What Is a Soft Launch in a Relationship? The Dating Trend Explained
What it really means to ‘soft launch’ a relationship - and why this TikTok-approved dating trend is everywhere right now, from celebs to standard, every day people
You know the vibe - someone posts a photo of two glasses of wine at a candlelit table…but only one hand is visible. Or there’s a blurry arm in a mirror selfie, tagged as “guess who 👀”. Welcome to the world of the soft launch - where your relationship goes public-ish, without actually going public.
Whether you’re trying to decode someone else’s posts or considering subtly revealing your own romance, here’s everything you need to know about soft launching a relationship - what it means, why we do it, and whether it’s a stepping stone to a wedding photo carousel someday soon.
What Does 'Soft Launch' Mean?
Let's start with the basics - the term soft launch actually comes from the business world.
It's when a company releases a new product, app or service to a limited audience with very little fanfare, before going big with a full-blown launch. It's low-key, under the radar, and a way to quietly test the waters.
But now it's been adopted as dating slang.
Soft Launch Meaning in Slang
In relationships, a soft launch means you’re sharing just enough online to suggest you're seeing someone - without actually confirming it.
It’s a breadcrumb, not the whole loaf. A teaser trailer, not the movie. Just enough to get people talking, or to let on that you might have someone in your life.
What does 'soft launch' mean in a relationship?
In a relationship, soft launching usually happens on social media. It’s when someone kind of reveals they’re dating, but keeps the details vague. Think:
- A shot of them holding hands, but you can’t see the other person’s face
- A boomerang of two cocktails clinking with the caption “Cheeky cocktails 💫”
- A tagged location with two sets of feet in the background
It's the digital equivalent of whispering 'I'm seeing someone', without actually saying a word.
What does it mean to soft launch someone?
Soft launching someone means you’re intentionally introducing them to your followers slowly and subtly.
You’re not uploading a grid post with matching outfits and “my love 💕” as the caption just yet, but instead you’re gently floating their existence into your feed like, “Hey, just so you know, there’s someone new around here.”
Soft launching someone can be as simple as:
- Posting a shadow or silhouette
- Sharing a dinner date photo with no names
- Mentioning “we” in a caption without clarifying who “we” is
Soft Launching in Relationships: Why People Do It
You might be wondering why someone would soft launch their relationship - but there are actually plenty of reasons why people choose to gently soft launch their relationship. We've come a long way from the big attention-grabbing Facebook relationship status update!
Here are just some of the reasons why people might choose to soft launch their relationship:
1. Privacy
Some couples just want to keep things low-key, especially in the early days. Not everyone wants to answer a million DMs about their new beau after one post.
2. Testing the Waters
Soft launching lets you gauge how things are going before committing to the full relationship reveal. If things fizzle out after three weeks, it’s less awkward than a deleted two-week anniversary post.
3. Their Aesthetic
Let’s be real - some people care more about their grid looks than declaring their relationship status to a load of random followers. A soft launch keeps things on-brand while still letting people know there’s someone special.
Celebrity Soft Launches
Soft launches aren't just for your former uni housemate who you still follow on social. A fair share of celebrities soft-launched their relationships, too.
Lizzo
Pop sensation Lizzo soft launched her relationship with Myke Wright on Instagram back in 2023, before transitioning to a 'hard launch' later on. Fans and media were kept guessing when she posted a holiday snap that just revealed a man's arm.
Kylie Jenner
Super celebrity Kylie Jenner managed to achieve the unthinkable - a soft launch with her level of stardom! There were months of speculation as to whether she was dating Timothee Chalamet after his car was pictured at her house.
They appeared together at public events in a very low-key way and allowed the speculation to build. It's now two years on and they're still looking loved up!
Zara McDermott
Reality TV star Zara McDermott had 1D fans and Sam Thompson stans all in a stir when she posted an Instagram story of a breakfast date in California. Eagle-eyed viewers recognised Louis Tomlinson's tattooed hand (yes, really) and speculation started to build.
Soft Launch vs. Hard Launch
A hard launch is when you go all in - full couple pics, tagged accounts, heartfelt couple captions. It's the online equivalent of shouting “I’m taken!” from the digital rooftops.
And let’s face it, for many couples, a wedding is the ultimate hard launch. Engagement announcement? Hard launch. Wedding video? Harder still. A joint social media profile? Too far.
Should You Soft Launch Your Relationship?
Thinking about doing it? Here are a few things to consider:
- Are you both on the same page? If one of you wants privacy and the other wants to post everything, that’s worth chatting about.
- What’s your goal? Is it for fun? For followers? For flirty DM deterrent purposes? Knowing your 'why' helps.
- Would you regret it if things didn’t work out? No shame in deleting a post, but something to think about.
Soft Launching: Everything You Need to Know
Want to know more about soft launching? We don't know if there's much more we can tell you about the soft launch TikTok trend or what the opposite of a soft launch is, but we'll do our best!
What does soft launch mean on TikTok?
It’s a trend where users hint at a new relationship with minimal context - usually in funny, creative or mysterious ways. Think: shadows, drinks, feet. Always vague, always intentional.
Is soft launching the same as keeping it private?
Not quite. It’s more like keeping it semi-private. You’re sharing, but only just.
What’s the opposite of a soft launch?
A hard launch. That’s when you go fully public with your partner - names, faces, captions, the works.
Can you soft launch an engagement?
Technically, yes! A photo of the ring but not the person. A 'big news' post without the full story. But let's be honest… most people go full hard launch for that sparkle.
Whether you’re soft launching your new love or still decoding someone else’s cryptic posts, it’s all part of the modern dating dance. Just remember - every couple’s journey is different.
Whether you're all in on the socials or keeping things mysterious, the only thing that really matters is how you feel in real life.
Ready to go all out? Here's our guide to the perfect engagement selfie - the ultimate hard launch!
