Sugar, Sugar

Tree Hut—whose mesmerizing textures, irresistible scents, and playful sensoriality have earned the brand a 2.5M-strong cult following on TikTok and Instagram—is unveiling its first-ever traditional, omni-channel campaign and bold new visual identity.

Developed with recently appointed creative AOR Bakery, the “Uncontain Yourself” rebrand amplifies everything fans already love: unfiltered color, expressive texture, and pure sensory joy. Inspired by the hypnotic “goop pulls” that made Tree Hut a social phenomenon, the new look finally matches the tactile delight that has fueled the brand’s rise.

A huge brand campaign, the platform officially launched December 25 with a 30-second hero spot, “Sugar, Sugar”.

In “Sugar, Sugar,” a woman showers to the catchy tune of Sugar, Sugar, updated with catchy new lyrics fitting for the brand. As she lathers up, Tree Hut products line the shelves, singing along and playfully remixing the lyrics into their own refrain: “Ah, scruby, scruby, I am a shiny girl.” The camera pulls back to reveal the entire bathroom, from the toilet to the hamper, even her belly button, joining in the chorus.

The rollout includes a massive creator-led social push, with social creators who have been with the brand since the beginning introducing the new identity, logos and packaging.

The campaign cements Tree Hut’s place in culture and invites both loyal devotees and curious newcomers to fully “Uncontain Yourself.”