Rimmel

Qulture produced a 360 TikTok campaign for Rimmel London’s first clean makeup line. The #KindAndFree hashtag challenge activated a diverse cast of 14 TikTok creators to debunk clean beauty myths and launch the latest Rimmel franchise.

By strategizing three separate phases – tease, launch, and sustain – we were able to activate different creators who each had different interpretations of the #KindAndFree campaign pillars and create long lasting dialogue and engagement on the platform.