Top 5 Secrets to Creating a Viral Cult Brand in 2025

We have all seen brands like Rhode, Lululemon, and Parke sell out of launches time and time again.

You may think to yourself, what makes these brands or this product so special? Or, you may even find yourself anxiously waiting for the next drop.

Let’s take a deep dive into the secrets to creating a cult brand and what makes these brands irresistible.

What Is A Cult Brand?

There is a fine line between a successful brand and a cult brand. Successful brands are mostly measured by data, like sales. Cult brands, on the other hand, drive sales and cultivate an extremely loyal customer base.

Most customers feel a genuine connection to either the brand, its storyline, founder, or simply the product. Regardless, they feel a sense of belonging and have a strong sense of brand loyalty.

DO IT FOR THE PLOT 

One of the key components to creating a cult brand is having a compelling story. This story needs to connect to your target audience in order to have an impact. Chriselle Lim, Co-Owner & Creative Director at PHLUR, her story started on the floor of her bathroom in tears following her divorce.

Her story tugs on the heartstrings of many other women living through heartbreak and is inspired by her strength and drive to continue pushing through all of life’s trials and tribulations.

Telling her story allowed her to find a genuine connection to customers and gave them a sense of belonging to PHLUR. Remember, humans bond over storylines, not slogans.

BELONGING OVER BRANDING

As cliché as it sounds, it is all about selling a desired lifestyle not just products or services. Rhode’s success is built on selling a lifestyle.

Of course, Hailey Bieber is the founder, but besides Rhode being a celebrity-owned brand, they have built their marketing, branding, and socials on the “clean girl” minimalist aesthetic that many young women wish to obtain.

When a package from Rhode arrives at your doorstep, you instantly feel like you are part of a community. Parke also does a great job at creating belonging over branding. This cult brand has blown up in recent years on college campuses and social media.

Even though it is simply a branded hoodie, when you wear it, you are seen as the new “it” girl. This is because they are selling a community by only allowing purchases during limited drops. Most individuals have severe FOMO (fear of missing out), which is a great strategy cult brands leverage.

They also use peer-to-peer marketing strategies, resulting in girls wanting to fit in with their peers and gain that sense of belonging.

BACK TO THE BASICS

Branding is essential to creating a cult brand. Oftentimes, people think branding is simply about a logo or colors, but branding is essentially how your customer base views your business.

It is important to know how you want your customers to feel when they hear about your brand or when they see your brand. What do you want to be known for? What are your missions? What are your goals? What are your values?

Are all the questions you must take into consideration when deciding the type of experience you want your customers to have when it comes to your brand. 

Successful businesses such as Rhode, Rare Beauty, and Lululemon have created their cult following through their branding. Rare Beauty, for example, capitalizes on collaborations with influencers and celebrities, aesthetic packaging, and marketing materials that highlight high-quality skincare.

Clean graphics, bold text, and a focus on the dewy “glass skin” trend make the brand visually appealing and instantly recognizable by consumers.

BUILD THE HYPE

To create a cult brand, you have to have the hype. Don’t be too available. Limited drops, waitlists, and limited-time offers create that sense of urgency, and people will always want what is rare and not easily attainable by the masses, especially when a product is unique.

Lululemon is known for dropping iconic color combos that have limited stock. This creates a sense of urgency and exclusivity within their customer base. Lululemon was one of the first few brands to create an ambassador program, partnering with fitness creators, building trust with their fanbase while simultaneously growing their own hype.

Recently, the hit song “Whim Whammiee” by PLUTO & YKNIECE became popular among youth on TikTok. Fans all over the world began quoting the famous line “put some Lulu on this butt (Lululemon).”

Even though this song and artist have no ties to the brand itself, the mention of Lululemon and the use of the brand’s name in the song hint that the brand is a quality brand women love, making it stand out to listeners and creating that hype. Lululemon's simple but bold logo, aesthetics, and quality make it a cult brand.

CREATE AN EXPERIENCE

Long gone are the days when you can just drop a product and consumers will go feral over it. It is all about selling something that consumers will want to be a part of. Brands are changing the marketing game with experiences, pop-ups, and immersive PR.

It is all about building loyalty and hype that no money can buy. Recently, Rhode launched at Sephora. At this launch party, there were many experiences involved; one that stood out in particular was custom monogrammed and engraved wine glasses.

This allows consumers to have that hands-on experience that they will always remember. Creating a cult brand isn't just about selling products; it's about creating a world that your customers can't live without. It is important to find ways to blend creativity and experiences versus pushing a product.

THE SECRETS OUT 

Cult brands are not created by accident; they are built upon storytelling, branding, and a strong sense of community. When building a cult brand, you have to niche down. Your story should say, “This brand is for people like you.”

You cannot build a cult brand considering every possible buyer. It is crucial to niche down. Give people something that makes them want to come back. Consistency builds emotion, and emotion builds loyalty. A cult brand isn't just about a product, it is unforgettable. Follow these tips to create your own cult brand…the secret is out!

✍️ Written by Maleigha Lewis