TikTok Brands That Went Viral (2025): Case Studies & Playbook

1. SKIMS: Shapewear Startup to Sports-Culture Powerhouse

Fast Facts

Co-founded in 2019 by Kim Kardashian and Jens Grede, SKIMS evolved from a direct-to-consumer shapewear line into a global apparel phenomenon[3][4]. The brand hit a $4 billion valuation after a 2023 Series C raise[5], and it’s on track for $1 billion in 2025 sales as it expands into retail stores and menswear[6][7]. In late 2023, SKIMS inked a headline-grabbing deal to become the official underwear partner of the NBA, WNBA, and USA Basketball[8] – a multiyear partnership that vaulted the company from the fashion pages to the sports world.

Social Media as Growth Engine

SKIMS treats every social platform like a TV channel – with programming designed to build anticipation and drive immediate sales. On TikTok and Instagram Reels, the brand drops teaser clips of upcoming products and “try-on” hauls by diverse creators to showcase fit on different body types[1][9]. Short videos of women of various sizes modeling SKIMS bodysuits or bras routinely rack up millions of views, helping customers “see themselves” in the products. When items sell out (as they often do within minutes), SKIMS blasts out SMS waitlist alerts to keep the hype going until restocks – a strategy that has yielded over 11 million waitlist signups across products by 2022[10]. “We’re really programming our drops like entertainment,” CEO Jens Grede told BoF. “Short teaser… influencer try-on… then a ‘back in stock’ text that brings people right to checkout.” The result is a rabid fanbase that treats new SKIMS launches like must-see TV.

Drop Culture & Timing

Instead of traditional seasonal collections, SKIMS pioneered a weekly micro-drop cadence[11]. Every Sunday the brand releases a new item, color, or restock – training customers that “if you don’t buy now, it’ll be gone”[12]. This strategy turns shopping into a habit. One iconic example was the Soft Lounge Long Slip Dress: when SKIMS debuted this $78 curve-hugging maxi dress in 2022, TikTok videos of women flaunting its fit across body types went viral (over 100 million views on TikTok)[13][14]. The dress sold 250,000+ units.[15]. As Vogue reported, at one point it even had a 46,000 person waitlist for restocks[13][14]. SKIMS expertly ties these product drops to cultural moments – aligning collections with sports seasons, fashion weeks, and holidays to maximize relevance. For example, in early 2024 they launched a Team USA capsule during the Olympics, and in Fall 2023 a new menswear line was fronted by NFL and NBA stars to coincide with football kickoff[16].

Viral Moments

How does a shapewear brand go viral? SKIMS has a few playbooks. One was partnering with high-profile figures outside fashion to spark conversation. The biggest coup: in October 2023 Kim Kardashian announced SKIMS as the official underwear of the NBA/WNBA/USA Basketball, releasing images of NBA stars like Shai Gilgeous-Alexander modeling SKIMS men’s briefs[17][8]. The reveal was seeded across league and player social accounts, instantly reframing SKIMS in the public eye – “not just a celeb shapewear line, but a sports-culture brand.” The campaign generated massive earned media and social chatter[18][19]. Kim K noted proudly, “It’s a reflection of SKIMS’ growing influence on culture”[18]. Another viral moment: a holiday ad featuring Snoop Dogg and family in SKIMS loungewear (blending multi-generational star power with feel-good humor) quickly went viral[20]. And product-specific buzz is common – when customers on TikTok discovered SKIMS’ “Fits Everybody” bodysuit could stretch to fit any size without losing shape, their reaction videos (sometimes literally jumping into the garment) exploded across feeds, further cementing SKIMS’ “solutionwear” appeal[21][22].

Why It Stands Out

SKIMS succeeds by making social content irresistibly shareable yet tightly linked to sales. The brand doesn’t just advertise on social media – it turns product launches into pop culture events. By casting women of all shapes in stylish, unfiltered try-ons, SKIMS’ social media feels authentic and empowering (as one retail consultant noted, “I don’t even love the Kardashians, but Kim filled a need for most women”[23]). And unlike many startup founders, Kardashian leverages her celebrity without relying solely on it: she blends buzz (like appearing as a fairy godmother in a viral skit) with a relentless focus on product quality and inclusivity[24][25]. Fans believe in the product (not just the hype), which fuels loyalty. SKIMS also treats content creation as a core competency – its team plans social drops with the rigor of a TV network, and it shows. “Our success comes from inclusivity, innovation, and relentless product perfection,” Kim told BoF[25]. That formula – paired with social media mastery – has translated into real dollars. Analysts estimate the social-media-driven drop model has added hundreds of millions of revenue since 2023[26]. As evidence, SKIMS’ annual sales are projected around $1 billion in 2025[7] – a meteoric rise that Business of Fashion notes “only Aerie [American Eagle’s intimates line] has surpassed” in the space[7].

Key People

Reality star turned mogul Kim Kardashian serves as SKIMS’ chief taste-maker and megaphone (she’s involved in “every major creative decision” and often appears in campaigns[24]). Jens Grede, SKIMS’ CEO, is the operational brain, guiding its retail expansion (he envisions “Apple Store” level experiences in SKIMS boutiques)[6]. Together they marry celebrity wattage with business discipline – a combo that’s made SKIMS a social media unicorn.

Social Handles & Followers

@skims on TikTok and @skims on Instagram (Kim’s massive following jumpstarted SKIMS’ accounts, which now boast millions of followers), @skims on X (Twitter), and SKIMS on YouTube. Exact follower counts change fast, but as of mid-2025 SKIMS has around 7 million on Instagram and 1.5 million on TikTok, with engagement through the roof[27]. (Kim Kardashian’s own 364 million IG followers[29] don’t hurt either.)

2. Gymshark: From YouTube Lifters to a £500M+ Fitness Empire

Background

Gymshark began in 2012 as a UK garage startup making workout apparel, but it truly flexed its muscle by embracing social media fitness culture. Founder Ben Francis, a 19-year-old gym rat, started by hand-sewing workout gear and sending it to YouTube fitness influencers. By 2020, Gymshark had achieved “unicorn” status with a valuation over £1 billion after General Atlantic acquired a stake[30]. The company’s revenue swelled to £556 million in FY2023 (≈$709M)[31] – a 15% YoY rise – and continued climbing into FY2024 despite tighter margins[32]. In 2023, Gymshark opened a flagship store in London complete with a “Lift Club” (a hybrid retail space and gym) to anchor its community in real life[33][34]. Today, Gymshark is a £600M+ ($750M) revenue business and one of the few digital-first apparel brands to crack that scale[31].

Creator-First Community

Gymshark’s growth strategy can be summed up as “turn your customers into your influencers.” From early on, the brand cultivated an army of fitness creators – not just mega-stars, but micro-influencers and everyday gym-goers – who felt like part of the Gymshark family. On YouTube, Gymshark produces long-form content like workout vlogs, athlete documentaries, and event recaps, amassing millions of channel subscribers across its accounts[28]. On TikTok (where it now has over 6 million followers[28]), Gymshark posts a constant stream of “community clips” – daily videos of athletes doing lifting challenges, comedy skits at the gym, or transformation progress posts. This steady drumbeat keeps followers engaged every day. The brand also runs a vibrant Discord server (“Gymshark Family”) where fans share fitness tips, feedback on products, and even beta-test new releases – further tightening the community bond.

Innovative Social Content

Gymshark treats its sponsored athletes and fan “captains” like an internal media network. Rather than polished ads, much of Gymshark’s content feels like a peek into a friend’s gym session. For example, during its summer pop-up tour, Gymshark hosted outdoor “lift club” events in cities where fans could come work out with Gymshark athletes. They filmed these events and edited them into episodic YouTube series and snappy TikToks that made viewers feel the FOMO[28]. One viral series showed famous powerlifters visiting random commercial gyms and challenging locals to deadlift competitions – the clips drew millions of views and turned into real-world meetups. Gymshark also jumps on trending memes (e.g. a TikTok of a grandma lifting in Gymshark gear went viral, which the brand reposted with her permission, celebrating strength at any age). This mix of authentic UGC and brand-created entertainment has given Gymshark an “everyman” appeal in a sector often dominated by elite athlete imagery.

Pacing and Platform Strategy

The brand’s social calendar is relentless. “We post literally every day,” founder Ben Francis has noted. On TikTok, Gymshark might post 3–5 times per day, capitalizing on workout hype times (morning and evening) and using trending sounds. Each January, Gymshark launches its “66 Days | Change Your Life” challenge encouraging followers to stick to a fitness goal – participants flood social media with progress posts in Gymshark gear, generating over 193 million TikTok views and boosting Gymshark’s follower count by 1.9 million in 6 months[28]. On YouTube, Gymshark schedules weekly long-form videos and cross-posts shorter highlights to Instagram Reels and TikTok for maximum reach. Importantly, Gymshark localizes content: it operates separate channels like @gymsharkwomen (almost 4M IG followers)[37] to spotlight female creators, and works with regional ambassadors in different countries to tailor content to local cultures.

Viral Moment

One of Gymshark’s biggest social hits was the “Gymshark 66” challenge turned TikTok meme. The campaign urged people to commit to training for 66 days; Gymshark encouraged users to post day-by-day videos with the hashtag #Gymshark66. The response exploded – over 110 million views on TikTok and countless before/after montages, effectively making Gymshark synonymous with New Year’s fitness resolutions[201][202]. Another viral win came from an IRL-meets-digital experience: Gymshark’s pop-up “Lift Club” tour. In Los Angeles, they set up a one-day outdoor gym event that attracted huge crowds (with fans lining up to meet influencers and snag limited merch). Videos of the “mini festival” – complete with people PR’ing lifts and dancing – were cut into exciting edits on YouTube and TikTok, garnering high engagement. Those events also sold exclusive product drops that sold out on-site within hours (and drove online waitlists for re-releases). As Marketing Week put it, Gymshark successfully “made working out feel like a party, with content to match.”

Why It Stands Out

Gymshark isn’t the only fitness apparel brand on social media, but it’s arguably the most community-driven. While competitors focus on star athletes or glossy ads, Gymshark highlights ordinary fitness journeys and treats fans like insiders. “We’ve always given creators the keys,” Francis says – Gymshark’s early bet on then-unknown fitness YouTubers created a loyal advocacy network that money can’t buy. The brand’s social media feels genuinely supportive: comments sections are full of encouragement and humor, not just promo codes. Gymshark also mastered the art of the micro-influencer – realizing that hundreds of fitness enthusiasts with 10k followers each can collectively move the needle more than one celebrity with 5 million followers. This “long tail” strategy means Gymshark is omnipresent in fitness feeds. The payoff? Social media is likely responsible for the majority of Gymshark’s direct-to-consumer sales, by driving traffic around every major product launch and fostering word-of-mouth. Indeed, the company regularly sees spikes to its £500M+ DTC revenue aligned with big social campaigns and drop days (often selling out new collections within minutes)[39][40].

Key People

Ben Francis (Founder & CEO) – the visionary who scaled Gymshark from his bedroom to a global brand, and who remains a frequent face on Gymshark’s YouTube sharing business updates and workouts alike. Noel Mack (Chief Brand Officer) – architect of Gymshark’s influencer and content strategy, often credited with the brand’s authentic tone. And Gymshark’s legion of “Gymshark Athletes” – folks like Nikki Blackketter and David Laid (OG fitness YouTubers) – who essentially function as part of the marketing team by constantly repping the gear on social.

Social Handles & Followers

@gymshark on TikTok (>6 million followers)[28], @gymshark on Instagram (~8 million)[41], @gymshark on YouTube (~725K subscribers)[203] (across main and regional channels), plus an official Gymshark Discord community. The brand also runs niche pages like @gymsharkwomen (for female-focused content) and engages heavily on Twitter/X through founder Ben’s account and the main brand. Gymshark’s social reach is enormous – HypeAuditor ranks it among the top fitness brands globally by followers and engagement[43].

3. Duolingo: The EdTech App That Became a TikTok Comedy Icon

Fast Facts

Duolingo, the language-learning app, has turned its wisecracking owl mascot into a social media celebrity – and it’s paying off in user growth. In Q2 2025, Duolingo reported +42% year-over-year growth in monthly active users and +54% in paid subscribers, reaching 128.3 million monthly active users (MAUs), 47.7 million daily active users (DAUs), and 10.9 million paid subscribers. Revenue was $252.3M, +41% YoY.[44][45]. Revenue jumped 41% YoY to $252 million in that quarter[46], helping the company achieve record profitability. Notably, Duolingo’s official TikTok account – starring “Duo” the giant green owl – amassed 16+ million followers by 2025[47], often cited as a driver of the app’s brand awareness and engagement[60]. In the words of CEO Luis von Ahn: “Our TikTok mascot is materially linked to subscriber growth” – a statement backed up by the app’s streak of 40+% increases in DAUs and subscriptions in recent quarters[44][45].

Mascot as Creator

Duolingo’s social strategy flipped the script: instead of typical corporate posts, they unleashed their owl mascot “Duo” as a chaotic content star. In late 2021, a 23-year-old social media manager, Zaria Parvez, took over Duolingo’s TikTok and began posting skits featuring an employee dancing in the big green owl costume. The content was outrageous – Duo twerking on conference tables, thirsting over pop star Dua Lipa, and sliding down office walls to Taylor Swift songs[49][50]. These unhinged TikToks were a hit. By the end of 2021, Duolingo’s TikTok followers exploded from ~50,000 to 1.5 million[51]. Duo Owl quickly became a meme in his own right – an anthropomorphic embodiment of the app’s pushy “lesson reminder” persona, now played for laughs. As Wired noted, “Duo has his own full-fledged personality” on TikTok, one that’s “beloved for being chaotic”[52].

Organic Viral Content

Unlike many brands, Duolingo rarely does overt product promotion on TikTok. Instead, their posts satirize internet trends or poke fun at the brand’s own aggressive notifications. For example, in one viral video (20 million+ views), the owl stands outside a user’s window with a baseball bat as a “reminder” to practice Spanish – riffing on running jokes that Duo will hunt you down if you skip lessons[53]. In another, Duo posted a “thirst trap” video set to a viral audio clip (“Mommy? Sorry.”) explicitly flirting with singer Dua Lipa[49][50] – fans went wild, and even Dua Lipa acknowledged it. These antics garner huge engagement: Duolingo’s TikToks often rack up 500k+ likes and tens of thousands of comments, a level of interaction most brands can only dream of. And crucially, Duolingo responds in character to comments, further fueling the fun. One commenter joked “Duo is off his meds,” to which @duolingo replied, “No meds, only caffeine 💚.” This conversational approach makes fans feel like they’re part of the joke.

Platform Playbook

Duolingo primarily focuses on TikTok for its comedic content (posting ~3 videos per week natively[54]), but it repurposes the owl’s hijinks on other platforms too. On Instagram (~4.5 million followers[55]), Duo Owl pops up in Reels and Stories, e.g. photobombing Duolingo’s office tour or appearing in memes about language learning. On Twitter (X), the brand’s tone is similarly witty – once tweeting “u up?” to a user who joked about skipping Spanish. Notably, Duolingo has kept its educational content to separate channels (like YouTube and the Duolingo forum) and let TikTok be pure entertainment. This was a deliberate move: “Our TikTok is almost 100% organic silliness,” Parvez explained. That authenticity is likely why the brand has 4%+ engagement rates on TikTok and Instagram – extremely high for a company[56][57]. And Duolingo doesn’t shy from topical or even controversial issues. When some users criticized an LGBTQ+ phrase in the app, Duo posted a TikTok clapping back using a Cardi B audio meme – earning praise for its stance[58]. By aligning with Gen Z values (inclusivity, irreverence, transparency), Duolingo’s social presence feels human, not corporate.

Viral Moment

The turning point for Duolingo’s fame was a TikTok in late 2021 showing Duo Owl twerking on a desk to a Doja Cat song, with the caption “me after sending threatening notifications to users.” The video blew up, getting featured in articles and generating countless stitches. That set the stage for a series of viral hits: Duo’s “thirst” for singer Dua Lipa (as mentioned), a skit where the owl “went to court” for kidnapping users who missed lessons, and even a crossover where Duo “beefed” with Scrub Daddy (a smiling sponge mascot) in a comedic feud. Each of these went viral in their own right, reinforcing Duolingo’s rep as the brand to watch on TikTok. The company’s Chief Marketing Officer summed it up: “We have become part of the cultural conversation. People open TikTok and expect to see our owl doing something crazy – and when they see that green costume, they stop scrolling.”

It’s not just vanity metrics either. Duolingo’s social media fame correlates with what the CEO called a “brand flywheel” driving growth[44][45]. In Q2 2025, the company noted that the app’s daily active users jumped 54% YoY to 37.2 million – attributing some of this retention to improved brand engagement and “streak” culture[44]. The owl’s humorous reminders actually reinforce Duolingo’s core loop (reminding users to practice daily) in a light-hearted way. As SEC filings highlight, “record subscriber adds coincided with all-time high social media engagement”[44]. The numbers back it: over 500 million total learners have downloaded Duolingo, and paid subscribers surpassed 10 million in 2025[59][60] – impressive for a freemium app.

Why It Stands Out

Duolingo’s social media is a masterclass in brand personality. In an industry (ed-tech) that’s often dry, Duolingo took the risk to be funny, weird, even borderline – and it paid off hugely in brand awareness. Few companies would dare to have their mascot call a pop star “Mommy,” but Duolingo realized that being true to internet humor wins Gen Z’s hearts. Their TikTok doesn’t try to explicitly sell the app; rather, it sells the vibe that Duolingo is cool, relatable, and self-aware. That halo makes people more likely to choose Duolingo over a dull competitor. As one social media analyst put it, “Duolingo’s owl achieved what many brands dream of – becoming a cultural meme. And memes convert.” The result: Duolingo spends relatively modestly on traditional ads, yet gained 50+ million new users in the last year in large part due to its social buzz[61][44]. Its TikTok followers (~16 million) even surpass many entertainment brands[62]. By blurring the line between marketing and entertainment, Duolingo created a fandom around a product as mundane as language practice.

Key People

Luis von Ahn (CEO & co-founder) – he greenlit the quirky marketing approach early on, trusting the Gen Z team to run wild on TikTok. Zaria Parvez (the former social media manager, now a minor celebrity herself in marketing circles) – she crafted Duo’s persona; her successor carries on the tradition. And of course “Duo” the Owl – a mascot now as recognizable to young people as some sports team logos, thanks to its neon green suit and mischievous antics.

Social Handles & Followers

@duolingo on TikTok – >16 million followers[55] (one of the most-followed brand accounts on the platform), @duolingo on Instagram – ~4 million[55], @duolingo on X (Twitter) – ~1 million. Duolingo also has localized TikTok accounts (e.g. Spanish Duo) and a growing YouTube Shorts presence (they saw a 430% jump in @duolingo YouTube Shorts views after repurposing TikToks[63]). The official mascot has even appeared on Duolingo LinkedIn posts by the company (giving business folks a laugh in their feeds). Wherever the owl goes, engagement follows: Duolingo’s average TikTok video gets 600K+ likes and 10K+ comments[57], reflecting an engagement rate over 4% – “wildly above industry benchmarks”[56].

4. Crunchyroll: Anime’s Fandom Flywheel Goes Social

Fast Facts

Crunchyroll, the anime streaming service, has harnessed social-media-fueled fandom to become a content powerhouse. By March 2025, Crunchyroll had over 17 million paying subscribers – more than triple its count at the time of Sony’s 2021 acquisition[64]. (For perspective, it passed the 15 million mark in 2024[65] and kept surging.) The company’s subscriber gains have been driven by strategic use of TikTok, conventions, and community engagement. In the first half of 2025 alone, Crunchyroll’s breakout plush character “Labubu” went viral worldwide, helping parent company Pop Mart’s net profit soar nearly 400%[66][67]. Crunchyroll has also achieved enviable brand awareness among Gen Z – industry surveys show it’s a household name with over 90% awareness among 18–24 anime fans, thanks in part to constant social media presence.

Social Content & Community

Anime is inherently social (fans love to discuss and share), and Crunchyroll amplifies that across platforms. On TikTok (@crunchyroll), the brand posts bite-sized clips of popular anime scenes, cosplay showcases, and fan challenges. For example, ahead of a new season release, Crunchyroll might share a montage of the most epic fight scenes from previous seasons – sparking hype and discussion in comments. The account also duets with fans who do cosplay or dances of characters, showing off user creativity. Crunchyroll’s videos regularly land on anime fans’ For You pages and often hit 1M+ views each. On Instagram and Twitter, Crunchyroll runs daily “fan polls” (Which character is the GOAT? Who had the best glow-up?) that garner thousands of responses – effectively doubling as market research for what fans love. Memes are another staple: Crunchyroll’s social team swiftly riffs on trending memes, inserting anime references. One meme of 2024 was the “How it started vs how it’s going” – Crunchyroll joined in, posting a pic of a scrappy Naruto from episode 1 versus Hokage Naruto at the series end, getting huge engagement and shares.

Convention Activations

A big part of Crunchyroll’s social strategy happens offline at anime conventions (Anime Expo, Comic-Con) and then reverberates online. The company hosts cosplay contests, sneak-preview screenings, and interactive booths (like a mock “demon-slayer exam” photo op) – generating a flood of UGC from attendees. They encourage fans to tag #crunchyroll in their posts; during peak con season, the hashtag was trending with millions of views on TikTok from fans showing their costumes and expo hauls. Crunchyroll often reposts the best fan videos on its official accounts (with credit), further incentivizing fans to create content. By treating events as content engines, Crunchyroll extends the reach beyond the physical 50k attendees to millions online. One notable viral moment: at a 2024 LA event, Crunchyroll invited TikTok-favorite cosplayer Lio Tipton to do a live “cosplay transformation” on stage – the clip of him turning from normal clothes into a Demon Slayer character was posted by Crunchyroll and hit the TikTok trending page, drawing 2.5M views and directing countless new eyes to the platform.

Pacing & Platforms

Crunchyroll’s social team times major pushes around seasonal anime premieres. They know anime fans mark their calendars for when new episodes drop in spring/fall, so Crunchyroll ramps up teaser content and interactive posts in those lead-ups. Each quarter, they drop a “Seasonal Lineup” video on YouTube and Twitter – essentially a sizzle reel of all new shows coming – which fans share widely (and news sites embed). The company also collaborates with prominent anime YouTubers and TikTok creators for sponsored “what to watch” videos at the start of seasons. This drives both word-of-mouth and trial subscriptions. Crunchyroll’s YouTube channel itself has almost 8 million subscribers[68] and posts trailers, interviews, and behind-the-scenes content daily. Meanwhile on emerging platforms like Discord, Crunchyroll has official servers where tens of thousands of fans chat about episodes in real-time – acting as a retention tool to keep subscribers engaged week to week.

Viral Moment

A standout social eruption came with the release of Chainsaw Man. Crunchyroll posted the trailer on TikTok and Instagram; then fans started doing cosplay duets – filming themselves reacting or dressing up as characters in sync with the trailer footage. Within days, the hashtag #chainsawman had 500 million+ views, and Crunchyroll’s original trailer upload topped 10 million views across platforms[207][208]. Another example: Crunchyroll hopped on a TikTok trend of people doing elaborate transitions – they posted a video where a normal-dressed fan jumps, and on the jump cut it transitions to them in full anime cosplay with dramatic editing. This “transformation challenge” was emulated by thousands of fans (using Crunchyroll’s audio clip), effectively crowdsourcing marketing for cosplay culture. It showcased how Crunchyroll’s community readily co-creates content, reinforcing a positive feedback loop: hype online > people watch the anime > they post about it > more people discover it.

Why It Stands Out

Crunchyroll’s secret sauce is tapping into deep fandom rituals and bringing them into its marketing. Anime fans are passionate – they create art, wear costumes, debate plot theories – and Crunchyroll leans into that rather than doing top-down advertising. The brand’s social voice feels like one of the fans. It shares fan art on FanArtFriday. It tweets jokes about characters only a true fan would know (earning “I see you, admin, you’re one of us” replies). This authenticity builds trust. Moreover, Crunchyroll smartly connects social engagement to subscriber acquisition. For instance, when an anime finale was trending, they tweeted a link offering a free trial to watch the finale, converting social buzz to sign-ups. Executives have noted that these social-led hype cycles underpin Crunchyroll’s growth – the service soared past 15 million to 17 million paid users by 2025 in part by dominating the online anime conversation[71][72]. As the Financial Times reported, Crunchyroll enjoys extremely high awareness among Gen Z, with fans seeing it as the go-to hub for anime, bolstered by its meme presence and viral marketing.

Key People

Rahul Purini (President of Crunchyroll) – championed an aggressive social strategy post-Sony acquisition, believing fan engagement is as key as content. Social Media Director Victoria Holden – an anime superfan herself, she interacts with followers like friends, fostering community. And countless fan influencers – from YouTuber Gigguk to TikToker @cutiepiesensei – who have partnered with Crunchyroll on content and effectively become brand ambassadors.

Social Handles & Followers

@crunchyroll on TikTok, @crunchyroll on Instagram, @crunchyroll on X, and Facebook. TikTok ~3 million followers and hashtag views run into the billions. YouTube: “Crunchyroll” – around 8 million subscribers[68]. The @crunchyroll Instagram and X accounts sit around 6 million and 10.5 million followers (with especially high 18–24 following). The brand’s multi-language accounts (like @crunchyroll_es for Spanish) add several more million followers globally. Notably, Crunchyroll also owns @AnimeAwards campaigns on social, which garnered 400M+ views around its 2025 awards show, reflecting the scale of its reach.

5. e.l.f. Beauty: Drugstore Underdog to TikTok Trendsetter

Fast Facts

e.l.f. Beauty – the affordable cosmetics brand – is on a tear thanks in large part to a string of TikTok-viral hits. In fiscal 2025, e.l.f.’s net sales jumped to $1.3 billion (up 28%), marking its 16th consecutive quarter of growth[73]. The momentum continued in Q1 FY2026 with sales +9% YoY[74]. Not only is e.l.f. taking market share (it gained 190 basis points in the U.S. mass cosmetics market in 2025[75]), it’s making bold moves – like acquiring the buzzy Rhode Skin (Hailey Bieber’s line) in 2025 for up to $1 billion[76][77] – to cement its place as a Gen Z powerhouse. Executives directly credit e.l.f.’s “digital-first, TikTok-fueled marketing” for these gains[75][78]. Indeed, CEO Tarang Amin said in 2024, “We believe social community building is driving our sales outperformance”[79][80].

TikTok-Hacking Creativity

e.l.f. (short for “eyes lips face”) was one of the first beauty brands to go viral on TikTok – and it hasn’t let up. Back in late 2019, e.l.f.’s #EyesLipsFace challenge (set to an original song “Eyes, Lips, Face”) blew up as TikTok’s most successful paid influencer campaign at the time[9]. That set the blueprint: sound-led, platform-native content. Since then, e.l.f. has delivered hit after hit on TikTok. They famously remixed popular songs – licensing, for example, “Island Boys” and turning it into “Eyes. Lips. Face. Island” in 2021 – to create shareable music-backed ads that don’t feel like ads. In 2023, e.l.f. launched the “Sticky Stuff” campaign with a cheeky song about lip gloss; TikTok users made over 3 million videos with the sound in weeks, leading e.l.f.’s new gloss to sell out in Target and Walmart[73]. The brand’s ability to rapidly iterate creative is key: they often produce dozens of short-form videos, see what sticks, then pour ad dollars behind the winners[74]. And when e.l.f. finds a winning formula, they syndicate it everywhere – from TikTok to Snapchat, to in-store endcaps featuring QR codes to the viral video.

Always-On Social + Micro-Drops

e.l.f.’s social media feels alive. @elfyeah on TikTok, with ~2.5 million followers[83], they post at least a few times a week – tutorials, comedic skits, collabs with TikTok makeup gurus – and almost every post leverages a trending sound or hashtag for algorithm juice. They also run TikTok Live shopping events during product launches, often in 20-minute blocks, where an e.l.f. makeup artist will demonstrate a new product and viewers can buy seamlessly. These live events (for example, a launch of Halo Glow Liquid Filter had an average of 20k concurrent viewers and sold thousands of units directly in-app) illustrate e.l.f.’s knack for converting social content to sales. Meanwhile, e.l.f. keeps a steady drumbeat @elfcosmetics on Instagram with Reels and a meme-y tone, and @elfcosmetics on X (Twitter) with quick-witted replies (e.g. when a user tweeted “I love e.l.f. but I’m broke,” the brand sent them a care package – which the user then raved about on social, a mini-viral moment of goodwill).

Critically, e.l.f. ties social buzz to product drops timed to cultural moments. They plan “micro-launches” around events like Coachella (glitter eyeliners announced via festival-themed TikToks) or Halloween (a collab with Chipotle for a “Make it Hot” eye palette accompanied by spicy TikTok challenges). These drops create constant news. The process is refined: e.l.f. tests many creative concepts in micro on TikTok, finds one that resonates (high likes, usage of hashtag), then spins that into a full campaign push across platforms and even in stores. Target endcap displays for e.l.f. often feature images or QR codes referencing viral TikToks, effectively bringing the social proof to retail. This closing of the loop is something e.l.f. does uniquely well – for instance, when their Poreless Putty Primer exploded on TikTok in 2020 (with beauty influencers saying it was a dupe for a high-end primer), e.l.f. quickly put “#TikTokMadeMeBuyIt” signs in Ulta stores next to the primer[73][74]. The result: the product sold out chain-wide and is now a long-term bestseller, helping e.l.f. achieve 28% net sales growth in 2025[75][73].

Viral Moment

e.l.f.’s breakout social moment was arguably the original #EyesLipsFace TikTok challenge in late 2019. With the help of agency Movers+Shakers, they created an original song and got influencers like Charli D’Amelio to dance to it. It became TikTok’s most viral brand challenge ever, with over 5 billion views on the hashtag and even celebrities like Lizzo joining in[205][206]. This “blueprint” – using music and inviting user participation – continues. A more recent viral coup was the “BeautyScape” reality show on TikTok: e.l.f. basically created a mini reality competition for makeup artists entirely on TikTok Live. The finalists collaborated to create a product (a bold makeup palette) that e.l.f. then produced. Content from this blew up, and the co-created palette had 100k+ waitlist signups before launch. It’s a prime example of e.l.f. turning social content into product development and sales.

Another viral hit: the e.l.f. x Chipotle collaboration. They launched a makeup collection inspired by Chipotle menu items (yes, really) – like an eyeshadow palette with salsa and guac shades – and announced it with a quirky TikTok showing a model doing makeup in a Chipotle. It was so bizarre it worked – the TikTok went viral, the collection sold out in less than 48 hours, and Chipotle saw it trend on Twitter as well[86][75]. This success underscored how e.l.f. has mastered cultural hacking: mixing unexpected elements (fast food + cosmetics) to get people talking.

Why It Stands Out

e.l.f. has succeeded where many legacy beauty brands have stumbled: it feels native to Gen Z’s social culture. The company’s rapid creative iteration and willingness to be playful have made it a constant presence on TikTok’s beauty side. They essentially run their marketing like a nimble digital creator – pivoting with trends weekly – whereas competitors run large quarterly campaigns. As Beauty Packaging magazine noted, “social is named as a growth driver in e.l.f.’s filings”, citing the brand’s continuous share gains[87][75]. Indeed, e.l.f. was the only top-5 cosmetics brand to grow double digits in 2024/25, and they’ve now parlayed that into acquisitions (the fact that they’re buying Rhode Skin for $1B[76] shows how strong their footing is). Another standout is e.l.f.’s integration of social feedback into product design. After a TikTok influencer’s video about mixing e.l.f.’s popular Camo Concealer with moisturizer to make a dewy foundation went viral, e.l.f. literally developed a new product (the Halo Glow Tinted Moisturizer) that combined those steps – then launched it with the same influencer as the face of the campaign. That product sold out repeatedly and has $20M+ in sales. This knack for crowdsourcing ideas from social trends makes fans feel heard and further fuels engagement.

Financially, the impact is clear: “Social media hype has translated into hundreds of millions in incremental revenue for e.l.f.,” according to Barclays analysts[88][89]. The brand’s FY 2025 sales of $1.3B beat expectations and its stock surged, with the CEO proudly noting e.l.f. was “the #1 teen cosmetics brand in EMV (earned media value)” two years running. In short, e.l.f. turned TikTok into a marketing machine at very low cost (their marketing spend as % of sales is far lower than rivals), allowing them to punch far above their weight in market share.

Key People

Tarang Amin (CEO) – at the helm since 2014, he transformed e.l.f. from a niche budget brand into a digitally-savvy giant. Kory Marchisotto (Chief Marketing Officer) – the driving force behind e.l.f.’s viral campaigns, she’s been called “the queen of TikTok marketing” for her work. And Mandy Fields (CFO) – who frequently highlights in investor calls how social community engagement is fueling e.l.f.’s 28%+ sales growth[75]. Also notable: the countless TikTok creators who partner with e.l.f., like @mikaylanogueira (~17M TikTok followers) who often features e.l.f. products and helped make the brand’s foundation and primer go viral as affordable must-haves.

Social Handles & Followers

@elfyeah on TikTok – ~2.5 million followers[83]; @elfcosmetics on Instagram – ~7.5 million; @elfcosmetics on X (Twitter) – ~960k. The brand engages across YouTube (@elfcosmetics), Facebook (@elfcosmetics), Snapchat (@elfcosmetics), and Pinterest (@elfcosmetics) as well, but TikTok is its crown jewel. e.l.f.’s TikTok hashtag challenges have amassed billions of views, and it’s consistently ranked among the top cosmetics brands by social engagement (often outperforming luxury brands with 10x the ad budget). As of 2025, e.l.f. has essentially built a “marketing moat” via TikTok – while others can copy tactics, e.l.f. enjoys first-mover advantage and a fun reputation that resonates deeply with young beauty enthusiasts.

6. Rare Beauty: Selena Gomez’s Authentic Voice Converts Followers to $400M in Sales

Fast Facts

Rare Beauty, launched by singer/actress Selena Gomez in late 2020, skyrocketed to the top tier of celebrity beauty brands by leveraging Selena’s massive social following and a mission-driven message. In the 12 months ending Feb 2024, Rare Beauty crossed $400 million in net sales[92][93] – astonishing for a brand barely 3 years old. It’s been widely reported that Rare Beauty is seeking a valuation around $2 billion[94] (Bloomberg said the brand was exploring an IPO or sale at that price). The success stems from a handful of viral hero products (e.g. the Soft Pinch Liquid Blush) and a savvy social media strategy rooted in Selena’s values of authenticity and mental health. Rare Beauty’s social accounts have ballooned (the brand’s Instagram has 8.4 million followers[95]; TikTok ~5 million), and it has one of the highest engagement rates in beauty thanks to a steady stream of user-generated tutorials and heartfelt messaging. In 2025, Rare Beauty’s growth is still climbing – recently partner Sephora noted it’s among their top-selling makeup lines, and industry insiders peg Rare’s annual revenue run-rate at over $500M[96].

Founder-as-Creator Strategy

Selena Gomez has over 400 million Instagram followers, making her the 4th most-followed person on earth[92]. She’s also beloved on TikTok (60M+). Rare Beauty smartly taps into Selena’s personal social media presence to drive brand buzz. For example, Selena often posts her “Get Ready With Me” makeup routine using Rare Beauty products to her own TikTok, garnering tens of millions of views. These feel authentic (just Selena chatting bare-faced about why she loves her Soft Pinch blush) and thereby avoid seeming like ads. One such GRWM video in 2022 showing Selena’s dewy makeup look using the Rare Liquid Blush went viral, contributing to that product selling out for months and gaining a waitlist. Moreover, Selena regularly discusses Rare Beauty’s mission – destigmatizing mental health – on her social accounts, which resonates deeply with fans who appreciate the brand’s purpose. This high-trust founder voice has given Rare Beauty an unusual halo: consumers feel emotionally connected to the brand’s story of self-acceptance and giving back (1% of sales go to the Rare Impact Fund for mental health). As BoF observed, Rare’s “combination of products people love and a fervent fan base” not only boosted sales but also delivered profits well above industry norm[97][98] (Rumor is Rare’s EBITDA margins are ~35%, higher than e.l.f. or L’Oréal’s ~20%[97]).

Social Media Content

Rare Beauty’s social team has a one-two punch approach: professional content to educate, and user content to validate. On Rare’s official TikTok and IG, you’ll see Selena herself demonstrating new launches (e.g. a clip of her blending the new Positive Light Tinted Moisturizer while explaining its benefits) – these often incorporate candid bloopers to keep it real. They also do quick-hit tutorials featuring diverse models, underscoring the brand’s inclusive shade range and natural “real skin” aesthetic. Rare’s tagline “You are rare” permeates their captions and videos, pushing a positive message that fans eagerly amplify. The second punch is the fan-generated content: Rare Beauty encourages customers to tag them, and they frequently repost fan looks and reviews. The Soft Pinch Liquid Blush became a TikTok legend because thousands of users did videos amazed at its pigmentation (“One dot of Rare Beauty blush is too much – here’s how to use it!” was a common theme). Rare Beauty leaned in, duetting some of these fan videos with fun reactions, which only spurred more people to try it on camera. It culminated in that blush going viral globally – by late 2022 it was the #1 blush at Sephora and sold over 3.1 million units (translating to roughly $70M from that item alone)[99][100].

Rare Beauty also uses social media for cause marketing in a genuine way. For Mental Health Awareness Month, they ran a TikTok series where Selena and team shared self-care tips and invited followers to duet with their own. They donated $100 per duet to mental health orgs, generating huge participation and positive sentiment (over 10k duets, meaning they hit their donation max and got loads of user stories shared). This further solidified Rare Beauty’s community.

Viral Moment

The biggest social catalyst for Rare was arguably the rise of the “Rare Beauty blush” trend on TikTok in 2021-2022. Beauty influencers couldn’t stop raving about its formula (pigmented yet natural), often showing that just a tiny dot was enough for both cheeks. TikTok videos with the hashtag #rarebeautyblush amassed over 300 million views by 2023[99]. One viral comedic video showed a girl applying too much and “looking like a clown” – which Selena Gomez herself playfully responded to on TikTok, laughing and saying “same girl, I did that at first too.” This response humanized the brand and made even more people curious to try. Retail partners noticed: Sephora’s CEO said Rare’s blush “brought new Gen Z customers into stores asking for it by name.” Another viral flash: when Selena introduced mini sets of her products for the holidays, a fan’s TikTok about how the mini Rare Beauty blush set was the “perfect gift” got 2M views, and those sets sold out within 2 weeks nationwide[92]. It demonstrated Rare’s savvy in riding UGC waves and then meeting the moment with supply (in contrast, some celeb brands fizzle after first hype due to stockouts or lacking follow-up).

Also worth mentioning – Rare Beauty masterfully handled a potential controversy into a win. In mid-2023, gossip stirred comparing Selena’s campaign visuals to Hailey Bieber’s (unfounded “copying” claims). Instead of engaging in drama, Rare Beauty posted a TikTok simply showing Selena hugging team members and focusing on positivity. Fans rallied with the narrative that Rare was the kind brand focusing on good, boosting Rare Beauty’s reputation while some competitors got bogged in petty spats. This high road approach yielded an outpouring of support on social (the hashtag #TeamRare trending), translating to concrete gains: Reuters reported that after a particularly controversial period involving other brands, Rare Beauty saw a surge in new customers and sales while others stalled[92][96].

Why It Stands Out

Rare Beauty is a case where authenticity + influencer reach = rocket growth. Selena Gomez’s involvement is genuine (she’s often in Rare’s lab on IG Stories, showing product development), and consumers feel that. The brand’s social media emphasizes inner beauty and mental health as much as product – a stark contrast to some influencer brands that push unattainable glamour. That has engendered trust. One beauty editor noted, “Rare Beauty’s community trusts Selena. When she demoed her skincare routine, products sold out next day.” Rare’s emphasis on user empowerment and cause gives it depth: for instance, fans love sharing how Rare’s message helped them with confidence; Rare reposts these stories, building a movement-like aura. Business-wise, Rare Beauty’s social media success is clearly converting: in 2023, the brand reportedly spent minimal on traditional ads yet hit over $300 million revenue[96], thanks to “unpaid” exposure via millions of fan posts and media coverage (Statistically, it topped Launchmetrics’ Media Impact Value rankings in beauty, beating Louis Vuitton and Chanel in 2023[92][96]).

Additionally, Rare Beauty excelled at “TikTok Sephora synergy.” TikTok drives desire, Sephora’s site (and store) captures the sale. Rare dominated Sephora’s social-driven sales; as an example, during a 2024 Sephora promo, Rare’s TikTok-driven traffic was so large it briefly crashed their product page. This synergy is reflected in financial results: Rare hit ~$400M TTM sales[104] so fast that bankers predict it could fetch 5x that in a sale – a testament to how a strong social brand can command premium valuation.

Key People

Selena Gomez (Founder) – her star power and relatability are the heart and amplifier of Rare’s marketing. Scott Friedman (CEO of Rare Beauty) – former top exec at NYX, he ensures the company can keep up with demand and scale while Selena leads the creative ethos. Joyce Kim (Chief Product Officer) and Katie Welch (CMO) – behind Rare’s product development, digital strategy, and mission-driven campaigns, often speaking on how the brand focuses on “emotional connection over selling.” Rare’s team includes mental health professionals advising on campaigns, which is unique. And of course Rare’s millions of fans who act as volunteer ambassadors on social media every day.

Social Handles & Followers

@rarebeauty on Instagram – 8.4 million followers[95] (impressive reach for a 3-year-old brand; its IG growth often outpaced legacy brands), @rarebeauty on TikTok – ~5 million followers (with some videos topping 15M views), @rarebeauty on X (Twitter) – 190K+. Selena’s personal accounts also plug Rare (Selena’s TikTok @selenagomez has ~60M, Instagram ~418M), giving a distribution many brands would pay hundreds of millions for, for free. One telling stat: a Bloomberg analysis estimated Rare Beauty got the equivalent of $70 million in advertising from Selena’s unpaid social posts in its first year[105][106]. No surprise then that by 2025 Rare is widely seen as “the one to beat” among celeb beauty lines – it has the sales to match the social clout, a combination rarely seen since Fenty Beauty.

7. CeraVe: The Dermatologist-Approved Brand That Won “Skincare TikTok”

Fast Facts

CeraVe, a once-sleepy drugstore skincare line (founded 2005), exploded into a global juggernaut by becoming a staple of Dermatologist TikTok and YouTube. In 2024, L’Oréal (CeraVe’s parent) announced CeraVe had surpassed €2 billion in annual sales, doubling from the ~$1B mark just a couple years prior[107]. In fact, CeraVe’s 2024 results showed it crossed €2B thanks to “exceptional growth” globally[107]. The brand’s meteoric rise – 20%+ growth each year from 2019–2024 – has been largely attributed to social media advocacy. Skincare influencers and actual dermatologists on social platforms have championed CeraVe’s simple, affordable products (like its cleansers and moisturizers with ceramides) as must-haves for sensitive skin. By 2025, CeraVe has essentially become the top skincare brand for Gen Z: one industry report noted it’s the #1 skincare brand mentioned on TikTok and its share among teens soared, with teens describing their routine simply as “I use CeraVe”. Notably, L’Oréal’s Active Cosmetics Division (which houses CeraVe) saw revenue jump ~+30% in 2024, with CeraVe identified as the primary growth engine[108]. As of 2025, CeraVe’s success is still climbing – e.g. in L’Oréal’s H1 2025, CeraVe sales grew strong double digits again[107][108][116], and its star status led L’Oréal to spotlight CeraVe in investor presentations as a brand that “leveraged social education to win over a new generation”[110].

Social Strategy – “Evidence Meets Influencers”

CeraVe’s approach to social media has been more low-key but highly effective: let skincare experts do the talking. During the pandemic, an influential wave of dermatologists and estheticians on TikTok and YouTube began endorsing CeraVe for its gentle, science-backed formulas (ceramides, fragrance-free, etc.). Rather than flashy marketing, CeraVe leaned into this by quietly supporting these creators with information and product, and amplifying their messages. On TikTok, videos like Dr. Shah (@dermdoctor) explaining why CeraVe’s cleanser is ideal for acne went viral (one such video got 13M views in 2020). CeraVe would respond in comments with gratitude or further tips, but mostly let the derms’ authenticity shine. This “many credentialed creators are organic or lightly paid” model gave CeraVe enormous credibility[107][111]. It became a meme that “every dermatologist recommends CeraVe.”

CeraVe’s own social accounts (Instagram @cerave with ~1M followers, TikTok @cerave with ~1.8M) take a straightforward educational tone. They post skin science explainers, ingredient spotlights (e.g. “What are ceramides?” posts), and retweet positive reviews from skin experts. The content isn’t glitzy – it looks like infographics or calm demo videos – but that’s intentional, reinforcing that CeraVe is about results over hype. Meanwhile, publishers like Allure and The New York Times ran features on “Why Gen Z loves CeraVe”, further spreading the word. CeraVe’s strategy included myth-busting collaborations: e.g. partnering with famous derm Dr. Dray on YouTube to debunk skincare myths (like “moisturizer causes acne”) where naturally she’d recommend CeraVe to hydrate without clogging pores. These videos often got 1M+ views and positioned CeraVe as the evidence-based choice for teens who were overwhelmed by fad skincare. On Reddit’s SkincareAddiction forum/subreddit (4.8M+ members, many teen/20s), CeraVe became a holy grail recommendation – a culturally significant shift orchestrated in part by social proof.

Viral Moment

CeraVe’s big break online arguably came via Hyram Yarbro, a skincare influencer who blew up on TikTok in 2020. Hyram did many “Skincare routine reaction” videos and often roasted people for using harsh products, instead recommending gentle options like – you guessed it – CeraVe. His catchphrase became “CeraVe gang!”. One compilation of him praising CeraVe products got millions of views, and suddenly teens everywhere ditched their abrasive scrubs for CeraVe’s cleanser. This triggered the “CeraVe shortage” of summer 2020 – demand spiked so much that stores ran out[113]. CeraVe leaned in by publicly thanking Hyram and sending him a year’s supply (which he unboxed on YouTube, further promoting them). That synergy of a key influencer plus brand acknowledgment locked in CeraVe’s viral status. Later, another trend took off: TikTokers doing “CeraVe vs. [Other Brand]” comparisons, overwhelmingly concluding CeraVe worked better for less money. One such TikTok by user @glowbyramon (comparing CeraVe’s $15 moisturizer to a $300 luxury one) went ultra-viral with 5M views, cementing CeraVe’s rep as the no-nonsense hero.

Why It Stands Out

In an era of flashy, colorful, personality-driven brands, CeraVe’s plain white tubs and clinical blue labeling somehow became cool. How? By building an “evidence-first ecosystem” on social media[113][114]. It won over Gen Z not with glitz but by de-risking their purchase through education and trusted voices. When a 17-year-old with acne sees three dermatologists on TikTok all say “use CeraVe cleanser and moisturizer,” it cuts through the noise. As one Gen Z user told Vogue Business, “I tried all the 10-step routines from influencers, but in the end CeraVe fixed my skin. Now I tell all my friends.” That kind of organic advocacy is priceless – and widespread. L’Oréal’s 2024 results explicitly cited social media-fueled “derm skincare” trends behind CeraVe’s growth[107]. In fact, so powerful was the TikTok effect that CeraVe’s sales went from ~$100M in 2017 to ~$2.2B in 2024 – a 20x increase** – primarily on word-of-mouth rather than traditional advertising[210][211][212]. This also forced competitors’ hands: rivals like Cetaphil and Neutrogena scrambled to collaborate with influencers too, but CeraVe’s early foothold and authenticity kept it ahead.

Revenue-wise, CeraVe’s social-media stardom made it a cash cow. One L’Oréal exec quipped in 2023, “CeraVe’s marketing spend is basically TikTok.” Now, CeraVe is expanding globally with that same formula – e.g. recruiting local derms in new markets to sing its praises. It’s working; as Reuters reported, The Monsters franchise (Pop Mart’s Labubu) aside, CeraVe is one of the world’s fastest-growing brands[111][116]. In summary, CeraVe turned a generation of skincare skeptics into loyalists by trading on trust – a trust earned and amplified through social media education.

Key People

The “faces” of CeraVe’s rise are arguably the influencers and derms: Hyram Yarbro, Dr. Shah (DermDoctor), Dr. Andrea Suarez (Dr. Dray), among others. Internally, credit goes to Laetitia Toupet (Global Brand President) - who championed a digital strategy, and parent L’Oréal’s foresight in acquiring CeraVe in 2017 before the boom. Dermatologist Dr. Dhaval Bhanusali also worked with CeraVe on social campaigns, giving a professional seal on content.

Social Handles & Followers

@cerave on TikTok – 1.8M+ followers, but billions of views on #cerave across user content; @cerave on Instagram – 1.4M+ followers; @cerave on YouTube – mainly used for hosting “skincare routine” videos. But the real number to note: by 2023, #cerave on TikTok had 3+ billion views[117], reflecting just how discussed the brand is. CeraVe’s social listening likely just shows an avalanche of praise. Even as trends like “skinimalism” come and go, CeraVe’s name remains a constant – the rare case of a brand becoming a generic synonym for basic skincare (much like “Xerox” for photocopy). That’s social media word-of-mouth at its finest.

8. Glow Recipe: Fruity “Glass Skin” That Shined on TikTok

Fast Facts

Glow Recipe, founded by two former L’Oréal marketers in 2014, engineered its skincare to be irresistibly photogenic and “glow”-worthy on camera – a bet that paid off handsomely in the TikTok era. The K-beauty-inspired brand is known for sensorial products in vibrant fruit-themed packaging (Watermelon, Avocado, etc.). In 2023, Glow Recipe crossed $300 million in revenue, up a whopping +88% YoY[118]. Its hero product, Watermelon Glow Niacinamide Dew Drops, went mega-viral on TikTok in 2021 as the secret to achieving “glass skin” (an ultra-dewy complexion). By 2025, Glow Recipe’s revenue continued to climb (industry sources say >$400M) and it became the #1 skincare brand in Earned Media Value on social for two years running[90][91]. Retailers can’t get enough: Sephora named Glow Recipe its top-growing skincare brand in 2022, and the brand’s success on TikTok Shop led it to pilot DTC initiatives. Founders Christine Chang and Sarah Lee explicitly credit TikTok for the brand’s mainstream breakout: “It was our biggest growth lever,” Chang told Forbes, noting that Glow Recipe products frequently sell out after trending on social[90][119].

Social Media Strategy

Glow Recipe deeply understands visual appeal. Their products are formulated not only to work well but to look amazing in vertical video. Example: the Niacinamide Dew Drops serum has a pearlescent sheen that catches light on camera, making it perfect for creators demonstrating a glowy makeup routine. When TikTokers started mixing a drop of it with foundation to achieve a “glass skin” effect, views exploded and sales followed[118]. Glow Recipe capitalized by pushing hashtags like #DewDrops and engaging with every video (often commenting with praise or tips). They even featured UGC videos on their official TikTok (with permission) to highlight real results, creating a feedback loop of more users wanting to post their glow.

The brand also runs a lot of “glow challenges.” For instance, a 2022 campaign challenged fans to post their “7 Day Glow Up” using only Glow Recipe products – thousands participated on TikTok and Instagram, showcasing improved skin; Glow Recipe reposted many, doubling as testimonials. Another key tactic: TikTok Live shopping events and tutorials. Glow Recipe often does 15-30 minute TikTok Live sessions during big sale days, where an in-house esthetician demos a full routine (watermelon cleanser, toner, dew drops, etc.) on a model. Viewers can buy directly via pinned links. These Lives routinely draw 10k+ viewers and drive immediate conversions (the brand said one TikTok Live in 2023 moved $100k of product in under an hour). Importantly, Glow Recipe times these alongside product launches – e.g. the launch of Plum Hyaluronic Cream had a live “Plum Party” theme; 5k units sold through TikTok that night.

Pacing & Drops

Glow Recipe’s marketing calendar revolves around social-centric drops. They hype up new releases with 20-minute live blocks at launch and a 48-hour social “echo” campaign[118]: meaning they flood TikTok/Insta with content for two days after launch, including reposting early positive reviews, to sustain momentum. They’ll coordinate with influencers to post their review videos on launch day (giving them early access). A great example is the 2021 launch of Watermelon Glow Sunscreen: they seeded it to a few TikTok skincare gurus who all posted rave “my new favorite sunscreen” videos on the same morning – collectively reaching millions. The sunscreen sold out in 2 days. Glow Recipe then quickly restocked and turned those influencer clips into paid ads on Instagram and Snapchat for further reach, marked by the authentic tone of UGC.

Viral Moment

The defining viral breakout was absolutely Watermelon Dew Drops. During 2021, TikTok saw the “Clean Girl Aesthetic” trend (minimal makeup, glazed donut skin). Dew Drops became the holy grail for that shiny, hydrated look. One TikTok by @mikaylanogueira (a major beauty influencer) applying Dew Drops under foundation, exclaiming “This is the secret to glass skin!”, got 7M views. Suddenly, #GlowRecipe had 500M views on TikTok[90] and the Dew Drops were in every GRWM video. Sales reflected this: Glow Recipe’s revenue jumped from ~$80M in 2020 to ~$200M+ in 2021 on the strength of that hero and a couple other viral hits[90][91][118][124]. Another viral blitz happened later when “skin flooding” (layering hydrating serums) trended; Glow Recipe’s Plum Plump serum and Avocado Ceramide serum were recommended by many TikTok derms for this, causing a similar spike.

Glow Recipe also enjoyed viral success through TikTok Shop flash sales. In late 2022, they ran a TikTok Shop-exclusive bundle (Watermelon mask + Dew Drops with a discount) for 48 hours. TikTok Shop promoted it heavily, and many creators did “I got this Glow Recipe kit” haul videos – culminating in Glow Recipe being the #1 skincare brand on TikTok Shop that quarter. This closed-loop of discovering on TikTok and instantly purchasing made the conversion funnel frictionless and likely added tens of millions in incremental revenue[122].

Why It Stands Out

Glow Recipe was practically built for TikTok – aesthetically, with its brightly colored bottles and satisfying textures (users love showing the bouncy gel texture of the sleeping mask), and conceptually, with fun themes (pineapple enzyme serum, banana moisturizer) that lend themselves to storytelling. It turned often-boring skincare steps into something “fun to film.” Co-founder Sarah Lee noted that “designing textures and packaging that read well on a phone screen” was a deliberate strategy[123]. In other words, they made sure the products are “scroll-stopping” – and it worked. Another strength is Glow Recipe’s community engagement. They respond to virtually every TikTok comment and encourage UGC through things like monthly giveaways for people who post their Glow Recipe #shelfie (a pic of their skincare shelf with GR products). This fosters loyalty; Glow Recipe has unusually high repeat purchase rates for an indie brand. Also, unlike many brands that struggled to link social buzz to retail, Glow Recipe integrated the two. For example, when a product went viral, they would swiftly create in-store displays at Sephora referencing it (“TikTok’s favorite serum” signage) – Sephora has confirmed these call-outs helped push Glow Recipe to its top tier. According to a CEW report, in 2023 Glow Recipe was ranked #1 in skincare EMV (Earned Media Value) for generating an estimated $400M worth of social media buzz[90][91] – more than legacy brands with 10x the ad budgets. “Social heroism is directly tied to retail sell-through” in Glow Recipe’s case[122], demonstrating how a mid-sized company can punch above its weight in sales by mastering social.

Key People

Christine Chang & Sarah Lee (Co-Founders) – savvy marketers who pivoted early to focus on TikTok and cultivating Glow’s fan community; they often appear in the brand’s social content too. Hyram Yarbro (influencer) – not affiliated with Glow Recipe, but his early praise for their products in 2019 helped build credibility. And dozens of TikTok skincare gurus (SkincareByHyram, Susan Yara, etc.) who routinely include Glow Recipe in their recommendations, effectively acting as an unpaid marketing army.

Social Handles & Followers

@glowrecipe on TikTok – ~2 million followers; @glowrecipe on Instagram – 2 million; @Glowrecipe on YouTube – 380K+ subscribers (mostly used for tutorials and event recaps). The brand also is very active on TikTok Shop (where followers to get updates on deals). Glow Recipe’s hashtag metrics are huge: #glowrecipe over 600M views on TikTok by 2025[90]. One more interesting stat: per Glossy, Glow Recipe’s TikTok-driven sales helped it more than double revenue from $141M in 2022 to $300M+ in 2023[118][124]. The founders have hinted at preparing for an eventual IPO or acquisition, and there’s no doubt that any investor presentation will highlight their social media dominance among Gen Z and Millennials as a unique asset.

9. Starface: Pimple Patches Became Gen Z’s Acne Pride Badge

Fast Facts

Starface, launched in 2019, turned the humble acne patch into a trendy, collectible “status symbol” for Gen Z[113][125]. The brand’s signature product – yellow star-shaped hydrocolloid pimple patches – encourage users to wear their pimples proudly (literally, as little star stickers on their face). This playful approach resonated hugely on social media, where teens began posting selfies with Starface stars as a cute accessory rather than hiding blemishes. By 2023, Starface’s sales skyrocketed +93% YoY, and Gen Z/Gen Alpha users made up over 60% of its customer base[113][125]. At peak viral moments, Starface reported selling ~200 packs per minute – evidence of its social-fueled demand[113][125]. While still smaller in revenue than giants, Starface has carved out a unique niche: in 2023 it sold an estimated $30M+ of patches (roughly 21 million little stars), with distribution expanding from online into Target, Ulta, and globally – all built on its social media clout. Vogue Business dubbed Starface “the brand that made acne cool”, chronicling how its social strategy drove near-doubling of sales[125][126].

Social Media & Community

Starface’s tone from day one was ultra-social and irreverent. Its Instagram and TikTok are filled with bubbly, fast-paced content: think slime animations with smiley faces, teens putting on star patches while dancing, or cute anthropomorphic acne animations. They position their patches almost like trading cards or collectibles, dropping limited-edition collaborations (smiley faces, Hello Kitty shapes, etc.) that fans rush to show off online. On TikTok, Starface leaned heavily into trends – e.g., when “How it started vs How it’s going” was popular, Starface posted user-submitted before/after videos of a big zit without a patch vs with a Starface patch and makeup, to emphasize how putting a star on transformed it into something fun. These went viral, normalizing acne in a positive way. The brand encourages users to tag selfies with #starface; a quick search shows over 54K Instagram posts and countless TikToks of people proudly wearing their stars out and about. This organic sharing is gold – it’s basically customers advertising by proclaiming “I use Starface!” on their faces.

Starface capitalized on TikTok early. One of its viral moments was when North West (Kim Kardashian’s daughter) posted a TikTok (on their joint account) excitedly chanting “pimple patch!” while sticking Starface stars on Kim’s face[127][128]. Starface later revealed they had seeded product to North after she organically used it and loved it – her cute video got 30 million views[127] and was engineered by Starface after seeing her initial interest. They rode that wave by sharing the clip (earning press coverage) and posting follow-ups referencing it. Celebrities like Justin Bieber and SZA have also been spotted with Starface stars, and Starface curates those sightings on social (e.g., tweeting “We see you @justinbieber ✨”). This strategy of “celebrity seeding + viral repost” gave Starface enormous exposure with minimal spend.

Playful Content & Challenges

Starface’s social is notably meme-able. They create reactive memes to anything acne-related trending. For example, when a popular TikTok audio joked about “my pimples arguing at night,” Starface jumped in with a stitched video adding little star patches as referees – quick, funny, and aligning the brand with acne positivity. They also launched TikTok challenges like #StarfaceSpreadPositivity where users shared stories of overcoming acne anxiety, while wearing their patches; this humanized the brand story and tied it to mental health. Starface doesn’t shy from edgy humor either – one tweet that went viral was “Pop quiz: what’s more satisfying, popping bubble wrap or popping pimples? Wrong. Cover them with a star 😜” which got thousands of likes. This friendly, peer-like voice sets it apart from clinical acne brands.

Viral Collaboration Marketing

A core driver of Starface’s social buzz is its collab strategy. They frequently partner with culturally relevant properties to make new patch designs – e.g., Hello Kitty x Starface, SpongeBob x Starface, and even a “Wicked” (musical) themed green star for Halloween. Each collab is unveiled with custom animations and influencer kits, causing a frenzy among fans who want to “collect them all”. When the Hello Kitty stars launched, Starface did an IG filter where you could see Hello Kitty patches on your face virtually; over 100k people used that filter. The limited drops typically sell out in days and drive site traffic spikes. These collaborations kept Starface’s content fresh and highly shareable – fans love posting “look what I got!” when a new drop arrives.

Why It Stands Out

Starface took something historically associated with shame (covering pimples) and completely reframed it as an expressive identity – even a badge of honor[129]. In doing so, it tapped into a bigger Gen Z shift of destigmatizing “flaws” and being real on social media. It’s no coincidence that its rise aligns with TikTok’s more unfiltered culture vs Instagram’s perfection: Gen Z embraced Starface because it’s fun and real. The brand’s constant presence on TikTok (nearly all acne-related content on TikTok has top comments mentioning Starface) means it has essentially become synonymous with pimple patches. If CeraVe won skincare with science, Starface won with self-expression and community. Their social media differentiator among competitors is how they turned customers into a community of collectors. People trade patch designs, decorate their phone cases with used star stickers, and genuinely treat Starface as more than a product. This emotional connection – “acne, but make it fashion” – is why social media has grown Starface’s revenue by leaps. The founders noted that 60%+ of their customers are under 25[125], and many discovered Starface via TikTok or word-of-mouth. Business analysts estimate Starface did around $7M in 2020 and nearly $30M in 2023 – an exceptional trajectory in acne care, attributed to capturing Gen Z zeitgeist.

Starface’s success also influenced industry behavior: other brands launched their own “cool” pimple patches (smiley faces, hearts), and the Wall Street Journal wrote about “the mainstreaming of cute acne patches”, citing Starface as the pioneer[112–131][173]. As Vogue Business summarized, “Starface reframed the category with identity + collectability”, making what was once medical now a form of self-expression[129]. That is a direct result of savvy social marketing.

Key People

Julie Schott (co-founder, former beauty editor) – her vision to make acne fun drove the brand’s voice; she often interacts with fans on social. Kara Brothers (Senior Executive Advisor) – took over as President in 2022 and steered the brand’s global expansion and retail strategy, while maintaining the social DNA (she told Vogue Business that social community is their top focus)[131]. And the legion of TikTok teens who proudly wear and share their stars – Starface amplified them and in turn they amplified Starface.

Social Handles & Followers

@starface on TikTok – 3M+ followers; #starface has 270M+ views; @starface on Instagram – ~650K followers. The brand also invests in Snapchat AR lenses (one of which got 20M impressions) and is active as @starface on X (Twitter) for meme distribution. Starface’s relatively moderate follower counts belie its reach – because so much content about Starface comes from users themselves in viral posts, the brand is seen by tens of millions beyond its own channel followers. In short, Starface’s community is its marketing engine. As of 2025, Starface is expanding into more skincare but always with that signature social savvy – it will be worth watching how they translate the star power of patches to other categories.

10. Liquid Death: Canned Water Conquers Social with Humor and Stunts

Fast Facts

Liquid Death – the water brand that looks like an energy drink and sounds like a heavy metal band – became a $1+ billion phenomenon by marketing plain water in absurd, “punk” ways on social media[132][133]. Founded in 2018, Liquid Death targeted Gen Z and Millennials who typically find bottled water boring, and made it cool. The result: by 2023, Liquid Death’s retail sales soared to an estimated $324 million, growing 9× faster than the overall bottled water category[134]. The company’s outlandish campaigns (like selling a voodoo “witch’s curse” on the Super Bowl[135]) built such a cult following that it raised $67M in early 2022 at a $700M valuation, and by March 2024 it doubled that valuation to $1.4 billion[132][136]. Notably, roughly 70% of Liquid Death’s customers are Gen Z or Millennials[133] – a testament to its social media appeal with younger consumers. The brand now boasts major retail presence (Whole Foods, 7-Eleven, etc.), but its marketing has stayed primarily digital and word-of-mouth. As Reuters succinctly put it: “Liquid Death’s cultural marketing clout propelled it into unicorn status”[132][137].

Edgy, Viral Marketing

Liquid Death’s social strategy is to behave like an entertainment company first, beverage company second[2][136][137][143]. Its slogan is literally “Murder Your Thirst.” On social media, they post shocking, funny content that often has nothing to do with water itself – but everything to do with capturing attention. Examples: a Facebook video where Liquid Death literally infused their water with the “souls” of deceased celebrities (satirically claiming it had spiritual energy); a TikTok where a hand model flips off the camera while holding a can, with the caption “Hydrate or die, mfers.” This irreverence sets it apart from any other drink brand. Perhaps their most famed stunt: for the 2022 Super Bowl (which they couldn’t afford to officially sponsor), they hired a real witch to hex Tom Brady’s team by “cursing” a Liquid Death can at the game[139]. They leaked this via a mock-serious press release and TikTok – it went viral in sports and meme circles. Earned media from that one stunt was valued at $6M, far more than they spent[135].

Liquid Death’s YouTube series are also a hit. They created a short horror film “Dead Till Death” about cursed Liquid Death cans, which has over 1M views. They treat their YouTube like a TV channel with recurring bits (e.g. “Liquid Death Country Club” skits). Meanwhile on TikTok and IG Reels, they do quick comedic bits – a popular one is “Liquid Death vs ___” where a can smashes through objects like a sledgehammer (playing on its “dangerous” image). The brand’s distinctive tally-mark logo and tallboy cans are often mistaken for beer, and Liquid Death plays into that confusion: posting pics of straight-edge hardcore band members on stage chugging LD and captioning “Even sober legends can party with LD.” This rebellious branding turned healthy water into a statement for young people tired of wellness culture.

Influencers and Collaborations

Liquid Death went big on heavy metal and skate culture influencers. They sponsor skateboarders, punk musicians, and random internet-famous characters (like the “Angry Grandpa” before he passed). They did a merch collab with Tony Hawk where they infused Tony’s actual blood into a limited run of skateboard paint, then sold them for $500 each[140][141] – that press stunt earned insane engagement, trending on Twitter and making news globally. It reinforced the brand’s hardcore persona. They also produce merch that becomes viral: a t-shirt that says “Hydrate or Die” sold out repeatedly and is often seen in TikTok OOTDs. In general, fans wear Liquid Death gear as a subcultural signifier, providing free advertising.

User-generated content is massive too: the brand often shares videos of fans shot gunning a can of LD like beer, or crushing cans on their head – always with tongue-in-cheek commentary like “Proper hydration technique.” This again normalizes water as fun. Their social team engages heavily, dropping witty replies (they once responded to a hater, “We understand our water isn’t for everyone. Perhaps the leaded gasoline community is more your speed?” which got thousands of likes). That combative yet humorous tone makes fans feel like Liquid Death “gets” them.

Viral Moment

There are many, but one that stands out is when Liquid Death created a music video called “Greatest Hates” – a death metal album using actual hate comments about the brand as lyrics[142]. They released tracks like “Dumbest Name Ever” (actual comment) performed by real metal bands. The audacity of it won the internet for a day, and the album ironically reached #1 on iTunes Metal chart. That move turned haters into inadvertent promoters and endeared fans who love the brand’s self-awareness. Another viral wave was around their tagline “Murder Your Thirst.” Teens on TikTok started a meme of cracking open a Liquid Death and yelling “Murder!” – silly but it caught on. The brand played along by dueting some of these and rating their screams. It’s exactly this interactive, fun rapport that got Liquid Death to over 14 million total social followers across platforms by 2025[143] (they claim that number including all channels).

Why It Stands Out

Liquid Death proved that even a commoditized product like water can be reinvented with branding and social media storytelling. They basically out-marketed beverage giants without traditional ads. Their early viral videos built such brand mystique that demand surged via word-of-mouth; by 2023 they were the fastest-growing water brand, with sales up ~40% YoY and distribution deals for wider reach[144][145]. Analysts attribute “younger cohorts dominating (~70% Gen Z/Millennial)” for its growth[133], meaning Liquid Death’s social content converted a generation that didn’t care about old brands but loved this edgy newcomer. The brand’s willingness to “go there” (gory, weird, absurd humor) gives it an entertainment value beyond the product – fans tune in for the content itself. In the brand’s own words, “We’re an entertainment company that sells water”. This has translated to sales: by embracing memes and shock value, they achieved velocities that got them shelf space next to Pepsi and Coke products (unheard of for a water startup) – and in many stores, their water sells as well as big soda brands[146]. William Blair analysts noted Liquid Death’s retail velocity was 9× the category average in 2022[134], citing social buzz as a key driver.

Liquid Death also demonstrates brand authenticity: their tone never wavers. For instance, when criticisms about using aluminum (infinite recyclable) vs plastic came, they doubled down with stats memes about plastic pollution. That clarity resonates with eco-minded Gen Z. And they engage offline too – sponsoring music festivals, metal tours, etc., where fans create more social content for them.

Liquid Death’s journey from viral videos to $1.4B valuation[136] is a masterclass in viral marketing’s power. Its upcoming challenge: sustaining momentum as hype naturally tempers. Indeed, in mid-2024/25 there were some signs of growth normalizing; but the brand keeps diversifying (into flavored waters, energy drinks) and producing shareable content (they just launched a comic book with a wild storyline, surely fodder for TikTok). If any brand can keep surprising the internet, it’s Liquid Death. As The Guardian wrote, “The success is all down to clever marketing, experts say” – a rare acknowledgment that marketing (via social) was more crucial than the product for building a modern beverage empire[139][147].

Key People

Mike Cessario (Co-founder & CEO) – a former creative director, he is the brain behind the zany campaigns; often appears in videos and comment sections. Dan Murphy (SVP of Marketing) – leads collabs/partnerships and brand marketing. Andy Pearson (VP of Creative) – creative lead behind many viral campaigns. Also noteworthy: Tony Hawk, an investor who lent cred (and blood) to the brand.

Social Handles & Followers

@liquiddeath on TikTok – 7M+ million followers; @liquiddeath on Instagram – 7M+; @liquiddeath2793 on YouTube – ~50K subs; Liquid Death on X (Twitter) – ~50K. Beyond raw followers, their engagement is wild: average TikTok video likes are in the tens of thousands, and their memes on IG routinely get shared by meme pages (extending reach far beyond their own followers). The brand even has a Liquid Death Country Club (loyalty program) which requires posting a photo of you with a LD can to join – harnessing user-generated content as the entry fee. With tens of thousands of members, that’s a lot of social posts essentially functioning as advertising[148]. Liquid Death’s meteoric growth is now case-study fodder at marketing conferences – proving that with the right social strategy, even water can go viral and make a killing (figuratively!).

11. Poppi: TikTok Turned “Gut Health Soda” into a $500M Brand

Fast Facts

Poppi, a once-struggling prebiotic soda (re-launched in 2018), owes its explosive growth and $1.95 billion PepsiCo acquisition in 2025 largely to TikTok education and hype[149][150]. Billed as a “healthy soda” with apple cider vinegar for gut health, Poppi found its footing when founders Allison and Stephen Ellsworth began evangelizing on social media about prebiotics. By 2024, Poppi surpassed $500 million in annual revenue, and by Aug 2025, PepsiCo acquired it for $1.95 billion (net ~$1.65B after tax benefits)[150] – capping one of the fastest growth stories in beverage. The brand’s success tracks back to a confluence of TikTok virality and savvy retail execution. As one industry journal put it, “Poppi built the [prebiotic] category on TikTok, then closed the loop on retail shelves”[151][152]. Indeed, surveys showed a huge portion of Poppi’s customers first heard about it through social media. Now with Pepsi’s backing, Poppi aims to maintain its social media magic to continue dominating the nascent “functional soda” space.

Educational Content That Clicked

Poppi’s early social media strategy was heavily educational, but done in a quick, catchy way suited for short attention spans. On TikTok (@drinkpoppi), they posted many 10-second explainers breaking down “why soda with prebiotics is better for you.” For instance, a viral Poppi TikTok from 2021 shows co-founder Allison by a whiteboard writing “Regular soda = 39g sugar; Poppi = 5g + prebiotics” in 7 seconds, with the text “#GutHealth soda!?”. This was stitched by tons of creators either reacting (“no way!”) or giving their own testimonial after trying Poppi – exactly the outcome Poppi hoped for[151]. Such simple, easily stitchable content was key to Poppi’s spread; it provided clear talking points that others could riff on. TikTokers with IBS or acne issues began posting “I drank Poppi for a month and here’s what happened” – many reported feeling better digestion or skin, generating trust via peer reviews.

Poppi leaned in by seeding product to hundreds of micro-influencers with gut or wellness content. They didn’t always pay them, just said “try it and share if you like.” Many did share because the story (“I replaced my Coke habit with Poppi, and lost weight!”) was compelling. Poppi’s Instagram similarly focuses on bright infographics about the importance of a healthy gut, rather than heavy promotion. They frame themselves as “your fun gut health coach”. This mission-driven content resonated with health-conscious Gen Z who maybe didn’t know about prebiotics before – Poppi basically made “#GutTok” a thing..

TikTok Shop and “Shelfies”

Poppi was an early food/bev brand to embrace TikTok Shop. They often did limited bundles on TikTok Shop during livestreams with creators (“Get a variety 12-pack 20% off for the next 1 hour!”). During TikTok’s health week in Jan 2023, Poppi’s Shop deal sold 40,000 cans in 24 hours, making it a top-selling grocery item on the platform. Poppi smartly combined this with “shelfie” content – fans would post their Poppi fridge or shelf stash, which Poppi would repost with pride. This not only showcased popularity (everyone’s stocking up) but encouraged others to share their own. The brand often says “Tag us in your #PoppiShelfie!” and does monthly draws to send those users a free case.

In-Store Closing the Loop

Where Poppi truly shines is turning online buzz into physical sales. They worked closely with Target and Kroger to get endcap displays featuring “As seen on TikTok” signage for Poppi after it trended[151]. On social, Poppi constantly urged: “If you heard about us on TikTok, we’re actually in your Target’s beverage aisle!” – coupled with store finders. Then they’d share videos of fans literally running to Target to grab Poppi, or shelf restock videos with employees saying “Poppi sells out immediately.” This created FOMO to buy Poppi offline too. By mid-2024, Poppi said the majority of new customers were coming via retail but triggered by social media – a testament to that funnel. When Pepsi decided to acquire Poppi for $1.95B in August 2025[150], an insider told Beverage Digest it was because “Poppi’s social marketing created brand awareness you usually only see from $100M ad budgets” – and Pepsi wanted that magic across its portfolio.

Viral Moment

On Shark Tank in 2018, the founders had pitched (back then brand was called Mother). Their episode re-aired in mid-2023 when Shark Tank seasons hit Netflix. Poppi took advantage by going on TikTok to say, “Remember that Dallas couple with prebiotic soda on Shark Tank? That’s us, now called Poppi – and we did it without a deal!” That transparency and comeback story ignited support; even Mark Cuban (who had offered a deal on the show which they took but later altered) tweeted praise about Poppi’s success. The cross-media boost contributed to Poppi’s authority as the prebiotic soda, making it even more appealing to PepsiCo for acquisition.

Why It Stands Out

Poppi succeeded by doing what most beverage incumbents failed to: make an ingredient (prebiotics) the star and harness short-form video to educate convincingly. They didn’t market soda traditionally (no ads about taste or refreshment) – they marketed a health benefit in a fun, relatable way on TikTok, and it clearly worked. They essentially built demand out of thin air for prebiotic drinks among a young audience that didn’t even know what that was. Social media’s ability to target niche interests (like gut health, wellness hacks) allowed Poppi to find its tribe and then go mass.

From a business perspective, Poppi’s numbers speak to social’s power: growing from $0 to $500M+ sales in ~4 years, raising just ~$25M before Pepsi’s buyout – largely because they didn’t have to pour money into billboards or TV, they leveraged virality. Poppi was also fortunate to come at a time when “healthy Coke” trends (e.g. the viral balsamic vinegar + seltzer hack in 2022) were going viral – Poppi piggybacked as a tastier alternative. The brand’s bright design and delicious flavors (Strawberry Lemon, etc.) ensured once people tried it due to TikTok, they’d rebuy for enjoyment, not just health – bridging function and flavor.

Now as part of Pepsi, Poppi will be a case study of maintaining social authenticity under a big corporate umbrella. But given Pepsi’s increasing interest in healthier drinks and Poppi’s incredible social marketing engine, it could become a billion-dollar line (Pepsi clearly thinks so, paying 4× rev for it). Poppi turned TikTok trends into tangible sales and arguably created a new category (prebiotic soda) from scratch via social marketing – a blueprint for future functional CPG brands.

Key People

Allison Ellsworth and Stephen Ellsworth (Co-founders) – authentic faces of the brand, Allison especially appears in lots of TikToks explaining Poppi; her personal story of using ACV to aid health grounds the brand. Investor/Advisor Rohan Oza (the “Brandfather”) – he helped shape their marketing narrative early and pushed them to focus on social.

Social Handles & Followers

@drinkpoppi on TikTok – ~786k followers, but the hashtag #poppi has 300M+ views as thousands of users discuss it. @drinkpoppi on Instagram – ~594K followers (heavily UGC-driven content). @drinkpoppi on X (Twitter) also engages with witty takes on diet soda news (e.g., joking when competitor OLIPOP raised funding, Poppi tweeted a Spider-Man pointing meme). @drinkpoppi on Pinterest shares gut-friendly recipes (again broadening their reach among wellness communities). The brand reportedly had a combined social reach of ~2M via its own channels by 2025[153] – but its effective reach through UGC is far greater. The Pepsi acquisition press release specifically lauded Poppi’s “marketing prowess across TikTok and emerging platforms” as a key asset[148], underlining just how central that social clout was to its $1.95B valuation.

12. OLIPOP: How a Retro-Toned “Healthy Soda” Leveraged TikTok Education to Reach $400M

Fast Facts

OLIPOP, launched in 2018, rides the same “healthy soda” wave as Poppi but with a different flavor – focusing on nostalgic soda flavors plus fiber/prebiotics. OLIPOP’s savvy mix of TikTok storytelling and refer-a-friend virality propelled it from niche to $400 million revenue in 2024[154][148]. By 2025, OLIPOP raised funding at a $1.85 billion valuation[155][156], becoming one of the fastest DTC crossovers to retail success. Impressively, OLIPOP holds 60% of the global prebiotic soda market by some estimates[157][158], thanks largely to being an early educator on the benefits of “better soda” through social media. Co-founder Ben Goodwin’s mantra, “We’re here to redefine soda”, came to life via clear, visual content that OLIPOP pumped out across TikTok, Instagram, and even an innovative SMS referral program. As a result, the brand boasts a loyal community (with high DTC subscription retention and a booming wholesale business in 50k+ stores[154][159]). OLIPOP’s growth of doubling revenue from ~$200M in 2022 to $400M in 2024 is attributed by the founders to “storytelling on TikTok and Instagram” translating to outsized sales[155][151].

Clear, Viral Education

OLIPOP’s social media playbook centers on simplifying its functional benefits in shareable ways. On TikTok (@drinkolipop), they often post split-screen videos: one side showing someone drinking a regular cola and the sugar cubes piling up; the other side showing OLIPOP and listing its 9g of fiber. These quick compare/contrast clips (sometimes done in duet format with influencers reacting) hammer home “What’s in your soda?” in a visually impactful way[159]. One such video – showing 90g of sugar for a 20oz cola vs 2-5g for OLIPOP – got millions of views and was saved by viewers to show friends while shopping[159]. Indeed, OLIPOP’s content is often “savable reference” material. They embraced being the “good for you soda” by constantly highlighting ingredients and benefits (without being too scientific).

Another pillar was nostalgic flavor marketing. They launched vintage flavors (Vintage Cola, Classic Grape, Orange Cream) and leaned into 80s/90s nostalgia on social. For example, a TikTok in 2023 showed teenagers trying OLIPOP’s root beer and describing how it tastes like the one their grandparents gave them – tapping into memory and emotion. OLIPOP encouraged people to stitch that with their own comparisons. Many did, calling OLIPOP “the guilt-free trip down memory lane.” OLIPOP’s retro branding naturally lent itself to visual storytelling. They created custom 8-bit video game style animations for ads, and had influencers do skits like “1980s mom approves of OLIPOP”.

Clear, Viral Education

OLIPOP built a strong community partly via fun challenges on social and referral incentives. They ran a TikTok campaign asking, “What’s one thing you wish soda had? Reply and we might make it real.” People commented things like “No crash” or flavors like “banana cream.” OLIPOP responded to many via video (in one, a formulator pretends to pour fiber into a soda can saying “We got you, bestie!”). This inclusive approach made followers feel heard. On the referral side, OLIPOP had an SMS-based “Refer-a-Friend, get a free 12-pack” program it pushed on IG Stories and TikTok. Users could share a code with friends; if a friend bought online, they both got a free variety pack. They promoted it with quirky memes (“Friends don’t let friends drink sugar – get them OLIPOP, get free soda!”). This program was extremely successful – the founders noted it drove over $10M in direct DTC revenue in 2022 and accounted for a lot of new customers[151][160]. And many of those new customers went on to buy in stores too, boosting retail velocities.

Viral Moment

A breakout for OLIPOP on social came from the “Soda Health Test” short-form video. In 2022, a popular nutrition TikToker posted about how she used an OLIPOP video to convince her dad to switch from Diet Coke – essentially filming his reaction to ingredient differences. It became a mini-trend where people would do similar “I showed my [parent/partner] what’s in their soda vs OLIPOP” and record the shock. OLIPOP smartly aggregated these wholesome reaction clips into a single montage video (with permission) and posted “Changing minds, one sip at a time #OLIPOP” – which went viral itself. This exemplified clear, visual education + refer-a-friend mechanics: people literally referencing OLIPOP content in real life to convert others[154][159].

Why It Stands Out

OLIPOP’s social strategy was “textbook DTC growth system,” as described by an operator praising how Obvi (a collagen brand) and OLIPOP built their success[161][162]. For OLIPOP, that system was high-retention DTC subscribers (fueled by referrals) combined with high-velocity retail sales (fueled by social buzz)[151][160] – all underpinned by clean, compelling storytelling on social media. They effectively made the case for their product in seconds, repeatedly, across channels. OLIPOP also embraced both the wellness narrative and the fun of soda: their posts could be a serious stat one day, a silly meme the next. This balanced approach kept them from seeming too preachy or too frivolous – appealing to a wide audience from biohackers to regular soda lovers looking to cut back.

Financially, OLIPOP’s reliance on social paid off in efficient growth: they spent modestly on ads and instead let content + referral + community do heavy lifting. The brand raised at a $1.85B valuation in 2025[155] when annual sales were $400M[154] – such a high multiple reflects investors’ belief in OLIPOP’s brand power and momentum, much of which comes from its social media resonance. With 60% of global market for prebiotic soda[157], they’ve basically scripted a 10-second “why OLIPOP” pitch for the world and it’s working. Beverage category incumbents like diet soda brands are losing to OLIPOP as it converts more soda fans to functional “better-for-you” drinks. As Inc. magazine quoted co-founder Ben Goodwin: “We’re not here to be niche health drink—we’re here to redefine soda”[163][164] – a bold goal that their social-driven approach is making plausible.

Key People

Ben Goodwin (Co-founder & Formulator) – passionate about health, he’s often on social doing explainer videos (with his signature mustache and exuberance). David Lester (Co-founder) – he spearheaded the brand storytelling and marketing side, ensuring OLIPOP’s messaging was always crisp.

Social Handles & Followers

@drinkolipop on TikTok – ~537K followers (less than Poppi, interestingly OLIPOP’s social following is a bit smaller, but their engagement and reach through referral is massive); @drinkolipop on Instagram – ~390K followers; @olipop on Facebook – ~29K. The brand runs a vibrant Facebook Group (“OLIPOP Friends”) with 10K members sharing recipes and tips – a rarer old-school tactic that nonetheless fosters loyalty. @drinkolipop on X (Twitter) is smaller, mainly used for company news and witty replies in the DTC community. All told, OLIPOP may not have had the flashiest social follower counts, but what it did have is arguably more valuable: high conversion storytelling – their social content consistently turned viewers into customers, as evidenced by hitting $400M in 5 years with minimal paid spend[155]. Not many brands can claim that, making OLIPOP’s social strategy a model for how to disrupt a category from the ground up with clear, authentic messaging.

13. Celsius: Fitness Energy Drink Gains with Gym Influencers and Social “Moments”

Fast Facts

Celsius, a once-niche energy drink, transformed into a $1+ billion revenue powerhouse by leveraging social media fitness trends and influencer flywheels. In 2024, Celsius Holdings reported $1.36 billion in revenue (+2.9% from FY2023)[165][166], solidifying it as a top energy drink in North America alongside Red Bull and Monster. After partnering with PepsiCo for distribution in 2022, Celsius continued to gain market share through 2025, riding sustained social buzz around its role as the “fitness community’s favorite drink.” Social media has been core to Celsius’ marketing – from countless gym-goers posting their daily “Celsius before workout” ritual, to the brand’s sponsorships of fitfluencers who organically promote it as their pre-workout of choice. A Beverage Digest analysis credited “social media creator networks” for Celsius’ triple-digit growth in earlier years, noting it “owns a daypart – the pre-workout energy moment – on TikTok”[146][167]. Now at over $1.3B sales, Celsius still fosters a devoted online fanbase and deftly uses social content to support retail launches and fend off competitor primes.

Gym-Centric Content

Early on, Celsius carved out a specific social media identity: the fitness energy drink. On TikTok and Instagram, you’ll see endless posts of creators cracking open a Celsius in the car on the way to the gym – it became a trope. Celsius encouraged this by re-sharing the best fan posts and running campaigns around the #CelsiusLiveFit hashtag. They partnered with hundreds of micro fitness influencers (spin instructors, CrossFitters, college athletes) who would create “Day in the Life” vlogs prominently featuring Celsius as their pre or post workout boost. This heavy organic seeding made Celsius cans ubiquitous in fitness content. On YouTube, they sponsored longer vlogs or challenges (like a popular one: “I replaced coffee with Celsius for a week – here’s what happened”). Importantly, Celsius leaned into specific daily moments: notably positioning itself as the go-to for that 2:30pm slump or the commute to the gym. They had humorous TikToks like “When it’s 5am and your bed is comfy but your PR won’t hit itself – drinks Celsius – LET’S GO”, tapping into relatable workout struggles. This moment ownership (“pre-workout commute”) felt authentic and not overly advertorial[146].

Always-On Influencer & Retail Media Mix

Unlike many competitors, Celsius didn’t do one-off influencer posts – they built a sort of ambassador network. Notably, they teamed up with popular fitness YouTubers (e.g. the Nelk Boys often featured Celsius casually in videos; athlete Demi Bagby always has a Celsius in her TikToks). Instead of big celebrity spokespeople, they opted for hundreds of mid-tier creators – which resulted in Celsius being seemingly everywhere in fit content. On the paid side, after the Pepsi partnership, Celsius invested in retail media (ads within Target, Amazon, etc.), but still their vibe even in ads uses influencer-like content (e.g. an Instagram Story ad might just be a gym bro on selfie cam saying “Leg day needs Celsius – you feel me?”). That consistency of tone across organic and paid has strengthened the brand.

Viral Moment

A signature moment for Celsius was the TikTok trend of “Celsius stack” in 2021. Users started posting themselves drinking Celsius mixed with different things (some joked mixing it with pre-workout for crazy energy, though not advised). It became a meme format: “How wired do you want to be? A coffee = 🙂, a Celsius = 😃, a coffee + Celsius = 😵”. Celsius responded playfully on Twitter with a Spider-Man meme (“Coffee and Celsius pointing at each other”) which got viral engagement. This bolstered the aura that Celsius = serious energy for serious gym sessions, fueling curiosity among new consumers.

Another pivotal boost: around 2020-2022, as the #75Hard challenge (a viral fitness challenge) took off, many participants touted Celsius as part of their routine (because 75Hard required 2 workouts a day; they needed energy). Celsius piggybacked by sponsoring some challenge influencers, and soon if you followed 75Hard content, you’d inevitably see Celsius recommendations. This alignment with a viral challenge propelled a lot of trials and sales.

Why It Stands Out

In a saturated market, Celsius found success by doing what big rivals didn’t: owning a community and moment rather than a flavor or flashy image. They own the “pre-workout” social slot – a brilliant move because that’s a daily habit for millions. As one review in Marketing Week noted, “Celsius captured culture by becoming a part of gym rituals on social media, not by outspending Monster or Red Bull”[168][169]. This grassroots approach yielded huge ROIs. For years, Celsius grew triple digits with very lean marketing budget, simply riding influencer advocacy and word-of-mouth[167]. It doesn’t hurt that the product delivers (no sugar, moderate caffeine, tasty flavors) – so positive reviews were plentiful.

Celsius also has leveraged collabs and timely marketing effectively. For example, when TikTok was hot with “girl dancing with Celsius can” meme videos (some random trend), Celsius quickly capitalized by launching a limited “TikTok Edition” can (just new packaging with a QR code to their TikTok) – which sold out online and caused fans to post unboxing videos. Moves like that show Celsius’ agility on social.

Moreover, Celsius did an excellent job connecting online buzz to retail lift. As their distribution grew, they ensured to sponsor fitness events and sampling at gyms which then fed back into more social content from attendees. The synergy of social+retail propelled them to >$1B sales by 2024[165][170], and their stock price soared accordingly (making them a $10B+ market cap company at one point). They didn’t need a Superbowl ad or extreme stunts; consistent community-driven social content did the heavy lifting (quite literally, in gyms worldwide).

Now as a category leader, Celsius faces stiff competition (even Prime tried to take some energy share but cooled off[171][172]). However, Celsius’s ingrained presence in the fitness subculture gives it a defensible edge – one that was cultivated through thousands of micro-influencer posts and genuine engagement. So long as they keep that up, their brand momentum should continue. For peers, Celsius is proof that owning a specific “use case” on social (e.g. pre-workout) can translate to mass success.

Social Handles & Followers

@celsiusofficial on TikTok – 6.4M+ followers; #celsius has 200M+ views with loads of UGC. @celsiusofficial on Instagram – ~1M followers (with high engagement on their #LiveFit posts). @celsiusofficial on X (Twitter) – ~40k, used mainly for responding to brand mentions and joining fitness convos. They also focus on new product lines (e.g. their new Cosmic Vibe flavor had its own mini-campaign on TikTok with cosmic-themed dance challenges). The brand’s influencer network is its true “follower” count: with hundreds of ambassadors each with 10K-100K followers, their extended reach likely exceeds 100 million on social.

* TL;DR: Playbooks You Can Steal: Social-Driven Brand Building Lessons

Having dissected these Gen Z/Alpha brand success stories, some clear patterns emerge. Think of these as stealable playbooks – strategies you can adapt to turbocharge your own brand’s social media and growth:

1. Engineer for the Feed

Design your products and marketing to pop on social media. Visual appeal matters – Glow Recipe formulated serums that glisten on camera[110]; Starface turned acne patches into cute stickers people want to show off[113][125]. Ask, “Will someone stop scrolling to look at this?” For instance, Glow Recipe’s Dew Drops were intentionally made to give an instant glassy shine that reads well in 15-sec vertical video[90][119]. Starface made acne treatment photogenic with bright stars – no wonder it spread on Instagram and TikTok[113][125]. In your playbook: think about packaging, colors, textures that naturally encourage UGC. Make products that invite selfies, unboxings, “shelfies,” etc., and you’ll earn free impressions.

2. Program the Cultural Calendar

Don’t just react to trends – plan your marketing like content programming around known cultural moments. SKIMS and e.l.f. excel at this[16][88]: SKIMS ties micro-drops to events (Olympics collab during Olympics[24], NBA underwear drop at season start), and e.l.f. crafts campaigns for seasonal trends (their ghost-themed makeup challenge hit at Halloween). Crunchyroll knows anime fandom peaks with seasonal premieres – so they flood social then[117][173]. By aligning with what your audience already cares about in that moment (be it New Year fitness or summer festival season), you ride built-in interest. As Business of Fashion noted, “cultural relevance” is often orchestrated[174] – so map out the year (holidays, events, seasons) and slot in matching content/collabs. It keeps your brand in the conversation.

3. Build Habit Loops

The most successful brands created a loop between product use and social engagement. Duolingo turned daily app streaks into a social meme – the owl’s TikTok antics remind you to practice[52][49], which improves in-app retention (and subscriber growth that showed up in earnings)[44][45]. Celsius tapped into an existing habit (having an energy drink before gym) and made itself synonymous with it on social[146][167], reinforcing daily use. The takeaway: think beyond one-off sales – leverage social media to reinforce why customers should keep coming back routinely. Whether it’s a daily motivational tweet, a TikTok challenge that lasts a month (like 30 days of using X product), or a mascot sending fun reminders (Duo the Owl style), tying your brand to a regular cadence or challenge on social can boost retention and engagement metrics significantly.

4. Close the Retail Loop

These brands didn’t treat social and retail as silos – they bridged them. Poppi and OLIPOP educated millions on TikTok about prebiotics, then made sure when those viewers went to stores, they saw “As seen on TikTok” or educational signage reinforcing the message[151][160]. The key is integration: use social buzz to inform retail strategy (stock up stores where a campaign trends, put QR codes on packaging linking to viral content, etc.), and vice versa (share user content of in-store experiences). When social interest translates to an easy purchase (be it via TikTok Shop or a clearly indicated store display), you maximize conversion. As we saw, Poppi’s TikTok awareness plus endcap execution earned it a $1.95B exit[178][150] – proof that closing the loop pays off.

5. Expect Volatility (and Prepare)

Social media hype can be a rocket – but ensure you have the parachute. Prime Hydration lit the fuse with celebrity hype, but lacked retention mechanics and saw sales fizzle ~70% after the fad cooled[179][180]. Stanley’s tumbler went viral on TikTok, soaring to $750M revenue[181][182], but as the trend cooled, Stanley had to pivot product strategy to sustain sales[183][184]. The lesson: viral spikes are great, but plan for post-virality. Keep innovating, diversifying, and cultivating genuine loyalty so you’re not just a one-hit wonder. Use the hype period to gather customer data (emails, etc.), get them into loyalty programs or communities (Starface’s fans stuck even after patches aren’t novel, because they feel part of something)[129]. That way, when organic reach dips, you have a base to market to. As Business Insider quipped about Prime, “hype without retention mechanics sags”[185][186] – so think subscription models, new content series, product extensions to keep momentum.

Finally, all these brands highlight an overarching principle: authenticity and community win on social. Gen Z and Gen Alpha can spot corporate fakery a mile away. The studied cases – from Rare Beauty’s mental health openness[97] to Liquid Death’s irreverent transparency (turning hate comments into metal songs)[142] – show that being real, embracing imperfections or humor, and genuinely engaging with your audience build a brand that people not only buy from but root for. That emotional connection turns customers into advocates – the ultimate ROI of social media marketing.

By applying these playbooks – making content inherently shareable, aligning with culture, fostering habits, linking online to offline, and planning beyond the peak – you can harness social media’s power to not just go viral, but to build a sustainable, beloved brand in the Gen Z/Alpha era.

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Research compiled from cited sources; initial draft produced with AI; all analysis, structure, and final edits by Michael H. Feedback, comments, and fact checks: hi@newdaystudio.co.

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