Haliey Welch, better known as Hawk Tuah Girl, is riding her wave of virality straight into Halloween in her own bubble gum pink costume.
On October 4, Welch took to Instagram to debut her new product line at Spirit Halloween stores. “It’s HAWKtober baby,” she captioned the video.
The jumpsuits – which retail for $49.99 for both women and men – resemble mechanical overalls and feature a logo that reads “Hawk Tuah Express / Lubrication Experts / Spit on That Thang!”
According to Spirit’s website, the costume celebrates “everyone’s favorite viral moment.”
While it’s debatable whether the “hawk tuah” meme is everyone’s favorite internet moment, its viral power is undeniable.
Here’s a look at Welch’s meteoric rise since she first “spit on that thing” this summer.
June 11: ‘Hawk tuah’ is the onomatopoeia ‘heard ’round the world
Welch, a 21-year-old from Belfast, Tennessee, went viral in June when she was interviewed by YouTubers Tim & Dee TV for a man-on-the-street segment filmed in Nashville.
“What’s one move in bed that drives a man crazy every time?” DeArius Marlow asked on TikTok.
“You gotta give them that ‘hawk tuah’ and spit on that thang,” Welch replied – and the rest is internet history.
According to Know Your Meme, the video received approximately 8.9 million plays and almost 240,000 likes in just six days.
The moment was quickly clipped with CapCut by TikTok user @drinkingtiktoks, creating a new meme format and skyrocketing Welch’s online fame.
June 20: Early merchandise of ‘hawk tuah’
Just days after going viral, Welch inked a merchandise deal with Tennessee-based hat company Fathead Threads. The company promoted both signed and unsigned ‘Hawk Tuah ’24’ hats on social media.
June 21: Rumors swirl that Welch has been fired from her job
On the satirical Facebook page Tippah County Tribune, a post went viral after it was stated that Welch was fired from her job as a kindergarten teacher due to her viral video.
The post was viewed millions of times on social media platforms including X and TikTok before it was debunked as a joke.
In her first sit-down interview after going viral, Welch told the Barstool podcast PlanBri Uncut that she was not, in fact, a teacher nor had she been fired as an employee at the spring factory.
That same week, Welch launched an Instagram account under her real name, christening the account with a video of her cameo at country star Zach Bryan’s concert.
Since then, she has gained more than 2.6 million followers on her account and shares photos with celebrities like Jake Paul and JoJo Siwa.
July 2: Welch’s representation
As her public profile grew, rumors spread that Welch had signed with United Talent Agency, which the company denied.
According to TMZ, Welch actually received representation from management firm The Penthouse on July 2.
‘The world has gone crazy for Haliey! I’m glad our team can help guide this rocket ship. All the podcasters are right, spend five minutes with her and you’ll see why she’s America’s darling,” Penthouse founder Jonnie Forster said in a statement to the Hollywood Reporter.
The outlet also reported that Welch met entertainment attorney Christian Barker of Christian Barker & Co. of Nashville had approached for representation.
After gaining representation, Welch began appearing at various clubs and events, reportedly earning $30,000 per appearance, according to TMZ and Page Six.
July 3: ‘Hawk Tuah’ is copyrighted
TMZ reported that Welch had filed to trademark her viral phrase through her new company, 16 Minutes LLC.
TMZ reported that Welch asked for trademarks in two areas: apparel (such as hats and shirts) and entertainment services (such as podcasts and comedy shows).
The 16 Minutes website — which states it is the only official site for Haliey Welch — sells hoodies, hats and shirts with sayings like “Normalize hawk tuah” and “What’s good for the hole is not good for the soul.”
July 11: Rolling Stone profiles Welch
Rolling stone called Welch “the national hero we need” and a “Gen Z Dolly Parton” in his profile of the viral star.
“Not bad for a girl with only 15 minutes,” Welch wrote in her Instagram caption for the article.
August 15: Welch throws out the first pitch at the Mets game
In August, Welch joined a long list of celebrities and personalities to throw the leadoff pitch for the Mets.
Welch explained on X that she went to the game to raise awareness and donate to American VetDogs, “which matches dogs with war veterans for a forever home.”
August 28: Welch establishes the Paws Across America foundation
Welch told
“Since my life changed so publicly, I realized there had to be a reason for it,” Welch said on the Paws Across America website. “Growing up, my pets were the one constant in my life, and they helped me get through so much. By starting Haliey Welch’s Paws Across America, my new financial blessings will be shared with the animals who need it most.”
September 3: Hawk Tuah to Talk Toua
In early September, Welch announced she would be launching Talk Touaa podcast under Betr, a media company founded by boxer and social media personality Jake Paul.
The podcast, which premiered on September 10, also has its own merchandise line with phrases like “I need to talk to a tuah therapist.”
September 21: Welch sits down with People
In an exclusive interview with People, Welch opened up about her life before and after fame.
“I didn’t ask for this, and I’m grateful to have it, so I want to help others too,” Welch said in the interview. This includes caring for her grandmother, for whom she bought a new vacuum cleaner.
September 28: further dusting Saturday evening live
Welch was parodied by Chloe Fineman in one SNL sketches.
Welch went to X to lightheartedly correct the statements in the sketch, asking people to support her animal charity instead of herself.
October 3: Podcast success and an official Halloween costume
Forbes reported that Welch’s podcast was in the top five of Spotify’s best podcast list.
That moves Talk Toua prior to popular shows such as the New York Times’ The Everyday and Alex Cooper’s Call her daddy.
But Welch doesn’t just see the success of podcasts. She is now an official costume in Spirit Halloween stores, along with other licensed characters such as Hermione Granger Harry Potter and Kevin van Minions.
The Hawk Tuah section of Spirit stores also sells Hawk Tuah flags, drink koozies and door hangers.
