Quick Facts
- Ulta Beauty’s first TikTok Shop livestream, co-hosted with Ice Spice on July 22, generated 178,000 views and 5.95 million impressions.
- Ice Spice’s debut fragrance, In Ha Mood, launched exclusively on Ulta Beauty’s TikTok Shop before a wider rollout on UltaBeauty.com beginning August 19.
- Fragrance totaled $400 million in TikTok Shop sales in 2025, while the platform’s beauty category grew 126% year over year.
Ulta Beauty ran its first TikTok Shop campaign on July 22, partnering with rapper Ice Spice to soft-launch her debut fragrance, In Ha Mood. The livestream marked the first time a celebrity co-hosted a live shopping event through Ulta Beauty’s TikTok channel.
According to Revlon, which holds the licensing deal for the fragrance, the stream drew 178,000 total views and 5.95 million impressions. Ice Spice brings 14.1 million TikTok followers to the partnership, compared to Ulta Beauty’s 1.8 million on the platform.
In Ha Mood Eau de Parfum is named after Ice Spice’s 2023 single from her debut EP, Like…? The scent opens with Queen Royale Accord, pear, and wild raspberry, moves into plum blossom, rose, and magnolia, and finishes with magenta moss, vanilla absolute, and amber. It is available in three sizes: 0.33 oz for $28, 1.0 oz for $58, and 3.4 oz for $79.
The livestream was hosted alongside TikTok creators Michelle York, who has 295,000 followers, and Kelsey Martinez, who has 446,000. Consumers could purchase the fragrance on Ulta Beauty’s TikTok Shop only while supplies lasted during the stream.
Revlon announced its licensing deal with Ice Spice in May 2025. CEO Michelle Peluso called it a step in revitalizing the company’s fragrance business following its bankruptcy. Ulta Beauty launched its TikTok Shop in March 2026 with more than 15 brands and 25-plus exclusive bundles.
The July 22 event represented phase two of Ulta’s TikTok strategy. Linda Suliafu, VP of Merchandising at Ulta Beauty, said the company is focused on creating exclusive launches that keep Ulta at the center of fragrance and culture. She pointed to Ice Spice’s TikTok community as a specific reason the launch fit the platform.
Chief Merchandising and Digital Officer Lauren Brindley said the goal is to use creator-led storytelling and livestreams to build a halo effect that carries momentum from TikTok into Ulta stores and e-commerce.
Ulta’s fragrance category has posted double-digit comparable sales growth, driven largely by new and exclusive brands. Fragrance generated $400 million on TikTok Shop in 2025, trailing skincare at nearly $600 million and makeup at $562 million.
Sephora has not launched a TikTok Shop. Ulta now holds a first-mover advantage in building infrastructure and creator relationships on the platform. The wider release of In Ha Mood on UltaBeauty.com is scheduled for August 19.
