You’ve probably seen the “gen z boss and a mini” TikTok that went viral in summer 2024, attracting polarizing reactions. But did you know the company behind it did $10,000,000 in sales last year and made the Forbes 30u30 list?
The video has become somewhat a meme in the ‘manosphere’ to criticize women in the corporate workplace, and tends to make rounds on social media during layoffs in the America. Few seem to know the women in the video don’t work for a tech startup or in corporate HR (and don’t even live in the US!): they’re the marketing team for a highly successful Australian skincare brand.
Here’s the story behind the TBH Skincare, and how founder Rachael Wilde built a million-dollar brand through viral TikTok marketing.