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This story was originally published on sister site, Modern Retail.

Ulta Beauty will soon launch on TikTok Shop.

“We are pleased to announce today an expanded strategic integration with TikTok,” Ulta Beauty CEO Kecia Steelman said during Thursday’s earnings call last week. “Next week, we will launch Ulta Beauty on TikTok Shop, where guests can purchase immediately as they engage with content from Ulta Beauty and our brands on the platform.”

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Against a saturated — and more expensive — sports marketing landscape, Lay’s is trying to recreate one of the internet’s most intimate spaces: the group chat.

The PepsiCo-owned snack brand is hosting a FIFA World Cup watch party through Meta’s WhatsApp. The group chat features celebs like Lionel Messi, David Beckham, Alexia Putellas, Thierry Henry, and Steve Carell — all of whom are posting photos, voice notes and messages around the sporting event. The group chat is part of Lay’s broader “No Lay’s, No Game” campaign, which is now in its fourth year.

From Super Bowl to World Cup

Lay’s is fresh off of the Super Bowl season, where some brands shelled out up to $10 million for a single ad slot. This is the first year “No Lay’s, No Game” campaign is being extended to the World Cup as more marketers look to expand their sports marketing portfolio.

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