Batiste Turned Viral TikTok Roast Into 10.6M-View Campaign in 5 Days

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4.2.2026

Quick Facts

Batiste created a campaign with Jen Affleck from viral TikTok comment to finished content in just 5 days
The final campaign video reached 10.6 million views and 161,000 likes on TikTok
Original viral post calling out Affleck’s greasy hair garnered 3 million views and 212,000 likes

Batiste transformed a viral TikTok roast into a celebrity collaboration in five days, setting a new speed record for the dry shampoo brand’s campaign development.

Creator Rebecca Pousma sparked the chain reaction on March 16 with a TikTok calling out Jen Affleck from Hulu’s “The Secret Lives of Mormon Wives.” Pousma posted: “I am so mean for saying this, and like, I feel really bad, but it’s, it’s season four. How does Jen still have greasy hair on camera?”

The post exploded to over 3 million views and 212,000 likes. Batiste jumped in the next day with a comment: “Sending this to my boss rn.” That comment alone scored almost 30,000 likes within 24 hours.

“It went from nothing to a lot very quickly, and then other brands also started inserting themselves into the conversation,” said Remy Klein, AVP of Skin Care and Specialty Hair Care at Church & Dwight, Batiste’s parent company.

The brand moved at breakneck speed. Batiste contacted Affleck’s team the same Tuesday they left the comment. By Thursday afternoon, they had a signed contract. Friday morning found them filming content with Affleck in Los Angeles.

“It was so fast that she didn’t have wardrobe,” Klein said. “Our team in L.A. went to the Gap and bought some clothes just to have as backup.”

The resulting campaign video hit 10.6 million views and 161,000 likes on TikTok. Batiste is promoting the content across TikTok, Meta and Reddit, targeting multiple subreddits discussing Affleck’s hair.

Klein, a veteran of E.l.f. Beauty, said the campaign represents Batiste’s strategy to “show up more like an indie brand” despite being owned by a major corporation. The approach paid off for a brand that holds 37.5% market share across eight key markets.

“I was more in shock that a dry shampoo company hasn’t already done this, because Jen’s greasy hair has been talked about for years now,” Pousma said.

The campaign demonstrates how traditional beauty brands can compete with digital natives by moving at internet speed. With the dry shampoo market projected to reach $6.03 billion by 2027, agility in capturing cultural moments becomes crucial competitive advantage.

Klein emphasized the importance of organizational speed: “I’m trying to create a culture where — if we see moments we think are relevant for the brand and we have the opportunity to jump on them — we avoid getting in the team’s way, so that we can make things happen really fast.”