Sea Moss is a type of red algae that is rich in nutrients. It includes iodine, calcium, potassium, magnesium, and iron. Each of these ingredients help with thyroid and gut health. Recents trends have promoted sea moss because it helps with clearing skin and bloating. Sea moss is seen mainly in a gel-like consistency which has been easy for people to consume before or after their breakfast. Social media creators have pushed sea moss as a supplement and a quick fix to these problems.

I asked our PR and growth experts: What moments kicked off the sea moss craze? How could those promoting sea moss stay relevant with other trends?

Here are the experts' insights.

• Sea moss will need evolve to stay relevant
• It needs to keep aligning with current wellness subcultures
• What made it stuck was its shape: gel form
• Combining science and emphasizing the long term gains
• Texture, rituals, scent
• Transform the conversation into a long-term healthcare solution
• Work with nutritionists to build trust

Sea moss will need evolve to stay relevant

Emily Reynolds-Bergh, Owner at R Public Relations

"Major celebrities and influencers began promoting sea moss on social media in 2020. Big names like Kim Kardashian and Bella Hadid shared their morning routines and the benefits of sea moss on Instagram and TikTok, and the trend took off. Sea moss’s availability in the ever-trending Erewhon grocery story in LA also accelerated its popularity. Now, sea moss will need evolve to stay relevant. New sea moss products in different formats and different tastes will keep it in the public eye. A major celebrity sponsorship or product launch would also do wonders for the product."

It needs to keep aligning with current wellness subcultures

Leah Miller, Marketing Strategist at Versys Media

"Sea moss really hit a cultural tipping point during the early stages of the pandemic. People were confined at home, over-indexing on wellness content, and increasingly focused on immunity and gut health. Around that same time, short-form video platforms like TikTok were exploding. Sea moss had the perfect combination of visual intrigue and bold health claims that made it irresistibly viral. You could show its gelatinous texture, do a before-and-after bloating clip, or talk about glowing skin in under 15 seconds. That format worked incredibly well for creators pushing quick, natural fixes.

One moment that really pushed sea moss mainstream was when wellness influencers started pairing it with other “clean girl” aesthetics, think morning routines, smoothie bowls, and no-makeup skin. It positioned sea moss not as a herbal supplement, but a lifestyle choice. There’s a subtle but clever PR tactic in framing it as a beauty and routine-essential product rather than a niche wellness item. That unlocked appeal to a wider group of young, trend-responsive consumers.

As for staying relevant, the key is to stop relying on product benefits alone. Health claims like “anti-inflammatory” or “gut-cleansing” are crowded. The brands promoting sea moss now should lean heavily into storytelling, where it's sourced, its cultural roots, who’s harvesting it. Also important: own a niche. For example, position it as the go-to pre-biotic for fitness recovery, or integrate it into beauty nutrition boxes. One brand we worked with pivoted from selling jars to blending sea moss into frozen smoothie cubes, which aligned more with their audience’s grab-and-go lifestyle. That minor shift actually widened their reach significantly.

If sea moss keeps aligning itself with current wellness subcultures, whether it’s sober curiosity, hormone balance, or energized skincare, it will keep finding new life with every wave of internet health trends."

What made it stuck was its shape: gel form

Mircea Dima, CEO at AlgoCademy

"Sea moss miss the clinical research and institutional support to go mass adoption, but in terms of a visual content, personal example, and timing of the influencer make it happen. My team has researched content virality, and the trend correlates with rapid algorithm propagation in networks: launching traction through glaring visible changes (bloating, skin clarity) and subsequent rapid growth over clusters because their creators replicated their findings. What made it stuck there was not really the claims made about it in healthy terms but its shape: gel form, held in the gap of the eyes with fingers or a spoon on television aroused a sense loop hard to evoke in terms of text or of pills. This was enhanced by the looped multifaceted design of Tik Tok. It was snackable living and not sterile wellness.

Sea moss promoters will have to cease the reiteration of the self same binary of beauty bloat to remain relevant. My recommendation is like the product-market fit testing -iterate to more than what is apparent. Push selling (gut biomarkers, iron levels) and address specific micro-communities such as postpartum recovery, PCOS symptom management or plant-based athletes. In my experience, addressing the problem to one practical case is more helpful than pursuing aesthetic generalities."

Combining science and emphasizing the long term gains

Meera Watts, Founder & CEO at Siddhi Yoga

"Sea moss is a trendy wellness item, and as a person who believes in encouraging people through authentic and time tested methods, I think it is necessary to educate those who want to know the actual benefits.

The sea moss craze was created through influencer marketing, which worked on the increased visibility of social media. Creators focused on its health advantages especially to the skin, gut, and thyroid health. Popularity spread faster using Instagram and TikTok where the viral trends tend to result in the mass consumption of wellness products. This exposure has created interest in sea moss as a superfood, a remedy to digestive problems and skin radiance which can be seen as a response to the larger consumer health conscious trend.

Promoters should also redirect attention to the long term and evidence based assertions to remain relevant. Combining science and emphasizing the long term gains as opposed to immediate solutions will be a long term involvement. It can also be integrated into the lifestyles of holistic health by diversifying its product offerings by adding sea moss to larger wellness practices like yoga and Ayurveda keeping it relevant to changing wellness trends."

Texture, rituals, scent

Kiara DeWitt, RN, CPN, and Head of Clinical Operations at Medical Director Co.

"Admittedly, sea moss was at the right place at the right time.

For years now, people have been craving low-effort immunity hacks and gut resets. The earliest sea moss evangelists capitalized on that. They spoke of it in terms of a deep reset, which was mineral-packed AND gut-focused. Then TikTok entered the chat. Sea moss was aesthetically pleasing, easy to infuse, and had that certain je ne sais quoi of being a little too weird next to chia and kombucha. It was a natural product, had an exotic ring to it, and implied results without being pharma-y.

However, sea moss brand builders will have to get creative soon if they want to stay in the game. Attention spans are short, and people move on quickly if you don’t give them a reason to stick around. In my opinion? Make sea moss tangible again! Texture, rituals, scent, even temperature can all be refreshed to reinvent the way people use sea moss. Make it feel like an act of self-care, not just something you put in your body. Sea moss still has space to grow beyond gut health to become part of a wider sensory wellness trend (i.e., gels, masks, scrubs) and if you can tie it into a bigger ritual it will no longer just be a phase."

Transform the conversation into a long-term healthcare solution

Riley Westbrook, Co-Founder & Creative Director at Valor Coffee

"The trend surrounding sea moss emerged primarily via social media, with influencers easily capturing the benefits of sea moss particularly through 'quick, digestible' content. Sea moss has gained mass appeal for its gut-health, skin-clearing, and anti-bloating properties and people sought a solution to everyday health. The ease and versatility of the product (especially the gel) mixed with the hype made it easy to integrate into everyday life, be it in smoothies or tea. The availability of a quick answer to everyday wellness-related issues made sea moss very prominent amongst wellness seekers.

Moving forward and navigating the volatility of trends, sea-moss promoters/Makers must transform the conversation surrounding sea moss from a quick-fix trendy phenomenon to a legitimate long-term healthcare solution in order to have a better chance at remaining relevant. The opportunity lies with those that can push for a more holistic wellness conversation in relation to sea moss while highlighting its sustainable sourcing and transparency to real health. A more in-depth focus will undoubtedly resonate and put distance between sea moss and the initially trending phenomenon while remaining fresh well beyond the buzz dies down."

Work with nutritionists to build trust

Liam Derbyshire, CEO & Founder at Influize

"Some people made daily health into easy-to-follow rituals, and people wanted quick, natural solutions. This is when sea moss became popular. At Influize, I've seen these kinds of trends spread when groups, not just influencers, talk about real results. To keep sea moss popular, companies should educate people about it and work with nutritionists to build trust. More important than looks are clear labelling, user stories, and honest health messages. In wellness marketing, staying reliable is what keeps things going after the trend wave dies down."

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