from Invus, also a previous investor, to build out its team and support continued retail expansion. The brand’s growth is due in large part to BelliWelli’s success on TikTok, which has been led by cofounder Katie Wilson. It’s not the brand’s first time tapping into a viral moment. A few years ago, BelliWelli achieved a similar viral status across social media for its “Hot Girls Have IBS” campaign, though TikTok has taken it to new heights.
“What’s very exciting and actually was new information for us is that we could make a piece of content on TikTok and see those impressions show up in every single one of our channels.…I think that has a lot to do with the specific TikTok content format we’re using, which is me at a store talking to customers,” Wilson said. “We sell out Walmart every 24 hours.…We get to build those relationships and send customers to our brick-and-mortar stores.
The brand’s rise comes at a time when people, retailers and brands were focused on fiber intake. According to the American Journal of Lifestyle Medicine, only 5 percent of Americans consume an adequate amount of fiber daily.