Free Soul launches TikTok Super Brand Day campaign following record 2025 growth
Women’s wellness brand Free Soul has launched TikTok Shop’s first Super Brand Day of 2026, a new campaign featuring live shopping, creator collaborations, offline activations and an out-of-home activations.
Running until Sunday 11 January, the brand's latest campaign includes a seven-day live shopping takeover and the launch of Free Soul Sculpt, a performance protein product formulated specifically for women and debuting on TikTok.
@freesoul Our Super Brand Week has officially started and we’ve just launched our new Free Soul Sculpt Protein 🩷 We’re still on the LIVE, so come and join us! #freesoupsuperbrandday #freesoul #freesoulgummies ♬ original sound - Free Soul
Super Brand Days are designed for brands that demonstrate strong cultural relevance, consistent commercial performance and platform-native execution.
The "high-impact" activations allow businesses to engage users through storytelling, creator partnerships and immersive shopping experiences. Free Soul is the first UK brand to host a TikTok Shop Super Brand Day twice.
The launch comes during a period of growth for Free Soul. In 2025, the business was projected to reach $65 million in revenue, up from $50 million in 2024, and is targeting $100 million in the future alongside product expansion.
Social platforms, particularly TikTok Shop, have played a significant role in the British brand’s growth. Last year, Free Soul was the top-selling FMCG business on TikTok Shop, supported by a "highly engaged, digital-first community".
Arjun Sofat, founder and CEO of Free Soul, said: "January is a key time for setting wellness goals for the year, and historically one where we see our sales soar. The accessibility of TikTok and TikTok Shop has been instrumental in making our products accessible to the masses, along with helping people learn how to make improvements to their wellness routines - whether that’s taking electrolytes, or understanding the benefits of creatine - in digestible, short-form content.
"Being part of the first Super Brand Day of 2026 isn’t just a marketing milestone – it’s a business one. Sitting alongside global giants such as L’Oréal reflects how far we’ve come as a brand and where we’re heading next."
