In a world where quirky videos turn products into pop culture sensations overnight, Shades By Niko has emerged as one of the most talked-about confectionery brands of the mid-2020s. From creator origin story to global sweet trendsetter, this vegan-friendly candy line has captured hearts (and taste buds) across TikTok, Instagram and beyond. In this post we’ll explore the brand’s history, its colourful candy range, social media influence, and how it sits alongside other viral sweets of 2025 and 2026.
The Story Behind Shades By Niko
At the heart of this sweet phenomenon is UK YouTuber Niko Omilana, known online as “NDL”, who transitioned from content creator to candy creator with a boldly flavoured vision. What started as a playful idea about candy quickly became a real confectionery brand when Niko leveraged his massive online following (over 33 million fans on YouTube alone) to launch something truly fun and inclusive.
Rather than simply slapping a name on generic sweets, Niko envisioned a product that matched his personality: colourful, bold and accessible to everyone. The result? A vegan, halal-certified line of fruit-forward sweets that have become a staple on TikTok candy hauls and sweet-shop shelves alike.
What Makes Shades By Niko Candy Special?
1. Fun & Flavourful Designs
The signature product is a set of fruit-flavoured, sugar-coated foam gums shaped like stylish shades (sunglasses) – whimsical, selfie-ready and instantly recognisable. These aren’t just sweets; they’re content props that look great in videos, photos and unboxing posts.
2. Inclusive Ingredients
Shades By Niko are crafted to appeal to a broad audience:
-
Vegan-friendly and plant-based
-
Halal certified
-
Gluten-free
-
Made without artificial colours or animal derivatives
This ethical approach has helped the brand resonate with consumers who want sweet treats without compromising dietary values.
3. Flavour Range
At launch, Shades entered the market with vibrant options such as:
-
The Originals – a nostalgic fruit mix
-
Straight Up Strawberry – bold strawberry tang
-
Tropical Blast – a sunny, exotic medley of fruity tastes
Fans on social platforms have praised the flavours for having just the right level of sweetness and fruity punch.
Social Media Buzz & Viral Growth
Social platforms like TikTok and Instagram have been instrumental in Shades By Niko’s meteoric rise:
-
A dedicated Shades by Niko Instagram account quickly attracted tens of thousands of followers within days of launch.
-
TikTok creators have posted challenge videos, hauls and reaction clips featuring Shades, boosting visibility via short-form trends.
-
Fans have shared user-generated content about shipping from the UK to countries like Canada and Australia, showing how demand has stretched worldwide despite limited formal distribution.
This social engagement strategy feels organic and creator-first, blending authentic affinity with product playability.
Global Availability and Distribution
Though initially launched in the UK with placement in major retailers (including Asda and Sainsbury’s) soon after debut, Shades By Niko has inspired a grassroots global audience. Some fans have resorted to third-party sellers or peer-to-peer shipping across borders, reflecting high demand but limited stock in many markets outside Europe.
Shades By Niko Among 2025–2026 Candy Trends
While Shades stands out as a branded creator product, it’s part of a broader wave of confectionery trends that have gone viral on social media in recent years:
🔥 Viral Candy Trends
-
Freeze-dried candies exploded in popularity in 2025, with crunchy versions of classic sweets shared widely on TikTok.
-
Nerds Gummy Clusters reignited the Nerds brand worldwide, blending chewy centers with crunchy crystals and gaining traction across platforms.
-
Brands like Skittles launched spicy-sweet “Fuego” variants that took TikTok by storm in 2025–2026.
-
Novel concepts like freeze-dried watermelon candies captivated fans with unique textures and colours.
These trends highlight how texture, novelty and shareability have become just as important as flavour in the current confectionery boom.
Where to Find Shades By Niko & Stay in the Loop
For those who want to follow the brand’s journey and product drops:
-
Instagram – active posts and community engagement
-
TikTok – creator videos featuring the sweets
-
Official website and select retailers – product availability updates
Final Sweet Thoughts
Shades By Niko is more than just a pack of sweets. It represents a new model of how creator-driven brands can disrupt traditional consumer products by blending personality, social media oomph and thoughtful product design. Its viral rise is emblematic of 2025–2026 candy culture: playful, shareable and boldly flavoured.
Whether you’re a hardcore candy lover or a social media fan chasing the next big #CandyTok trend, Shades By Niko is a sugar-coated brand worth sampling 🍭💥.