Behave used TikTok Shop as a last-chance growth engine, turning near-bankruptcy into viral sales momentum and a major Target rollout. Here's what you need to know:
Low-sugar candy brand Behave was close to bankruptcy in summer 2024 with only about 60 days of cash left, prompting founder Mayssa Chehata to make TikTok the company’s core turnaround strategy.
The bet paid off after Behave’s Super Sour Skulls launched on TikTok Shop in spring 2025 and sold out in just three days, helping the product go viral and eventually catch the attention of a Target buyer.
That momentum led to Behave’s nationwide retail expansion, with the brand rolling out to nearly 2,000 Target stores starting April 12, 2026, including the return of Super Sour Skulls as a Target-exclusive SKU.
TikTok content output was extremely aggressive during the turnaround, with Chehata posting four to five videos a day. Their first viral video, a behind-the-scenes video of Behave's gummy factory production, drove as many sales as the brand had previously done in a month. The brand began reaching six-figure monthly revenue on TikTok Shop.
TikTok also became Behave’s main customer insight engine. Chehata personally read and replied to more than 10,000 comments in the first year, using that feedback to refine marketing and packaging. The brand also closed a seed round this month, backed by investors including Busy Philipps, Norman Powell, and Kai Novak, to fund further expansion.
Behave has turned its TikTok Shop turnaround into real-world retail growth. The candy brand, known for low-sugar treats like its viral Super Sour Skulls, used the platform to drive explosive sales momentum and land a nationwide Target rollout.
Charm data shows Behave's U.S. TikTok Shop data from February 2025 through March 2026.
$338.4K
Total shop sales
Their top-selling month during this time period was March 2025, when the brand drove $105.2K in sales during the month alone.
$140.4K
Sales of their top product
Their top-selling product during this time period was The Everything Sour Pack - Gummy Sour Fruit Flavors.
27.6M
Total video views
During this time period, their top video by views generated 4.2M views and $43.5K in revenue.
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