How this TikTok viral video sold out new candle business in just one hour

Did you manage to buy one?

Closer up of woman using smart phone
(Image credit: Tim Robberts via Getty)

Everyone has a favorite TikTok viral video and over recent months, it’s perhaps no surprise that our love of all things online has grown. With the ongoing effects of the pandemic, more and more people have been turning to popular social platform TikTok for some daily entertainment and inspiration. Whilst others have been attempting to make their homes that bit more calming and stylish. 

Whether you’ve been looking for the best scented candles to fill your home workspace or the best Yankee candle scents to evoke a specific nostalgic memory, home fragrances can transform your environment. 

And it seems like TikTok even has you covered there! New online candle business, Starre Candles, reportedly found its beautiful products flying off online shelves in a single hour after a certain TikTok video went viral…

What is the Starre Candles TikTok viral video?

Newly-opened Starre Candles is an online candle company with a mythological theme, creating beautiful hand-poured, soy wax candles named after gods. Set up by Jack Strange from Pontypool in Wales, Starre Candles was launched at the start of the year.

According to the South Wales Argus, the official launch was planned for February, though it seems Jack was then struck by inspiration. Taking to video-sharing platform, TikTok, the new business owner posted a brilliant promotional video that soon had people eager to treat themselves to some new candles.

@jackrunstheworld

#smallbiz #smallbiztok #smallbuzinesscheck #smallbusinesscheck #smallbusiness #etsyseller #etsyshop #candle #candlemaking #candlemakersoftiktok

♬ original sound - sounds for slomo_bro!

In it, TikTok users can see Jack as he becomes frustrated as people seem to be supporting his new business venture, saying how much they love his stunning candles. Yet much to his disappointment, none of their lovely comments seem to be translating into actual sales.

Throughout the video, Jack is tapping away at his keyboard, trying to promote Starre Candles, until in the video's finale, he gives his candles a final push - only for potential customers to abandon their shopping carts after all his hard work!

What was the response to the Starre Candles TikTok video?

Fun and original, it’s no surprise it resonated with TikTok users, though it seems likely that even Jack himself didn’t quite expect the phenomenal response he went on to receive. 

As reported by the South Wales Argus, within an hour of sharing his TikTok video, Starre Candles sold out of stock and the video has now been watched by more than 38,000 people.

A post shared by @starrecandles

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According to the publication, delighted business-owner Jack revealed: “It’s crazy how powerful apps like TikTok can be”.

“I’ve had people message me and say it’s great I’ve sold out, but they can’t wait to buy some, and I've gained hundreds of followers - I just hope they stick around."

If you’re tempted to try and pick up these much-coveted candles, then never fear! Jack is understood to be re-stocking as soon as he can and they’re available to buy on Etsy.

Scents range from classic rose to fresh apple and there are even some brand new Valentine's Day candles for those looking for the perfect heartfelt gift this year. 

Will you be adding one of these stunning candles to your home?

Emma is a Senior Lifestyle Writer with five years experience working in digital publishing, ranging from book publishing to magazines. She currently looks after all things Lifestyle for Woman&Home, GoodToKnow and My Imperfect Life.


Before she joined Future Publishing, Emma graduated from the University of Warwick with a Bachelor of Arts degree in English and Comparative Literary Studies. After leaving education, she started out her publishing career in the world of books, working as a Publisher for an independent digital publisher specializing in back-list and debut commercial fiction novels. With a huge book list and a passion for bringing the best stories to the broadest audience possible, Emma filled her spare time with reading the latest best-sellers and catching up on hit adaptations.


In 2017 she joined TI Media as a fiction writing coordinator on Woman’s Weekly and Woman’s Weekly Fiction as part of the features team. From here, she used her love of books, working to bring short stories to our dedicated readers and began writing for the books pages of Woman, Woman’s Own and Woman&Home, as well as online features ranging from genre round-ups to travel pieces for womanandhome.com.


After honing her skills, Emma branched out online in 2020 when Future gave her the opportunity to focus on digital-first. When she’s not writing about the next big lifestyle trend, she enjoys cooking, long walks and watching as many crime dramas as she can!