Fenty Beauty

Leveraging TikTok Shop's halo effect to extend incremental performance and drive omnichannel sales.

6.7 X

TikTok Shop's halo effect significantly extended incremental performance, generating 6.7x in sales beyond on-platform purchases.

2 X

Halo-driven demand drove directly to the Fenty Beauty Online Store, with owned .com capturing nearly 2x the impact of other halo channels combined

1/3

Over 1/3 of incremental sales came from new customers, underscoring TikTok’s acquisition power within the category.

TLDR

Omnichannel Halo Impact

Fenty Beauty used a 5-week geo lift test with TikTok Shop and Shop Ads to measure online and offline impact, finding 6.7x sales beyond on-platform purchases, nearly 2x halo impact to its owned .com versus other halo channels combined, and over one-third of incremental sales from new customers.

The objective

Measuring the omnichannel halo impact of TikTok Shop and Shop Ads

Fenty Beauty, founded by Rihanna, is one of the most influential beauty brands globally, recognized for redefining inclusivity and reshaping industry standards. The brand generates significant cultural impact across social platforms and effectively converts that demand to power its omnichannel ecosystem.

The team needed a more comprehensive and scalable measurement approach to understand how performance on TikTok Shop influenced results across other channels—including direct-to-consumer (DTC) and offline retail partners—to capture the full, cross-channel impact of its efforts.

The solution

Leveraging a geo lift test to capture full-funnel performance

Fenty Beauty launched a 5-week campaign to measure TikTok's true online and offline (O+O) impact. By strategically activating TikTok Shop and Shop Ads, and partnering with an independent cross-channel measurement partner, the team uncovered TikTok Shop's powerful halo effect, driving both online and offline business.

The results

Revealing TikTok Shop and GMV Max's online and offline commercial impact

As the brand evaluated performance, results revealed that TikTok Shop delivered impact far beyond on-platform transactions. The halo effect significantly amplified incremental performance, generating 6.7x in sales beyond purchases made directly within TikTok Shop.

Much of this halo-driven demand flowed to the Fenty Beauty online store, where owned .com captured nearly twice the impact of all other halo channels combined.

Additionally, more than one-third of incremental sales came from new customers, underscoring TikTok’s strength as a powerful acquisition engine within the beauty category.

Source: TikTok Marketing Science Geo-Lift Test, 2025, conducted by WorkMagic

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Quote GMV Max Ads proved instrumental in our TikTok Shop strategy, delivering measurable impact across both our online and offline channels.

Sapna Parikh

Chief Digital Officer, Kendo Brands

Your questions, answered

Business Help Center

How was Fenty Beauty’s impact measured?

Fenty Beauty ran a 5-week campaign and used a geo lift test with an independent cross-channel measurement partner to capture online and offline impact from TikTok Shop and Shop Ads.

What does the halo effect mean here?

It refers to sales generated beyond purchases made directly in TikTok Shop. In this case, incremental sales beyond on-platform purchases reached 6.7x, showing commercial impact across other channels too.

Where did the added demand show up?

Much of the halo-driven demand went to the Fenty Beauty online store, where owned .com captured nearly 2x the impact of all other halo channels combined. More than one-third of incremental sales also came from new customers.