In March, Ulta Beauty made industry headlines when CEO Kecia Steelman announced that the mega-retailer would launch, the following week, on TikTok Shop.The makeup brand Polite Society launched in August 2023, exclusively with Ulta Beauty. It joined TikTok Shop when the platform launched at the end of that year. The brand was founded by Too Faced founders Jerrod Blandino and Jeremy Johnson. Though it already had its own presence on the platform, this year, Polite Society became one of 17 brands that Ulta Beauty debuted with on TikTok Shop. Others included the retailer’s own Ulta Beauty Collection, plus Noyz, Isima, Made By Mitchell, Dibs, Drmtlgy, Maelys and Squishmallows Fragrances.
Now, Polite Society is rolling out its most ambitious affiliate campaign to date, focused on its hero product, the $32 B.I.G Mouth XL Plump Intensive Lip Plumping Concentrate — one is sold every sixty seconds, according to the brand. The campaign involves seeding B.I.G. Mouth XL to more than 1,000 affiliate creators on TikTok Shop. “We’re two-and-a-half years old — we’re focused on [finding] the opportunities where we can partner with Ulta to accelerate our growth, build our awareness. As a young brand that doesn’t have a celebrity founder or celebrity backing, [those are the] top priorities for us,” said Tom Lusciatti, Polite Society’s svp of global sales, e-commerce and education.
