Fenty Beauty, a cosmetics brand launched by singer Rihanna and luxury goods conglomerate LVMH, is gearing up for its first ever TikTok Shop LIVE. This will take place today at 11am PST, with an Instagram post promising “juicy deals, the chance to win exclsuive freebies and more surprises”. In a LinkedIn post, Amanda Uduku, a social commerce strategy advisor and former TikTok Partnerships Project Manager, said: “Rihanna is actually perfect for this, as she comes across funny and real, if you’ve seen her socials. ” “Also spotted, the brush she’s using in the announcement video is already linked, smart. Now that Meta is improving their social commerce capabilities, this will be the new way to get viewers to convert on both platforms.