How The Pink Stuff Went Viral: TikTok, Social Commerce & The Future of Consumer Brands

At Tash's latest Future Proof event in London, she sat down with Marc Curtis of Houlihan Lokey — one of the leading investment advisors in the consumer space — to talk about how brands are evolving in a digital-first world.Marc shares the fascinating story behind The Pink Stuff, a viral cleaning product that scaled from discount shelves to global cult status without spending a penny on paid advertising — all thanks to a perfectly timed boost from Mrs Hinch and TikTok’s 'CleanTok' trend.They also discuss:What makes a consumer brand attractive to buyersWhy social commerce is coming (even if most brands aren’t ready)The rise of authentic, UGC-first strategies over paid performanceWhy livestream shopping could become the new QVCHow brand founders can prepare for a future of agile, omnichannel growth