How The Pink Stuff Went Viral: TikTok, Social Commerce & The Future of Consumer Brands
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How The Pink Stuff Went Viral: TikTok, Social Commerce & The Future of Consumer Brands
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About this listen
At Tash's latest Future Proof event in London, she sat down with Marc Curtis of Houlihan Lokey — one of the leading investment advisors in the consumer space — to talk about how brands are evolving in a digital-first world.
Marc shares the fascinating story behind The Pink Stuff, a viral cleaning product that scaled from discount shelves to global cult status without spending a penny on paid advertising — all thanks to a perfectly timed boost from Mrs Hinch and TikTok’s 'CleanTok' trend.
They also discuss:
- What makes a consumer brand attractive to buyers
- Why social commerce is coming (even if most brands aren’t ready)
- The rise of authentic, UGC-first strategies over paid performance
- Why livestream shopping could become the new QVC
- How brand founders can prepare for a future of agile, omnichannel growth
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