An Instagram creator managed to cross 21M views while promoting glide rollers.

The account, @mybodyhairjourney, started posting at the beginning of 2025. Since then, it has kept returning to the same niche problem: ingrown hairs.

The biggest breakout came about 7 months ago, when she hit 8.5M views with a hook that felt half confession, half proof:

“i have had this ingrown hair stuff since 2023 and refuse to use it unless it’s a serious occasion bc i had it in the shower and the logo smeared off”

She shows the product in hand, rolls it across the skin, and lets the hook do most of the work. The line sounds personal, slightly gross, and weirdly trustworthy.

That is the first part of the playbook: make the pain point specific enough to feel real.

A few months later, the second part became clearer. Another video reached 3.1M views with a much more aggressive conversion hook:

“you’re telling me this stuff gets rid of those gross ingrowns AND LIGHTENS YOUR SKIN down there…????”

Here the content shifts. The promise becomes more explicit, the result becomes more visible, and the wording sounds closer to disbelief than recommendation.

More recently, she found a third angle that pushed the same product through story rather than proof.

“my bf casually mentioned his ex gf never had a single ingrown hair or red mark so i literally found her on ig and asked what she uses. i use it everyday and she was RIGHT lol”

That one works especially well because the product becomes part of a story.

The story comes loaded with attention, jealousy, comparison, and female competition.

The comment section is filled with a mix of ‘leave him’ and ‘what is it?’

That is why the account has been able to go viral more than once with a very ordinary product.