DUBAI (BLOOM) — A boutique chocolate brand from Dubai is redefining viral success, one scroll-stopping chocolate bar at a time.

Le Damas Sweets, a luxury chocolatier blending Middle Eastern flavors with modern aesthetics, has sold more than 100,000 units of its flagship Dubai Chocolate Bar in the UK alone, thanks largely to TikTok-fueled buzz and visually arresting packaging that practically begs to be unboxed.

Wrapped in deep jewel tones and gold-foiled accents, the sleek matte bars have dominated TikTok Shop’s trending food category since April, and helped push the hashtag #DubaiChocolateBar past 18 million views.

“We built our Dubai Chocolate Bar not just for taste, but for TikTok appeal,” said Ahmed Kadri, chief product designer at Le Damas. “If it doesn’t stop your scroll in half a second, it’s not working.”

That design-forward, camera-ready approach is proving powerful in the new world of impulse e-commerce, where success often hinges on aesthetic unboxings and viral “What I Ordered vs. What I Got” reveals. In the case of Le Damas, TikTok influencers quickly latched onto the bars’ luxury look and unexpected flavors, like ghee-roasted Kunafa and pistachio, and turned the product into social media eye candy.

“It’s not just the product; it’s the experience of opening it,” said Anika Sharma, a London-based trend forecaster. “The packaging screams luxury and mystery at the same time, that’s algorithm gold.”

The bars’ success even caught the brand’s UK distributor by surprise.

“It’s been amazing seeing our community love the Dubai Chocolate Bars and order them again and again,” said Mr. Gorprit Singh of GGN International Trading. “We refuse to compromise on quality, our customers deserve the best.”

Founded in Dubai, Le Damas is part of a growing wave of small-batch brands winning big through what analysts are calling “TikTok-native commerce.” Unlike traditional food brands, these upstarts bake virality into their design language from day one.

“TikTok was the launchpad,” said co-founder Saif Al Jaber. “Now, we’re going global.”

Le Damas’s story highlights a broader shift in how consumer products are discovered and purchased, no longer on store shelves, but in feeds and For You Pages. For brands bold enough to lean into design, story, and shareability, the payoff can be as sweet as chocolate.