Who needs an expensive marketing strategy when you’ve got TikTok? These brands in Singapore have gone viral thanks to the popular social media platform.
It’s funny how TikTok has changed the idea of marketing. With over one billion users in the world, TikTok is the reigning social media queen. Even big brands like Nike, Red Bull, Netflix, Fenty Beauty and Guess have jumped on the bandwagon. Closer to home, we see popular names like Gojek, Watsons, Mediacorp and even government bodies like the CPF Board making themselves seen on the social media platform.
So it’s no surprise that many up-and-coming local brands and influencers turn to TikTok SG to get that one viral reel that’ll catapult their products to the FYP page. During our TikTok doom scrolling sesh, we encountered local brands that piqued our interest. Here’s a list of Singapore brands that made it big thanks to TikTok.
Local brands that got viral on TikTok SG
1. Gentle Mood
Gentle Mood redefines your shower game with a sensorial experience. The handcrafted, artisanal soaps are made with plant-derived oils and pure essential oils to renew, condition and detoxify the skin. They’re cured for at least 1,008 hours in a humidity-controlled room before packaging (plastic-free, of course!), so all the good stuff is retained in each bar. And 100 marks for the aesthetics! The soap bars are designed with gorgeous pastel gradients, natural swirly lines and even designs that mimic the sky and a slice of cake.
Gentle Mood, multiple locations including The Wyld Shop, The Editor’s Market and Weekend Sundries; also available online
2. Emporal Co
This is the label that started the popular audio clip on Tiktok that many local brands have used. Say hello to Emporal Co, a mythical candle and skincare brand. Founded by sisters Grace and Lena, Emporal Co sells hand-poured scented candles and locally handcrafted bath and body products.
The highlight? These candles are available in over 15 scents. There’s Champagne Whispers (pink champagne and guava), Garden of Eden (English pear and freesia), and Sanctuary (vanilla, sandalwood and patchouli), just to name a few. Expect a mix between mystical and a slightly gothic vibe. You’ll find everything from a Himalayan salt crystal and yugen crystal to snow serpent and skull candle holders.
Emporal Co, #03-01, 5 Kallang Pudding Road, Singapore 349309, by appointment only; also available online
3. Bag of Beautiful
Don’t be fooled by its name. Bag of Beautiful actually carries a fine range of classy and comfy footwear. Do you have wide feet or are prone to getting bunions? The soft insoles and breathable material make it a breeze to walk in. Select from mules, sandals and heels in cream, white, brown, black and other pastel colours. If you’re unsure of your size, head over to the boutique in Bright Centre for a fitting.
Bag of Beautiful, #04-65, Bright Centre, 55 Lor L Telok Kurau, Singapore 425500
4. Kal by J
Love carbs but hate the calories and health issues that come with over-consumption? Kal by J offers organic and healthy food alternatives such as konjac (a plant with a starch-like corm), walnuts and veggie chips. Founded by a passionate science major, the konjac and walnut items are certified halal and organic. As for konjac choices, there are Maggie, udon, bee hon, ban mean, rice and spinach kway teow options. Of course, it’s best to consult your doctor or dietician before adding these to your diet.
Kal by J, available online
If you know us, we love a little scrub-a-dub-dub action in the bathroom. Benew’s sugar scrubs are made with plant-based ingredients and are also cruelty-free, paraben-free and GMP certified. The scrub comes in little balls so you know how much product to use. Pick the refreshing watermelon or go floral with secret garden. The scrub is also formulated with glycerin and coconut oil so your body will be all smooth and moisturised. Amp it up with the blush gradient Glowve, an exfoliating glove to keep dry skin, keratosis pilaris, ingrown hairs, and clogged pores at bay.
Benew, available online
6. State of Shiok
Unleash your inner Picasso in a less conventional way at State of Shiok. If you’ve ever wanted to try your hand at tattooing, this place conducts pseudo tattoo sessions to tattoo a design of your choice on fake skin. There’s also an art-jamming experience where you can go crazy with some paint and express your creativity on a mini bear statue.
State of Shiok, #03-69, 195 Pearl’s Hill Terrace, Singapore 168976, by appointment only