragrance’s success beyond its initial launch hype.
A Look Ahead: Social Commerce and Evolving Retail
Ulta Beauty’s foray into TikTok Shop, culminating in the high-profile Ice Spice fragrance launch, is a testament to the evolving landscape of retail. As consumers, particularly younger demographics, increasingly blend their online social interactions with their purchasing decisions, brands must adapt their strategies to meet this demand. The integration of e-commerce directly within social media platforms offers a frictionless path from discovery to purchase, a model that is poised to become increasingly dominant. Ulta Beauty’s proactive approach, combining curated product selections with high-impact, culturally relevant collaborations, positions the retailer as a forward-thinking player in the competitive beauty market. The success of "In Ha Mood" will likely set a precedent for future collaborations and further solidify TikTok Shop’s role as a significant retail channel.
Correction: An earlier version of the article stated that the In Ha Mood fragrance would be available in September. Revlon’s timing has since changed and the fragrance will be available sometime this summer. The article has been changed to reflect this.
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