Dry shampoo brand, Batiste moved unusually fast to turn a creator’s viral TikTok into a multichannel campaign, using strong organic traction and creator-led momentum to drive scale. Here's what you need to know:
-
Creator Rebecca Pousma (46,000 TikTok followers), sparked the campaign on March 16 with a post about Jen Affleck’s greasy hair on Hulu’s The Secret Lives of Mormon Wives. The video generated more than 3 million views and over 212,000 likes.
-
Batiste’s March 17 comment, “Sending this to my boss rn,” quickly became a signal of demand, earning nearly 30,000 likes within 24 hours. Competing hair brands also joined the conversation, including Amika with about 7,000 likes and Living Proof with about 2,000 likes.
-
The campaign went from comment to content in just 5 days. According to Remy Klein of Church & Dwight, Batiste contacted Jen Affleck’s team the same day it commented, signed a contract by Thursday afternoon, and filmed with Affleck in Los Angeles by Friday morning.
-
Batiste expanded the moment beyond organic social by overnighting product to Pousma, investing in a paid partnership, and planning promotion across TikTok, Meta, and Reddit. The brand also worked to capture search demand tied to online discussions, including multiple Reddit threads about Affleck’s hair.
-
The final campaign content delivered major reach. Jen Affleck, who has 2.7 million TikTok followers and 1.6 million Instagram followers, starred in the ad, and the TikTok video alone reached 10.6 million views and more than 161,000 likes, showing how a reactive social moment turned into a high-performing branded campaign.
Fastest Growing Shampoo & Conditioner Brands
Using Charm’s DTC data, we identified the fastest-growing shampoo and conditioner brands based on the Charm Growth Score, which tracks growth across signals like social engagement, reseller distribution, website traffic, and more.
Flakes
Charm Growth Score: 78.51
Charm Success Score: 80.10
Fastest-Growing Channel: Facebook
Flakes is a men’s haircare brand offering dermatologist-tested anti-dandruff shampoo and conditioner made with 2% pyrithione zinc.
Batiste
Charm Growth Score: 78.02
Charm Success Score: 85.08
Fastest-Growing Channel: Web Traffic
Batiste is a dry shampoo brand focused on quick, convenient refreshment for hair, helping extend styles and revive hair between washes.
Design Essentials
Charm Growth Score: 77.01
Charm Success Score: 90.79
Fastest-Growing Channel: Facebook
Design Essentials is a haircare brand offering professional products designed for textured hair.
Joico
Charm Growth Score: 76.86
Charm Success Score: 73.32
Fastest-Growing Channel: Social Advertising
Joico is a haircare brand centered on healthy hair, offering products designed to support hair strength, care, and overall condition.
Small Wonder
Charm Growth Score: 75.13
Charm Success Score: 88.94
Fastest-Growing Channel: Instagram
Small Wonder is a haircare brand offering concentrated shampoo and conditioner formulas designed to support fuller, healthier hair. Its products emphasize clean, professional-grade ingredients and refillable packaging.
Top-Selling Dry Shampoo Products on TikTok Shop
Charm data below highlights the top-selling dry shampoo products on U.S. TikTok Shop from April 2025 through March 2026.
Halovida Instant Fresh Volumzing Hair Dry Shampoo
Shop: Halovida
Total Revenue: $1.2M
Total Item Sold: 54.1K
Avg Unit Price: $21.89
Color Wow Insta-Wow Advanced Dry Shampoo
Shop: Color Wow
Total Revenue: $930.2K
Total Item Sold: 32.4K
Avg Unit Price: $28.72
R+Co Badlands Dry Shampoo Paste
Shop: R+Co
Total Revenue: $777.1K
Total Item Sold: 25.6K
Avg Unit Price: $30.38
L’Ange Hair - Curl Power Value Set
Shop: L’Ange Hair
Total Revenue: $595.9K
Total Item Sold: 8.6K
Avg Unit Price: $69.10
Halovida Leave-in Light Hair Dry Shampoo Gel
Shop: Halovida
Total Revenue: $505.8K
Total Item Sold: 20.1K
Avg Unit Price: $25.19
Want more DTC & TikTok Shop insights like these? Book a demo with Charm today.
Questions about Charm?
Attend our monthly Charm webinar where our Customer Success Managers will show you how Charm can help you grow your business.
Sign up for the Webinar