Aquaphor has gained popularity as a summer accessory, becoming a fashionable item rather than just a practical salve. With 114 million TikTok videos showcasing its versatility, users apply it to various body parts for beauty routines. The brand has capitalized on this trend, often reposting content from enthusiastic Gen Z fans. The cultural phenomenon surrounding Aquaphor mirrors luxury fashion's 'high-low' marketing strategy, making it accessible and desirable regardless of socio-economic status. As a result, Aquaphor's parent company has also seen a financial boost, exceeding earnings expectations significantly.
"I don't know how many times I have to explain this to people, but there is nothing that Aquaphor will not fix," one TikTok creator explains. "Do you have a scrape? Aquaphor. Do you have a burn? Aquaphor? Broken heart? Aquaphor. Severed leg? Aquaphor!!!"
Aquaphor has leaned into the hype, frequently reposting TikToks from its legion of Gen Z fans. "When my daughter Aquaphora asks how she got her name," one repost reads.
Aquaphor hooked Extremely Online shoppers through a riff on the 'high-low' model beloved by luxury fashion brands...making everyone feel seen, regardless of their bank balance.
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