Cameo’s New App 'Candl' Tries to Rekindle Relevance, But Sparks Few Flames

Cameo, the once-trendy platform that let fans purchase personalized video shoutouts from celebrities, is trying to light a new digital spark with Candl, a minimalist birthday reminder app launched as part of a rebranding effort. But instead of igniting excitement, Candl has received tepid responses from users and industry watchers alike. The app—currently available on iOS with plans for an Android release—promises to help users “never forget a birthday again,” offering a streamlined calendar experience, gentle notifications, and occasional celebrity reminders.

While the interface is clean and the concept familiar, critics argue that Candl offers little that existing calendar apps, Facebook, or even contact management tools don’t already provide. A Company Searching for Its Second Act

Cameo skyrocketed to fame in the late 2010s by turning social media into a marketplace for celebrity shoutouts. For a price, users could get a quick video from actors, athletes, reality stars, or internet influencers, often for birthdays, weddings, or corporate events.

The novelty drove viral moments and attracted a wave of venture capital. But the pandemic-era boom didn’t last. As in-person events returned and the novelty wore off, user engagement dropped.

Cameo laid off nearly 25% of its workforce in 2022 and again in 2023, citing slowed growth and market saturation. Competitors emerged, and celebrities diversified into TikTok, Patreon, and other fan monetization platforms. Enter Candl: a tool not focused on celebrity access, but on personal connection.

“This is about helping people show up for each other in small, meaningful ways,” said Cameo CEO Steven Galanis during a product demo earlier this summer. “Candl is our way of going back to our roots: making moments feel special, but in a lightweight, everyday kind of way. ”

The Problem: Everyone Already Has This

Tech critics and users alike have quickly pointed out that Candl appears redundant in a crowded ecosystem of digital reminders.

Whether through Google Calendar, Apple Reminders, Facebook Events, or even Slack integrations, most users are already well-equipped to keep track of birthdays. “If Candl existed in a vacuum, it would be fine,” wrote The Verge’s Lauren Goode. “But it’s hard to imagine a user switching over to a new app just to do what their phone’s default calendar already does—especially without a major hook.

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Candl tries to differentiate itself with a whimsical interface and gentle animations. It also allows users to write birthday notes in advance, which get delivered on the day. There's light AI integration that suggests message prompts, emoji usage, and even ties into Cameo’s original value prop: recommending celebrity shoutouts or video gifts as birthday suggestions.

Yet those features feel more like add-ons than core innovations. Candl’s Core Features: - Import contacts and birthdays from phonebook or social platforms - Write and schedule birthday messages - Optional reminder settings for 1 day, 1 week, or custom lead time - Prompts to send digital gifts or Cameo videos - Analytics to track “relationship warmth” (a vaguely defined engagement meter)

Aesthetics Over Utility?

Candl leans heavily into a pastel color palette, whimsical typefaces, and user-friendly UX aimed at Gen Z and millennial users. It’s clear the app aspires to be the next “emotional utility” alongside apps like BeReal or Locket.

But unlike those breakout apps, Candl doesn’t introduce a fundamentally new behavior—just a prettier version of something users already do. Tech reviewer Marques Brownlee put it bluntly: _“Nice vibes, but where’s the substance?”_

The Monetization Puzzle

At launch, Candl is free with no in-app purchases. But industry observers suspect it will eventually tie back into Cameo’s core business—personalized celebrity videos.

That could mean paid birthday upgrades, reminders bundled with custom videos, or even Cameo+ subscriptions. “It’s not hard to imagine a prompt like: ‘Want to make their birthday extra special? Send them a Cameo from [celebrity name]—just $50!’” noted Bloomberg tech columnist Parmy Olson. If Candl becomes a lead-generation tool for Cameo's existing monetized services, it might make business sense.

But critics argue that trying to Trojan Horse the original app into people’s daily routines could alienate users, especially those wary of commercialization in “personal” spaces. Industry Reaction: A Missed Opportunity?

The broader tech industry sees Candl as emblematic of a larger trend: companies pivoting too far from their core differentiators. “Cameo had a niche, and it owned that niche,” said Anita Jain, a venture analyst at FirstMark Capital.

“The problem wasn’t its concept—it was execution and scalability. Candl doesn’t solve that. It sidesteps it.

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Instead of doubling down on exclusive celebrity engagement or innovating in fan-to-celebrity interaction, Cameo appears to be chasing the softer, more saturated market of daily lifestyle apps. That pivot may cost them relevance. User Reviews: Lukewarm and Sparse

On the App Store, Candl has so far garnered a 3.

3-star average rating after several hundred reviews. Many praise its design but complain about bugs, lack of calendar syncing options, and weak customization. One review reads: _“Cute concept, but I forgot it even existed until a reminder came through weeks later.

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Another says: _“If I want birthday reminders, I’ll just use Facebook like I always have. This feels like an app trying to be deeper than it is. ”_

Can Candl Evolve?

There’s still room for Candl to grow—especially if it can carve out a unique space in relationship maintenance apps.

Some suggestions from early adopters include: - Integration with text/email apps for seamless message delivery - Audio or video message scheduling - Family/group birthday coordination - Memory logging tied to each contact - Support for non-birthday reminders (anniversaries, milestones, etc. )

If Cameo is willing to iterate based on feedback, Candl might pivot toward a more holistic “relationship tracker” platform, rather than a single-purpose reminder tool. Conclusion: A Flicker, Not a Flame

Cameo’s Candl isn’t a bad app—but it’s not a compelling one either.

At a time when tech users are overwhelmed by apps competing for attention, Candl fails to justify its place on the home screen. It’s aesthetically charming and conceptually sound—but without meaningful innovation or integration, it’s unlikely to spark the comeback that Cameo hopes for. For a company once at the center of pop culture, Candl feels more like a flicker of nostalgia than a real fire.

Unless it pivots fast and adds significant value, it may be remembered less as a comeback—and more as a quiet fade-out.