TikTok Beauty Fest 2025, part of TikTok's multi-platform experience campaign, ran from 16/6 to 5/7. The main event, a beauty festival themed "Color Voyage - Touch Your Uniqueness," took place on 28/6. This first-of-its-kind event in Vietnam brought together users, content creators, beauty brands, and artists to foster connection and inspire modern beauty.
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The creative experience space of TikTok Beauty Fest. Photo: TikTok Shop |
The creative experience space of TikTok Beauty Fest. Photo: TikTok Shop
The event space, designed as a miniature "beauty universe," was divided into four zones representing the Sun, Moon, Earth, and Mercury. Each zone showcased a unique color, product line, or beauty philosophy.
Participating brands included L'Oreal Paris, Dove, TRESemme, Cetaphil, AHC, and ColorKey. Each brand created a multi-sensory experience, combining products, technology, and interactive content for closer user engagement.
Attendees enjoyed a diverse and personalized beauty experience with consultations, product trials, and interactions with over 150 prominent beauty creators. According to a platform representative, this model creates real-world "touchpoints" beyond the virtual realm, allowing customers to interact with products and understand brand values through tangible experiences and creative content. Activities like the "Transform Your Uniqueness" challenge and personality-discovery mini-games encouraged users to experiment and embrace change.
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A colorful musical feast at TikTok Beauty Fest 2025. Photo: TikTok Shop |
A colorful musical feast at TikTok Beauty Fest 2025. Photo: TikTok Shop
A representative from L'Oreal Paris Vietnam stated that TikTok Beauty Fest 2025 was not just a beauty playground for consumers but also an opportunity for brands to connect with customers, understand their needs, and promote a positive approach to beauty. "Combining real-world booth experiences with online content on TikTok increased brand awareness and gathered valuable consumer feedback. This comprehensive connection model is something we hope to continue in the future," the representative added.
Beyond providing a platform for beauty enthusiasts, the event aimed to help partner brands grow based on content, community, and brand value. Brands utilized the event to explore new engagement methods like interactive booths, experiential mini-games, and livestream commerce, measuring the effectiveness of each activity in real-time, from reach to engagement. TikTok hopes to influence consumer trends and create transformative experiences through creative content.
The event’s success is reflected in its impressive numbers. The campaign attracted over 60 million views and more than 18,000 attendees on the main event day. On TikTok, the hashtag "TikTokBeautyFestVN" appeared in over 1,000 videos with a total of 250 million views. These figures demonstrate the event's effectiveness in boosting brand awareness and building loyal consumer communities for participating brands.
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Mr. Nguyen Lam Thanh, TikTok Vietnam Representative, speaking at the event. Photo: TikTok Shop |
Mr. Nguyen Lam Thanh, TikTok Vietnam Representative, speaking at the event. Photo: TikTok Shop
Mr. Nguyen Lam Thanh, a representative of TikTok Vietnam, stated that during its seven years in Vietnam, the platform has received strong support from the beauty community, content creators, and brands. This support fueled the platform's desire to make TikTok Beauty Fest a major event where creators, brands, and users can connect, share, and celebrate each other, both online and offline.
(Source: TikTok Shop)
TikTok Beauty Fest 2025, a series of online and offline experiences from 16/6 to 5/7, celebrated the beauty community of over 42 million users on the platform. This large-scale event, held for the first time in Vietnam, partnered with more than 20 health and beauty brands: AHC, Garnier, L'Oreal Paris, TRESemme, Lof, Galaxy S25 Edge, Dove, Colorkey, Closeup, Klairs, Cetaphil, Lanbena, Mlen Diary, iCare pharma, Hapas, Oniiz, Rock Sweet, Kans, Focallure, Mooekiss, SHE Eureka, and Kotex.
