When Meghan Markle sent the $68 Tatcha Hinoki skincare set to her billionaire neighbor, Oprah Winfrey, she unknowingly triggered what industry analysts predict could be another “Oprah Effect” phenomenon.
The product quickly earned a spot on Oprah’s coveted “Favorite Things” list, with a special 20% discount promotion through Amazon on Oprah Daily in November.
The Gift
Getting on the coveted list is a power move and partnership with one of the most solid American Brands around, Oprah Winfrey. From her ability to get special discounts with one of the world’s largest retailers to personally putting her stand on it, it translates to real dollars for companies.
“Since this list is a must-have holiday shopping guide that features the most decadent desserts, ingenious gadgets, and the finest finds in home, fashion and beauty,” explains Creative Director Adam Glassman in the Shine in the Media Spotlight on LinkedIn, “there really is something for anybody on your shopping list.”
The potential impact of this endorsement is significant. Previous brands featured on Oprah’s list have seen dramatic transformations: Musee Bath expanded from a small operation to requiring additional staff, while Zach & Zoë Sweet Bee Farm saw revenues skyrocket from $401,000 in 2020 to $1 million in 2021.
“I love it when ‘My Favorite Thing’ is something I use on a regular basis and this is a favorite thing this year. It’s called Tatcha,” Oprah declared in a recent Instagram video, showcasing a modestly priced skincare gift that could become retail’s next success story.
Adding, “I loved it ‘cause it was sent to me by a neighbor friend, actually … Meghan Markle,” to which her longtime friend Gayle King joking interjected, “Thank you, Meghan.”
Oprah elaborated during her Oprah Daily office visit, “She sent it with a forest awakening book because she knows I love trees.”
After sharing about the book, in full saleswoman mode, the “Six Triple Eight” star said she loved how it smelled and talked about which products she really likes, including the bodywash, which is in her shower.
“I also have one right by the tub, and I have the body oil, and there’s a body lotion,” she says as she picks up the bottles.
Gayle, then, added, “And look at this, the packaging happens to be your favorite color, green.”
After doubling down on the collection being her favorite, Oprah said, “If you were to come into my house right now and film my bathtub, you would see these three things.”
The endorsement gains additional weight through the authentic friendship between these two powerhouse women — Markle, with a net worth of $60 million, and Winfrey, whose media empire has built a $3 billion fortune. Their connection, dating back to 2018, could mark another chapter in Oprah’s history of transforming small brands into retail success stories.
The Tatcha set’s strategic pricing at $68 — less than the $74 cost of buying components separately — combined with Oprah’s proven influence in women-focused brands and the holiday timing, positions the brand for potential significant market growth.
As history shows, when Oprah falls in love with a product, particularly those emphasizing wellness and social good, the financial impact can be transformative for the brand.
