CANDYS CLOSET BOUTIQUE

Why All of TikTok Looks Like a Candy Store | Eater

"Started by two friends with nostalgic ties to a childhood 'candy closet,' this small candy business found rapid growth on TikTok after investing in a freeze dryer. Their freeze-dried Skittles—branded as Fruity Crunchies—became a breakout hit and remain the top seller, and the company now offers roughly 60 freeze-dried varieties on its website. Viewers are drawn to the satisfying visuals of loading and unloading the dryers and to candy-crushing clips (which spark mixed reactions about waste, though the owners say they eat the candy after filming); the social strategy helped the shop grow to nearly half a million followers and turn a novelty production method into a reliable sales driver." - Amy McCarthy