Bella Poarch is TikTok’s breakout magnificence star – Shiny
If you look at the list of the top TikTok videos of 2020, the # 1 creation isn’t by Charli D’Amelio or Addison Rae – It’s from Bella Poarch.
After Poarch shot her first TikTok video in April this year, she skyrocketed to over 47 million followers. Their August lip-syncing video, “M to the B,” was announced by TikTok on December 2nd as the app’s best post of the year based on “Views and Impact”. It received more than 535 million views and 43 million likes. She has now caught the attention of the beauty and fashion worlds, posting videos with James Charles as well as promotions for Valentino, Eos and Moncler for the past three weeks.
“She’s seen quite a meteoric rise on TikTok,” said Soyoung Kang, CMO of Eos, who hired Poarch for a video campaign for his new lotion, which was released in late November. “What I personally love about their style is how fresh and unique it is. What she does is pretty fascinating. “Poarch’s look is inspired by her interest in anime. In a series of videos she recently made with James Charles, her caption describes this as the “Nightmare Before Christmas” aesthetic.
Popular content from Poarch includes lip-syncing, dancing, singing, and game videos. Her lip-sync videos with the “face zoom” effect helped make her famous on the app and sparked several viral trends. Her Instagram bio states that she is a Filipina and a US Navy vet, though details about her life are sparse. So far she has been holding back; Their representatives declined a request for an interview.
Your branded businesses have multiplied in recent weeks. The The Eos campaign was their third brand collaboration at TikTok and their first beauty partnership. Last weekend she appeared in a TikTok ad campaign for Valentino’s Voce Viva fragrance that launched in September. Other participants were the face of the fragrance, Lady Gaga, as well as five other influencers, including Chriselle Lim and Bryanboy. The Poarch-sponsored entry also promoted the brand’s retail partner, Sephora.
“It was our very first TikTok campaign we ran for the brand, and it’s a relatively new platform for our division as a whole.” said Kristan Maurer, assistant vp for integrated communication for L’Oréal’s designer fragrance portfolio. “We’re trying to find out if we can get in touch with this younger audience.” The campaign hashtag has generated 19.2 million views on TikTok so far. Poarch’s Video made 13.2 million of them.
“We feel very lucky that she wanted to work with us,” said Kang, who found that Eos is looking for rising stars. Previously, the brand had hired Charli D’Amelio for the first ad on the platform during the holiday season in 2019. Poarch’s Eos campaign video received 3.4 million likes and 24.2 million views.
Poarch’s Moncler and Valentino fragrances (she wore a designer house dress in the video) show her rise as a beauty and fashion influencer. “We love working with our fashion colleagues and making sure it’s a 360[-degree] Image of the brand, ”said Maurer.
Poarch was also open to the online discussion of mental health. In a December 2 post on her social media profiles, she posted a note saying she was “in a really dark place” before starting her TikTok career and shared details of her mental health issues. “My life changed overnight because of an app someone told me to download,” she wrote.
“She talks about mental health problems [has shown] her strong voice, ”and Valentino is looking for influencers who“ have something meaningful to say, ”said Maurer.
Valentino’s TikTok campaign process is to “give the influencers complete creative freedom,” said Maurer. “You want to make sure that your content is authentic to the influencer, more so than on any other social platform you work on. We let them decide and suggest what their content should look like. “