One of the viral products that had incredible success on TikTok wasn’t even a new product. Clinique Almost Lipstick in Black Honey debuted in 1971, meaning it’s been available for over 50 years across various product categories. In 2021, the product went viral after influencers shared comparisons, highlighting its unique characteristics: long-lasting wear and versatility for all skin tones. This success was incredibly timely, as consumers were seeking a ‘makeup, but no makeup’ look. As a result, it amassed over 450 million views on TikTok and quickly sold out in both Sephora and Ulta.”
Another great example is the Sol de Janeiro Brazilian Bum Bum Body Cream, which had already been a favorite in the beauty world for years before going viral on TikTok. Building on its established popularity, the brand maintained consistent messaging that emphasized its standout qualities—from its unique scent to its skin-firming ingredients. After going viral, the product garnered more than 6,000 glowing reviews on Sephora, with fans raving about its effectiveness.
Actionable tips for TikTok:
Engaging content that attracts consumers to your products. Look at your competitors— not for content ideas but ways that you can offer a completely different angle to compete with.
Use the problem + solution approach. I have an issue with ____ and here’s how we can help you solve it. Rage bait, controversy and problem oriented content are the top forms of content that go viral for a reason— real people can relate to sucky situations. And here you come, like a knight in shining armor with a solution to it. A win all around!
Build consistency in sharing content on the platform. All of this of course will be contingent upon the potential shut down of TikTok. One thing that all the viral products have in common is consistency in sharing and promoting their products. Clear, consistent messaging preps brands viral hold.
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