Few brands have mastered the art of social media quite like Tree Hut. A phenomenon of its own right, the fun-loving self care brand has been dubbed a TikTok darling, thriving under the direction of its loyal community who share passion for Tree Hut’s “feel-good glow” that comes in an array of exciting colors and scents.
Importantly, however, this rise to meteoric TikTok notoriety goes far beyond eye-catching, colorful products and instead is propelled by a dedication to positive messaging and community communication.
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From its launch in 2002, Tree Hut has maintained that self care should be accessible and easy – the brand’s founder set out to create high-quality skin and body care in the U.S. that would turn even a quick shower into a sensory escape. This message has resonated strongly with many and built an organic community of dedicated consumers for the last two decades and it is this storytelling that the brand credits to separating Tree Hut from the seemingly endless beauty brands that can be found across social media today.
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As social media has grown, the brand’s authentic, feel-good messaging was primed for the organic conversations that quickly took off. Social media users began posting about using Tree Hut products, like the popular body scrubs, to elevate daily rituals, sharing which scents they were trying and a love for the exceptional formulas and ingredients.
During the pandemic, as TikTok exploded, Tree Hut continued to fit naturally into the conversation of self care, gaining many viral moments and ongoing engagement with an expanding community.
In an exclusive interview, Luis Garcia, chief marketing officer of Tree Hut, speaks to Fairchild Studio about the evolution of Tree Hut’s social community, staying ahead of the competition and future plans to make feeling good and having fun part of every consumer’s daily routine.
Fairchild Studio: Tree Hut exemplifies building up its consumers, how does that relate to the brand’s overall mission?
Luis Garcia: Our mission at Tree Hut is to make self care an uncompromising experience — one that is both indulgent and effective. We are committed to crafting high-quality accessible beauty products that delight the senses, elevate daily rituals, and bring joy to every routine. With exceptional formulations and feel-good ingredients, we ensure that everyone can experience self care that truly nourishes.
As a family-owned and operated brand, we’ve grown alongside an incredible organic community that has embraced our products, shared their love on social media, and spread the word. Thanks to that passion, Tree Hut continues to thrive, bringing that “feel-good” from head to toe to more people every day.
Fairchild Studio: How would you describe the Tree Hut consumer?
L.G.: The Tree Hut consumer is eager to explore the world of self care and embraces their daily beauty routine as a moment of indulgence. Passionate about skincare and collecting their favorite beauty must-haves, they love discovering new product forms, experimenting with irresistible scents and sharing their favorites with their community.
Socially engaged and trend-savvy, they seek high-quality ingredients at an accessible price, making beauty both effective and enjoyable. Whether they find Tree Hut through viral TikTok moments, beauty aisles, or word-of-mouth recommendations, they value products that make self care both effortless and fun.
Our passionate community has fueled our growth, turning Tree Hut into a social media sensation through enthusiasm and viral trends. With products made in the U.S. and infused with skin-loving ingredients, we’re proud to deliver premium results without the luxury price tag, making everyday beauty enjoyable.
Fairchild Studio: When Tree Hut entered the market, was the plan always to have a large social media presence?
L.G.: Tree Hut grew along with social media. As the brand organically picked up, social media really took off and we knew that we needed to lean in and connect with our consumers on a deeper level. During the pandemic, TikTok exploded and with self care conversations on the rise, it was a natural fit for Tree Hut to be included. We’ve taken the viral attention as an opportunity to understand the Tree Hut fan better and continue to create products and scents that are beloved by the community.
Fairchild Studio: How has social media informed the Tree Hut brand?
L.G.: Tree Hut is a social media-first brand. We grew in this environment and we know that caring for our community has driven our success. We have a full social media team that is constantly caring for our community’s asks and engaging and delighting them as much as possible.
Whether it’s connecting with our community, working with influencers, collecting real-time feedback or sharing new product/brand news, social media has been a game-changer. We first focused on Instagram and started seeing a following, leading to us breaking through on TikTok with our “goop drop” videos and then being a big part of the “everything shower” movement. Showing the textures and colors of our products kept consumers excited and wanting more.
Our passionate community has turned everyday self care into a viral conversation, with organic excitement driving trends across TikTok, Instagram, and beyond. This constant ability to stay in touch with our fans and new users alike allows us to create products that truly resonate.
Fairchild Studio: How is Tree Hut staying ahead of the competition?
L.G.: Delighting our consumers is something we always strive to do. We really lean on our community and want to make sure they are always at the core of the business. We want to keep making products that are interesting and even better than the collection before.
We hear our fans are hungry for more forms and different scents, additional opportunities to meet the brand in person in various cities and we want to deliver the best we can. By continuously evolving, embracing digital-first storytelling, and staying deeply connected with our audience, we ensure that Tree Hut isn’t just keeping up – we’re setting the standard for self care that’s as fun as it is effective.
Fairchild Studio: How does Tree Hut encourage its community to “have fun with daily routine”?
L.G.: We try to keep our content entertaining and educational. Our mood is “fun and enjoyable.” We want to encourage the discovery of scents and products that can add a splash of fun to consumers’ daily routines.
Our products are collectible and the Tree Hut community has shown off how they mix and match scents and forms to create an “everything shower” for every mood, time of year, etc. We want self care to be an enjoyable experience, and with the different products we create and scents we launch, we hope it brings a relaxing and fun moment to each day.
Fairchild Studio: What’s next for Tree Hut?
L.G.: We’re continuing to grow each year and have bigger and better product launches, activations and brand news on the horizon. Our goal is to keep making the products that our consumers love, expand collections and product forms and keep self care fun and accessible.