Affordable beauty brand Wet N Wild struck gold on Instagram when it announced its new rainbow highlighter. Selling for $5, the Wet N Wild version was a cheap riff on the viral beauty trend that hit YouTube tutorials earlier this year. The product — a shimmery, pearlescent compact striped with the shades of the rainbow — sold out online in under five hours.
In the same amount of time, the post also got 13,000 likes and 900 comments.
To read the rest of this story, please visit Glossy.
More in Marketing
Retail leaders at Target, Lowe’s and more on the AI investments they’re plotting for 2026
Anywhere from 33% to 83% of respondents used AI to do their holiday shopping in 2025.
Why cookware brand HexClad is sitting out of the Super Bowl for a broader field
With Super Bowl ad costs hitting $8 million, brands like HexClad are pivoting to streaming and other sports stages for a better marketing bet.
Inside the brand and agency scramble for first-party data in the AI era
Brands are moving faster to own first-party data as AI and privacy changes alter the digital advertising landscape.