Brands that got big on TikTok — and what you can learn from them

Any entrepreneur who uses TikTok for business will tell you that it isn’t just a place for funny videos, trending dances, and viral sounds.

The popular social media platform has become a hotspot for small businesses to show off their products and connect with their customers in a way that feels more personal than your average online ad.

And for some businesses, going viral on TikTok has led to some great successes. One small business, Mysterious Bookcase recently opened its first book shop in Bournemouth after its “Blind Date with a Book” marketing campaign blew up on the platform.

It’s a nice story, but far from the only one. From beauty startups to sweet shops, here are six brands that turned likes and shares into serious growth, and what you can learn from them.

1. Made By Mitchell

Before starting his business, founder Mitchell Halliday gained recognition as an influencer by sharing makeup tutorials and tips on TikTok and Instagram. He later established Made By Mitchell in 2020 – selling a lineup of makeup products including his famous Blursh liquid blushes, cream colour palettes and brushes. From the start, the brand quickly gained attention on TikTok for its bold, vibrant products, and its inclusive approach to makeup artistry.

While the products were constantly popping up on users’ “For You” pages, the brand’s success can also be attributed to Halliday’s marketing strategies – most notably his daily TikTok Lives where he packed customer orders, often adding a freebie or two as a surprise.

Just three years after launching, Made By Mitchell hit a major milestone by generating $2 million in sales in just one week. This success was followed by a record-breaking achievement in June 2024, when the brand became the first UK beauty business to earn $1 million in a single day on TikTok Shop during a 12-hour live event.

2. Hair Syrup

Like many entrepreneurs, Hair Syrup founder Lucie Macleod’s business journey started from her student accommodation kitchen. Frustrated with her unhealthy hair, Macleod began developing natural, pre-wash oil treatments to tackle dryness and damage.

What started as a personal solution quickly grew into a business as Macleod began sharing her haircare creations with friends and family. She registered Hair Syrup in 2020, and it wasn’t long before her creations started gaining traction on TikTok. As her videos went viral, more people began trying the products, and the brand quickly grew.

Macleod appeared in Series 22 of the BBC TV show, Dragons’ Den this year but was unable to secure investment. However, the appearance ended up boosting the brand’s visibility further, attracting even more attention from customers eager to buy Macleod’s products. 

Today, Hair Syrup is worth £4.5 million, making it a notable success from Dragons’ Den despite the rejection.

3. Little Moons

The beginning of 2021 saw everyone on TikTok raving about Little Moons — a brand that makes and sells mochi ice cream products. While Little Moons was founded in 2010 by sibling duo Howard and Vivien Wong, it wasn’t until TikTok caught on to its products over ten years later that the brand exploded in popularity.

Thanks to TikTok, Little Moons went from a niche treat to a must-try sensation. Influencers and everyday users started posting videos of themselves tasting the product, encouraging others to join in — adding to the platform’s food craze. 

As more people tried the product and shared their experiences, the product became a staple on TikTok, and soon enough, the demand soared – leading to a surge in sales and filling up supermarket shelves across the UK. While the Little Moons trend has quietened down since, Little Moons is worth over £100 million (as of 2022) and its mochi ice creams are sold across major retailers, including Tesco, Sainsbury’s, Waitrose, and Morrisons.

4. Poppin Candy

Everyone loves a sweet treat, and you don’t always have to wait until Halloween or a cinema trip to indulge in some good ol’-fashioned pick and mix. However, brothers Jake and Brad Wilson spotted a gap in the market when it came to getting candy and snacks from all over the world. With this, they founded Poppin Candy in 2021 and started out by building an online store and social media accounts on TikTok and Instagram.

Its strategic use of these platforms contributed to the brand’s rapid rise in success. One of its early TikTok videos, the “Animal Mania Mix” – in which an assortment of animal-related sweets are dumped into a box – garnered over a million views within five hours. From there, the brand capitalised on content around themed candy mixes and platters and its popular “freeze-dried” sweet products.

Poppin Candy continues to post regular content on TikTok and customers love the fun, nostalgic vibes and the chance to get rare or American-style sweets they can’t usually find in the UK. It’s a great example of how a small business idea — mixed with creativity and a bit of TikTok magic — can really take off.

5. Partner in Wine

The UK’s lockdown during COVID sparked inspiration for many to start side hustles, launch small businesses, or even just start a new hobby that they hadn’t thought about before. Inspiration struck Partner in Wine founder, Lucy Hitchcock when she realised there was no stylish, practical way to keep wine chilled for socially-distanced park meet-ups.

With this, Hitchcock developed insulated, reusable wine bottles and tumblers designed to keep drinks cold for up to 24 hours, or 12 for hot drinks. Hitchcock took her idea to TikTok, which quickly gained traction after showing off the product and how they can be used in everyday scenarios, such as picnics and beach trips. 

Hitchcock’s products were a hit from the start. During its early days in 2021, one of her videos went viral, racking up views and sparking a buying frenzy — leading Hitchcock to sell out her products in just a few days. As for today, Partner in Wine is still going strong, having recently launched a new cool bag product, and also boasts over 62,000 followers.

6. Binley Mega Chippy

If you were on TikTok during early 2022, you couldn’t escape the Binley Mega Chippy song. Whether you loved or hated it, it was all over everyone’s “For You” page at the time. What started as just a regular Coventry fish and chip shop suddenly became an online phenomenon thanks to the jingle and a wave of TikTok memes.

Naturally, the chippy’s internet fame drew more customers to its doors and by May 2022, people from all over the world — including France, Portugal, the United States and Australia — had come to see what the hype was all about. Major news outlets like Sky News and even the BBC also picked up the story, adding even more fuel to the chip fryer.

As trends often go, the hype for Binley Mega Chippy died down. While there are no longer queues out the door, the chippy still holds a special place in internet history. The chip shop is still open today, with favourable customer reviews and a steady stream of customers. Binley Mega Chippy might not be viral anymore, but it’ll always be a local legend.

From viral moments to lasting success

These brands show that TikTok isn’t just about 15 minutes of fame — it’s about turning those real moments into real, lasting success. From makeup brands to quirky snacks, these businesses have leveraged the platform to connect with customers, grow fast and stand out.

Whether it’s through creative content, smart marketing or just getting lucky, they’ve all successfully turned viral moments into long-term growth. It’s proof that with the right approach, TikTok can be a true game changer for small businesses.

These stories prove just how powerful social media can be when it comes to growing a business. If you’re ready to tap into it yourself, check our guides to marketing on TikTok and marketing on Instagram for tips to help you get started.