In the case of a metastable electroweak vacuum, the quantum corrected effective potential plays a crucial role in the potential instability of the standard model. In the early universe, in particular during inflation and reheating, this instability can be triggered leading to catastrophic vacuum decay. We discuss how the large space-time curvature of the early universe can be incorporated in the calculation and in many cases significantly modify the flat space prediction. The two key new elements are the unavoidable generation of the non-minimal coupling between the Higgs field and the scalar curvature of gravity and a curvature induced contribution to the running of the constants. For the minimal set up of the standard model and a decoupled inflation sector we show how a metastable vacuum can lead to very tight bounds for the non-minimal coupling. We also discuss a novel and very much related dark matter generation mechanism.This article is part of the Theo Murphy meeting issue 'Higgs cosmology'.