At Tash's latest Future Proof event in London, she sat down with Marc Curtis of Houlihan Lokey — one of the leading investment advisors in the consumer space — to talk about how brands are evolving in a digital-first world.

Marc shares the fascinating story behind The Pink Stuff, a viral cleaning product that scaled from discount shelves to global cult status without spending a penny on paid advertising — all thanks to a perfectly timed boost from Mrs Hinch and TikTok’s 'CleanTok' trend.

They also discuss:

• What makes a consumer brand attractive to buyers
• Why social commerce is coming (even if most brands aren’t ready)
• The rise of authentic, UGC-first strategies over paid performance
• Why livestream shopping could become the new QVC
• How brand founders can prepare for a future of agile, omnichannel growth