Sydney, Australia — A lively attempt by employees at tbh skincare to engage with popular culture through a TikTok trend backfired, escalating into a distracting social media uproar that drew severe online abuse, illustrating the unforeseen perils businesses face on digital platforms.
The incident began innocently, with the skincare brand sharing a video featuring its workforce participating in a viral group introduction trend on TikTok. The light-hearted clip intended to spotlight the company’s vibrant office culture quickly attracted hateful comments, an outcome that caught the company off-guard.
Rachel Wilde, the co-founder of tbh skincare, expressed her distress over the situation, saying the scale and nature of the backlash were unlike anything the company had encountered before. According to Wilde, while TikTok and Instagram often foster supportive environments, the shift in narrative tone became starkly evident when the video was shared on the platform X, widely known as Twitter, which led to an explosion of negative commentary.
The video amassed more than four million views, punctuated by nearly a thousand comments. Initially, many viewers praised the fun, upbeat environment displayed by the tbh staff. However, the conversation took a darker turn on X, where the comments quickly degenerated into personal attacks and sexist remarks.
Legal experts have seized on such incidents to highlight the potential dangers and consequences of workplace engagement in viral social media trends. Roxanne Hart, a specialist in employment law, stressed the risks of exposing employees to such wide public scrutiny. “Participating in these trends can sometimes lead to severe online backlash which, in turn, might affect the mental health of employees,” Hart explained.
The company’s internal response to the controversy included measures to support the affected employees, as the encounter with mass online negativity had escalated to include personal threats. Wilde noted, “We are committed to standing by our team and ensuring their well-being through this challenging experience.”
In addition to internal support, some of the targeted female employees responded to the incident by producing a follow-up video that humorously addressed the vitriol, aiming to “clap back” at the negativity. This response favorably resonated within their community on TikTok, helping to pivot the conversation back to a more positive tone and even boosting their social media following significantly.
Further illustrating the gravity of the situation, Hart pointed out the legal implications for companies, including potential breaches of workplace safety and harassment laws. “When content posted on company accounts leads to harassment, the business itself can be held accountable,” Hart added.
Beyond this, the episode has sparked discussions on how viral moments can escalate and affect individuals and companies in profound and lasting ways. It has become a cautionary tale underscoring the importance of considering the broader impacts of engaging in widespread internet trends — a lesson that tbh skincare learned the hard way.
As businesses continue to navigate the complex, fast-evolving social media landscape, this incident stands as a reminder of the need for caution and prepared and proactive management responses to protect employees and company reputations when online engagements spiral out of control.