Retail brands driven by social success
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In 2025, social media isn’t just another marketing channel for retail brands – it’s the main stage. The brands that are thriving (not just surviving) are using it exactly as it was meant to be used when ol’ Zuckerberg first spun it up in his uni dorm room – to make connections and build relationships.
We’ve come a long way since then, but the basic principles remain the same. And the brands that get this know that with distinctive messaging and a mix of engaging content, they can build not only recognisable brand identities, but long-lasting relationships, too.
From micro-moments on TikTok to fully-fledged cross-platform campaigns, today’s retail leaders have turned social into their primary driver of awareness, community, and ultimately – sales. But while being social-first has clear advantages, there are lessons for brands thinking of following in their footsteps.
In this blog, we’re breaking down 5 standout examples of brands we see thriving on social media right now, unpacking what makes their strategies so effective so you know how you might be able to emulate similar success. We’ve tried to not focus this too much around the brands you hear about all of the time, but we’d be amiss not to at least mention them – so check out the honourable mentions section if you go on to read this and find yourself wondering where the “of course they’re smashing it” names are.
And because it’s not enough to just know who’s winning now, we’ve also included our take on what’s next for retail brands on social. The shifts, formats, and tactics you’ll want to keep an eye on if you’re planning to make the most of your own channels this year. Now let’s get into it.
SURREAL
What’s working well:
SURREAL has mastered the art of making you stop scrolling. Their carousels – often structured as bold, scroll-stopping headlines paired with dry, clever humour – play into the psychology of curiosity. They’re not just relying on a clever line; they’re engineered for dwell time, with punchy first slides that tease the joke or insight and keep you swiping to get the payoff at the end.
Their humour is self-aware and inclusive, appealing to both consumers and marketing professionals who see the brand as “in on the joke.” Their visual identity is consistent across all channels and engages you from the get go via bright colour blocks, bold typography, and a minimal product presence that yet still manages to keep the cereal front-of-mind (ish).
They’ve also nailed cross-platform consistency content-wise, too. A TikTok gag can seamlessly become a LinkedIn carousel, an Instagram Story, and a newsletter insert without ever feeling forced. They embody the kind of evergreen content strategy that most brands aspire to – but rarely achieve; the result is content that’s not just shareable, but incredibly memorable.
And the proof is in the pudding (or cereal box, in this case). Surreal’s LinkedIn presence has rapidly grown, surpassing 60,000 followers which is a remarkable achievement for a challenger brand in the cereal category.
On top of that, their retail footprint has expanded dramatically, listing across 3,500+ UK stores, including Sainsbury’s, Co-op (500 stores alone), Holland & Barrett, Ocado, Booths, Whole Foods Market, and independent wholesalers.
All of this points to a simple truth: when cultural relevance meets a clear product proposition (and great socials!) business growth follows.
Something to keep in mind:
Top-of-funnel brilliance doesn’t guarantee bottom-of-funnel results. While SURREAL’s content is a masterclass in awareness and memorability, brands looking to emulate this success need to ensure they have conversion pathways in place – multi-channel activity, retargeting, incentives, and strong user experience etc., in order to turn laughs into sales like SURREAL has.
Lucy & Yak
What’s working well:
Lucy & Yak have taken what could have been a niche sustainable clothing concept and turned it into a cult brand with a global following (and the cutest designs known to man). Founded on ethos, with ethical production and bold self-expression at the forefront – their social media presence reflects that perfectly. It’s colourful, it’s inclusive, and it’s community-first.
Their Instagram feed is a vibrant patchwork of user-generated content, behind-the-scenes glimpses from their factories in India, styling tips, and campaigns with a cause. Championing diversity in all its forms is something they do brilliantly – showing their clothing on different body types, ages, and gender expressions (something many fashion brands could still learn a thing or two from).
They’ve also made sustainability tangible. It’s not just a buzzword they use in their marketing materials – they claim it and they mean it. Their Re:Yak buy-back scheme is a great example of this, allowing customers to return pre-loved Yaks in exchange for store credit. This has saved nearly 16,000 garments from landfill (*pauses to applaud*) – a claim they weave into their content giving their audience a sense of shared achievement.
A stand-out social campaign of theirs was their “Wear Your Yaks Everywhere” TikTok and Instagram Reels challenge from last year where they encouraged customers to film themselves wearing their Yaks in unusual or unexpected places. From mountain summits to weddings, they saw it all! They then stitched the UGC entries into compilation reels, building a wave of playful, organic reach while subtly reminding followers that their pieces are versatile and built to last.
They’re a great example of staying true to yourself, no matter where you show up. They have a strong sense of ethics-led identity that you feel at every touchpoint.
Something to keep in mind:
Lucy & Yak prove that authenticity drives loyalty, but their community trust is hard-earned. Brands can’t shortcut this. If your social narrative is purpose-led, your operations need to live up to it. Empty claims or tokenism is spotted instantly, especially on social. It’s your job to balance making the right claims (ones you can back up) in the right ways, at the right times.
Odd Muse
What’s working well:
Well, the fact Odd Muse almost made the too-obvious-to-feature honorable mentions list speaks volumes about the success they have seen, in particular across their social channels. Odd Muse has carved out a distinctive place in the “quiet luxury” fashion space, delivering an aesthetic that’s aspirational yet not unattainable. Their social strategy is a lesson in restraint. To give them flowers where they’re due – finding the right way to convey luxury quietly across socials is a difficult task. But with their muted tones, clean typography, and careful styling that lets the garments speak for themselves, they’re gone and not only done it, but nailed it.
They’ve done this through a range of considered activations. From Influencer partnerships that are tightly aligned with their brand aesthetic and founder-led EGC, to campaigns that resonate. Take “Muse Moments” as an example. This campaign invited customers (and influencers) to share short-form video clips of them wearing Odd Muse pieces during milestone events like birthdays, promotions, engagements etc. Each was edited in a slow, cinematic style with a consistent music track, giving their customers a cinematic showreel of their big day. It positioned the brand as the go-to for occasions you’ll remember forever, helping to build emotional connection and product desirability.
Something to keep in mind:
Premium positioning is powerful, but niche appeal comes with limits. Odd Muse commit fully to their lane which can be really hard to do (as you have to be abundantly clear on who you are and what you stand for). Brands considering this route should ensure their chosen niche can sustain them long-term and is something that they truly understand how to emulate.
PerfectTed
What’s working well:
PerfectTed have taken a category that’s often all health halos and hard facts, and made it feel upbeat, approachable, and genuinely engaging. Their matcha drinks are marketed with a high-energy, founder-led approach that works brilliantly for TikTok and Instagram Reels, blending trend-led humour with short-form “here’s why matcha’s amazing” content. It’s simple, playful, fun and effective. And they’re seeing all the success from it that they deserve.
One of their most effective recent series, “Matcha Mythbusting”, took common misconceptions – like “matcha gives you a caffeine crash” or “it’s too bitter” – and busted them in under 20 seconds, pairing founder reactions with quick product shots. The tone was cheeky, the edits were sharp, and importantly – each myth ended with a CTA to “try it for yourself.” It was an ideal blend of education and entertainment, which not only builds brand authority but also makes the product feel approachable for those not yet on the matcha hype.
PT are agile, too. If a trend fits, they’ll jump on it – fast. They always bring it back to their core proposition though – a detail that keeps them from falling into the trap of chasing every meme just for the sake of it like a lot of brands we’ve seen go before us, have done.
Something to keep in mind:
Founder-led content is gold for connection, but as the business scales, brands need to create formats that don’t rely entirely on those founders being front and centre every time (unless of course they’re TALA and their founder is chronically online like the rest of us in which case – nothing to worry about).
Sult
What’s working well:
Sult’s content is the kind that stops you mid-scroll. Bold visuals, strong copy, and just enough intrigue to make you want to click through. They’ve got an eye for production quality, founder-led EGC and they’re equally good at riding trends without losing their own identity.
One of their most talked-about approaches is their reactive trend-jacking, done through the founder’s voice. Instead of simply replicating a trending sound or meme format, they add product-relevant punchlines and behind-the-scenes nods that make it unmistakably “Sult.” The founders are chaotic in the best way, and their content has you bought into them like you would be if x2 of your mates launched a brand. Their trend-jacking content isn’t just about following the algorithm, it’s about giving the brand a face, a tone, and a human connection that followers come back for.
Something to keep in mind:
Don’t let great creativity overshadow your branding. Every piece of content should have visual or tonal cues that make it undeniably yours, like Sult’s do.
Honourable mentions (the ‘of course they’re smashing it’ list)
Just a quick nod to the big names everyone knows and loves for their social strategies – benchmarks worth us all admiring:
- TALA – Sustainability, influencer storytelling, founder personality.
- Estrid – Turning razors into lifestyle statements with slick collabs and paid-first visuals.
- NEOM Organics – Master of sensory-led content and wellbeing storytelling.
- Innocent – Legendary for witty real-time copy and charm.
- Duolingo – Meme-first, bold risk-takers in tone.
- Gymshark – Community-driven athlete stories and digital-first campaigns.
- Consistency builds recall – Tone, style, visuals = faster recognition.
- Full-funnel thinking wins – Top-of-funnel awareness must connect with conversion paths.
- Voice matters – The tone is strategy; it shapes how people feel.
- Social-first comes with risk and reward -Algorithms, trends, and short attention spans require resilience and planning.
- Deeper use of social commerce tools (shoppable content mixed with storytelling) – SULT are doing this very well.
- Growth of hyper-local storytelling – show us the retail brands born and bred in MCR, please and thanks.
- Rise in authentic creator collaborations vs. influencer one-offs.
- More investment in owned platforms – newsletters, communities, events, to balance social’s sometimes-rented reach.
To wrap up
The brands winning on social right now – retail or not – have one thing in common: they know who they are, and they show up that way every single time. Whether it’s Surreal making us snort-laugh on LinkedIn, Lucy & Yak turning customers into co-creators, or Sult making founder-led chaos a core pillar, each has found their sweet spot between entertainment, education, and commerce.
Social can’t be an afterthought. Especially not with contenders like these doing it so well. Social is your storefront. The billboard, the customer service desk, and the community hang-out spot all rolled into one. Brands that treat it with that level of importance aren’t just getting likes; they’re building loyalty, trust, and tangible growth.
And with algorithms, platforms, and trends changing faster than you can say “engagement rate,” the most important takeaway is this: stay adaptable, stay relevant, and keep showing up in a way only you can. Because in 2025, the brands that feel unique and human are the ones that win.
