(And What We Think Will Blow Up in 2026)

 

 

The internet moves fast - but that doesn’t mean everything viral is disposable. At ETC, “viral” doesn’t mean fast-fashion, gimmicky, or a one-week wonder. It means found, celebrated, shared, and actually used. When something goes viral and stays popular, that’s when we know it’s the real deal.

 

This year, a handful of products became genuine icons - loved by customers, praised by press, and spotted in all the right homes. Here are the pieces that earned their place in the hall of fame.

 

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The Most Viral Products of 2025

 

 

1. Haines Butter Dish (Hal Haines × &Klevering)

A breakout star that refuses to slow down. Hal Haines’ now-signature squishy, sculptural style meets &Klevering’s playful Dutch charm - and the internet cannot get enough. Equal parts functional and joyful, it’s the butter dish that says, “Yes, I care about my dairy being beautifully displayed.” A viral favourite for good reason.

 

 

2. Bornn Colorama Small Enamel Baking Dish

It landed in The Guardian’s Best Christmas Gifts 2024 - and the momentum simply never dipped. Bold colours, timeless enamel, and kitchenware that’s genuinely fun to use? A trifecta. It’s become the go-to for anyone gifting food lovers, new movers, or that friend who always brings something delicious to the table.

 

 

3. Fluid Market Pasta Vase

You’ve definitely seen this one. In kitchens, sideboards, dining rooms… and sprinkled all over your feed. Fluid Market’s pasta-inspired ceramics became a subtle status symbol - sculptural, witty, and endlessly photogenic. Influencers love it, design people love it, and we love that it’s somehow both weird and elegant.

 

 

4. AKT London Deodorant

If you’ve been aggressively served an AKT targeted ad this year: same. The difference? They’re actually worth the hype. Long-lasting, aluminium-free, and beautifully designed - AKT is proof that even deodorant can spark a fandom. This is one viral product that converts sceptics into repeat buyers.

 

 

5. 54 Celsius Tarot Candles

Quite possibly the quickest-selling candles we’ve ever stocked. They disappear as fast as we unpack them, thanks to their lino-cut illustration by Sophy Hollington, meaningful tarot symbolism, and that perfect burn. A brand that accidentally built a cult following… and we’re just trying to keep up.

 

 

6. MarMar Los Angeles Candles

A long-time ETC crowd-pleaser, but their new rebrand and redesign has sent demand soaring. Fresh look, same impeccable fragrance blends. Their 2025 glow-up made old fans fall in love again - and pulled in a whole wave of new ones.

 

 

7. Le Puzz Jigsaws

Jigsaws, but make them cool. Le Puzz’s collaborations - especially the limited Chunks collab - helped bring puzzles back into the cultural spotlight. Perfect for colder months, cosy gatherings, and stylish shelves. They made puzzles feel like an art object, not a hobby hidden away in a cupboard.

 

 

8. Chunks Hair Accessories

Speaking of Chunks... Between their vibrant designs, cult following, and incredibly transparent behind-the-scenes social content (American tariff changes! Ethical Chinese manufacturing! Running a creative small business in real time!), Chunks has exploded online. And honestly? The clips are actually great - sturdy, comfortable, and fun.

 

 

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What We Think Will Go Viral in 2026

 

Mirror, mirror on the wall... Here’s our early forecast - the pieces we think you’ll be seeing everywhere next year. Consider this your head-start. Get your Pinterest board or wish list ready.

 

1. Hazeltine Candles

Come for the charming illustrations; stay for the unexpectedly beautiful fragrances. These feel like the next “it” candle brand - aesthetic enough for gifting, sophisticated enough to keep for yourself.

 

 

2. Home Studyo Jug

Ballooned, blown-up, and delightfully exaggerated - these ceramics are begging to be the next internet obsession. Statement-making but not try-hard, we think 2026 is their year. Some of the colours are out of stock right now, so make sure to sign up to be notified when they're back (before someone else grabs it).

 

3. ACOC Accessories

Fresh in from Seoul and already flying off shelves in our Peckham store. Modern, playful, and totally distinct. If you want to get ahead of the curve, this is the brand to watch. Their accessories combine of modern silhouettes and natural drape of their unique fabrics for a bag that's... not just a bag.

 

 

4. Serving Friends Salad Servers by Areaware

We can just feel these becoming the next cult home gift. Sculptural, friendly, and perfect for spring tables and picnics in the garden, (if you have a garden, these can help you pretend if not). Someone is going to post them in March and then they’re going to be everywhere.

 

5. Nutopia Perfume by Cra-yon

Cra-yon’s best-selling fragrance has finally landed with us, which pretty much guarantees an incoming craze. Clean, modern perfumery with a devoted following - Nutopia is going to have a moment.

 

 

 

Ready to shop the icons - and the future icons?

 

Whether you’re here for the products that defined this year or the pieces set to define the next, the ETC edit is all about thoughtful, design-led objects that last longer than any trend cycle.