Faith and technology are often seen as separate worlds, but Alabaster, the Los Angeles-based brand co-founded by Brian Chung, is proving that they can not only coexist but enhance one another. By blending timeless scripture with modern design and digital engagement, Alabaster has redefined how Millennials and Gen Z interact with faith-based resources. From a viral Kickstarter campaign to millions of views on TikTok, the company is setting a new standard for how faith-driven content is created, shared, and experienced.
"When we first launched on Kickstarter, I remembered what they taught me in business school: 'You don't have a business unless you have a customer,'" Chung explains. "That ethos shaped everything. We used the campaign not just to fund our project, but to confirm there was real demand. Backers shared what they liked and wanted more of, and that early feedback loop became our blueprint."
By maintaining an open dialogue with its community, Alabaster ensures that new products resonate with customer needs and interests. The brand's best-selling women's bible study, A Beautiful Year in the Bible: The 52-Week Bible Study for Women, is a direct reflection of this strategy—a visually immersive, faith-based resource designed with its audience in mind.
For Alabaster, innovation is essential, but preserving the integrity of scripture always comes first. "We start every project by honoring the timeless and sacredness of Scripture," says Chung. "We do an in-depth study of the scripture for every book we make. Our goal is to preserve its depth and significance, then enhance it through thoughtful design. Essentially, we use modern tools—like photo editing and computer layout designs—to deepen engagement without compromising what makes Scripture sacred."
Alabaster's ability to adapt to digital trends has been central to its success. While many brands struggle to navigate shifting social media landscapes, Alabaster leans in—leveraging TikTok, YouTube, Spotify, and an extensive affiliate network.
"Our digital growth strategy is constantly evolving," says Chung. "Today, that might mean Meta ads, tomorrow it could be something entirely new. At Alabaster, we keep an ear to where attention is going, and right now, that means content—from our own teams, influencers, content creators and affiliates."
A prime example of this adaptability was a single TikTok post that led to a viral surge in sales. "Last year, we tried TikTok Shop a few weeks before Black Friday and posted a single video that went viral," Chung recalls. "Practically overnight, our bestselling Bible study almost sold out. Now, we often launch products on TikTok before our own website."
Yet, TikTok is just one piece of the puzzle. The company ensures that each channel offers a unique experience rather than simply repurposing content.
"We don't just duplicate TikTok content on Instagram; each platform gets its own tailored approach," Chung says. "We're also on YouTube with guided meditations, and we have a Spotify channel where our music has reached over a million streams and currently draws around 150,000 monthly listeners. Essentially, we want Alabaster to be wherever people naturally gather. That's how we stay flexible and future-proof our brand."
Instead of relying on conventional marketing tactics, Alabaster has embraced a community-driven approach, leveraging a network of over 40,000 affiliates to share real experiences with its products. By empowering these individuals to speak personally and directly, the brand builds trust and engagement in a way that standard advertising often lacks.
"Traditional marketing can feel scripted, but our affiliate model thrives on genuine storytelling," Chung adds. "People share their personal faith journeys and show how our products fit into their lives. So, it isn't a polished commercial; it's real stories that resonate with today's audience. We offer commissions and free samples, and that authenticity has fueled our growth, driven revenue and built a community. People want to hear from someone they trust, and our affiliates bring that trust that sometimes traditional marketing can't."
While Alabaster is best known for its design-forward print products, the company sees a future that extends far beyond books. "Our long-term goal is to bring forth beauty in everything we do, reminding people that God is beautiful," says Chung. "Right now, that may take the form of printed products, but tomorrow it could be music, digital apps or interactive faith-based experiences. We're always excited to innovate in new spaces."
As a founder who has successfully blended faith, business, and technology, Chung has valuable insights for other startups in the category.
"Commit to continuous learning and continuous improvement," he advises. "In a digital world that's constantly shifting, staying curious and adaptable is essential. Pay attention to new platforms, tools and audience behaviors. If you're not changing, you're falling behind—especially in the faith-based and publishing space, where tradition and innovation both play pivotal roles."
Alabaster is redefining what faith-driven content can look like, proving that scripture and design are a powerful combination. For those seeking a modern, visually compelling way to engage with scripture, Alabaster is at the forefront of a new era in faith-based storytelling—one where tradition and technology seamlessly come together.
