Ulta x Florence by Mills #BeautyIs campaign

Florence by mills, the Gen Z beauty brand founded by Millie Bobby Brown, was launching at Ulta Beauty and needed to register fast with a young, TikTok-native audience. Celebrity beauty launches were crowded in this period, so a new line needed a reason for audiences to participate rather than scroll past another endorsement, and beauty content's tendency to project a single polished standard gave Obviously an opening: ask people to define beauty for themselves.

The #BeautyIs idea had creators share what beauty means to them and invite followers to answer the same question under the hashtag. Obviously seeded it with eight TikTok macro-influencers chosen on age, aesthetic, interest and follower size, each posting one dedicated video timed to the florence by mills launch at Ulta Beauty, with Ulta acting as the retail launch pad that gave the content a concrete place to buy.

A low-effort, self-expressive prompt lowered the barrier to joining in, letting the trend travel well beyond the paid roster. All activity ran on TikTok. Obviously reports 3.4 million campaign views, a 13.6% engagement rate, $302,000 in earned media value, over 1.4 billion #BeautyIs hashtag views and a sell-out within 24 hours; all are self-reported, the hashtag figure aggregates all content under the tag rather than attributable reach, and the sell-out claim carries no stock detail and is unconfirmed.