For D’Amelio, it’s that inherent trust that has made TikTok such a springboard for perfume, despite the difficulty of communicating scent through video. It also raises the stakes for launching her own product, as TikTok audiences have high expectations for recommendations from their favorite creators. “It was important to take my time and make sure that it was absolutely perfect,” says D’Amelio. “People can’t smell things over the phone, and I need to know that [Born Dreamer] is in every aspect exactly how I want it to be.”
Born Dreamer will be available at many TikTok users’ preferred shopping destination: Ulta Beauty. The chain’s mix of affordable and high-end products make it a popular topic on the platform. And it has a special place in D’Amelio’s heart. “I’ve been going to [Ulta] since I was little, getting my dance competition makeup in my hometown,” she says.
“Ulta Beauty is thrilled to welcome Born Dreamer by Charli D’Amelio to our fragrance family,” says Penny Coy, the vice president of merchandising at Ulta Beauty. “As Gen Z’s preferred beauty destination, partnering with Charli on this exciting launch was a natural fit and one we know guests will love. We’re delighted to help bring Charli’s vision to life and invite her highly engaged fans, as well as new consumers to discover Born Dreamer exclusively at Ulta Beauty.”
At just 18, D’Amelio has already been at the center of many shifts in how we consume social media. She’s propelled TikTok fame to new heights and is a reality star with her family on Hulu’s The D’Amelio Show. Now she’s testing the waters to see if she can translate her TikTok fame into a successful perfume the way traditional celebrities have done before her.
“I am going through this new stage of my life that is adulthood, and figuring out what things I love to do versus what I liked to do two years ago,” D’Amelio says. “Obviously I’m the same person, but anyone who’s 15 versus 18 is in a very different mindset, and that’s something that I’m very excited to explore with everyone.”
Born Dreamer is available at Ulta Beauty and retails for $48 for a 50-milliliter bottle and $35 for a 75-milliliter refill.