Virality, blessing or curse?
Viral moments feel like rocket fuel, but the real story is what happens after the spike.
The spark everyone chases
Every founder wants that moment. The video that blows up. The sudden flood of comments. The Shopify dashboard flashing like a pinball machine. It feels like the dream, the shortcut, the golden ticket.
But to understand virality, you have to define it first. Virality is when a product or piece of content spreads faster than you can push it. Each viewer brings in more than one new viewer. The spread becomes exponential. At TBV we always remind founders that it takes one hundred golden BB shots to start that chain reaction. It is rarely one post or one creator. There is no silver bullet. It is usually the byproduct of layers of consistent, compounding actions.
The harder part is not going viral. The harder part is surviving it.
What actually makes things go viral
There is no exact formula for virality, but viral products tend to follow a recognizable pattern. They usually tell a simple story and solve a clear problem in a way that is easy to show on camera. The transformation is visible, the packaging pops, and the moment of discovery feels shareable. There is often a cultural hook or a sense of surprise that encourages people to send it to friends. Creators latch on because the product demos well and the videos are quick to make. Consumers latch on because they understand the idea instantly. These moments do not happen by accident, but they also cannot be manufactured on command.
TikTok, the amplifier that rewired beauty
TikTok changed the way beauty and wellness products break through. The algorithm pushes content to people who have never heard of you because discovery is interest based, not relationship based. Videos are short, easy to share, and built for speed. Trends move in hours, not weeks. A single creator can shape a narrative instantly. TikTok rewards product stories more than brand stories, which is why so many viral moments are driven by a product that performs well in a ten second demo. This creates massive trial, but it does not automatically create long term loyalty. The attention is real, but the connection is often shallow.
“Virality creates attention. A brand creates meaning.”
The blessing and the curse
Virality is intoxicating because it drives explosive awareness, draws creators into the conversation, lowers acquisition costs, and sparks retail interest. You see rapid spikes in EMV during these moments, and EMV growth often correlates with sales growth because creator activity tends to reflect consumer curiosity. For a moment, everything feels easy.
But virality also brings real challenges. A single SKU can take over your brand identity and create pressure to replicate the moment. Inventory can become a nightmare when demand swings wildly. Revenue becomes lumpy and unpredictable. Cohort retention may disappoint once the novelty fades. Retailers and potential buyers start to question whether the growth is real or just a flash in the algorithm. Chasing the next hit can distract teams from building the foundation they actually need. Virality provides speed, but enduring brands require stamina.
A cautionary tale
The rise and fade of the pink clay mask moment
A few years ago, the pink clay mask trend was everywhere, and Sand and Sky became the poster child for the movement. The brand exploded because the product was perfect for social. The bright pink formula caught attention instantly, the brush application looked satisfying, and the drying effect made every demo video feel dramatic. Creators loved it because it filmed well, and consumers loved it because it solved a simple problem in a simple way.
But the moment faded just as quickly as it arrived. Once the novelty wore off, repeat rates dropped. The results did not match the early hype, and the brand did not have a deeper story or world to keep consumers engaged. The category cooled, the trend cycle moved on, and the spike in awareness did not translate into long term brand equity. This is the difference between a viral product and a lasting business.
A rare example of virality that turned into loyalty
K18
K18 offers the opposite outcome and remains one of the clearest examples of how virality can accelerate discovery without defining the brand. The product broke through because the science was strong and the value proposition was clear. The before and after transformations were dramatic and the credibility from professional stylists fueled trust. TikTok lit the match by amplifying thousands of real demos, but the underlying story was more than a trend.
K18 sustained its growth because the product worked. Retention was high, the pro community validated the performance, and the brand expanded its roadmap with discipline. The team never rushed into opportunistic launches. They stayed focused on the core promise of repair and built a brand narrative that could carry multiple categories. Virality brought consumers to the door, but the product kept them there.
“Viral products spike. Enduring brands compound.”
The real work: building a brand that lasts
The brands that endure are not built for virality. They are built for clarity, community, and consistency. They start with a worldview, a reason to exist, and a north star that guides every creative and strategic decision. These are the brands that grow slowly and steadily, and they are also the brands buyers value most.
Below are three TBV brands that show how a strong foundation creates staying power.
Vacation
A world built on joy, nostalgia, and sensory delight
Vacation did something rare. It built an entire world before it built a product. Everything about the brand, from the playful resort inspired tone to the vintage leisure visuals, creates a world consumers want to enter. The scents feel cinematic, the packaging feels collectible, and the voice feels like a sun soaked postcard from a trip you wish you were on. Consumers return to Vacation because the products make them feel something, not just because the formulas work well. The consistency of the brand world is the engine and the creativity behind it is what gives the business real longevity.
Crown Affair
Ritual, calm, intention
Crown Affair stands out in haircare because it offers calm in a category filled with noise. The brand believes in ritual and daily care, and that belief shows up in the warm, minimal aesthetic and the thoughtful product line. Everything feels intentional, from the design language to the slow and steady expansion into new categories. Consumers stay because the products become part of their routine and the ethos resonates deeply. This is emotional loyalty, not trend chasing. Crown Affair builds trust by moving at its own pace and honoring the values that made the brand distinctive in the first place.
Dieux
Trust as a brand moat
Dieux built the kind of trust most brands wish they had. The team leads with transparency on formulas, pricing, claims, and decisions, which makes the brand feel honest in a space that often feels confusing. The voice is smart and human, and the community feels seen and respected. Product launches are thoughtful, not reactionary, and that pacing reinforces the idea that Dieux builds for the long term. Consumers believe in the mission and the science first approach, and that belief turns into real loyalty. Trust has become Dieux’s strongest competitive advantage.
So should founders chase virality
Not really. You should not design your entire business around a moment you cannot control. You should design your brand so that if a viral moment happens, you can sustain the demand and turn it into long term value. That means building a clear identity, nurturing a community, creating great products, hiring a team that executes, and focusing on consistent growth rather than spikes.
Buyers value brands that can endure for decades. They fear brands that rise too fast and fall just as quickly. Virality can lift you, distract you, or mislead you. What matters most is the foundation you build before the spike and the choices you make after it.
Final Closing
A viral moment can change your month. A real brand can change your life. Build the one that lasts.