The Virality Economy: How social media is driving spike in sales for D2C brands

From mCaffeine’s Powdered Coffee Body Scrub to Laneige’s Lip Sleeping Mask, several brands have seen user reviews building early momentum and triggering of a ripple effect of real, documented results shared online

A lip gloss, a hairbrush, a blender bottle, a serum - once simple utility items, now cultural artefacts riding the wave of digital virality. In today’s social media-fueled economy, a product doesn’t need years of brand-building or celebrity endorsements to succeed. All it takes is a 30-second reel, a trending sound, and a few aesthetic shots, and suddenly, it’s flying off shelves.

Across categories from beauty, wellness, fitness to home décor, even cleaning supplies, everyday products are becoming breakout stars, not because they meet a pressing need, but because they’ve become visually all-over. They’re not just things people want to use, they’re things people want to be seen owning. According to experts, for some brands - virality can even generate up to 2x to 3x surge in sales.

According to a 2024 Deloitte study, 63% of Gen Z and 49% of millennials say social media content directly influences their purchasing decisions.

Social media platforms have become powerful growth engines for brands, transforming the way consumers discover, engage with, and purchase products. Algorithms prioritise visually appealing and engaging content, allowing even small or emerging brands to reach massive audiences without traditional advertising budgets.

Through influencer collaborations, user-generated content, and viral trends, platforms like Instagram, TikTok, and YouTube create a constant stream of product exposure that builds trust and drives impulse buying. For brands, this visibility not only boosts sales but also helps build communities, spark conversations, and turn everyday products into cultural phenomena almost overnight.

“These platforms don't just showcase the products but build the desire, the buzz, making it feel like a ‘must-have’. The more people watch, save, share and create content around that product, the more hype it gets,” said Avantika Singh - Marketing, Content and Training Manager, Innisfree India. She added, “It taps into the FOMO culture where not owning the viral product can feel like missing out on something that everyone is talking about. Social media validation is real, and that’s what drives so many people to try something new.”

For brands like Laneige and WOW Skin Science, platforms like Reels and TikTok offer more than just visibility - they create instant, emotional connections. A simple ‘before and after’ or an influencer’s nighttime routine can spark virality in seconds, driven by authenticity rather than polish. In beauty and skincare, real results resonate more than ad copy, and user-generated content amplified by social media can transform a product into a movement. Even for science-led brands like FCL Skincare, which focus on treating real concerns like acne or pigmentation, traction online is proof the product works, not just that it trends.

Several brands shared the turning points when their products went viral — often a mix of timing, authenticity, and strategic groundwork. mCaffeine’s Powdered Coffee Body Scrub gained traction as a category-first innovation, with users organically posting visible results that sparked widespread attention.

Laneige’s Lip Sleeping Mask experienced a surge in popularity after a wave of creator content led to a flood of lipcare routines and ASMR videos, largely driven by the product’s sensory appeal.

For NEWME, virality is often a blend of planned drops and organic community buzz — as seen with its “Worksenity by Anushka Sen” collection, which rapidly gained traction across platforms and converted into sales.

WOW Skin Science leveraged strong visual content and user reviews to build early momentum for products like its Apple Cider Vinegar Shampoo and Vitamin C Face Wash, leading to organic social lift. Oriflame India saw consistent engagement across products like the Tender Care Lip Balm and Novage+ Capsules through a mix of content-driven education, influencer tie-ups, and partner engagement.

Innisfree’s Green Tea Seed Serum trended after everyday users began sharing their skincare routines and visibl improvements. And for FCL Skincare, virality came from genuine consumer trust — a ripple effect of real, documented results shared online, without any push from the brand.

“Virality, in reality, is driven by a mix of factors: a compelling idea, smart media reach, and just enough paid push to get things rolling,” said Ajit Narayan, CMO, Socxo. However, according to him, no amount of budget can make a bad idea go viral. If it doesn’t resonate, it doesn’t take off. What social media has truly changed is accessibility, it’s lowered the cost of entry and democratized reach so anyone can technically reach anyone with much smaller budgets than before.

Does virality translate to increased sales?

Virality can create massive visibility and spike interest, but it doesn't always translate into sustained sales. While a trending product may see an initial surge in purchases, long-term conversions depend on factors like product quality, customer experience, and brand trust. If the product doesn’t live up to the hype, the momentum fizzles out just as quickly as it began.

As Narayan puts it, “another point to remember is that going ‘viral’ is not equal to ‘selling more’. It just means getting people to become aware of your brand. And in some cases, set up for trial usage.”

However, brands were clear that virality has indeed led to increased sales and traction for them. Sumit Jasoria, Co-founder & CEO, NEWME said, “We've seen direct correlations between viral moments on Reels and Shorts and significant sales boosts. While we don't disclose specific percentages or exact order volumes for individual campaigns, we can confirm that when a particular style gains traction and goes viral, we typically see a 2x to 3x surge in sales for that specific product within a week, sometimes even higher.”

Celebrity endorsements play a key role in building credibility and driving sales. In Innisfree’s case, the No Sebum Mineral Powder gained popularity through authentic, unpaid content from beauty creators, whose genuine reviews helped build trust and boost sales. Similarly, when actress Wamiqa Gabbi came on board as brand ambassador, her content sparked increased interest and sales in her favourite picks - the Super Volcanic Pore Clay Mask and Green Tea Hyaluronic Serum.

Virality also often drives a sharp spike in new customer acquisition, as first-time buyers discover the product and make quick purchase decisions. “However, that initial excitement doesn't always translate into high-intent or loyal customers. Many may not return, making retention a key challenge. This is where brands need to double down - much like festive campaigns during Diwali or end-of-season sales, where the real value isn’t just in the volume of first-time buyers, but in what you do after the first sale to turn them into repeat customers,” said Ankur Gattani, Chief Growth Officer at WebEngage.

There’s also definitely a segment of consumers who explore more from a brand after a product goes viral, but it’s not automatic. Gattani explains that for most B2C brands, average repeat purchase rates hover around 15–20% per quarter, depending on the category. With viral products, that rate can dip to 10–12% unless the brand acts fast. “The first 7–10 days post-purchase are crucial — using high-touch strategies like encouraging a second trial or cross-selling can make a big difference. On owned platforms like the brand’s website, tactics like bundling, personalized recommendations, and limited-time offers can help convert viral interest into broader product adoption and higher order value,” he said.

However, one question remains - does that also mean that when a product goes viral, consumers are more likely to explore or add other items from the same brand to their cart?

Gattani answers that when a product goes viral and delivers on its promise, it builds immediate trust. That trust often extends to the brand as a whole, prompting consumers to explore other offerings. According to him, it's the digital equivalent of walking into a store for one item and ending up at the checkout with five. If the viral product creates a positive experience, consumers are far more likely to add complementary or trending items from the same brand to their cart, especially when the brand’s storytelling and product ecosystem are aligned.

Influencer’s role

Influencers these days play a huge role in making a product viral. “Beauty creators, especially micro and nano influencers, are central to our strategy. Their content feels real, and their communities are deeply engaged, which makes their influence incredibly potent,” said Mini Sood Banerjee- Assistant Director & Head of Marketing and

Training at Amorepacific Group. She added that at Laneige, they believe in co-creating experiences with them rather than simply pushing products. “Whether it’s a dewy skin challenge, a GRWM featuring our Lip Sleeping Mask, or aesthetic unboxings of our newest launches, we intentionally build campaign hooks that are content first and platform-native. The idea is to design moments that are not just scroll-stopping but also share-worthy, so virality becomes a natural outcome, not a forced goal.”

This was further reiterated by Vaishali Gupta, Co-founder & Chief Growth Officer, mCaffeine & HYPHEN who said that Beauty influencers and micro-creators play a pivotal role in driving demand for their products. “User generated content (UGC) is at the very core of both the brands – mCaffeine and HYPHEN. Such content is authentic, relatable and resonates deeply with viewers. And in turn, the influencers or creators end up acting as trusted voices within the community. Their content tends to carry significant weight, often influencing purchasing decisions more effectively than traditional advertising,” she said.

For Oriflame India, beauty influencers and micro-creators play a vital role, but their real strength lies in their network of Beauty Entrepreneurs — everyday women across India who act as trusted micro-influencers in their communities. Their personal transformation stories build authentic connections, especially when recommending products like NovAge or Giordani Gold.

Irina Bonich, Marketing Director, Oriflame India said, “We design campaigns to encourage user-generated content through empowerment rather than manipulation, providing our Beauty Entrepreneurs with comprehensive digital tools, product education, and content creation tips through mobile apps and training platforms like the Oriflame Business app, which offers AI-generated advice for creating engaging Reels.”

However, Jasoria noted that at NEWME, campaigns are designed with user-generated content (UGC) and virality in mind. The brand actively encourages its community to share their NEWME looks, take part in styling challenges, and creatively showcase products. This organic content builds social proof and helps spread the brand’s message authentically across platforms.

Standing out in today’s viral world

However, in today’s world cluttered with viral products - brands need more than just attention-grabbing content, they need a distinct voice and authentic storytelling. Especially when considering the fact that brands nowadays are tweaking their product design, packaging, or pricing to become more ‘viral friendly’ or ‘medium friendly’.

Narayan explains that earlier, ads across print, TV, and radio were adaptations of a central idea—not replicas. Today, the same logic applies across digital platforms. Brands must be Reel- or post-friendly, tweaking colors, packaging, and formats to suit each channel. Think Coca-Cola’s personalized bottles, Sony’s Walkman in a water bottle, Glossier’s Instagrammable pastels, or Chumbak’s quirky Indian designs, which helped the brand grow 300% year-on-year.

Manish Chowdhary, Co-Founder, WOW Skin Science said that their strategy to stand out is rooted in authentic storytelling that truly resonates with their audience. They focus on consistency in delivering high-quality content that educates and engages, rather than just promotes. “This is coupled with strategic influencer partnerships who genuinely believe in our brand values, and agile moment marketing that allows us to tap into relevant trends. By prioritizing meaningful connections and consistently delivering on our brand promise, we aim to build lasting loyalty beyond fleeting trends,” he added.

Meanwhile, Shaily Mehrotra CEO and Co-founder at FCL Skincare added that they stand out by staying true to their purpose, fixing skin concerns with clinically validated products. She stated, “the digital space may be crowded, but there’s a growing segment of consumers looking for seriousness in skincare, not just aesthetics.

That’s where we come in. We don’t use trends to define our identity; our credibility with dermatologists and visible results speak for us.”

At mCaffeine and Hyphen, cutting through the beauty clutter starts with innovation and quality—every product is backed by top-tier ingredients and advanced R&D to deliver real results and earn consumer trust. We also stay closely connected to our audience, using feedback and online trends to spot emerging needs early. A prime example: our Mango Lipscreen began as an April Fools’ prank but turned into a real product after overwhelming demand, proving the power of listening and community love.

However, it is also very important for the brand to market post-virality just as strategically as they do during the peak hype, because that’s when long-term brand equity is either built or lost. Narayan added that the post-viral phase is critical because the initial surge in attention often fades quickly. The post-virality playbook involves nurturing and reinforcing brand identity and to drive sustained engagement.

The entire D2C ecosystem in India is becoming increasingly organized - from manufacturing and warehousing to delivery and fulfillment. According to Gattani, just five years ago, if someone had a great product idea, they often lacked the infrastructure, knowledge, or partners to build and distribute it effectively. Today, however, everything is plug-and-play: contract manufacturers, third-party logistics, and digital storefronts are readily accessible. This shift has enabled a new wave of small, content-led, influencer-driven brands to flourish.

He concluded, “We’re now seeing the rise of niche brands generating Rs 10–30 crore in revenue without aiming to become the next HUL, and that’s perfectly viable. Globally, too, there’s a growing segment of million-dollar brands focused on serving hyper-specific communities. These brands succeed not through scale alone, but by having a clear narrative, a loyal tribe, and a differentiated product offering. That’s the real future of consumer brands.”