The world doesn’t need another vanilla brand.
If you’re launching a start-up in 2025, playing it safe is the fastest way to become invisible. With thousands of brands launching daily, getting noticed requires more than just a great product - it demands a bold stance, a sharp voice, and the confidence to shake things up.
Controversy isn’t about being reckless or offensive. It’s about standing for something, cutting through the noise, and building an audience that genuinely cares. Here’s why your start-up should consider being a little (or a lot) controversial.
1. Brand Cut-Through in a Busy Market
Every market is oversaturated. No matter your niche, there are established players with bigger budgets and more resources. But controversy (when done right) can give you an advantage.
Standing for something divisive forces people to notice you. Whether they love you or hate you, they see you. And that’s the first step to building brand recognition.
Think about brands like Glossier, which disrupted the beauty industry by rejecting heavy makeup, or Conserving Beauty, which turned selling waterless products into a TikTok loves to see it movement. They didn’t play it safe - they owned their difference and built cult-like followings because of it.
2. Awareness, Reach & Visibility Through Virality
Controversial brands get shared. They ignite discussions. They polarise audiences. And in a world where organic reach is harder to achieve, anything that sparks conversation is gold.
By choosing a stance that challenges the norm, your brand has the potential to go viral. Whether it’s a disruptive campaign, a provocative tagline, or a shocking visual identity, controversy generates free marketing.
Just look at brands like INSKIN Co., which took on the beauty industry with a punch to traditional product pricing with a $55 per product price tag, or Lush, which has consistently leveraged activism to stay relevant. Their strong opinions drive media coverage, social shares, and brand loyalty.
3. Because You Can: Test & Learn Who Your Audience Really Is
The early days of a start-up are all about discovery. You don’t just need customer - you need the right customers. And controversy is one of the fastest ways to filter your audience.
A bold brand identity will naturally attract and repel. The people who align with your values will become your biggest advocates, while those who don’t? They were never your customers (or stockists) to begin with.
By leaning into controversy early, you can refine your messaging, find your most engaged audience, and build a brand with long-term staying power.
How to Be Controversial (Without Being a Jerk)
Embracing controversy isn’t about being offensive for the sake of it. It’s about strategic disruption. Here’s how you can inject controversy into your brand identity:
1. Copy & Tone of Voice
Be blunt, be provocative, be unapologetic.
Challenge industry norms or outdated thinking.
Use unexpected or confrontational language in your messaging.
Example: Frank Body; cheeky, male tone of voice in a typically female buyers market.
2. Colour Palette & Visual Identity
Break category norms (e.g., a wellness brand using neon brights instead of pastels).
Use disruptive design choices that demand attention.
Leverage contrast - if your competitors are sleek and minimal, be loud and maximalist.
Example: Kevin Murphy with their unique shaped bottle and side lids - now synonymous with the brands reputation.
3. Brand Activations & Campaigns
Create experiences that shock, delight, or challenge expectations.
Engage in public stunts that generate conversation.
Align with cultural moments and take a stance on divisive topics.
Example: SKIMS fairy butt mother campaign which promotes their padded bras and underwear.
Start-ups don’t have the luxury of time. If you’re not making people feel something (excitement, rage, curiosity) you’re just another brand fighting for scraps. Dare to be different. Be controversial. Make people talk. Because in 2025, the riskiest move is playing it safe.
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