Spoiler alert: this is my favorite packaged-and-produced product review yet.
As a full-time product reviewer and shopping reporter, it actually counts as research for me to be on the Sephora homepage 24/7 (my middle school, beauty guru-watching self wouldn’t believe it). My makeup vanity is fully stocked to the nines, as is my skincare assortment and haircare hoard. That said, both buzzy and indie brands alike are on my rotation, with a rote rhythm of formulations, lotions and potions at my disposal at all times.
Not to mention, my FYP on TikTok is an assembly line of “get ready with me,” with influencers and lovers of makeup alike hash-tagging #BeautyTok, putting on their croissant-style headband and taking viewers through their routines, from primer to setting spray. It’s a side of TikTok I love to be on, naturally.
RELATED: Best #BookTok reads, per a content creator
According to a 2023 academic study named “#BeautyTok Going Viral,” a product characteristic that can contribute to virality is its effectiveness or the ability to solve a problem.
“When a product works well, users are [more likely] to recommend it to others, leading to more views and shares,” the study highlighted. “Products within the beauty industry have various long-term or instant effects.
For example, The Ordinary’s AHA 30% + BHA 2% Peeling Solution [$10] is an exfoliating treatment that went viral on TikTok because it improves skin texture and clarity over time. In contrast, products that have an instant effect are, for example, Maybelline’s Sky-High Mascara [$9], where one can clearly see the effect instantly on video.”
my top 10 #beautytok products, at a glance
Ahead, find the only guide to TikTok beauty in the haircare, makeup and skincare spaces that you’ll need. Plus, find an in-depth overview of how I tested every product following some of the beloved #BeautyTok products to date.
Before you shop, take a look at the following brand reviews: Anastasia Beverly Hills, Charlotte Tilbury, Drunk Elephant, e.l.f. Cosmetics and Glossier.
Before you shop, check out the in-depth FAQ section at the bottom of this guide for top-level insights into #BeautyTok and brands of all kinds.
Best haircare products, as seen on TikTok
OUAI Fine to Medium Hair Treatment Masque
Pros:
- Ultra-smoothing and moisturizing on the strands without weighing down your hair
- Smells like a dream
- Beautiful when air-dried or blow-dried alike
Cons:
- Not suited for everyday use, so not as great of a value as some other hair products (though not a dealbreaker)
The OUAI Fine to Medium Hair Treatment Masque has been one of my favorite hair masks as of late, simply because it feels like my hair always hits the reset button whenever I use it. Magical and moisturizing, it locks in hydration to the ends of my hair and always makes them smooth once fully rinsed out.
I love blow-drying my hair after using the mask, though I find it’s a great precursor to natural, air-dried styles. While it’s not suited for everyday use, it’s a phenomenal product I’ve been recommending to everyone. For best results, I use this about once or twice a week on my medium-textured hair.
Redken Acidic Bonding Concentrate Leave-In Treatment
Pros:
- Leaves the hair shiny and smooth
- A little goes a long way, so the product will last for quite a while, making it more of a value-based purchase
- Doubles as a heat protectant
Cons:
- May leave the hair weighed down if used extremely often; for best results, use once or twice a week
Pairs well with: Redken Bonding Shampoo ($33) and Redken Bonding Conditioner ($33)
Redken’s Acidic Bonding Concentrate Leave-In Treatment is a product that I use after nearly every shower. Following my shampoo and conditioner, I work in this creamy formulation into my locks, grazing it over my hair from my ears down. Not only does it double as a heat protectant but it also gives my hair the most incredible smoothness and shine.
Because of its universality, it’s worth the slight splurge. It gives off that salon vibe that you simply want for at-home use and it even helps strengthen the ends of my hair whenever I use it, allowing them to be blow-dried full and fluffy. It’s truly a rockstar hair product if I do say so myself.
IGK Beach Club Touchable Texture Spray
Pros:
- Smells like the most luxurious beach ever
- Offers a buildable texture without a nice finish
- Lightweight and easy to apply
Cons:
- Price point may be unreachable for some, given it’s a spray for your hair
Perfect for your beach vacation or tousled waves, the IGK Beach Club Touchable Texture Spray is a salon-worthy hair product I love using as a replacement to hair spray on most days. It’s as light as air, smells like a summertime soiree in a spritzer and doesn’t leave my hair crunchy, ever.
What’s more, it’s texture is buildable and the product tends to last me for about a year until I need to pick up a new one. As someone with naturally wavy hair, this is a godsend.
COLOR WOW Dream Coat Supernatural Spray
Pros:
- Offers the hair an unbelievable shine
- Helps prevent frizz that welcomes itself from the humidity
- An ergonomic spray bottle that evenly disperses product into the hair
Cons:
- A cologne-like fragrance that may be averse to some shoppers who prefer fruity or fresher scent notes
The COLOR WOW Dream Coat Supernatural Spray is *actually* seen by every hair enthusiast on TikTok so, naturally, I had to become #influenced and use it myself. Now, I’ve been using it for maybe four years and continue to love it for the shine it provides.
Though it has more of a cologne-based scent than I would like, it’s a product that helps prime the hair for a great blowout. For that reason, I settle on the fragrance; I wish it was a fruiter or “fresher” scent.
As a raved-about No. 1 Amazon best-seller, it’s surely worth the hype. It helps manage and mitigate frizz and I love its spray bottle that evenly disperses the product to my hair from ear to ear. If your biggest problem is frizz and dull-looking hair, this is a good product to pick up next.
Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil
Pros:
- Helps stimulate hair growth when used consistently over time
- Budget-friendly price point, making it reachable for most shoppers
- Contains clinically studied rosemary to help encourage hair growth, along with fresh mint to give that “fresh” feeling when applied
Cons:
- Feels a bit oilier on my fingertips than some other oils that hold a “thicker” consistency and texture, but not a dealbreaker
The Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil is one of the best hair oils I’ve used, especially for its $10 price tag. As the internet and content creators have sung from the rooftops, rosemary helps stimulate hair growth, with a 2023 study from Cleveland Clinic stating the same.
It’s lightweight and I love massaging it into my locks a few hours before I wash my hair. Unlike the masses, I like having hair oil absorb into my scalp before a good wash, otherwise, my hair may feel too oily; unfortunately, the slicked-back bun doesn’t work in my favor.
I’ve noticed a tremendous difference in my hair health since using this product. Of course, I switch out and rotate my hair products as a full-time product tester, but I’m betting my bottom dollar it’s the rosemary hair oil that has been stimulating incredible hair growth and overall good-looking hair. TikTok hyped it up, and I’m confirming it.
K18 Peptide Prep Detox Shampoo
Pros:
- Cleanses effectively while remaining gentle on the scalp
- Pleasing smell that’s not too overpowering
- Travel-friendly packaging that’s both contained and lightweight
Cons:
- The price point may be unreachable for some
All hail the K18 Peptide Prep Detox Shampoo. With clarifying shampoos on the rise, it’s important to pick up one that’ll give your scalp some much-needed love. I use this product once every two weeks (once a month at minimum) and continue to sing its praises.
Whenever I use it, I find that it’s non-stripping and removes product buildup, likely from my dry shampoo. When I scrub it into my hair, I truly feel like I’m receiving a scrub; it’s powerful at cleansing but gentle enough to want to continue using it.
While the price point is higher than some other clarifying shampoos I’ve used, this is a wonderful hair-resetting product that’s also safe for color-treated hair.
amika The Kure Intense Bond Repair Hair Mask
Pros:
- Smells amazing
- Helps repair hair bonds and make the ends of your hair healthy and fluffy
- Leaves hair smooth
Cons:
- Price may be unreachable for some
- Not the best for super-fine hair
If you want to give your semi-damaged hair some TLC, the amika The Kure Intense Bond Repair Hair Mask is what I recommend most. While I wouldn’t classify my hair as damaged, I love how the formula helps health-ify the ends of my hair, especially before I’m in serious need of a trim. It also helps mitigate frizz, smells amazing and comes in the cutest packaging alive.
This mask leaves my hair smooth and rejuvenated like I just spent hours styling it but, in reality, it was a dollop of this deep conditioner that I eventually rinsed out and blow-dried. If you love trying new hair products like me, this hair mask is great for those with medium to thick hair types; it seems a bit heavy for ultra-fine hair, based on my testing.
Pureology Hydrate Shampoo
Pros:
- Sulfate-free, so it offers a more gentle cleanse than most
- Safe on color-treated hair, especially those with gray hair
- Gives you that “salon feel” instantly
Cons:
- Fairly heavy to to the touch when dispersed, so may not be the best for super fine hair
Pairs well with: Pureology Hydrate Conditioner ($37)
Funny enough, my hairdresser exclusively used the Pureology Hydrate Shampoo, and only this shampoo. When I finally began using this product at home, it brought me right back to the salon chair. Its ability to gently cleanse and offer that premium feel is unmatched.
Though my hair isn’t color-treated, my mom also steals this shampoo bottle from time to time to do its magic on her dyed hair. If you’re looking for a gentle cleanse, this sulfate-free formulation is one I recommend. It smells incredible but be wary if you have super fine hair; its consistency is quite thick, almost like a hair mask, so I’d recommend a volumizing shampoo instead.
Redken All Soft Mega Curls Shampoo
Pros:
- Provides the hair with instant volume at the roots
- Leaves the ends of the hair soft and bouncy
- Contains aloe to soothe even more than some other shampoos tested
Cons:
- Not as wonderful of a value for the price, given the bottle size
Pairs well with: Redken All Soft Conditioner ($26)
Meet my most-used shampoo as of late: the Redken All Soft Mega Curls Shampoo. Whenever someone asks me for a shampoo recommendation, I almost always say, “don’t sleep on Redken!” Seriously, its newer formulations that focus on pH-balancing hair washes and cleanses are difficult to beat.
The All Soft Mega Curls Shampoo always gives me natural volume near my roots as soon as I blow dry my hair, as well as bouncy ends. My hair ebbs on the naturally wavy side now, so this shampoo is perfect. Plus, its inclusion of aloe makes the shower experience that much more soothing.
Dyson Airwrap
Pros:
- Helps achieve a custom, salon use for a variety of hair types
- Multiple attachments help consolidate your stash of hair tools
- Leaves the hair bouncy and virtually frizz-free
Cons:
- Price may be unreachable for most shoppers
- Not travel-friendly
Whether or not the Dyson Airwrap is worth it continues to be a continuous debate. After testing a wealth of blow-dryer brushes (you should only see my bathroom cabinet), the versatile hair styler is worth the cost, assuming you want the option to have customized blowouts with multiple attachments. It’s especially perfect to consolidate all of your hair tools, like foregoing the need to own a standalone hair straightener or curling iron.
The brand’s newest design has an exceptional blow dryer that helps prevent frizz, unlike its older oval-shaped dryer that always left my hair feeling off. I especially love the smoothing brush and the traditional round brush with bristles that are easy to curl and wrap around my hair. The as-seen-on-TikTok item makes a great gift idea as well. Or, a good treat-yourself present. Why not?
In fact, I talked about the Dyson Airwrap *so much* that I influenced Post Wanted’s commerce partnerships coordinator, Julie Fuschetti, to test it out herself.
“The Dyson Airwrap exceeded my expectations, which I didn’t think was possible,” she shared. “From first opening the box and seeing the sleek and high-quality design of each piece, to the actual use. The amount of attachments truly impressed me and made it clear this is the only hair tool I will ever need. It truly does it all and in such an effortless way. Every single attachment gave me a ‘fresh out of the salon’ look, which I could not have been happier with.”
Not only do the curling barrels give me soft big bouncy curls in seconds (which feels almost too easy) but it cut down your styling time. Overall, it’s a holy grail.
Best makeup products, as seen on TikTok
Glossier Boy Brow
Pros:
- Quick to apply and simple to use
- Available in eight shades, including ones for extremely light brows and gray
- Budget-friendly price point, making it reachable for most shoppers
Cons:
- Not specially designed for niche areas of the eyebrow, like the top of the arch or the inner corners, though not a dealbreaker
After reviewing the full product lineup at Glossier, the brand’s infamous Boy Brow remains one of my favorite products. It’s so instant, tinting your brows with just one swipe. For $20, too, it’s one of the most practical solutions to having my “brows on fleek” at all times.
Available in eight smart shades, its formulation is neither goopy nor going anywhere once it’s tacked onto your natural brow curve. It helps visibly define and thicken my brows as well, with its precision brush heaven-sent and lasting for quite some time in my makeup bag. If you’re a newbie to Glossier, try the Boy Brow; it’s one of the hallmarks of the brand for a reason.
Fenty Beauty by Rihanna Gloss Bomb Universal Lip Luminizer
Pros:
- Offers the most rich, unbelievable shine
- Gorgeous color selection
- Long-lasting when applied to the lips and even helps plump them a bit
Cons:
- May be too sticky for some
- Tingles a bit, but the feeling wears off after a few minutes
Sure enough, Queen RiRi knows what she’s doing. The Fenty Beauty by Rihanna Gloss Bomb Universal Lip Luminizer is one of my all-time favorites from the brand, with the popular, prototype “Fenty Glow” shade my go-to pick. As its name suggests, the lip oil-gloss hybrid leaves my pout extremely glossy, staying put all the while.
For less than $25, it’s also offered at a fair price point, especially given its celebrity brand-hailing prestige. It’s 100% vegan, nourishing and comes with a great shade selection. TikTok, you’ve got this in the bag.
Maybelline Lash Sensational Sky High Mascara
Pros:
- Exceptional at both lengthening and volumizing
- Doesn’t goop or run in the hours past the application
- Budget-friendly price point, making it reachable for most shoppers
Cons:
- The wand may be too flimsy, though I actually like it for how you can work it into your lash area the way you desire
The debutante of the drugstore mascara ball is the Maybelline Lash Sensational Sky High Mascara, no questions asked. The sky-high lengths it renders each lash is truly incredible — and it’s just shy of $10 wherever you order it from.
It’s so sensational and alluring that it has earned a glamorous 96,000 shining reviews on Amazon alone. It’s the versatile lash-topper that I constantly reach for, even more often than some of my luxury, Sephora-sold options in my makeup drawer, because it volumizes, lengthens and enhances my lashes in the best way possible. Plus, the natural curl of each lash is accentuated, even when I define my look with liquid eyeliner.
For more options, check out our expert-backed guide to the best tubing mascaras we reviewed.
Tower 28 Beauty Swipe All-Over Hydrating Serum Concealer
Pros:
- One of the most effective and pleasing consistencies for a concealer
- Generous shade range
- Helps brighten and spot-correct equally
Cons:
- Glass packaging may make some shoppers nervous to travel with
The Tower 28 Beauty Swipe All-Over Hydrating Serum Concealer has one of the best consistencies I’ve experienced in a concealer, by far. It’s hydrating enough to feel like it’s a serum gliding onto my skin but thick enough to spot conceal and brighten. It’s the multi-purpose concealer I find to be truly worth the hype, and one I can’t believe is less than $25.
What’s more, it’s shade range is quite generous, with shade “3.0 CC” being my color of choice. Its glass packaging and thicker tube design makes me think of Tarte’s Shape Tape Full-Coverage Concealer ($32), which I also adore for either under my eyes or on my entire face in place of a foundation. Yet, Tower 28 Beauty unveiled a fairly priced option that applies like butter.
MAKEUP BY MARIO Master Mattes Eyeshadow Palette
Pros:
- The only “holy grail” neutral eyeshadow palette you’ll need
- Buildable, so incredible for day-to-night looks
- Complements a variety of skin tones well
Cons:
- Must be used with quality brushes as each color is quite pigmented; the technique may be a learning curve for some
If you don’t already own the MAKEUP BY MARIO Master Mattes Eyeshadow Palette, let this be your sign to order it like, right now. As the “clean girl aesthetic” is on the up and up, this selection of beiges and beautiful browns allow for the perfect crease colors that I love to mix and match with each look.
I love the matte ivory shade at the upper left corner that allows for a no-makeup makeup look whenever applied. Because of its span of neutrals, it’s the perfect day-to-night palette that I use on repeat. In fact, it has been the only one I’ve been reaching for lately.
Benefit Cosmetics Cookie Highlighter
Pros:
- Leaves the healthiest glow, especially on the nose and upper apples of the cheekbones
- Travel-friendly packaging
- Superfine powder formulation that allows for buildable dusting, depending on what final look you’re going for
Cons:
- May not be the best for darker skin tones as it applies slightly brighter than most other highlighters tested (may look chalky)
The Benefit Cosmetics Cookie Highlighter has been a long-standing compact on my makeup vanity, with #BeautyTok allowing its popularity to soar. It doesn’t leave a trace of chunky glitter on my face and, instead, leaves the tip of my nose and the upper apples of my cheeks with a youthful glow.
What’s more, the compact is always my highlighter of choice when traveling because of its shallow box design; I know my product isn’t cracking or going anywhere. It allows for a superfine dusting, which I appreciate and always end up grabbing to finish off my makeup look.
e.l.f. Cosmetics Power Grip Primer + 4% Niacinamide ($10)
Pros:
- The perfect tacky base, of which makes you know the product is working and sticking onto the rest of your makeup
- Contains niacinamide to help plump the skin
- Budget-friendly price point, making it reachable for most shoppers
The only way I can describe this makeup primer is: OMG. For $10, I can’t believe its efficacy, nourishment and dewy finish it leaves. It’s the ultimate base for any full-coverage foundation or tinted moisturizer and I love how it’s jam-packed with niacinamide to help my skin look and feel more supple.
After reviewing the entire catalog of e.l.f. Cosmetics, this product remains one of my all-time favorites. It’s a tacky base that you feel *actually* working and allowing your full face of makeup to stay put, unlike creamier primers that seem to fall short of your standard moisturizer. Do me a favor and grab this product ASAP. I guarantee you, you won’t be sorry.
Danessa Myricks Beauty Yummy Skin Serum Skin Tint
Pros:
- The best skin tint ever for its feel, look and overall, keen design
- Offered in an inclusive shade range, spanning from extremely fair to very dark
- Hydrating and contains ceramides and collagens to have your skin feeling healthy and bouncy
If there’s an award for “best skin tint,” I’m giving it to the Danessa Myricks Beauty Yummy Skin Serum Skin Tint. Why is it so slept on? Thankfully, TikTok is giving it the recognition it so deserves and it applies like butter to your skin. I was absolutely floored the first time I used it a few weeks ago and can’t stop turning to it for a fresh, my-skin-but-better result.
The brand is incredibly shade-inclusive and features 16 shades that skew from extremely fair to exceptionally dark. Better yet, the brand’s formulation is 100% vegan, contains collagen to encourage cell turnover and help plump fine lines and wrinkles and ceramides to protect the skin barrier. It’s a product I truly want to bow down to, and one of my ultimate please-buy-this-now items on this list.
L’Oreal Paris True Match Lumi Glotion Natural Glow Enhancer
Pros:
- Doubles as a bronzer or highlighter and is extremely versatile
- Travel-friendly packaging that’s especially ideal for spring and summer buildable makeup looks
- Budget-friendly price point, making it reachable for most shoppers
Cons:
- May make the skin too shiny if overused (pro tip: a little goes a long way)
Everyone on #BeautyTok is talking about the L’Oreal Paris True Match Lumi Glotion Natural Glow Enhancer. For this reason, I knew I had to snatch it ASAP, and it remains one of my go-to options that can serve as a creamy, moisturizer-esque bronzer or highlighter.
Because of how versatile it is (and, how affordable it is), I’d say it’s a surefire staple in your beauty routine. In fact, it’s one of my Top 10 items off this list and a standout for not breaking me out or smearing throughout the day. Truthfully, I’m writing a love letter to L’Oreal.
LYS Beauty No Limits Cream Bronzer Stick
Pros:
- Effortless to apply thanks to its applicator
- Blends flawlessly into the skin while holding a fabulous pigment
- Budget-friendly price point, making it reachable for most shoppers
Cons:
- May be too pigmented for some, so be sure to apply by positioning the apex of the triangular tip toward the desired area
Among all of the cream bronzers I’ve tried, there’s nothing like the LYS Beauty No Limits Cream Bronzer Stick. For only $20, it’s my most recommended option for anyone who’s searching for one that’s apt for dry skin, doesn’t budge and looks flawless every time.
Not to mention, the brand is one of my favorites, especially for lip liner. For this product in particular, I love the triangular head that makes contouring on the nose and at the crux of the cheeks effortless, even for the beginner makeup artist.
Richly pigmented yet not difficult to buff out or blend, it’s remarkable. Again, for only $20, buy it right this instant.
Best skincare products, as seen on TikTok
The Ordinary Niacinamide 10% + Zinc 1% Serum
Pros:
- Contains niacinamide to help reduce pores, cancel out redness and holistically benefit the skin
- Offers that “glass skin look”
- Budget-friendly price point, one of the most affordable skincare brands at that
Cons:
- May be too dewy for some users
Say what you want about The Ordinary and its affordable serums and no-frills, clear packaging — but this stuff works. The brand’s Niacinamide 10% + Zinc 1% Serum is one your dermatologist would be proud of, complete with star ingredient niacinamide to help reduce pores, cancel out redness and overall do your skin some good.
In my opinion, this formula is like glass skin in a bottle, similar to the entirety of the COSRX skincare line I also love using. Because it’s water-based, it glides onto the skin with a dewy consistency. While I love the fresh look, it can sometimes be too dewy, which some users may not like.
It’s safe on my sensitive skin and a wonderful precursor to my favorite moisturizer. Overall, for the price and the feel, it’s worth it, especially if you’re looking to pick up a quality skincare product infused with niacinamide.
Anua Heartleaf 77% Soothing Toner
Pros:
- Hydrating and calming on the skin
- Especially great for those with dry skin
- Helps blur pores and mitigate impurities
Cons:
- May be too dewy for some users
I haven’t used popular Korean skincare products for a long time but, for what it’s worth, it’s been a good time. In fact, it’s been a great time, thanks to the Anua Heartleaf 77% Soothing Toner.
Clearly, TikTok knows my tastes by now because I landed on this product a few months ago and have not been able to stop thinking of it. Soon enough, I knew it was time to try it for myself and it’s one of the best toners for dry, parched skin. Its dewy consistency and ability to make my skin look like Barbie plastic without feeling like it is beyond compare.
Aside from being hydrating, it’s also ultra-calming on my skin and 100% cruelty free and vegan. This has to be because of its 77% Heartleaf Extract that is grown and havested in Korea.
e.l.f. Cosmetics Bronzing Drops
Pros:
- Formulated with antioxidants to help reduce UV damage and stimulate collagen and elastin production, per a 2017 study
- Offers a rich, natural bronze that’s buildable, working well on fair skin especially
- Budget-friendly price, allowing it to be reachable for most shoppers
- Non-comedogenic, thanks to the addition of sunflower seed oil, so it won’t clog pores and is advantageous on acne-prone skin
Cons:
- Does not dispense out of the bottle most elegantly when dropping them onto your hand instead of directly on the face (though not a dealbreaker); for best results, shake the bottle before each use
- Takes a bit longer to blend into the skin on areas where you may experience hyperpigmentation
The e.l.f. Cosmetics Bronzing Drops are one of the newest as-seen-on-TikTok launches to make this list. I love them so much that I produced a full review on the new product assortment.
The e.l.f. Cosmetics Bronzing Drops are available in a trifecta of colors: Copper Gold, Pure Gold and Rose Gold. Copper Gold is apt for medium to rich skin tones, Pure Gold is beneficial to light and tan skin tones and Rose Gold is chief for fair to medium skin tones. However, all skin tones can benefit from all shades as each is buildable and can, essentially, double as a highlighter or a darker contour.
What’s great about these drops is their versatility. Whether you cocktail the bronzy serum with your moisturizer or apply them over your powder, they’re phenomenal.
CeraVe Acne Control Cleanser
Pros:
- Helps reduce the appearance of pores and even blackheads
- Sensitive skin-friendly
- Budget-friendly price point to help reach more shoppers
Cons:
- Tends to leave a “filmy” residue; however, this can be alleviated by simply using more water
The CeraVe Acne Control Cleanser is one of the best face washes for acne-prone skin I’ve been using that’s also sensitive-skin friendly: it doesn’t contain any fragrance, contains three essential ceramides that CeraVe is known for infusing and helps reduce blackheads.
Whenever I use it, I realize how my pores are reduced as well. Essentially, its texture helps grip onto the skin and almost coat it in a second layer of skin, rejuvenating and restoring your skin barrier. For the price, it’s one of the best in the market. However, it may feel like it’s leaving a tiny film on your skin, even though it provides an effective clean. To combat this, simply use more water.
Herbivore Milky Way 10% AHA + Oat Soothing Exfoliating Serum
Pros:
- Contains ceramides and hyaluronic acid to support the skin barrier and make it more supple
- Gently exfoliates, thanks to AHAs
- Helps reverse dull skin
Cons:
- Price point may be unreachable for some
Hailing from one of my favorite skincare brands, the Herbivore Milky Way 10% AHA + Oat Soothing Exfoliating Serum is simply *beyond*. I love how it contains ceramides and hyaluronic acid because it helps make my skin more supple. Plus, it’s packaging is pretty, but the formulation is even better.
The serum, whenever used, always penetrates deeply into my skin. It never irritates either; instead, it helps offer that youthful glow we all yearn for and adore.
In a sense, this serum helps reverse dull and dry skin, as well as support the skin’s barrier. I love using this product in the evenings but you can most certainly use it both day and night for an even “plumper” feel.
Kiehl’s Since 1851 Creamy Eye Treatment with Avocado
Pros:
- Great at brightening and color-correct slight redness
- Helps smooth the under-eye area
- Rich texture that’s buildable
Cons:
- Not recommended for incredibly dry and eczema-prone skin
As one of the best eye creams I reviewed, it’s safe to say the Kiehl’s Since 1851 Creamy Eye Treatment with Avocado has that perfectly rich texture and is a product I agree with TikTok about. It’s pretty dang awesome.
Its formulation is one of the best for smoothing fine lines, almost like a wrinkle cream would. Its addition of caffeine helps invigorate the under-eye area, while the inclusion of shea butter helps maintain its good-for-dry-skin texture. Overall, it’s a great eye cream to add to your regimen and one I constantly reach for, especially for my post-shower skincare routine.
Summer Fridays ShadeDrops Mineral Milk Sunscreen SPF 30
Pros:
- Offers dermatologist-recommended SPF 30 protection
- Doesn’t feel too milky, despite its name
- Helps nourish the skin while protecting it as well
Cons:
- Un-tinted, which some shoppers may not desire
Your facial sunscreen just received a whole new makeover. Thanks to the Summer Fridays ShadeDrops Mineral Milk Sunscreen SPF 30, I now have a lightweight, epic and glow-from-within product that I love using as a makeup primer, or on its own before I step foot outside. Not only that, but it contains dermatologist-recommended SPF 30 for whole protection.
Though “milk” is in its name, it doesn’t feel milky or runny. Instead, it’s like your skin tint minus the tint, feeling just like. your epidermis and applying beautifully. It works well on a multitude of skin types, I’d imagine, and is especially spectacular on dry and sensitive skin like mine.
What’s more, it contains zinc oxide to help shield the skin from damaging UV rays and squalane to leave my skin always appearing softer and more plumped up.
OSEA Malibu Undaria Algae Body Butter
Pros:
- Best body butter ever tested
- Incredibly rich texture that melts into skin
- Contains Undaria seaweed, whipped shea butter and ceramides to effectively nourish the skin
Cons:
- Price point may be unreachable for some
Meet the best body butter I ever tested: the OSEA Malibu Undaria Algae Body Butter. It’s a game-changer in your post-shower moisturizing routine and, I have to say: it’s worth every penny.
The entire ethos of OSEA Malibu is to nourish your skin in the cleanest way possible. Its nutrient-rich Undaria seaweed, whipped shea butter and ceramides melt into the skin, serving as the ultimate trifecta. It’s clinically proven to hydrate for 72 hours, which I can agree with because I never have to reapply or feel my legs feeling dry shortly after use.
Plus, it has a butter-rich texture like no other. I’m only in my early 20s but I’d also argue this product is great for anti-aging as I feel its rich texture somewhat “tightening” into my skin — in the best way possible. It also smells like a dream, so there’s that.
COSRX Advanced Snail Mucin 96% Power Essence
Pros:
- Offers a glass skin effect instantaneously
- Impressive on dry skin types
- Excellent value for the money
Cons:
- May be too goopy and watery for some, though it’s buildable
Ah, we’ve landed at the COSRX Advanced Snail Mucin 96% Power Essence. It’s so viral, I had to test out the entire COSRX brand. The bottom line? Snail mucin is the trending, “it-girl” ingredient that is a one-way ticket to glass skin. Seriously.
What’s great about this product, in particular, is its douse of hydration it most instantly provides. It’s the ideal serum to dab on after your cleanser and the most direct-hitting glass skin product I’ve tried from the brand at large.
How I use it? Following my COSRX Advanced Snail Mucin Gel Cleanser, I apply one to two pumps and blend it throughout my face, as you would a moisturizer. I focus extra on the apples of my cheeks and the tip of my nose — the areas where pores tend to be more noticeable on my skin. I use the product twice daily.
Olay Super Serum
Pros:
- Infused with dermatologist-loved ingredients, like niacinamide, vitamin C and collagen
- Elegant formulation that absorbs easily into the skin
- Helps achieve that “glass skin” look
Cons:
- Price point is slightly higher for the brand at large, though not a dealbreaker
The Olay Super Serum doesn’t need to be more than three words. It’s a super serum, enough said.
This product, compared to some others on this list, has to be one of the most popular. Ultimately, it’s a case study for how quickly beauty products can become viral but, don’t be fooled; it’s certainly worth every hype it’s been touted.
Though more of a splurge for a drugstore brand, it’s on par with multiple serums you can find at luxury beauty counters. Namely, it contains niacinamide, vitamin C and collagen peptide — name a better trio, I’ll wait — and helps moisturize, soothe, nourish and give that “glass skin” look. It also contains vitamin E and AHAs. After each use, I feel like my skin has been doused with the healthiest form of hydration imaginable. If there’s any serum from this list I recommend snagging immediately, it’s this one.
An FAQ on #BeautyTok
Ahead, find insights from my conversation with Melany Marangabassa, a consultant specializing in content strategy, marketing analysis and all things beauty.
How has the beauty market evolved?
The beauty market, spanning skincare, makeup, fragrance and haircare, has evolved into a dynamic ecosystem generating a staggering $430 billion in revenue in 2022, with projections indicating it to reach $580 billion by 2027, per Marangabassa’s insights.
“Within this vast landscape lies #BeautyTok, the epitome of beauty storytelling and consumer engagement on TikTok, showcasing a vibrant universe of creativity and self-expression,” she shared. “#BeautyTok has emerged as the largest beauty community on the platform, serving as an open canvas for a diverse array of content ranging from tutorials, routines, transformations and reviews.”
The inside scoop: Why is showing beauty products on TikTok so popular?
As mentioned, #BeautyTok presents an avalanche of beauty content, providing a platform for influencers and brands to connect with a global audience.
“This is an unparalleled opportunity to drive traffic, enhance brand visibility through strategic new launches, facilitate seamless collaborations and gain real-time insights into consumer behavior and emerging trends, fueling agile marketing strategies,” Marangabassa explained. “Its viral nature spurs impulse purchases, directly impacting sales metrics. It also influences all stages of the marketing funnel, from awareness to advocacy, as conversations around trending products persist.”
What are some of the most popular beauty brands on TikTok?
Brands that prioritize blending ingredients, packaging and brand ethos seamlessly to convey a cohesive message, per Marangabassa, “will win each and every time.”
For example, rhode has made significant waves, from breaking the internet with dissolvable PR packages to viral lip phone cases, demonstrating a deep understanding of viral marketing strategies. “Rare Beauty maintains its status as a standout brand, boasting a remarkable 12 billion views on TikTok,” she added. “They have expanded into wellness, apparel and accessories, solidifying its position as a powerhouse in the industry.”
What’s more, The Ordinary, with over 5.3 billion views, stands out for its “derma-focused approach” to science-backed, affordable products that address diverse skincare concerns.
How we tested
Meet my testing quarters: my makeup vanity. Some products on this list are ones I’ve been using for four years, while others have only been a formulation I’ve been using for a handful of times. Regardless, I used the same approach, which is as follows:
- Formulation: Is it safe for dry skin? Sensitive skin? Dry scalp? I took a careful look at the ingredients before testing to asses their efficacy prior to application.
- Value: All things considered, is this product worth the purchase price? Would I restock once I run out (or, as the beauty community says, “hit pan”?)
- Versatility: Can this product be used in a variety of ways, or is it one-size-fits all in terms of use? This was taken into account, more so with skincare and makeup than haircare.
The golden question: how did I consider the above products to be TikTok viral? Having been on #BeautyTok for a good while now, I had a sense for the brands and products that are widely talked-about. However, when product-sourcing for this guide, I clicked on videos with at least 10,000 views, jotted down products and made sure the TikTok creator wasn’t showcasing products as a sponsored “#ad.” This allowed me to curate an overflowing list of brands and products, some of which I’m still testing.
Editor’s note: We are continually testing products for this guide and will add to it only if we deem it a worthy fit.
This article was written by Victoria Giardina, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest and greatest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include reviewing the viral Korean beauty brand, Cosrx, and testing dermatologist-recommended acne cleansers. Victoria has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.
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