Jon Stojan
Alabaster Co-founder Brian Chung
In a city celebrated for its creativity, Alabaster has carved a niche as a trailblazer in merging faith and design. Co-founded by Brian Chung, the Los Angeles-based brand is transforming how younger generations engage with scripture by combining timeless biblical text with stunning, design-forward aesthetics. From Kickstarter beginnings to viral TikTok success, Alabaster is redefining what Bible study looks and feels like for Millennials and Gen Z.
“The beautiful thing about this is that every Christian will, at some point, engage with Bible study—be it a reading plan, a small group or a formal study guide,” says Samuel Han, Head of Brand at Alabaster. “Traditionally, these studies focus on learning and text alone. But today’s culture is so visually driven, and that’s where Alabaster comes in. We seek to create a new, immersive experience—one that invites people to not only read and learn, but to also study the Bible in a fresh, visually engaging way.” By integrating design, photography and fine art with scripture, Alabaster enhances both comprehension and the personal impact of studying God’s Word.
This philosophy is evident in their products, such as A Beautiful Year in the Bible: The 52-Week Bible Study for Women. The book pairs meaningful scripture passages with vibrant designs, and its popularity on TikTok has solidified Alabaster’s role as a leader in “BookTok” and “ChristianTok” trends. “There’s a renewed interest in returning to scripture and time-honored rituals,” Han explains. “Our products speak directly to that desire by blending design and creativity with the timeless practice of Bible study.”
Social media, particularly TikTok, has played a pivotal role in Alabaster’s growth. During the pandemic, Chung immersed himself in the platform. “I created a personal account, not to be a content creator, but just to learn and see what it takes to make content go viral,” he recalls. “Eventually, one of my personal posts took off, and that was my lightbulb moment. Understanding what it took personally really set the stage for everything that followed.” This firsthand experience with TikTok led to a flourishing presence, with millions of views and an affiliate network of over 40,000 creators.
“And then came TikTok Shop,” Chung adds. “A few weeks before Black Friday 2023, I posted a single TikTok video on a whim. I remember waking up on Black Friday to find it had suddenly gone viral—millions of views overnight—and hundreds of books sold with $0 in marketing spend. That was when I realized just how powerful TikTok Shop could be for Alabaster.”
With success, however, comes challenges. Despite TikTok’s uncertain future in the U.S., Alabaster remains optimistic. “Whether it’s TikTok or a new space altogether, people’s attention will always move somewhere—and we plan to follow it,” Chung explains. “Ultimately, no matter what platform we use, we’ll continue sharing our story, empowering content creators and keeping our audience at the heart of everything we do at Alabaster.”
Alabaster’s “A Beautiful Year in the Bible”
Alabaster has also faced an influx of counterfeit products—unauthorized reprints sold on platforms like TikTok Shop and Amazon. “At first, I assumed these were just resellers,” Chung recalls. “But then a customer sent us a photo and said, ‘I don’t think this is your product at all.’ That’s when we realized someone was reprinting our books, shrinking them in size and undercutting us with fake versions.” This discovery prompted a months-long effort to combat counterfeits. “I’ll never forget one week when we finally took down a huge batch on TikTok, and our sales jumped by 20%,” Chung shares. “It was a wake-up call: we’d been losing a significant share of our business to counterfeiters.”
The company partnered with a brand protection firm and platforms to quickly identify and remove fake listings while educating customers on identifying authentic products. “It’s been a tough battle, but we’re committed to protecting our brand, our creators, and most importantly, the experience our customers expect when they purchase a genuine Alabaster Bible or Bible Study,” Chung adds.
The future for Alabaster feels limitless. The brand has partnered with the renowned design agency Pentagram for a rebrand that will set the stage for new product categories, collaborations and partnerships. “This rebrand serves as a launchpad for the next wave of what we hope to do: introduce new product categories, collaborate with more artists and creators, and forge partnerships with other brands,” Han says. “It’s an invitation to keep growing and keep discovering innovative ways to merge art, design and faith.”
Another exciting direction is the development of new products inspired by customer feedback. “The enthusiasm of A Beautiful Year in the Bible on TikTok has directly influenced our product roadmap,” Chung notes. “One of the most common requests we’ve seen is for a men’s version of the study, which wasn’t originally in our pipeline but it’s now very much on our radar.”
As Han puts it, “Younger Christians are rediscovering faith traditions—like reciting liturgies and singing age-old hymns—that contemporary churches had moved away from. We offer an avenue for people who want a tactile, visual and meaningful way to engage with scripture on a daily or weekly basis, making these devotions a ritual that resonates with modern lifestyles.”
From its LA roots to its global reach, Alabaster is proving that scripture and design are a powerful combination—one that resonates with generations seeking both inspiration and authenticity.