Aug 18, 2025
11 MIN READ
Case Studies
Case Studies
Not Just Labubu: 5 Products That Went Viral on Instagram in 2025
Not Just Labubu: 5 Products That Went Viral on Instagram in 2025
Not Just Labubu: 5 Products That Went Viral on Instagram in 2025
Nandini Tripathi
Nandini Tripathi
Nandini Tripathi
Nandini Tripathi
Content Marketer @impulze.ai
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Blog in Short ⏱️
Blog in Short ⏱️
A quick glance at the highlights—perfect for when you're short on time.
A quick glance at the highlights—perfect for when you're short on time.
From glowing lamps to protein bowls, here’s how five products ruled the Instagram feed and what we can learn from them.
What went viral and why:
Sunset Lamps: Warm gradient glow turned everyday spaces into dreamy content backdrops. Viral reels showed cozy routines, journaling, and home setups.
Matcha: A smooth, calming drink with rich visuals and wellness appeal. Featured in reels, flatlays, and morning rituals by global creators.
Protein Bowls: Simple, macro-packed meals with satisfying prep videos. Loved for its color, texture, and quick recipe value.
Korean Skincare: Layered routines and glowing skin made step-by-step content addictive. Reels focused on real skin results and relaxation.
Saratoga Water: Went viral after Ashton Hall poured it into ice at 5:46 am. The video sparked memes, brand awareness, and real-life sales.
Insights on what made these products click:
Emotional connection beats traditional product marketing.
Products that looked good and felt real performed best.
Trends started with micro creators who posted without sounding like ads.
Simple rituals and repeatable content made the products stick.
If you want to see which creators helped your competitors go viral or find the right ones for your own campaign, try impulze.ai.
Ever scroll through Instagram and suddenly see the same product pop up again and again? One day you’re minding your business. The next, everyone is posting about the same plush toy, skincare bottle, or glow-in-the-dark tumbler. That’s a full-blown viral moment.
We all saw how Labubu dolls exploded into everyone’s feed. But that’s just one viral product. 2025 has been wild for viral product drops, and what’s really interesting is how they’re getting picked up. Big names and flashy ads don’t always spark the most attention. Often, it’s micro-influencers, clever product placements, and a scroll-stopping aesthetic that really get people talking.
In this blog, we’re breaking down five products that blew up on Instagram in 2025, how they did it, and what brands can learn from them. Whether you’re a marketer, a founder, or just curious how something gets Insta-famous, this list is for you.
Ready? Let’s get into the products everyone couldn’t stop talking about. But first, let’s see why some of them go viral.
Why Do Some Products Go Viral on Instagram While Others Don’t?
There’s no magical button that makes a product go viral. But there is a pattern. Some posts barely get seen, while others spark a chain reaction of shares, remixes, and “where can I buy this?” comments. If you’ve ever wondered why one candle, hoodie, or plushie blows up and another one flops, you’re not alone. Virality often comes from a mix of strong emotional appeal, great timing, and the right push from creators who know how to connect with their audience.
Let’s break it down into three major reasons why some products just click on Instagram.
1. It’s Not Just Aesthetic; It’s Emotion.
Yes, your product should look good on camera. But what really makes people stop and share is how it makes them feel. If your product makes someone feel nostalgic, empowered, cozy, or even a little bit rebellious, you’re way closer to virality than you think.
2. The Role of Influencers in Sparking Trends.
This is where things get interesting. Most viral Instagram products in 2025 didn’t take off because a Kardashian posted them. They grew because dozens of micro-influencers started using them in a way that felt natural. A girl with 8K followers posted her skincare shelfie. A creator from Berlin showed off her pastel water bottle next to her morning matcha. Suddenly, everyone wanted it.
These creators might have smaller followings, but they shape trends within their circles. Their recommendations feel real, and that’s what makes them powerful.
3. Instagram’s Algorithm Favors What Feels Native.
Here’s a secret. Polished ads rarely perform well on Instagram. What gets attention are the posts that blend into your feed, ones that feel honest and personal. When an Instagram influencer shares a product during a day-in-the-life vlog or films an unboxing in their slightly messy bedroom, it feels relatable. It doesn’t scream marketing but feels like a friend sharing something they actually like. And that’s the kind of content Instagram tends to amplify.
What Makes a Product “Instagrammable” in 2025?
You can’t force something to go viral. But you can give it everything it needs to be Instagrammable. That word gets thrown around a lot, but in 2025, it means more than just something that looks good in a photo. A truly Instagrammable product fits effortlessly into someone’s life, makes people feel something, and gets shared without being pushed. It’s always about making people pause, save, and share.
Let’s talk about what gives a product that viral spark.
1. It Tells a Story Without Needing a Caption.
In 2025, people are tired of over-explaining. If your product needs a 5-line caption to make sense, it might already be too late. The ones that pop are the ones that visually say something, something honest, something relatable, something that fits into a larger feeling or moment.
Think about how often you’ve seen a product mid-frame in a reel, without a single brand mention, and still ended up checking the comments to find out what it was. That’s the power of silent storytelling. No loud pitch needed. Just something subtle that makes people lean in and want to know more.
Why this works:
It grabs attention in less than 2 seconds.
It fits naturally into lifestyle content, not as an interruption.
It invites curiosity instead of demanding it.
A product that can spark emotion through a glance will always outperform one that needs convincing.
2. It Feels Personal to the Creator.
There’s something special about watching a creator talk about a product like it’s their favorite thing, not because they were paid to say it, but because it genuinely made their day better. In 2025, this kind of authenticity is what breaks through the noise.
Followers can smell a forced ad from a mile away. But if a creator says, “This tiny bag changed how I pack for work,” or “My anxiety journal is now part of my bedtime routine,” that sounds like a friend talking. It feels personal, and that’s what makes it powerful.
Products go viral faster when:
Creators feel emotionally connected to the item.
The story they tell is relatable and real, not scripted.
It solves a niche but very specific problem in someone’s life.
When something feels like a part of someone’s daily life, their audience wants in. They want to feel that same moment, that same upgrade, that same ease.
3. It Works Across Content Styles.
Versatility is a secret weapon. Viral products in 2025 don’t stay in one lane. You’ll see them in morning vlogs, GRWM clips, travel recaps, funny voiceovers, and casual unboxings. They fit into all kinds of content and never feel out of place.
This adaptability is what keeps them in circulation longer. If a creator can only talk about your product once in one specific format, your moment might be over in a week. But if it keeps popping up in different ways, it becomes part of the culture, not just a trend.
Why versatility wins:
It gives creators freedom to use it their way.
It feels less repetitive when it appears often in your feed.
It can adapt to different niches, from fashion to wellness to tech.
A product tends to go viral when it keeps showing up naturally across different moments. The more it blends into real stories and routines, the more people start paying attention.
Top 5 Viral Products That Ruled Instagram in 2025
Instagram in 2025 has been wild. These viral products didn’t take off by chance, and they were not the typical ad campaigns either. They sparked something bigger and turned into trends people wanted to be part of. Products that made people say, “Wait, I need that,” without a single sales pitch. Here’s what made people pause, like, save, and share. And maybe hit that link in bio.
Product 1: Sunset Lamps – The Glow That Took Over Instagram Aesthetics
Sunset lamps were not new, but in 2025, they made a massive comeback. This time, it was about the mood. With a warm gradient glow that turned bedrooms into dreamscapes, sunset lamps became the unofficial lighting choice of Instagram creators. Every reel had that soft, golden halo and a calming pink-orange wash. It quickly went from a lighting trend to an aesthetic essential.
One standout moment came from @earthdarlin, who shared a reel of herself showing off a quirky, upgraded version of a sunset lamp from Temu. The video got over 500,000 likes and quickly inspired creators to hunt for the same lamp. The post sparked a ripple effect; followers asked for links, shared their own setups, and recreated the vibe in different styles.
1. Why Did Sunset Lamps Go Viral on Instagram?
This trend worked because it combined vibe, emotion, and beautiful light: Instagram’s favorite trio.
The glow turned even small spaces into cozy, cinematic scenes that looked amazing on camera.
It gave creators an easy way to elevate everyday content, from reading nooks to skincare routines.
The lamp became a symbol for the “soft life” trend: slowing down, staying in, and creating mood-driven content.
It was all about setting the tone. And that warm, colorful gradient became instantly recognizable across Instagram feeds.
2. How Influencers Helped Push It into Everyday Culture
Sunset lamps became more than a backdrop. Influencers made them part of a lifestyle. And the way creators used them made the trend feel approachable and personal.
Micro-influencers posted calming morning routines with soft ambient glow and quiet music in the background.
Beauty creators used the lamp as part of GRWM lighting, calling it their “golden hour hack.”
Journaling and mindfulness content exploded with sunset lamp setups, often paired with candles and lo-fi music.
The lamp became a quiet co-star in reels, carousels, and even Stories. It didn’t dominate the content. It made everything around it feel more thoughtful.
3. Real-Life Buzz: From Online Aesthetic to Sellouts
The Instagram glow-up didn’t stay online for long. Once the trend picked up, real-world demand followed fast.
TikTok shops and small decor brands reported running out of stock by mid-March.
Urban Outfitters added them to their seasonal decor collection, calling them “mood lights.”
From cozy corners to cafe lighting, sunset lamps popped up everywhere. What started as background lighting turned into a defining part of 2025’s Instagram aesthetic.
Product 2: Matcha - The Bright Green Trend That Became a Lifestyle Symbol
Matcha was around long before 2025. But this year it exploded on Instagram like never before. The bright emerald powder, the slow swirl into oat milk, and the calming ritual vibe...it all turned matcha into the unofficial wellness accessory of the year. Influencers from around the world leaned into it hard.
One standout influencer was Dua Lipa. She posted her picture with her iced matcha, which made the fans go "aww" over matcha. That picture alone sparked thousands of remakes from fans worldwide. Matcha has become more than something to sip. It reflects a certain lifestyle: calm, health-focused, and visually satisfying with every green swirl.
1. Why Did Matcha Become Viral on Instagram?
Matcha hit multiple sweet spots that made it Internet‑famous. The reasons it worked are:
Its deep green color and swirls look mesmerizing on video, perfect for looping reels or flat‑lay shots.
It’s tied to health trends: clean caffeine, antioxidants, and mindfulness, which made it more than just pretty.
It became a visual shorthand for wellness influencers and Gen Z matcha lovers alike, often tagged #matchaman or #matcharelaxation.
That vibrant green + healthy glow combo made matcha one of 2025’s most Instagrammed food trends.
2. How Influencers Helped Push It into Everyday Culture.
This movement didn’t start with a big name. It rapidly grew through a steady stream of micro-influencers on Instagram who made matcha part of their everyday content, each in their own way. The key patterns were:
Creators from cities like London, San Francisco, Mumbai, and Seoul posted cafe reels showing slow pours and aesthetic setups with matcha lattes or bowls.
Instagrammers shared matcha recipes, like cloud matcha or strawberry yuzu matcha, mixing it with coconut water or whipped foam for depth and visual flair.
Micro‑influencers with wellness audiences posted about matcha’s energy benefits, pairing it with yoga, reading, or a relaxation corner in their home.
Together, these posts created a wave of short‑form content across feeds, stories, and IGTV.
3. Real‑Life Buzz: From Cafes to Global Demand
Matcha didn’t stay on screens for long but rather showed up in local cafes, on menu boards, in wellness shops, and demand grew fast. Here’s how things played out offline:
Cafes like Junbi Matcha & Tea in California saw constant lines because of matcha smoothie bowls and yuzu dragonfruit drinks that looked gorgeous on camera.
A vintage bookstore café in San Francisco called Blackbird collaborated with Rocky’s Matcha, turning into a weekend matcha destination and popping up in foodie city guides.
Demand surged so much that regions in the UK and Japan announced matcha shortages, leading to purchase limits and panic-buying from enthusiasts and influencers alike.
Matcha automatically turned into a global phenomenon, bridging digital buzz and real-world behavior.
Product 3: Protein Bowls - The Viral Ground Beef Bowls That Ate the Internet
Of all the food trends that showed up on Instagram this year, nothing felt as repeatable and shareable as the protein bowl. Not the smoothie bowl. Not the avocado toast. It was this bowl. Roasted sweet potato, spicy ground beef, creamy cottage cheese, a little avocado, some greens, and maybe a drizzle of hot sauce or honey. That combo was everywhere.
It was not some complicated 15-ingredient meal. That’s what made it so viral. Anyone could make it. And everyone who made it wanted to post it.
The real push came from creators like @collegenutritionist and @alondrardiaz, who showed how to make it in under 10 minutes with more than 30 grams of protein. Their reels were just tasty, doable, and kind of addictive to watch.
1. Why People Couldn’t Stop Reposting These Bowls.
The protein bowl hit the sweet spot between easy, healthy, and photogenic. That’s a rare combo. Here’s what made it catch fire:
It looked good from every angle. Even messy versions had color, texture, and that satisfying fork-mix moment.
It was fast. Prep in 10 minutes. No measuring. No overthinking. People loved that it felt like cooking, not meal-prepping.
It had real numbers. When creators said “41 grams of protein,” people listened. And shared it with their gym friends.
This movement was one of those trends where the content just worked. Simple visuals. Real benefits. Easy to save and share.
2. How Creators Made It Feel Personal.
What made this trend stick was how creators talked about it. Here’s what made people try it themselves:
They said things like “This got me through my 3 PM slump” or “I’ve eaten this five days in a row and still love it.”
Many showed it in real life, next to their laptop or in a messy kitchen, which made it feel relatable.
Others made it a part of their day-in-the-life, pairing it with voiceovers or gym updates.
The bowl became the kind of food that made daily life feel smoother. Something quick, nourishing, and satisfying without needing much effort.
3. From Feed to Real Life, Fast.
The best proof of virality is when it jumps from your feed into your fridge. That’s exactly what happened:
Meal prep companies started offering their own versions labeled “Insta-famous protein bowls.”
Fitness creators began using it as a default meal in their routine content; no sponsored post or content was needed.
Grocery stores started bundling ingredients together, calling them “bowl kits” in reels and online listings.
No celebrity chef. No marketing campaign. Just a bunch of regular people cooking something tasty and feeling proud enough to post it.
Product 4: Korean Skincare - Glass Skin in Every Reel
If you thought Korean skincare was already popular, 2025 took it to a whole new level. Think sheets soaked in essence, jade rollers, and ceramide creams that glow just under low light. Creators across the beauty spectrum started showing their nightly skincare rituals in high-def slow motion. One drop of a dewy serum, and suddenly you’re watching five-minute routines tagged #GlassSkinGoals.
Beauty influencers like Charlotte Cho (@charlottechoskincare) shared her step-by-step routines. She poured, patted, and layered her way to visibly calm, radiant skin. The final full-face glow shot felt personal and aspirational, like watching a friend share her secret, not a campaign.
1. Why the Trend Felt Real and Relatable
The Korean skincare made it through the ingredients and storytelling through routine. The reasons this stood out are:
Reels of mist sprays, serum drops, and patting slowed down skincare in a way that looked calming and luxurious.
The steps felt therapeutic, like a mini spa session in your bathroom.
Viewers saw products in use, no filters, no flash. Just skin looking dewy and real by the end.
Because it felt soothing and personal, people treated these posts like relaxation content. And that gave them share-worthy value.
2. How Creators Made It Feel Like a Habit, Not a Trend
Korean skincare went viral for more than the glow. Creators made it part of their daily life, and those real, unfiltered moments caught on fast. Here’s what stood out:
Night routines rolled out over 5+ steps with creator voiceovers explaining why they loved each one.
People shared how their skin felt softer or looked more even after even two weeks of consistent use.
Followers chimed in with their own tests, ingredient swaps, or “same routine, but mine is cruelty-free” stories.
Skincare started to feel more like a shared ritual than a routine. It became personal, calming, and something people genuinely looked forward to.
3. From Feed to Shelf: Real-World Effects
Instagram buzz turned into tangible demand overnight. Here’s what popped up offline:
Beauty brands included full skincare routines in their packaging and online product pages to mirror creator content.
Indie skincare brands started offering mini trial packs of the exact sequence that macro-influencers or others used.
Local spas at pop-ups hosted “glass skin nights,” featuring product sets mirrored from influencer skincare lineups.
This trend focused less on glam and more on the ritual. People were buying because it felt like a self-love moment they could replicate each day and not because of the shine.
Product 5: Saratoga Bottled Water – The Unexpected Hydration Star
Who imagined bottled water could become a viral sensation? Yet that’s exactly what happened with Saratoga bottled water this year. Fitness influencer Ashton Hall included it in his 5.5-hour morning routine reel, using it to rinse, hydrate, and refresh on camera. That routine went explosive, sparking thousands of searches, memes, and reposts across Instagram.
No brand deal behind it. Just a regular moment that felt real enough to spark curiosity. That simple pour turned into a full-blown hydration trend.
1. Why Saratoga Water Went Viral
The water stood out because it felt oddly essential in a routine-filled reel. Here’s why people plugged in:
Ashton’s routine was oddly soothing and oddly long. The way he used the water at every stage of his morning made people pause and wonder why it felt calming.
The bottle’s sleek design and name popped in Reels. People saved it just to know what brand it was.
Fans searched for “Saratoga water morning routine” and found links, memes, and stock surges, all from simple content.
Sometimes the scroll stops because of a quiet moment. A creator going about their day can spark more interest than any polished product drop.
2. How Creators Amplified the Moment
Once Ashton’s video dropped, Instagram quickly filled with creative spins on hydration. Here’s how the trend grew:
Wellness creators and fitness influencer pages made ambient versions of morning routines, starring Saratoga as a ritual prop.
Meme accounts joked about “needing five hours and a bottle of Saratoga to function.”
Brands like Primo (owner of Saratoga) leaned into the moment with posts teasing “the water your routine didn’t know it needed.”
Everyone was remixing a moment that felt oddly therapeutic and oddly shareable.
From Screen to Stock to FOMO.
Virality hit deeper than exposure. It had real-world impact. What followed offline:
Searches for Saratoga jumped by over 1,000 percent.
Primo Brands’ stock rose by around 16 percent on the back of organic hype.
Convenience stores and gyms started stocking it more prominently, often tagging “Ashton Hall’s pick” in social displays.
That’s proof that even everyday objects can go viral? if they land in the right context.
What These 5 Products Teach Us About Going Viral on Instagram
It’s easy to look at trends and think, “That just blew up because it was lucky.” But when you look a little closer, you’ll see these viral products all had something in common. These moments caught on for a reason. People shared them, saved them, and kept the conversation going because something about them just clicked. If you're building a product or planning an influencer marketing campaign, here's what these viral moments can teach you.
1. Make it visually irresistible.
Every single one of these products looked good on camera. Whether it was matcha swirling into milk or a protein bowl full of textures and colors, these were posts people wanted to save. Even Saratoga water, just sitting in a blue glass bottle, had presence.
2. Build with real people in mind.
The creators behind these trends were not trying to sell. They were simply sharing what they already used. Protein bowls were part of breakfast. Skincare was part of winding down. That’s the kind of content that feels honest and sticks with people.
3. Let people make it their own.
The best viral trends are flexible. Matcha showed up in café reels, home rituals, and aesthetic flatlays. Labubu popped up as a desk prop or a bag charm. The more ways people can use, show, or play with your product, the more likely it is to spread.
Summing Up
You can create the right conditions for a product to go viral. When something feels authentic, looks good, solves a need, and fits into people’s lives in a fun way, that’s when the magic happens. Whether it’s a plushie, a protein bowl, or bottled water dunked into ice at 5:46 in the morning, viral moments come from how people connect with a product, not just how it’s marketed.
And if you're trying to build that moment for your own brand, you don’t have to guess. At impulze.ai, we help you find the right creators, track what’s working, and even spy on what made your competitors' campaigns take off. From content calendars to performance tracking, we make influencer marketing smarter, faster, and honestly, way more fun.
Want your next product to be on lists like this? Start with impulze.ai!
Ever scroll through Instagram and suddenly see the same product pop up again and again? One day you’re minding your business. The next, everyone is posting about the same plush toy, skincare bottle, or glow-in-the-dark tumbler. That’s a full-blown viral moment.
We all saw how Labubu dolls exploded into everyone’s feed. But that’s just one viral product. 2025 has been wild for viral product drops, and what’s really interesting is how they’re getting picked up. Big names and flashy ads don’t always spark the most attention. Often, it’s micro-influencers, clever product placements, and a scroll-stopping aesthetic that really get people talking.
In this blog, we’re breaking down five products that blew up on Instagram in 2025, how they did it, and what brands can learn from them. Whether you’re a marketer, a founder, or just curious how something gets Insta-famous, this list is for you.
Ready? Let’s get into the products everyone couldn’t stop talking about. But first, let’s see why some of them go viral.
Why Do Some Products Go Viral on Instagram While Others Don’t?
There’s no magical button that makes a product go viral. But there is a pattern. Some posts barely get seen, while others spark a chain reaction of shares, remixes, and “where can I buy this?” comments. If you’ve ever wondered why one candle, hoodie, or plushie blows up and another one flops, you’re not alone. Virality often comes from a mix of strong emotional appeal, great timing, and the right push from creators who know how to connect with their audience.
Let’s break it down into three major reasons why some products just click on Instagram.
1. It’s Not Just Aesthetic; It’s Emotion.
Yes, your product should look good on camera. But what really makes people stop and share is how it makes them feel. If your product makes someone feel nostalgic, empowered, cozy, or even a little bit rebellious, you’re way closer to virality than you think.
2. The Role of Influencers in Sparking Trends.
This is where things get interesting. Most viral Instagram products in 2025 didn’t take off because a Kardashian posted them. They grew because dozens of micro-influencers started using them in a way that felt natural. A girl with 8K followers posted her skincare shelfie. A creator from Berlin showed off her pastel water bottle next to her morning matcha. Suddenly, everyone wanted it.
These creators might have smaller followings, but they shape trends within their circles. Their recommendations feel real, and that’s what makes them powerful.
3. Instagram’s Algorithm Favors What Feels Native.
Here’s a secret. Polished ads rarely perform well on Instagram. What gets attention are the posts that blend into your feed, ones that feel honest and personal. When an Instagram influencer shares a product during a day-in-the-life vlog or films an unboxing in their slightly messy bedroom, it feels relatable. It doesn’t scream marketing but feels like a friend sharing something they actually like. And that’s the kind of content Instagram tends to amplify.
What Makes a Product “Instagrammable” in 2025?
You can’t force something to go viral. But you can give it everything it needs to be Instagrammable. That word gets thrown around a lot, but in 2025, it means more than just something that looks good in a photo. A truly Instagrammable product fits effortlessly into someone’s life, makes people feel something, and gets shared without being pushed. It’s always about making people pause, save, and share.
Let’s talk about what gives a product that viral spark.
1. It Tells a Story Without Needing a Caption.
In 2025, people are tired of over-explaining. If your product needs a 5-line caption to make sense, it might already be too late. The ones that pop are the ones that visually say something, something honest, something relatable, something that fits into a larger feeling or moment.
Think about how often you’ve seen a product mid-frame in a reel, without a single brand mention, and still ended up checking the comments to find out what it was. That’s the power of silent storytelling. No loud pitch needed. Just something subtle that makes people lean in and want to know more.
Why this works:
It grabs attention in less than 2 seconds.
It fits naturally into lifestyle content, not as an interruption.
It invites curiosity instead of demanding it.
A product that can spark emotion through a glance will always outperform one that needs convincing.
2. It Feels Personal to the Creator.
There’s something special about watching a creator talk about a product like it’s their favorite thing, not because they were paid to say it, but because it genuinely made their day better. In 2025, this kind of authenticity is what breaks through the noise.
Followers can smell a forced ad from a mile away. But if a creator says, “This tiny bag changed how I pack for work,” or “My anxiety journal is now part of my bedtime routine,” that sounds like a friend talking. It feels personal, and that’s what makes it powerful.
Products go viral faster when:
Creators feel emotionally connected to the item.
The story they tell is relatable and real, not scripted.
It solves a niche but very specific problem in someone’s life.
When something feels like a part of someone’s daily life, their audience wants in. They want to feel that same moment, that same upgrade, that same ease.
3. It Works Across Content Styles.
Versatility is a secret weapon. Viral products in 2025 don’t stay in one lane. You’ll see them in morning vlogs, GRWM clips, travel recaps, funny voiceovers, and casual unboxings. They fit into all kinds of content and never feel out of place.
This adaptability is what keeps them in circulation longer. If a creator can only talk about your product once in one specific format, your moment might be over in a week. But if it keeps popping up in different ways, it becomes part of the culture, not just a trend.
Why versatility wins:
It gives creators freedom to use it their way.
It feels less repetitive when it appears often in your feed.
It can adapt to different niches, from fashion to wellness to tech.
A product tends to go viral when it keeps showing up naturally across different moments. The more it blends into real stories and routines, the more people start paying attention.
Top 5 Viral Products That Ruled Instagram in 2025
Instagram in 2025 has been wild. These viral products didn’t take off by chance, and they were not the typical ad campaigns either. They sparked something bigger and turned into trends people wanted to be part of. Products that made people say, “Wait, I need that,” without a single sales pitch. Here’s what made people pause, like, save, and share. And maybe hit that link in bio.
Product 1: Sunset Lamps – The Glow That Took Over Instagram Aesthetics
Sunset lamps were not new, but in 2025, they made a massive comeback. This time, it was about the mood. With a warm gradient glow that turned bedrooms into dreamscapes, sunset lamps became the unofficial lighting choice of Instagram creators. Every reel had that soft, golden halo and a calming pink-orange wash. It quickly went from a lighting trend to an aesthetic essential.
One standout moment came from @earthdarlin, who shared a reel of herself showing off a quirky, upgraded version of a sunset lamp from Temu. The video got over 500,000 likes and quickly inspired creators to hunt for the same lamp. The post sparked a ripple effect; followers asked for links, shared their own setups, and recreated the vibe in different styles.
1. Why Did Sunset Lamps Go Viral on Instagram?
This trend worked because it combined vibe, emotion, and beautiful light: Instagram’s favorite trio.
The glow turned even small spaces into cozy, cinematic scenes that looked amazing on camera.
It gave creators an easy way to elevate everyday content, from reading nooks to skincare routines.
The lamp became a symbol for the “soft life” trend: slowing down, staying in, and creating mood-driven content.
It was all about setting the tone. And that warm, colorful gradient became instantly recognizable across Instagram feeds.
2. How Influencers Helped Push It into Everyday Culture
Sunset lamps became more than a backdrop. Influencers made them part of a lifestyle. And the way creators used them made the trend feel approachable and personal.
Micro-influencers posted calming morning routines with soft ambient glow and quiet music in the background.
Beauty creators used the lamp as part of GRWM lighting, calling it their “golden hour hack.”
Journaling and mindfulness content exploded with sunset lamp setups, often paired with candles and lo-fi music.
The lamp became a quiet co-star in reels, carousels, and even Stories. It didn’t dominate the content. It made everything around it feel more thoughtful.
3. Real-Life Buzz: From Online Aesthetic to Sellouts
The Instagram glow-up didn’t stay online for long. Once the trend picked up, real-world demand followed fast.
TikTok shops and small decor brands reported running out of stock by mid-March.
Urban Outfitters added them to their seasonal decor collection, calling them “mood lights.”
From cozy corners to cafe lighting, sunset lamps popped up everywhere. What started as background lighting turned into a defining part of 2025’s Instagram aesthetic.
Product 2: Matcha - The Bright Green Trend That Became a Lifestyle Symbol
Matcha was around long before 2025. But this year it exploded on Instagram like never before. The bright emerald powder, the slow swirl into oat milk, and the calming ritual vibe...it all turned matcha into the unofficial wellness accessory of the year. Influencers from around the world leaned into it hard.
One standout influencer was Dua Lipa. She posted her picture with her iced matcha, which made the fans go "aww" over matcha. That picture alone sparked thousands of remakes from fans worldwide. Matcha has become more than something to sip. It reflects a certain lifestyle: calm, health-focused, and visually satisfying with every green swirl.
1. Why Did Matcha Become Viral on Instagram?
Matcha hit multiple sweet spots that made it Internet‑famous. The reasons it worked are:
Its deep green color and swirls look mesmerizing on video, perfect for looping reels or flat‑lay shots.
It’s tied to health trends: clean caffeine, antioxidants, and mindfulness, which made it more than just pretty.
It became a visual shorthand for wellness influencers and Gen Z matcha lovers alike, often tagged #matchaman or #matcharelaxation.
That vibrant green + healthy glow combo made matcha one of 2025’s most Instagrammed food trends.
2. How Influencers Helped Push It into Everyday Culture.
This movement didn’t start with a big name. It rapidly grew through a steady stream of micro-influencers on Instagram who made matcha part of their everyday content, each in their own way. The key patterns were:
Creators from cities like London, San Francisco, Mumbai, and Seoul posted cafe reels showing slow pours and aesthetic setups with matcha lattes or bowls.
Instagrammers shared matcha recipes, like cloud matcha or strawberry yuzu matcha, mixing it with coconut water or whipped foam for depth and visual flair.
Micro‑influencers with wellness audiences posted about matcha’s energy benefits, pairing it with yoga, reading, or a relaxation corner in their home.
Together, these posts created a wave of short‑form content across feeds, stories, and IGTV.
3. Real‑Life Buzz: From Cafes to Global Demand
Matcha didn’t stay on screens for long but rather showed up in local cafes, on menu boards, in wellness shops, and demand grew fast. Here’s how things played out offline:
Cafes like Junbi Matcha & Tea in California saw constant lines because of matcha smoothie bowls and yuzu dragonfruit drinks that looked gorgeous on camera.
A vintage bookstore café in San Francisco called Blackbird collaborated with Rocky’s Matcha, turning into a weekend matcha destination and popping up in foodie city guides.
Demand surged so much that regions in the UK and Japan announced matcha shortages, leading to purchase limits and panic-buying from enthusiasts and influencers alike.
Matcha automatically turned into a global phenomenon, bridging digital buzz and real-world behavior.
Product 3: Protein Bowls - The Viral Ground Beef Bowls That Ate the Internet
Of all the food trends that showed up on Instagram this year, nothing felt as repeatable and shareable as the protein bowl. Not the smoothie bowl. Not the avocado toast. It was this bowl. Roasted sweet potato, spicy ground beef, creamy cottage cheese, a little avocado, some greens, and maybe a drizzle of hot sauce or honey. That combo was everywhere.
It was not some complicated 15-ingredient meal. That’s what made it so viral. Anyone could make it. And everyone who made it wanted to post it.
The real push came from creators like @collegenutritionist and @alondrardiaz, who showed how to make it in under 10 minutes with more than 30 grams of protein. Their reels were just tasty, doable, and kind of addictive to watch.
1. Why People Couldn’t Stop Reposting These Bowls.
The protein bowl hit the sweet spot between easy, healthy, and photogenic. That’s a rare combo. Here’s what made it catch fire:
It looked good from every angle. Even messy versions had color, texture, and that satisfying fork-mix moment.
It was fast. Prep in 10 minutes. No measuring. No overthinking. People loved that it felt like cooking, not meal-prepping.
It had real numbers. When creators said “41 grams of protein,” people listened. And shared it with their gym friends.
This movement was one of those trends where the content just worked. Simple visuals. Real benefits. Easy to save and share.
2. How Creators Made It Feel Personal.
What made this trend stick was how creators talked about it. Here’s what made people try it themselves:
They said things like “This got me through my 3 PM slump” or “I’ve eaten this five days in a row and still love it.”
Many showed it in real life, next to their laptop or in a messy kitchen, which made it feel relatable.
Others made it a part of their day-in-the-life, pairing it with voiceovers or gym updates.
The bowl became the kind of food that made daily life feel smoother. Something quick, nourishing, and satisfying without needing much effort.
3. From Feed to Real Life, Fast.
The best proof of virality is when it jumps from your feed into your fridge. That’s exactly what happened:
Meal prep companies started offering their own versions labeled “Insta-famous protein bowls.”
Fitness creators began using it as a default meal in their routine content; no sponsored post or content was needed.
Grocery stores started bundling ingredients together, calling them “bowl kits” in reels and online listings.
No celebrity chef. No marketing campaign. Just a bunch of regular people cooking something tasty and feeling proud enough to post it.
Product 4: Korean Skincare - Glass Skin in Every Reel
If you thought Korean skincare was already popular, 2025 took it to a whole new level. Think sheets soaked in essence, jade rollers, and ceramide creams that glow just under low light. Creators across the beauty spectrum started showing their nightly skincare rituals in high-def slow motion. One drop of a dewy serum, and suddenly you’re watching five-minute routines tagged #GlassSkinGoals.
Beauty influencers like Charlotte Cho (@charlottechoskincare) shared her step-by-step routines. She poured, patted, and layered her way to visibly calm, radiant skin. The final full-face glow shot felt personal and aspirational, like watching a friend share her secret, not a campaign.
1. Why the Trend Felt Real and Relatable
The Korean skincare made it through the ingredients and storytelling through routine. The reasons this stood out are:
Reels of mist sprays, serum drops, and patting slowed down skincare in a way that looked calming and luxurious.
The steps felt therapeutic, like a mini spa session in your bathroom.
Viewers saw products in use, no filters, no flash. Just skin looking dewy and real by the end.
Because it felt soothing and personal, people treated these posts like relaxation content. And that gave them share-worthy value.
2. How Creators Made It Feel Like a Habit, Not a Trend
Korean skincare went viral for more than the glow. Creators made it part of their daily life, and those real, unfiltered moments caught on fast. Here’s what stood out:
Night routines rolled out over 5+ steps with creator voiceovers explaining why they loved each one.
People shared how their skin felt softer or looked more even after even two weeks of consistent use.
Followers chimed in with their own tests, ingredient swaps, or “same routine, but mine is cruelty-free” stories.
Skincare started to feel more like a shared ritual than a routine. It became personal, calming, and something people genuinely looked forward to.
3. From Feed to Shelf: Real-World Effects
Instagram buzz turned into tangible demand overnight. Here’s what popped up offline:
Beauty brands included full skincare routines in their packaging and online product pages to mirror creator content.
Indie skincare brands started offering mini trial packs of the exact sequence that macro-influencers or others used.
Local spas at pop-ups hosted “glass skin nights,” featuring product sets mirrored from influencer skincare lineups.
This trend focused less on glam and more on the ritual. People were buying because it felt like a self-love moment they could replicate each day and not because of the shine.
Product 5: Saratoga Bottled Water – The Unexpected Hydration Star
Who imagined bottled water could become a viral sensation? Yet that’s exactly what happened with Saratoga bottled water this year. Fitness influencer Ashton Hall included it in his 5.5-hour morning routine reel, using it to rinse, hydrate, and refresh on camera. That routine went explosive, sparking thousands of searches, memes, and reposts across Instagram.
No brand deal behind it. Just a regular moment that felt real enough to spark curiosity. That simple pour turned into a full-blown hydration trend.
1. Why Saratoga Water Went Viral
The water stood out because it felt oddly essential in a routine-filled reel. Here’s why people plugged in:
Ashton’s routine was oddly soothing and oddly long. The way he used the water at every stage of his morning made people pause and wonder why it felt calming.
The bottle’s sleek design and name popped in Reels. People saved it just to know what brand it was.
Fans searched for “Saratoga water morning routine” and found links, memes, and stock surges, all from simple content.
Sometimes the scroll stops because of a quiet moment. A creator going about their day can spark more interest than any polished product drop.
2. How Creators Amplified the Moment
Once Ashton’s video dropped, Instagram quickly filled with creative spins on hydration. Here’s how the trend grew:
Wellness creators and fitness influencer pages made ambient versions of morning routines, starring Saratoga as a ritual prop.
Meme accounts joked about “needing five hours and a bottle of Saratoga to function.”
Brands like Primo (owner of Saratoga) leaned into the moment with posts teasing “the water your routine didn’t know it needed.”
Everyone was remixing a moment that felt oddly therapeutic and oddly shareable.
From Screen to Stock to FOMO.
Virality hit deeper than exposure. It had real-world impact. What followed offline:
Searches for Saratoga jumped by over 1,000 percent.
Primo Brands’ stock rose by around 16 percent on the back of organic hype.
Convenience stores and gyms started stocking it more prominently, often tagging “Ashton Hall’s pick” in social displays.
That’s proof that even everyday objects can go viral? if they land in the right context.
What These 5 Products Teach Us About Going Viral on Instagram
It’s easy to look at trends and think, “That just blew up because it was lucky.” But when you look a little closer, you’ll see these viral products all had something in common. These moments caught on for a reason. People shared them, saved them, and kept the conversation going because something about them just clicked. If you're building a product or planning an influencer marketing campaign, here's what these viral moments can teach you.
1. Make it visually irresistible.
Every single one of these products looked good on camera. Whether it was matcha swirling into milk or a protein bowl full of textures and colors, these were posts people wanted to save. Even Saratoga water, just sitting in a blue glass bottle, had presence.
2. Build with real people in mind.
The creators behind these trends were not trying to sell. They were simply sharing what they already used. Protein bowls were part of breakfast. Skincare was part of winding down. That’s the kind of content that feels honest and sticks with people.
3. Let people make it their own.
The best viral trends are flexible. Matcha showed up in café reels, home rituals, and aesthetic flatlays. Labubu popped up as a desk prop or a bag charm. The more ways people can use, show, or play with your product, the more likely it is to spread.
Summing Up
You can create the right conditions for a product to go viral. When something feels authentic, looks good, solves a need, and fits into people’s lives in a fun way, that’s when the magic happens. Whether it’s a plushie, a protein bowl, or bottled water dunked into ice at 5:46 in the morning, viral moments come from how people connect with a product, not just how it’s marketed.
And if you're trying to build that moment for your own brand, you don’t have to guess. At impulze.ai, we help you find the right creators, track what’s working, and even spy on what made your competitors' campaigns take off. From content calendars to performance tracking, we make influencer marketing smarter, faster, and honestly, way more fun.
Want your next product to be on lists like this? Start with impulze.ai!
Frequently Asked Questions
How do products go viral on Instagram?
How do products go viral on Instagram?
How do products go viral on Instagram?
Do brands plan virality, or does it just happen?
Do brands plan virality, or does it just happen?
Do brands plan virality, or does it just happen?
What role do influencers play in making something trend?
What role do influencers play in making something trend?
What role do influencers play in making something trend?
Can small brands create viral product moments too?
Can small brands create viral product moments too?
Can small brands create viral product moments too?
Why did Labubu and matcha go so viral?
Why did Labubu and matcha go so viral?
Why did Labubu and matcha go so viral?
How can I find the right creators for my brand?
How can I find the right creators for my brand?
How can I find the right creators for my brand?
Where can I track what’s trending among influencers?
Where can I track what’s trending among influencers?
Where can I track what’s trending among influencers?
Author Bio
Author Bio
Nandini Tripathi
Nandini Tripathi
Hey! I’m Nandini, a content writer who turns brand blah into brand ta-da! I write words that work and turn ideas into content that sounds good, feels right, and actually gets read.
Hey! I’m Nandini, a content writer who turns brand blah into brand ta-da! I write words that work and turn ideas into content that sounds good, feels right, and actually gets read.
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May be Later
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30K+ Active Users
May be Later