Once a niche corner of the beauty aisle, soap has become a viral star on TikTok – with some brands pulling in millions of views (and just as many sales) with videos that are clever, quirky, and surprisingly low-budget.
In this post, we’re breaking down how real soap brands are using TikTok to build audiences, launch products, and grow fast – from playful content strategies to packaging that makes people stop scrolling.
You’ll learn what brands like Dr. Squatch, Lush, Soap & Glory, and Soapyard have done to find their voice, their fans, and their viral moments – and what smaller soap makers can steal from their playbook.
Why Soap is (Still) Trending on TikTok
Soap brands succeed on TikTok because they tap into a few key things:
Visual pop: Unusual shapes, colours, and packaging stand out mid-scroll
Strong identity: People follow brands they recognise and relate to
Short, punchy stories: TikTok rewards speed, clarity, and relatability
Real people: From founders to fans, authentic faces outperform polished ads
The best soap content isn’t about pushing product – it’s about creating little moments of connection, surprise, or humour.
🟢 Dr. Squatch: The Loud, Proud Soap Bro
Followers: 1.3M+
Most popular content: Satirical ads, masculine energy, and over-the-top soap education.
🔍 What They Do on TikTok:
Play a character: Their main presenter is always on. Loud, slightly ridiculous, and full of slogans like “Real soap for real men.”
Exaggerate the problem: "If you’re still using store-bought soap, you’re basically rubbing chemicals on your face."
Lean into masculinity: Every video reinforces their niche – natural soap for men who wouldn’t normally shop for skincare.
Consistency is king: The tone, the editing, the phrases – it’s all tightly branded.
✅ What Works:
Bold humour and in-your-face messaging cut through
They use storytelling in every post (problem → solution → product)
Products are featured early and clearly
Their world is loud, natural, and very male – and they own it
🧐 Takeaway:
You don’t have to be loud, but you do need to know exactly who you are. Pick a tone, a look, and a message – and repeat it across every piece of content.
🎈 Lush: The Maker’s Studio
Followers: 1.2M+
Most popular content: Behind-the-scenes factory tours, pouring, moulding, cutting, and labelling.
🔍 What They Do on TikTok:
Take viewers inside the soap-making process
Celebrate colour, texture, and craft
Feature actual staff and creators
Post educational content about ethics, sustainability, and ingredients
✅ What Works:
Makes people feel part of something hands-on and ethical
Visually satisfying, even in short clips
Builds trust by showing real processes
Instantly recognisable look and feel
🧐 Takeaway:
Process sells. Even small-batch makers can bring people into the story – your table, your tools, your hands, your labels. It doesn’t have to be flashy to feel authentic.
💖 Soap & Glory: Nostalgia Meets Skincare
Followers: 250K+
Most popular content: “Glow-up” challenges, pink packaging, and retro humour.
🔍 What They Do on TikTok:Themed challenges with branded hashtags
Feature creators with matching aesthetics
Focus on skincare routines that feel upbeat and achievable
Use clever copy and 1950s visual language
✅ What Works:
Clear, consistent tone of voice
Lifestyle content with natural product integration
Repetition builds recognisability
Use TikTok as a brand platform, not just for one-off videos
🧐 Takeaway:
Visuals and voice must match. Quirky? Be quirky. Elegant? Be elegant. TikTok rewards consistency more than perfection.
🇫🇷 Soapyard: French Craft, Designed to Be Noticed
Followers: Growing (often via customer content and boutique reposts)
Most popular content: Eye-catching packaging, retail displays, travel tins, and "soap with a hole."
🔍 What We’re Doing at Soapyard:
Focus on design and distinctiveness – square labels, bold colours, rope-ready soap
Share packaging, studio views, and new product drops
Encourage stockists and customers to share displays
Build stories around tradition meets modern design
Use geography as a strength, tapping into the story-rich region of the Côte d’Azur and Provence – places already associated with refinement, craftsmanship, and quality
We don’t just sell soap – we sell a story rooted in the romance and credibility of southern France. It’s evocative, recognisable, and trusted – and it resonates particularly well with UK and European audiences who are drawn to authenticity and origin.
✅ What Works:
Looks great on camera – TikTok loves strong visuals
Packaging sparks interest before the soap is even used
Retailers create organic TikToks around displays
No over-production, just clear product and story
Location-based storytelling adds depth and brand cachet
🧐 Takeaway:
Let your product speak for itself. Great packaging and real stories = shareable content.
🚀 How to Make TikTok Work for Any Soap Brand
You don’t need 100,000 followers to start selling. Here’s what matters most:
| What To Do | Why It Works |
|---|---|
| Show the product up close | TikTok favours bold, visual content |
| Stick to one message per post | Clarity = shareability |
| Post regularly, not perfectly | Frequency builds the algorithm's trust |
| Use hooks in the first 3 seconds | Stop the scroll, win the view |
| Feature you or your studio | People buy from people, not logos |
| Create a repeatable format | Makes content easier to plan and film |
🧼 Final Thought: You Don’t Need to Go Viral to Grow
The most successful soap brands on TikTok don’t always “go viral.” What they do is show up consistently, speak clearly to their audience, and create content that people enjoy.
Whether you’re wild like Dr. Squatch, bold like Lush, polished like Soap & Glory, or more design-led like Soapyard, there’s space for every kind of brand — as long as you’re true to your voice.
So get filming. Your next customer might be one scroll away.