Have you ever heard of a small idea that suddenly transforms into something huge? That’s the story of Sunday Glow, a skincare startup from Ontario that caught everyone’s attention almost overnight. Instead of spending big on advertisements, Sunday Glow grew its brand through authentic storytelling and a smart use of social media. In this blog, we’ll explore how Sunday Glow became a viral hit and share some lessons that small businesses can learn from their journey.
@celineglowOven Theory pop-up example
A Spark of Inspiration
Sunday Glow began with its founder, Celine Guo, who wanted to do things differently. Celine saw that many skincare brands offered one-size-fits-all products that didn’t really meet individual needs. She thought it was time for a change. So, she created a business that offers personalized skincare boxes, tailored to the specific needs of each customer. By mixing various Korean sheet masks and skincare products, Sunday Glow was able to offer something unique—a routine that feels personal and effective.
From the very beginning, the goal was simple: provide skincare solutions that work for real people. Celine’s straightforward and genuine approach helped her stand out in a market crowded with generic products. This clarity and focus on personalization made it easy for customers to connect with the brand.
Building a Brand Through Social Media
One of the main reasons Sunday Glow became so successful is its strong presence on social media. Instead of sticking to traditional advertising, Celine used platforms like TikTok, Instagram, and YouTube to share the story behind her brand. This approach allowed her to reach a large and diverse audience without a huge marketing budget.
TikTok: Sharing the Real Story
TikTok played a huge role in Sunday Glow’s rise. Celine started posting short videos that took viewers behind the scenes of her startup. These videos were raw and honest—she showed the everyday struggles of running a business as well as the little victories. Instead of putting on a polished show, Celine opted for authenticity. One video, where she explained the idea of personalized skincare boxes and even shared customer testimonials, resonated with many viewers. The video quickly racked up hundreds of thousands of views, turning casual onlookers into enthusiastic fans.
This genuine, down-to-earth content helped build trust among potential customers. People began to see Sunday Glow not as a faceless corporation but as a company run by someone who truly cared about her customers’ skin health. This approach proved that authenticity can be more effective than expensive advertising campaigns.
Instagram and YouTube: Showcasing the Product
While TikTok brought in a lot of attention, Instagram and YouTube helped to strengthen the brand. On Instagram, Sunday Glow shared eye-catching photos and short clips that highlighted the quality and care put into every skincare box. The clean visuals and appealing product shots gave potential customers a good sense of what to expect. The consistency in style and tone across posts helped create a recognizable brand identity.
YouTube, on the other hand, was used for longer, more detailed content. Celine uploaded videos that explained various skincare routines, offered tips on achieving healthy skin, and even answered questions from her followers. These videos not only educated viewers but also further built trust by showing that Sunday Glow cared about more than just selling a product—it wanted to help people improve their skin care habits.
The Importance of Being Real
At the heart of Sunday Glow’s success is a commitment to authenticity. In an era where many brands rely on flashy ads and overly polished marketing, Celine’s honest approach made a real difference. She shared not only the successes but also the challenges of starting a business. This openness made the brand feel more human and relatable. Customers could see the hard work and passion behind every skincare box, which made them more inclined to support the company.
When you see someone who is willing to be vulnerable and share the ups and downs of their journey, it builds a connection. Sunday Glow wasn’t just selling skincare products—it was selling a story of determination and genuine care. This connection is a key reason why customers keep coming back and why many of them became vocal advocates for the brand.
The Power of a Viral Moment
For many small businesses, a single viral moment can be a game changer. For Sunday Glow, that moment came when one of its TikTok videos exploded in popularity. In this video, Celine talked about the concept behind personalized skincare and featured real testimonials from happy customers. The video was straightforward and relatable, and it struck a chord with viewers.
The viral video did more than just boost the number of followers—it drove a significant increase in sales. When people saw the authenticity of the video, they wanted to experience the products for themselves. This surge in interest led to a rapid growth in customer base and helped Sunday Glow quickly move from a small startup to a recognized brand in Ontario.
Creating a Community
One of the most important aspects of Sunday Glow’s journey has been its focus on community building. Celine didn’t just post videos and pictures; she made an effort to interact with her followers. Responding to comments, answering questions, and even sharing customer stories helped create a close-knit community around the brand.
This community-driven approach meant that customers felt like they were part of the journey. They weren’t just buying a product—they were joining a conversation about what works in skincare. This kind of engagement not only helps retain customers but also turns them into enthusiastic promoters who share their positive experiences with others.
Overcoming Challenges with a Flexible Mindset
No journey is without its hurdles, and Sunday Glow’s story is no exception. Like many startups, the company faced challenges such as managing inventory, handling supply chain issues, and keeping up with the fast pace of social media. Instead of letting these obstacles slow them down, the team at Sunday Glow used them as opportunities to learn and improve.
For example, when customers requested a wider variety of skincare products in the boxes, the team listened and made quick adjustments. This flexibility and willingness to adapt played a crucial role in building trust and loyalty among customers. It showed that Sunday Glow was not static; it was a living brand that continuously evolved to meet the needs of its audience.
Lessons for Small Businesses
Sunday Glow’s journey offers some clear lessons for any small business looking to succeed in the digital age:
- Keep It Real: Authenticity is powerful. Instead of relying on fancy ad campaigns, share your true story and connect with your audience on a personal level.
- Engage on Multiple Platforms: Use the strengths of different social media platforms. TikTok is great for quick, engaging videos; Instagram excels with visual content; and YouTube works well for in-depth discussions.
- Build a Community: Don’t just focus on selling a product. Engage with your customers and create a community where people feel heard and valued.
- Be Flexible: Listen to your customers and be willing to adapt. Learning from challenges can turn setbacks into growth opportunities.
- Viral Content Takes Time: While going viral can be a great boost, it’s usually the result of consistent effort and genuine interaction with your audience.
What the Future Holds
The success of Sunday Glow is far from a one-time event. It’s a reminder that even a small, local business can make it big with the right strategy and a genuine approach. The journey is ongoing, and as the brand continues to evolve, there are always new opportunities on the horizon. Whether it’s expanding the product range or finding new ways to engage with customers, Sunday Glow shows that there is always room for growth.
For any small business owner, the lesson is clear: success in today’s digital world is not just about having a great product, but also about building a strong, authentic brand. By focusing on real stories and engaging with your audience, you can create a loyal customer base that supports your business through thick and thin.
How You Can Boost Your Own Digital Strategy
If you’re a small business owner looking to grow your brand online, you might feel overwhelmed about where to start. The story of Sunday Glow shows that authenticity, community, and adaptability are key. However, figuring out how to implement these strategies can be challenging.
That’s where we come in. If you need help building a social media strategy or planning your digital marketing efforts, our team is here to offer guidance. For example, while Convex Studio was not involved in Sunday Glow’s journey, they are a resource you might consider if you’re looking for expert help to craft a winning strategy. Their services could be just what you need to take your online presence to the next level.
Sources
For more help with your social media strategy, check out Convex Studio.