“Water Cult” is one of the newest TikTok subcultures making products go viral. Yes, even water has become a trend on TikTok. Nalgene, S’well, and Hydro Flask have all had their pre-TikTok moments (although Hydro Flask was on the cusp with VSCO girls), and now a new age of water bottle brands are gaining similar (organic) hype from TikTok influencers. Simple Modern water bottles were one of the first to stir excitement after TikTok influencer Tinx introduced her fans to the brand’s Classic Tumbler last fall, dubbing it an “adult sippy cup.” The Adventure Quencher Travel Tumbler, Waterdrop, Fidus Motivational Water Bottle, Coldest, Cirkul, and gallon water bottles became the next fan favorites of #hydration TikTok after influencers like Utah-based mom Rachel Parcell, Peloton instructor Emma Lovewell, lifestyle influencer Grace Atwood, and even the Kardashians shared their love for the bottles. Cirkul, which launched in 2018, notes a significant uptick in sales due to their virality on TikTok (#cirkulwaterbottle has nearly 40 million views on TikTok) as its order volume grew more than 300% from December 2020 to March 2021. YPulse has been tracking how products can gain instant virality on TikTok, and “Water Cult” (coined by writer Danielle Prescod on Instagram) has become the young consumer guide for all things #hydration. (Glossy)
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