Glamhive, Mary Kay Global Design Studio TikTok Fashion Reality Competition Turning Heads Virtually

Lights. Camera. Fashion. Step & Repeat, a first-of-its-kind fashion reality competition hosted on TikTok, is currently turning heads on virtual runways across the world, Business Wire reported.

Created by Glamhive and the fashion-forward thinkers at the Mary Kay Global Design Studio, the competition elevates professionals in wardrobe, makeup, and hairstylists at every career level in a friendly, supportive, and inspirational five-week style competition and mentorship program on the ever-increasing social media platform TikTok.

Since its unveiling on June 22, Step & Repeat has reached the devices of millions of TikTok users worldwide, resulting in participation in more than 30 countries. Each week, Step & Repeat host Johnny Wujek (celebrity clients include Katy Perry and Mariah Carey) announces a theme-based challenge, signaling to amateur and seasoned stylists alike, across the globe that it’s time to get creative—and think outside the closet.

“I love that we are able to showcase a global creative platform and movement,” said Wujek.

“It’s been so fun to watch people interpret each theme and challenge in their own personal way. Fashion is all about bringing people together to celebrate everything that makes up the glamour: from the clothes to the makeup and the hair.”

Each round, celebrity judges Nicole Chavez (celebrity clients include Scarlett Johansson and Kristen Bell), Claire Sulmers (founder of Fashion Bomb Daily), and Andrew Fitzsimmons (celebrity clients include the Kardashians) duet some of the entries and ultimately determine winners. Each receives a cash prize and a one-hour mentoring session with one of nineteen industry leaders.

“This has been a fun, new way to connect and communicate with established creatives and the best emerging talent,” said Chavez. “I love sharing my experience and encouraging the next generation to make it to the top."

During mentoring sessions, winners receive 1:1 coaching in creating a business around makeup, hair, or style—or maybe all three. “I loved mentoring one of the incredible winners of the Step & Repeat TikTok challenge,” said Brian Underwood, Beauty & Wellness Director for Oprah Daily. “Hearing about her creative journey, the challenges she's faced over the past year, and her inspiring plan for the future was an energizing experience. And I was so impressed by the content she created. These are the creative minds of tomorrow.”

Participants aren’t just spectators—they’re building their personal businesses and learning through Step & Repeat’s experts. Stephanie Sprangers, Founder and CEO of Glamhive, says that’s by design.

“Our vision for this show is to harness the power of entertainment content and combine it with big-name talent and user-generated content,” says Sprangers. “It’s all about inclusivity and opportunity. Winners have the chance at a conversation that could truly be life-changing. This is what excites everyone the most.”

The creativity continues in the final week of the competition as the crown for creativity will culminate with the most intriguing challenge yet: rejected Met Gala themes.

“It has been remarkable to see the level of talent throughout this process,” said Fitzsimmons. “Social media is a great equalizer in that it allows anyone with a talent and a dream to share their work on a global scale. It's been so exciting to see global influences reflected throughout this competition.”

Step & Repeat has already started to garner the attention of TikTok users, topping over 1.5 million views, and has been featured in the UK Daily Mail, The Daily Front Row, and Vogue Business.

“Being a part of this competition has been thrilling, and offers an innovative view on the next big stylists, makeup artists, and hairstylists,” said Sulmers. “I've enjoyed seeing the diversity of participants, and their skills are unmatched.”

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