Osta is a recipe-saving app built for TikTok & Reels recipes.

Instead of lost screenshots and chaotic notes, it allows you to save a recipe straight from TikTok, Instagram, or the web into a clean recipe box.

Launched ~9 months ago, it hit 100K downloads and $20K MRR in the last 30 days.

The app was founded by Ben Chelin, a recipe creator with 1.3M Instagram followers and 300K on TikTok.

He has been the main acquisition channel: he posts his usual recipe content, adds a “comment Recipe” CTA, and routes commenters to a link that sends them into Osta to save it.

But the recent lift isn’t exclusively founder-led.

Around November 2025, Osta started an ambassador wave, and a few accounts are now repeating the same template at scale.

@cookedbysammy made 14.2M total views with a simple repeated strategy:

Shocked face + “found out this” hooks + app demo.

And @eatwithsid is starting to go viral too with the same strategy:

“wait so I’ve been cooking for 3 years and I never knew about this??”

1.3M views & 25K saves (23 Jan, 2026).

The shift is visible in output, with performance moving from occasional founder spikes to a steadier stream of UGC that carries the app in someone else’s voice.