Free Soul, the female-first nutrition brand building the Home of Women’s Wellbeing, and TikTok Shop today launch the social platform’s first Super Brand Day of 2026, a seven-day, full takeover combining live shopping, creator commerce, offline activations and out-of-home campaign.
Super Brand Day is TikTok Shop’s most prestigious and high-impact brand activation, reserved for businesses demonstrating exceptional cultural relevance, sustained commercial momentum and best-in-class platform-native execution. L’Oréal Paris was the first brand to activate the format in the UK, with Free Soul following shortly after. This latest campaign makes Free Soul the first-ever UK brand to host a TikTok Shop Super Brand Day twice.
Across the week, Free Soul will dominate TikTok Shop through a coordinated mix of Live shopping, paid media, creator amplification and exclusive Super Brand Day bundles, designed to flood the algorithm and accelerate discovery at scale.
Running from Monday 5 January to Sunday 11 January 2026, the campaign marks Free Soul’s most ambitious TikTok Shop activation to date with a seven-day Live shopping takeover, and the launch of Free Soul Sculpt, a first-to-TikTok performance protein formulated specifically for women.
The Super Brand Day lands amid a period of exceptional growth for Free Soul. In 2025, the independently owned brand was set to reach $65 million in revenue, up from $50 million in 2024, and is targeting a future $100 million in turnover, alongside significant product expansion. Super Brand Day also proved highly effective, with the four-day activation delivering a 706% YoY increase in revenue compared to the same period the previous year
Social platforms, and TikTok Shop in particular, have played a central role in that growth. Free Soul was named the top-selling FMCG brand on TikTok Shop in 2024, driven by its highly engaged, digital-first community and early adoption of social commerce.
Key activations across the Super Brand Day period will include:
- A 7-day LIVE takeover, delivering 12 hours of LIVE shopping daily, culminating in a 14-hour Showcase LIVE on Sunday 11 January. The week will spotlight new product bundles, exclusive launches, limited-time offers, giveaways and gifts with purchase
- Creator commerce as the engine of the campaign, with Free Soul activating one of the largest affiliate pushes ever seen on TikTok Shop UK
- A nationwide OOH bus shelter campaign, marking Free Soul’s first-ever out-of-home activity, celebrating the launch of Sculpt and driving offline-to-online discovery
- Two exclusive fitness events: Sculpt Pilates Club and Sculpt Strength Club – designed to bring the Sculpt launch to life through movement, community and education. Each event will deliver an immersive workout experience led by expert instructors, paired with product discovery, sampling and exclusive content moments, creating a seamless bridge between IRL experience and TikTok Shop conversion
Free Soul Sculpt takes centre stage
At the heart of the Super Brand Day is the launch of Free Soul Sculpt, a performance protein designed to support strength, recovery and results for women. Free Soul Sculpt will be positioned as the hero SKU across LIVE shopping, creator content and OOH.
Alongside Free Soul Sculpt, the brand will also spotlight a suite of five new launches, including Berry Greens, Creatine Mango Monohydrate, Hydrate Variety Pack and Unflavoured Collagen, all available at exclusive Super Brand Day pricing on TikTok Shop.
To extend the campaign beyond the platform, Free Soul is activating a series of IRL events designed to drive content creation, LIVE shopping momentum and real-world community engagement.
Highlights include:
- Yours Studio Pilates takeover in Shoreditch on Thursday 8 January, featuring community and influencer-led classes, branded touchpoints, post-workout Sculpt smoothies and TikTok Shop gifting
- A Sculpt Strength Club event in partnership with Arc Athletics Club on Saturday 10 January, led by Nike Trainer Naomi Heff, giving attendees one of the first-ever tastes of Sculpt in post-workout recovery smoothies
- Event-day mechanics where customers who purchase via TikTok Shop can show confirmation on-site to receive exclusive gifts
Founded in 2017 by mother-and-son duo Rohini and Arjun Sofat following a family health scare, Free Soul also expanded into bricks-and-mortar retail in 2025, launching into 268 Boots stores nationwide, while closing out the year with a full brand rebrand.
Arjun Sofat, Co-Founder and CEO of Free Soul, said:
“January is one of the most important moments in our calendar – a time when people are actively looking to reset their routines. TikTok Shop has been instrumental in not only making our products more accessible, but in helping people actually understand how to use them – from electrolytes to creatine – through short, engaging content.
Being chosen for the first Super Brand Day of 2026, and becoming the first UK brand to do it twice, isn’t just a marketing milestone – it’s a commercial one. Sitting alongside global names like L’Oréal Paris reflects how far Free Soul has come, and the scale of where we’re heading next.”
The Free Soul x TikTok Shop Super Brand Day runs from Monday 5 January to Sunday 11 January 2026.
emee.culps@gmail.com
