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Estee Lauder

Estée Lauder x TikTok
beauty's biggest IRL debut

Custom Beauty Brand Activation Sydney
// The Event

TikTok's first ever IRL event in Australia.

TikTok BeautyFest Sydney brought the platform's beauty community into the physical world for the first time. Estée Lauder secured a prime activation on the event floor, drawing a steady stream of guests through their custom-built booth.

// What We Did

A custom booth built to disappear into the set.

HeyOK integrated the Big Boi enclosed photo booth into a larger custom-built structure designed specifically for the Estée Lauder activation. Branded UX walked guests through the experience — choosing a digital overlay from the co-branded range before capturing their shot. Every session ended with a physical branded photo strip to take home.

// The Outcome

432 sessions. 870 prints. One day.

Throughput stayed consistent across the full day without a drop in print quality or guest experience. The physical photo strip gave every guest a tangible keepsake branded to both Estée Lauder and TikTok BeautyFest.

1
Day on the floor
432
Sessions captured
870
Prints delivered
2
Brand overlays available
// The Build

Enclosed. Branded. Built for throughput.

The Big Boi became the engine inside a much larger custom structure — purpose-built to match the Estée Lauder aesthetic and hold its own in a busy festival environment.

Custom overlays. Instant prints.

Custom overlays. Instant prints.

Guests chose from a curated set of digital overlays representing each brand — Estée Lauder and TikTok — before their session began. The branded UX made the choice intuitive and kept the queue moving.

Each session produced a physical photo strip printed with co-branded artwork. A keepsake guests actually kept.

Big Boi + Custom Enclosure + Branded UX + Photo Strip

The output.

Branded photo strips and portrait captures from TikTok BeautyFest Sydney.

Four young women posing in a photo booth at TikTok BeautyFest Sydney, three making duck faces and one smiling, against a purple glittery backdrop with TikTok BeautyFest branding printed below.
Photo Strip
Portrait
A young woman with long brunette hair applies lip product against a purple glitter backdrop, photographed at the TikTok BeautyFest event in partnership with Estée Lauder. The image is presented in a clean white photo booth print format with co-branded logos at the bottom.
Branded Print
Portrait
// On the Ground

On the floor at BeautyFest.

A large custom-built purple and blue glittery photo booth installation branded with TikTok BeautyFest and Estée Lauder logos, featuring rounded edges and an open doorway, set inside a dark event hall with velvet rope barriers and other brand activations visible in the background.
Custom booth exterior
Booth in action
Guest experience
A large purple glitter-clad 'For You Booth' photo activation pod branded with TikTok BeautyFest and Estée Lauder logos, set up on an event floor with purple ambient lighting, mirrored panels, and various brand booths visible in the background.
Activation detail

What we delivered.

  • BoothBig Boi enclosed photo booth
  • EnclosureCustom-built branded structure
  • UXBranded guest journey with digital overlay selection
  • OutputPhysical co-branded photo strip
  • OverlaysEstée Lauder and TikTok brand options

Event details.

  • ClientEstee Lauder
  • EventTikTok BeautyFest
  • ActivationCustom
  • LocationSydney
  • Duration1 Day

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