Behave Candy Pivot To TikTok Shop Saves The Brand

Behave candy was two months from total bankruptcy until they started spamming TikTok Shop and somehow caught a Target buyer's eye. This is the new retail economy where it doesn’t actually matter what the product is as long as the algorithm likes the founders. I spent years in high-end retail watching people buy the same garbage under different labels, so I recognize the play. If you can sell 'health' to people buying gummies by the pound, you are basically a cult leader.

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