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Fenty Beauty HELLA THICC Mascara Launch at HERE at Outernet

Fenty Beauty Launches HELLA THICC Mascara with Immersive Event at HERE at Outernet

To celebrate the launch of Fenty Beauty’s HELLA THICC mascara, HERE at Outernet welcomed over 500 members of the Fenty-fam for an unforgettable two-part event in central London. Coming just weeks after Rihanna’s iconic Super Bowl performance, the launch was a bold, interactive celebration of Fenty’s product line and brand essence.

Overview

The event began with an exclusive influencer session, later opening its doors to consumers. Guests were invited to explore, play, and experience the entire Fenty Beauty range in a space designed to immerse them fully in the brand world.

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Challenge

The Fenty team required:

  • A large-capacity venue capable of hosting 500+ guests in two sessions.

  • Flexible space to accommodate influencer content creation, consumer activation, and branded installations.

  • Opportunities to deliver a visually striking, social media-ready environment in line with Fenty’s bold, inclusive aesthetic.

Solution

HERE at Outernet was transformed into a Fenty Beauty playground, bringing the HELLA THICC campaign to life:

  • Branded Now Arcade Activation: Guests entered through the Outernet Arcade, fully wrapped in Fenty visuals for instant impact.

  • Immersive Beauty Stations: Hexagonal, Fenty-fied makeover stations offered guests the chance to try the new HELLA THICC mascara and receive a professional makeup look.

  • Dynamic LED Content: The stairs, pillars, and main 6K LED screen displayed campaign content, creating a visually cohesive experience.

  • Interactive Moments: Guests were encouraged to strike a pose with the Fenty-branded step-and-repeat and capture slow-motion videos with the popular Glambot, perfect for social sharing.

Results

The event delivered on every level, reflecting the energy, creativity, and inclusivity at the heart of Fenty Beauty:

  • Massive Brand Engagement: Over 500 guests engaged with the brand hands-on, creating hundreds of organic social posts.

  • Seamless Flow: The split schedule allowed influencers to capture content first, before welcoming consumers for an authentic, fan-first experience.

  • Immersive Storytelling: Every touchpoint — from entryway to beauty station — reinforced the HELLA THICC campaign message and celebrated Fenty’s bold approach to beauty.

Key Takeaway

The Fenty Beauty HELLA THICC Mascara Launch was a masterclass in consumer activation, turning HERE at Outernet into an interactive, Instagram-ready beauty wonderland. By combining thoughtful design, professional artistry, and a celebration of the full product line, Fenty created a powerful brand moment that resonated with fans and influencers alike.

Want to make your next product launch unforgettable? Get in touch with our events team to discover how HERE at Outernet can transform your vision into a bold, immersive brand experience.