TikTok is expanding its physical event strategy in Malaysia with the launch of its first-ever BeautyFest, scheduled for October 18 at Publika Shopping Gallery in Kuala Lumpur. The 12-hour event represents the platform’s latest effort to strengthen creator relationships and offline engagement in Southeast Asia.

Under the theme “For Every Kind of Beauty,” the festival aims to connect Malaysia’s beauty creators with audiences through immersive experiences and live showcases. The initiative follows TikTok’s broader strategy of developing vertical-specific events, as seen with its Unboxed Malaysia e-commerce conference held in October 2024.

“Beauty on TikTok is not defined by one look or trend – it is defined by the people who create it,” said Nikhil Rolla, Global Business Solutions Country General Manager for TikTok Malaysia, in the announcement. The festival will feature creator-led experiences highlighting the platform’s beauty ecosystem.

Creator Participation and Content Strategy

The event will showcase established Malaysian beauty creators including Ash Edwards, Jessica Chaw, and Sabrina Mohd, alongside other emerging talent. Musical artist Mimifly is scheduled to perform, reinforcing TikTok’s cross-vertical integration strategy that connects beauty content with entertainment.

TikTok is implementing a dedicated event hashtag, #TikTokBeautyFestMY, to track engagement and extend the festival’s impact beyond the physical event space.

The BeautyFest launch comes as TikTok strengthens its e-commerce operations in Malaysia. In June, TikTok Shop Malaysia doubled its free returns window from 15 to 30 days for Mall badge products, a move that TikTok research indicates addresses consumer confidence barriers for more than 80% of shoppers.

TikTok’s commerce initiatives in Malaysia include the introduction of AI tools Symphony and One, designed to enhance content creation and e-commerce capabilities for creators and merchants.

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