Hair Syrup is thriving on TikTok, even after being rejected on Dragon’s Den. The U.K. hair care brand has over 330K TikTok followers and 8.3M likes on the platform, and it’s driving huge success where an investor attempt on the U.K. equivalent of Shark Tank didn’t. The 24-year-old owner kicked off her business on TikTok, after sharing a hair oil recipe she’d mixed up from a college dorm. And after failing to secure an investment from the “Dragons,” it’s still TikTok that’s growing her business. In fact, not succeeding on Dragon’s Den is a piece of brand identity mentioned in their founder story, joked about in content, and even in their TikTok bio. Now, the brand is projected to make more than £6.5M this year, which is certainly evidence of the value of Gen Z’s online fandom. (BBC)
📊 YPulse data: 20% of 13-39-year-olds buy personal care and beauty products on social media
