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Updated August 19, 2024: This guide to the best TikTok beauty products was updated with newly trending makeup, hair care, and skin care products on the app, as well as additional editor testing reviews and insights on the latest beauty trends taking over TikTok. Our editors are currently testing additional products from TikTok-viral brands like Tarte, Dyson, and Rare Beauty for consideration in this guide.
TikTok is a beauty lover’s paradise — it’s a place to discover viral Amazon beauty products, keep tabs on the latest glam trends, and learn every expert application technique under the sun. Our editors are constantly testing the best TikTok beauty products — from the highly-anticipated Rhode Pocket Blushes to the cult-favorite Wavytalk Pro Thermal Brush — to determine which coveted makeup, skin care, and hair care products are worth your hard-earned money.
On TikTok, millions of users post amateur product reviews, demos, and shopping hauls across all beauty categories — and these videos resonate with beauty lovers of all ages. According to a 2024 Adobe report, tutorials are the most popular content category on the app, where 40 percent of Americans use TikTok as a search engine, and younger users are most likely to make a purchase based on TikTok recommendations. While beauty novices are constantly sharing hacks and hauls for the everyday glam routine, influencers lead the way with advanced reviews on new beauty releases — many of which have become breakout stars with corresponding Amazon storefronts from the likes of Alix Earle, Monet McMichael, and Mikayla Nogueira. Even retailers like Target have Viral Beauty landing pages for shopping the most popular products of the moment.
Beyond influencers, the TikTok community has attracted a range of beauty industry professionals who reveal their expert tips and tricks, including Kendall Jenner and Hailey Bieber’s makeup artist Mary Phillips, Pati Dubroff (who Sofia Richie tapped for her wedding makeup), and Melissa Murdick, the makeup artist behind many of Selena Gomez’s most popular beauty looks. Other top experts, from leading dermatologist Dr. Joyce Park to celebrity hairstylist Chris Appleton, are also on TikTok to shed light on beauty myths and share at-home tips for beauty lovers.
At WWD, we monitor the app to find the best trending beauty products on TikTok with sky-high ratings, cross check our testing notes on top products with consumer reviews, and look at what beauty industry insiders are sharing on their social platforms to curate our list of top TikTok beauty goods that should be on your radar — and added to your e-cart — stat. Keep scrolling to see what our editors are double tapping right now.
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Editor’s Choice: Top 10 TikTok Beauty Products of 2024, Tested and Reviewed
TikTok-viral beauty products can be a glorious hit or a frustrating miss, which is why we put these trendy TikTok beauty products to the test to separate the fads from the genuine faves. The standouts included in this comprehensive guide to the best TikTok beauty products have undergone a third period since our last roundup in July, where we’ve revisited our favorites to be sure they’re still up to our high standards, as well as carefully assessed new releases that are seeing viral buzz. Any product that we no longer deem a well-worthy purchase was removed from our master list, while we still stand by many of our original discoveries we recommended over one year ago.
As tested by six WWD Shop editors, the below products reflect different skin types, hair types, makeup preferences, and price points, so you can feel confident about your next viral beauty buy. Below, we’ve highlighted the top 10 TikTok beauty product discoveries that have passed with flying colors, earned “holy grail” status among our editors, and make for stellar additions to summer beauty routines.
Editor’s Choice
E.l.f. Cosmetics Halo Glow Liquid Filter
There’s a reason there’s so much hype around the E.l.f. Cosmetics Halo Glow Liquid Filter. It’s a super unique product that’s not quite a foundation, nor a liquid highlighter, but a multi-purpose complexion-smoother than boosts radiance in a dewy, natural finish. Powered by hydrating hyaluronic acid and squalane, the light coverage filter can be worn four ways: all over the face on its own, on the high points of the face, as a base under makeup, or mixed with other complexion products. It’s your ticket to a hydrated, fresh-face look, akin to “clean girl” and “glass skin” internet makeup trends.
Editor testing and review notes: “As someone who doesn’t like to wear heavy foundation but likes to even out my skin tone, I am so impressed with this product. It feels super lightweight and moisturizing, and, when used alone, looks very natural and allows for my freckles to shine through. The large doe foot applicator is great for clean and controlled coverage. The product blends like a dream and visibly smooths skin with a radiant finish.” — WWD Shop Commerce Writer and Producer Olivia Cigliano
Price upon publish date of this article: $12.24
Editor’s Choice
Clinique Black Honey Almost Lipstick
TikTok is known for bringing back nostalgic trends and giving them a new life. Clinique’s Almost Lipstick in the shade Black Honey is an iconic product that flatters ever skin tone. Before the highly coveted tinted balm earned 450 million views on TikTok for its comfortable wear and wine-stained effect, stars like Drew Barrymore, Liv Tyler, and Molly Ringwald popularized the shade in the ’90s.
Editor testing and review notes: “Clinique Black Honey is oomph in a tube. Although the bullet looks nearly black, the pigment goes on ultra sheer to give your lips a you-but-better effect. If you don’t like to wear lipstick but love a little color on your lips, this will be your new gold standard.” — WWD Shop Senior Beauty and Lifestyle Commerce Editor Claire Sullivan
What testers say: “This lipstick is so bomb. It glides so smoothly and has such a nice pigment. Literally looks good on every skin tone.”
Price upon publish date of this article: $24
Editor’s Choice
E.l.f. Cosmetics Power Grip Primer
E.l.f. Cosmetics is an ultra-popular affordable makeup brand on TikTok that’s constantly releasing new viral hits. The Power Grip Primer boasts 150 million views on the app for its cooling gel formula and soft focus, smoothing effect. It has a unique gripping texture that holds makeup in place for hours with unparalleled staying power. It’s one of the best makeup primers for foundation, and it features hyaluronic acid that hydrates the skin on contact. With over 14,700 five-star Amazon ratings and such an affordable price tag, the E.l.f. Power Grip Primer is a must-try.
Editor testing and review notes: “For only $10, this primer delivers as much makeup-gripping power as some of the top prestige options on the market. The tacky texture secures your makeup in place no matter the weather, and prevents your foundation, eye makeup, and bronzer from budging even if you’re an eye-rubber or lean on your hand frequently. Best of all, it doesn’t feel overly sticky or suffocating on the skin.”
What testers say: One customer said, “I wanted to see what all the excitement was about. I’m now a convert. I recently had one of the worst days of my life. I was sweating and crying and wiping my face all day. When the day finally calmed down, I got a chance to check my face. My makeup didn’t budge. Cannot recommend enough.” Another wrote, “I bought this after seeing a lady on TikTok talk about it and I have to say I am impressed. It goes on pretty easy and helps the skin feel hydrated and plump under make up. Highly recommend.” — Cigliano
Price upon publish date of this article: $10
Editor’s Choice
Essence Lash Princess False Lash Effect Mascara
Essence’s Lash Princess False Lash Mascara has been a TikTok beauty favorite for years because it creates a super dramatic lash effect for an affordable $5 price tag. It has 80 million views on TikTok and has also earned over 242,00 five-star reviews on Amazon with users raving over its dramatic effect. The product promises to define and separate lashes for sculpted length and volume without any clumps. Ditch the falsies — this is one of the best drugstore mascaras on the market.
Editor testing and review notes: “I’m a huge fan of this mascara and I’m due for a repurchase. I strive for my lashes to look super dark, thick, and long, and this mascara surpasses prestige products I’ve tried in the past. The conic wand shape really helps you coat each little lash and the formula is effortlessly buildable. In the summer, I switch to the waterproof version for maximum staying power.” — Cigliano
What testers say: “I’ve tried a lot of mascaras of all price ranges. Essence Lash Princess is by far the best mascara I’ve ever used! It separates the lashes, makes them fuller, and I’ve had so many people ask if my eyelashes were fake while using this product. The price point is amazing for the quality you get! I’ll never use another mascara again.”
Price upon publish date of this article: $4.99
Courtesy of Amazon
Editor’s Choice
Physicians Formula Butter Bronzer
The Butter Bronzer from Physicians Formula is a TikTok favorite for sun-kissed complexions. The soft-to-the-touch bronzing powder is blended with murumuru butter, cupuaçu butter, tucumu butter, and pro-vitamins, and deposits a smooth, natural-looking glow. It’s specially designed for sensitive skin, so you don’t have to worry about any irritation, even works to condition dry and combination skin.
Editor testing and review notes: “This bronzer gives such a natural halo glow to the face. Like the name suggests, it’s a buttery-smooth powder with a super fine shimmer. It’s a true bronzing finishing powder that adds a warm glow to the face, rather than definition like a matte bronzer would. This product has a tropical, suncreen-like scent too, so keep that in mind if you’re sensitive to makeup with fragrance.” — Cigliano
Price upon publish date of this article: $16.99
Editor’s Choice
Kiss Bare But Better Press-On Nails
This manicure only takes 10 minutes (and costs under $10). Over 76 million TikTok users have posted videos starring these simple press-on nails that come in a handy kit with a nail file and super strong glue. The Bare But Better collection comes in different pale pink shades and lengths to suit your preference and reflect a glossy finish that looks straight from the salon.
Editor testing and review notes: “I’ve been on the Kiss nail kick for over five years. I love the Bare But Better press-on kits whenever I’m in the mood for something more nude, and the colorways look so clean and flattering once applied. They typically last me a week of wear and I always find my perfect fit, thanks to the different size options included in the set.” — Cigliano
Price upon publish date of this article: $8.69
Editor’s Choice
E.l.f. Camo Liquid Blush
When the E.l.f. Camo Liquid Blush launched last year, TikTok exploded with excitement. Liquid blush has been a major trend on TikTok amid dewy finish and stain-like cheek flush trends, and this product is among the best and most affordable options money can buy. Available in nine ultra-pigmented shades, this creamy drop of color blends seamlessly into complexion products. Word to the wise: a tiny dab will take you far.
Editor testing and review notes: “This blush to feels more luxurious than I expected — it melted onto my cheeks and created a beautiful natural blush look. It felt practically weightless throughout the 12 hours I wore it. The doe foot applicator is smaller than other liquid blush wands on the market, which allows for better control over placement and the amount of pigment I applied.” — Sullivan
Price upon publish date of this article: $7
Color Wow Dream Coat Supernatural Spray
Struggle with frizz? Consider this bestselling mist a humidity-shielding raincoat for your hair. Chris Appleton, Global Creative Director and hairstylist to the likes of Kim Kardashian, swears by Color Wow’s Dream Coat Supernatural Spray for super sleek and shiny hair. Appleton calls its effect glass-like, saying in a TikTok video, “I use it on 99.99 percent of my clients… this stuff is as light as water. It doesn’t make the hair greasy at all.” In his demo, he shows how water droplets effortlessly bead off the hair, and how the product creates a completely water-resistant coating. Mist it on damp hair before styling, and enjoy all the gloss.
Editor testing and review notes: “I have naturally curly hair that I prefer to wear smoothed out most days, and this is the only product I can count on to keep my strands sleek when it’s humid outside. I’ve turned all my friends and family onto it, too.” — Sullivan
What testers say: “I’ve never left a review on Amazon before but I had to! I was going to a concert and needed my hair to hold up all day and night, so I decided to give the product a proper go on my 4b/4c hair. I washed my hair, applied this liberally, blow dried, then flat ironed my hair. I did not add ANY additional product. I waited outside for hours, I was sweating, dancing, it was hot and humid, and my hair did not revert.”
Price upon publish date of this article: $28
Editor’s CHoice
Kitsch Satin Heatless Curling Set
TikTok is abundant with hair styling tricks that simplify beauty routines — and heatless curlers continue to stop users mid-scroll. The Satin Heatless Curling Set from Kitsch is a user-tested gem that curls hair overnight to reveal loose, bouncy waves in the morning. With this clever tool, damp hair is wound around the bendable rods and secured in place to hold shape while you sleep for heat damage-free styling. The satin fabric is gentle on hair, so you won’t wake up with any frizz or creases.
Editors testing and review notes: “I’ll admit that I had to watch tutorials over and over again to figure out how to use this heatless curling set. But once I finessed my technique — wrapping small pieces of hair outwards from my face — I finally nailed it. I mist some leave-in conditioner on nearly dry hair before using this set, and I wake up with healthy looking hair that requires no hot tools.” — Cigliano
What testers say: “This thing is awesome. I have very long, bleached hair and I try to avoid heat as much as possible. This works better than a curling iron for me and holds the curl all day. I put it in before bed (dry hair works best for me) and take it out when I wake up and my hair is done for the day. I was super surprised at how well this works! One word of advice — you’ll need to secure the top with a clip while you wind the hair, so make sure you have one handy.”
Price upon publish date of this article: $21.99
Top TikTok Beauty Products of 2024
E.l.f. Squeeze Me Lip Balm
Juicy, glossy, and delicious — three words we use to describe the viral E.l.f. Squeeze Me Lip Balms. They’ve been featured in over 16 million posts on TikTok, with a massive following that even prompted the brand to release limited-edition fruity shades for summer. With yummy, scented options like “vanilla frosting,” “peach” and “strawberry,” this sheer, tinted balm offers rich hydration in a tiny, swipe-on-and-go tube.
Editor testing and review notes: “If the thought of a flavored lip balm makes you want to lick your lips, you have to try this treat. No joke — the juicy strawberry flavor tastes like pure candy. The formula is great to keep on hand for a touch of moisture; it won’t fully revive chapped, flaking lips, however it does create a nice barrier for an hour or two of hydration. It can also double as lip gloss.” — Sullivan
Price upon publish date of this article: $4
Wet N Wild Megaglo Highlighting Powder
This hidden gem will have your cheeks gleaming. The Wet N Wild’s Megaglo — an apt name for this glowy illuminizer — is a finely milled, pearly powder that creates a lit-from-within glow from the top of the cheekbones to the tip of the nose, and anywhere else you want to attract light. It’s available in two pink-toned and sun-kissed finishes in a sizable 19-ounce pan — a little goes a long way, which means this baby will last you months and months of daily love.
Editor testing and review notes: “I never thought I’d find a powder highlighter comparable to Rare Beauty’s Positive Light Silky Touch Highlighter, but I think this is the one! It goes on like butter and delivers the most indetectable, seamless shimmer. It doesn’t appear chalky and didn’t fade away during the day! Five stars for this glow-booster — it even looks stunning on the eyes.” — Cigliano
Price upon publish date of this article: $6.29
Sol de Janeiro Brazilian Bum Bum Body Cream
Sol de Janeiro Brazilian Bum Bum Body Cream has been a popular product at Sephora for years — and now beauty TikTok is getting in on the fun. It’s a rich body cream with smoothing ingredients such as antioxidant-rich açaí oil, moisturizing cupucaçu butter, and caffeinated guarana for a temporary tightening effect. This body lotion has 6,000 five-star ratings on Sephora from happy customers that can’t get enough. The most delicious part is the formula’s gourmand tropical fragrance that transports you to an island far, far away.
Editor testing and review notes: “The Bum Bum Body Cream is my summertime crush. Even though it has a rich texture, the body lotion dissolves onto my skin, leaving my limbs looking pleasantly dewy and feeling soft to the touch. I love the strong scent — when I have the cream on, I can skip perfume.” — Sullivan
What testers say: “Forever my favorite cream! I absolutely love the scent and leaves my skin feeling incredibly moisturized.”
Price upon publish date of this article: $22
Benefit Cosmetics Benetint Liquid Lip Blush & Cheek Tint
Benefit’s Benetint is one of the brand’s longest-running hero products, and it’s trending all over again on TikTok — to the tune of 570 million views. The magic of this product lies in its versatility and super natural effect, as it can be applied to the cheeks or the lips for a just-pinched or bitten stain. It’s long-lasting, buildable, easy to apply, and won’t leave you feeling dry. Pack it in your makeup bag as a two-in-one product for travel, layer it under your favorite powder blushes or glosses, or incorporate it into your go-to “clean girl” makeup routine for a lightweight pop of color.
Editor testing and review notes: “I’ve been using this product for years and years — it never steers me wrong. It’s doesn’t dry fast or leave patchy color like other stains I’ve tried, and I love how easy it is to blend with my fingers (which I found to be the best application method). The formula is very thin so it doesn’t feel like you’re wearing anything on your skin. Matching your lips to your cheeks will always get you the most natural all-over flush, and I’m obsessed with results whether I’m wearing the classic rose shade or the pinky Floratint.” — Cigliano
What testers say: This is a must have if you are into blushes! I love this blush so much!! It gives such a pretty natural blush stain. You can apply as little or as much as you want to give whatever pigmentation you desire. I also like the smell of this product, the fresh, floral scent is so calming and you can also apply it to your lips. Love!!”
Price upon publish date of this article: $24
K18 Leave-In Molecular Repair Mask
K18 promises that its Leave-In Molecular Repair Mask reverses damage in just four minutes — and its cult-level status may just verify that high claim. Suitable for all hair types and textures, its highly concentrated, vegan formula is jam-packed with peptides to smooth split ends, repair moisture, and deposit healthy bounce into your strands, as its molecular structure seeps deep into hairs to bond broken keratin chains for added elasticity. You can apply it from roots to ends after shampooing and skipping conditioner, or wear it in a protective style like a braid or slicked bun during the day to rejuvenate color-treated or heat-damaged hair.
Editor testing and review notes: “I was first introduced to K18’s hair mask long before it went viral on TikTok. In 2020, a hairstylist recommended it to me to repair visible damage on my hair after a few balayage sessions and frequent use of hot tools. This mask has been a part of my routine since — it’s the only hair product that seems to seal split ends and make my hair feel stronger despite everyday styling with a flat iron and hair dryer. It’s also so easy to use, as it’s a leave-in mask you can apply right after shampooing in place of conditioner.” — Sullivan
What testers say: “After using this product I must say it did miracles on my hair and completely repaired it… I also use it the hair oil now as well!!! I will use this forever!!!”
Price upon publish date of this article: $54
Glamnetic Press On Nails
#NailTok is singing the praises of press-on nails these days, as users prefer to DIY their claws at home, rather than paying hefty salon prices. Whether you’re a self-taught nail tech or a mani novice, Glamnetic’s popular press-on nails are among the easiest to apply. They come in several different shapes and sizes to match your nail preference, and the brand regularly releases new, adorable designs to match major trends.
Editor testing and review notes: “I keep a large assortment of press on nails in my rotation, but my favorite brand to wear is Glamnetic. They’re quick to apply, offer 24 nail sizes for multiple sets, and come in some of the most adorable nail designs I’ve ever seen. They usually last me well over a week, whether I’m going about my normal work schedule or away on vacation, and always earn me big compliments.” — Cigliano
What testers say: “I am a super busy person and do not have time to get my nails done. I was also super tired of paying the ever-increasing prices at the nail salon. These nails are so incredibly sturdy and feel like real acrylics. They’re arched so that they grab the nail with the glue to adhere evenly — not to mention the colors are adorable. They were super easy to apply and since you can place them close to your cuticle, they will look like a ‘new’ set even with little growth. I’m going on a week since I applied and haven’t lost one. They feel like they will never come off!”
Price upon publish date of this article: $15
The Original Makeup Eraser
If you’re not yet familiar with the original Makeup Eraser, consider this your cue to hop on the viral hype that amounts to 34 million TikTok views and searches. It also comes recommended by over 11,000 five-star reviewers on Amazon that have adopted this cloth as a staple in their beauty routines. While disposable makeup wipes can be super wasteful, the Makeup Eraser stands as a cost-friendly and sustainable solution; it’s a reusable and ultra-soft microfiber towel that instantly wipes off every layer of makeup with just the activation of water. It comes in a large size for weekly use as well as adorable sets stocked with themed mini cloths, like the new summer-ready Limoncello kit.
Editor testing and review notes: “The Makeup Eraser actually works like magic. It’s the easiest method I’ve found to remove makeup, which is great because this critical step never feels like a chore. It’s the first step of my evening skin care routine, before following up with a face wash or micellar water for a super thorough cleanse. I find it gentler and more effective than a typical makeup remover wipe (and garners way less waste), and my skin always feels smooth and properly exfoliated afterwards. I toss it in the washing machine with the rest of my bath towels and it comes out fresh and fluffy for another week’s worth of glam.” — Cigliano
What testers say: “I have used this product for years and just bought a new one only because I lost the old one! It does a great job of removing my waterproof mascara as well as my other makeup, and is so easy to clean without having to do any extra work — just throw it in the laundry. I love that I don’t have to rely on disposable wipes!”
Price upon publish date of this article: $16.99
Shark FlexStyle Air Styling & Drying System
The Shark Flexstyle has racked up 713 million views on TikTok to date and has made waves for its reasonable $299.99 price point, compared to other all-in-one hair tools. The hype for the Shark FlexStyle hair dryer is well-earned and editor-approved, because it allows you to choose between two attachment bundles that are uniquely-tailored to your hair type, including options for curly and coily hair or straight and wavy hair. Each of these sets comes with four attachments that swiftly dry and style your hair in loose ringlets and voluminous waves. The FlexStyle also functions like a high-powered blow dryer. Some hair tools claim they can replace all of your straighteners, curling irons, and hair dryers — the FlexStyle actually can.
Editor testing and review notes: “Shark’s FlexStyle is in a league of its own; there’s no other tool on the market that works as well as a multipurpose styler as it does a classic hair dryer. The only downside to this tool is potential snagging of hair where the attachments meet the nozzle, and the weight that some of the attachments add to the device.” — Sullivan
What testers say: “I have never been great at styling my hair — I just never really got the hang of it. This is so easy to use! I love how it looks from freshly curled to how it relaxes over the next hours and days. When I use a curling iron my hair just falls flat but with this, it stays styled for days. I would definitely recommend this for anyone that is hair challenged or just wants a do-it-all multi-wonder tool.”
Price upon publish date of this article: $237.48
One/Size On ‘Til Dawn Mattifying Waterproof Setting Spray
The One/Size On ‘Til Dawn Setting Spray by makeup artist Patrick Starrr is often referred to as “makeup hairspray” on TikTok. It’s formulated to lock makeup looks in place, tamp down unwanted shine, and even add a protective waterproof layer. It features green tea extract to tighten pores and witch hazel absorb excess shine. If you need your glam to last well into the night, give this setting spray a try and expect to be surprised when your makeup actually looks better with time.
Editor testing and review notes: “This is the final flourish everyone needs in their beauty routines for big events (or long days outside). It lends Elnet-caliber hold to your makeup — there’s not a chance your foundation or mascara will budge, even if you end up laughing so hard that happy tears start trailing down your face.” — Cigliano
What testers say: “I bought this setting spray for my wedding in a couple of days. I am currently trying all kinds of products to do my makeup and this one caught my eye. I did a test run for over 12 hours to see if it works — and I am blown away. My makeup DID NOT MOVE! This a must for anyone needing makeup to last over 12 hrs.”
Price upon publish date of this article: $32
Supergoop! Glow Screen SPF 40 Sunscreen
Supergoop! has been a sun-care favorite for years. TikTok shoppers love the Supergoop! Glow Screen as an illuminating or bronzing base that also has you covered in the SPF department. It now comes in four pearlescent shades — the brand recently launched two new options for fair and dark skin tones — that prime the skin for makeup application while distributing essential SPF 40. Hyaluronic acid and vitamin B5 work to hydrate the skin while innovative cocoa peptides protect from blue-light damage. The radiant glow lightly smooths skin for a glass-like look, so you can still shine on no-makeup days in the summertime.
Editor testing and review notes: “I always have a bottle of Supergoop!’s GlowScreen on hand. It’s a savior when I have to rush out the door — it moisturizes, gives me a little glow, and evens out my skin tone like a tinted sunscreen. It works like a primer under makeup but also makes my skin look radiant on its own.” — Sullivan
What testers say: “This is my new holy grail. It makes me look like I have glass skin and such a natural glow. I feel so much more confident when I use this and a little goes a long way.” Another wrote, “I will never go without this product again! I wear it alone and under my makeup and it always gives me a fresh glow. It’s the best!”
Price upon publish date of this article: $38
Laneige Lip Glowy Balm
When we saw Laniege partner with Alix Earle to sound the alarms of new Lip Glowy Balm flavors, we had to get our hands on them. “These are the best,” said Earle in a TikTok. “They always keep my lips so hydrated… If you know me you know that I have these on me at all times and they just look so pretty on.” They’ve racked up 21 million views and searches on the app, plus 3,000 five-star ratings at Sephora from reviewers that are nothing short of “obsessed.” Formulated with shea and murumuru seed butters, the on-the-go lip treatment deposits instant hydration, shine, and a slight tint that’ll rival your favorite lip gloss.
Editor testing and review notes: “When it comes to a daily lip balm, Laniege just raised the bar to heights I’ve never seen before. I was first attracted to its yummy flavors, like Vanilla, Berry, and even Gummy Bear, but nothing could have ever prepared me for the formula’s incredible softening effect and smooth glossy finish. It’s not sticky or too slick, but just right for curing dry lips and adding serious shine. The tint is subtle enough to wear with a bare face, no-makeup-makeup looks, or for topping over other high-glam lip products. I have different flavors sprinkled among my work bag, purse, and even at my friend’s apartment — this instant hydrator has become my newest holy grail.” — Cigliano
What testers say: “Out of all the recent lip launches, this one sticks out to me as being everything that we’ve been asking of lip products. It’s smooth, not sticky, and thick enough to provide real moisture and lasts long enough that as soon as I feel it wear off I can reapply without it feeling way too soon. I definitely back this as a great lip balm!”
Price upon publish date of this article: $19
Wavytalk Pro Thermal Brush
Wavytalk’s Pro Thermal Brush is a Tiktok sensation that’s amassed hundred of millions of views. Why? It creates bouncy volume and a smooth finish in mere seconds, and also happens to be super low-cost, compared to similar heated brush tools. Its 1.5-inch barrel is can curls and boost both short and long cuts, and comes coated in a ceramic finish that evenly distributes heat and negative ions, leaving behind smooth, frizz-free shine. Keep in mind that this is not a hair dryer brush, so it should never be applied to wet hair. Consider it a quick fix for flat strands that need a little oomph.
Editor testing and review notes: “Okay, I’m sold on the Wavytalk Thermal Brush. After months of seeing it on my FYP, I finally tried it despite my tried and true arsenal of hair styling tools. It actually fills a gap in my rotation, where it can create an instant blowout on air-dried hair (my preferred method of hair drying) or quickly reshape my curtain bangs. And, with a simple twist of the wrist, it can even make a full head of voluminous ringlets that last all day. I can tell this will be a secret weapon for travel when I’ll need just one, simple tool to refresh my strands.” — Cigliano
What testers say: “Fine, I caved into all of the TikTok hype for this product. If you want a quick blowout look for little time, this product delivers. It is super easy to use and while I usually have to flat iron, then curl, the Wavytalk eliminates the flat iron step. As the description says, this is not a dryer. Having said that, I am convinced you could air dry even curly hair and the Wavytalk thermal brush would achieve a blowout look. If I am looking for a sleek blowout with minimal effort, this is my go-to tool.”
Price upon publish date of this article: $45.99
Rhode Pocket Blush
Hailey Bieber routinely sparks major beauty trends on TikTok, from “glazed donut” skin to “blueberry nails” to the “strawberry girl makeup” trend she coined. Her fans were on the edges of their seats after the model-turned-beauty mogul’s many hints about the launch of the new Pocket Blush, which finally launched in June 2024.
The creamy summer color stick has already earned 18.5 million TikTok views and searches for swatch videos and reviews. It’s the current it-blush on the app (which is no small feat), but it stand outs for its minimal, travel-ready packaging, natural flushed hues, and multi-tasking function — which took one WWD Shop editor by surprise in her Rhode blush editor testing review. — Sullivan
Editor testing and review notes: Compared to other cream blushes, Rhode’s blush is decidedly smaller. After testing, I’ve come to realize that the packaging, silky formula, and color payoff make this new blush something I wasn’t expecting it to be: An A-plus tinted lip balm. Because the formula contains nourishing ingredients and a satin finish, it feels like velvet on the lips — with long-wearing color payoff and moisture to match.”
Price upon publish date of this article: $24
Wonderskin Wonder Blading Lip Stain Masque
#1 Amazon Bestseller
If you’re on TikTok, chances are your algorithm has shown you countless videos of a mysterious deep purple lip product that some beauty lovers even apply before they go to sleep. They’re using the Wonderskin Wonder Blading Lip Stain Masque — a “peel and reveal” lip stain that delivers long-lasting pigment for a just-bitten finish. It’s available in 17 shades, from rich red to vibrant pink, and stands as an ideal no-fuss lippie that’ll lasts for hours, even in sweltering summer heat.
Editor testing and review notes: “Like many, my first introduction to Wonderskin’s Lip Stain was on TikTok many moons ago: There’s something about watching someone peel off dark, sparkly blue lipstick like a sheet mask to reveal a perfect pink lipstick color that stops your thumb you mid-scroll. I was concerned that it’d look messy when I slipped up and didn’t fully ‘color inside the lines’ of my lips with the first try, but that minor mess up didn’t result in a sloppy stain. These pigments come out soft and blurred, rather than starkly intense, for foolproof application.” — Sullivan
What testers say: “This is great! It goes on smooth, wipes off easy and lasts a long time. I exfoliated my lips before applying and swiped on a clear gloss and it lasted all day. It didn’t dry out my lips. For reference, I’m 50 years old. These are nice, not too gaudy colors. I think I might try one of the darker colors.”
Price upon publish date of this article: $22
Laneige Lip Sleeping Mask
Laneige’s Sleeping Lip Mask is a certified TikTok sensation with 216.6 million views and over 21,000 five-star reviews on Amazon. This top lip mask utilizes murumuru seed butter and shea butter to deliver long-lasting hydration, as well as vitamin C to protect against environmental stressors. Although it’s designed for nighttime use, you can also wear it during the day — the berry flavor has a nice pink sheen to it. Laneige’s lip mask is a must-have, and it comes in four sweet flavors to try out for yourself.
Editors testing review notes: “To be totally transparent, I didn’t have high expectations for this lip mask, but I can say with certainty that it’s worth the hype. This little jar saved my full lips during the dry winter season. It’s not sticky, yet the consistency is comparable to jelly, and the product holds for a substantial amount of hours. I’ve had several friends try it and each one of them rushed to purchase this Laneige Lip Sleeping Mask for themselves.” — Sullivan
What testers say: “This stuff works! The only lip product I have used that instantly gets rid of my chapped lips. I bought the vanilla one for my boyfriend and he loves it too. The colors are pretty and the scent is really nice. My lips feel softer and more hydrated after using.”
Price upon publish date of this article: $24
Drunk Elephant D-Bronzi Anti-Pollution Bronzing Drops with Peptides
If you want a sun-kissed glow without absorbing harmful UV rays, check out these beloved Bronzing Drops from Drunk Elephant. Used by viral beauty stars on TikTok like Earle, this bronze-toned serum can be mixed with moisturizer for an instant complexion boost and temporary face tanner. It’s also good for the skin, because it protects from pollution and stressors in the air with added antioxidant benefits from vitamin D. The brand is beauty royalty on the app with 4.4 billion views, and boasts over 50 million TikTok views for Bronzi Drops.
Editor testing review notes: “I’m a Fitzpatrick 1 skin type — as pale as it gets. So I always struggle to find a bronzer that warms up my skin without looking orange or streaky. These drops are just the thing: I mix them with my moisturizer and massage it onto my skin, and voila, the vampire gets a glow up.” — Sullivan
What testers say: “I definitely understand the hype now. This is such a fun product. I mix it with my moisturizer when I’m doing a no makeup day and I love the end result! It’s definitely very sheer, but buildable if you’re looking for more color. I really don’t like wearing makeup much in the summer, so I can already tell this is going to be an everyday go-to for me.”
Price upon publish date of this article: $38
Dyson Airwrap Multi-Styler Complete
Amazon’s Choice
The Dyson Airwrap Multi-Styler Complete is one of the best hair styling tools in the beauty market, and it has nearly 6 billion views on TikTok. The do-it-all tool uses gentle heat to brush, smooth, blow dry, and curl hair strands for added volume and bounce. It comes with six brush and barrel attachments to achieve a variety of hairstyles as well as a protective case to organize the included tools. The Dyson Airwrap brings the salon finish to your home vanity, and is a tried-and-true holy grail for most hair types.
Editor testing and review notes: “The Dyson Airwrap is one of the best investments I’ve made for the health of my long, curly, and color-treated hair. After years of consistent use, I’ve noticed less damage and breakage, and haven’t had to compromise on my favorite hair looks.” — Sullivan
What testers say: “Curl, straighten, and blow out — this tool can do it all. My hair has never looked better. When I create curls they stay all day and when I straighten my hair its left so silky. The tool for body created more volume than I have ever achieved. My normal hair time is fine and always frizzy, but not anymore. It was super easy to learn how to use and within a week I was able to master several styles.”
Price upon publish date of this article: $599
Rare Beauty Soft Pinch Liquid Blush
Behold, the internet’s favorite ‘It’ blush. The Soft Pinch Liquid Blush from Rare Beauty is a staple in TikTok’s top GRWM videos, and one of the best Rare Beauty products you can buy. Everyone and their mother seems to have a bottle and love it, with #RareBeautyBlush collecting over 2 billion views and counting. This blush went viral for its highly pigmented formula, where only a single dot effectively colors the cheek, and has earned over 6,000 five-star reviews at Sephora. It comes in over a dozen shades in both dewy and matte finishes that seamlessly build and blend for a lit-from-within glow, whether you’re using a makeup brush or sponge.
Editor testing and review notes: “I’m in love with this blush in the shade Happy. While it’s highly pigmented, it’s super easy to correct if I apply too much and it melts seamlessly into the skin. It even blends well over powders and delivers a beautiful glow.” — Cigliano
What testers say: “This formula is amazing and 100% worth the hype, easy to blend, and a little goes a long way! It is not patchy and doesn’t pick up foundation. It’s my favorite blush because it’s lightweight, can be built up, and is beginner friendly! This blush lasts all day.”
Price upon publish date of this article: $23
Summer Fridays Iced Coffee Lip Butter Balm
Summer Fridays Lip Butter Balms regularly appear in aesthetic TikTok vides, whether shown desk-side in curated WFH set-ups, or pulled from perfectly cluttered handbags as a minimalist accessory in its own right. But, if there’s one shade fans have been holding out for, it’s this just re-launched “Iced Coffee” tint that was only seen once before in a limited edition holiday set.
When news broke that it’d be back for the summer, this top lip balm went viral on social media, and has earned a whopping 2 million “favorites” from Sephora shoppers within just one month on the shelves. So, what makes it so yummy? Luscious shea and murumuru seed butters that smooth and deeply moisturize the lips, with sweetened coffee house fragrance notes and a subtle nude tint.
Editor testing and review notes: “I already knew I loved Summer Fridays Lip Butter Balms, but I was keen to try this yummy latte iteration. It’s subtly flavored with hints of coffee and sugar, and deposits a nearly translucent tint with a hint of chestnut that enhances the look of your natural lip color. I love to trace my lips in a nude lip liner, blend it out with my ring finger, then apply a thick coat of the Iced Coffee lip balm: The result is fuller-looking lips that feel smooth and hydrated for hours on end.” — Sullivan
What testers say: “This is my favorite lip balm ever. I have this one and the sweet mint, and they are both so nourishing and give such a glossy finish which I love. Go buy these right now, they last forever and are 100% worth it!”
Price upon publish date of this article: $24
Glossier You Eau de Parfum
Although it has millennial roots, Glossier has become a go-to brand for Gen Z users on TikTok, with 2.5 billion beauty views on the app. The Glossier You Eau de Parfum is an iconic perfume for women and is often featured in beauty TikToks for its adorable frosted pink bottle. The scent includes notes of sparkling pink pepper, woodsy ambrette seeds, and iris root florals. Its aroma becomes more potent with the warmth of your body to adapt to a light and clean long-lasting scent.
Editor testing and review notes: “I tell all of my friends to buy this perfume for days when they want to smell good but not overpower the room. The light fragrance makes you smell warm and clean — it’s an ideal choice to wear on a flight or to the office.” — Cigliano
What testers say: “This is an amazing scent for someone who does not like a really heavy perfume. Similar notes to Juliet Has a Gun’s Not a Perfume but with a bit more body to it. The scent is light, refreshing and perfect for the spring and summer.”
Price upon publish date of this article: $68
Patrick Ta Major Headlines Double-Take Crème & Powder Blush Duo
Patrick Ta’s blush duo went viral on TikTok during the summer of Barbiecore, in particular for the “She’s Giving” poppy blue-pink, and, as the weather turned colder, beauty lovers on the app turned to a true obsession with the deep berry “She’s Wanted” shade. But aside from this bestselling blush’s rich range of 11 shades, the magic lies in the powder and crème technique that’s unique to the brand founder and makeup artist. In fact, #PatrickTaBlushTechnique has 3.5 million views in its own right. Here, Ta breaks the makeup rules, by applying powder first, and following it up with the deeper crème color included in the compact. “It brings the skin back to life, and when you layer two textures together, it allows the blush to last that much longer,” Ta says in a TikTok. Whether you use them separately or layered together, it’s an amazing deal, because you technically get two highly pigmented blushes in one.
Editor testing and review notes: “I couldn’t resist snagging ‘She’s Giving’ during a Sephora sale after I saw it all over my FYP, and it’s just as beautiful in person. I’m always wary of cake face with it comes to adding wet products over powder, but I quickly learned to never question the genius of Patrick Ta. While the powder applied incredibly pigmented, it was super easy to diffuse with a fluffy brush, and a gentle dab of the cream on top gave my cheeks a lit-from-within glow I haven’t found with any other blush. Plus, the mirrored rose gold packaging looks stunning on my vanity, and for $36, you technically get two blushes in one.”— Cigliano
What testers say: “I’ve gotten many compliments on how good my blush looks! It’s very pigmented and it does last a long time. So worth the money.”
Price upon publish date of this article: $36
Kosas BB Burst Tinted Moisturizer Gel Cream
The brand new Kosas BB Burst Tinted Moisturizer Gel Cream is coming in hot for summer. The no-makeup-makeup brand is known for super natural products that deposits skin-loving ingredients, and this new addition has become an immediate hit among TikTok GRWM videos — “Kosas BB Burst Before and After” videos alone have earned nearly 11 million views and searches. Formulated with copper peptides that support collagen production and plump the skin, along with skin-barrier boosters and soothing zinc, the lightweight formula marries a BB cream and a tinted moisturizer for natural wear on the daily. Described by the brand as “your-skin-but-better coverage,” this product is best for those who are looking for a complexion product that smooths imperfections while letting their natural skin shine through.
Editor testing and review notes: “Smooth, creamy, and dreamy are three words I’d use to describe the Kosas BB Burst. It feels so refreshing when you apply it to the skin, and delivers healthy hydration without a super dewy finish. I like to apply this on days when I want a little coverage but can’t commit to an all-out foundation, or I like to mix it with other skin enhancers, like the E.l.f. Cosmetics Halo Glow Liquid Filter. It layers beautifully over primers, though, unlike other BB creams, it doesn’t include any SPF, so you’ll want to team it with your favorite sunscreen base.” — Cigliano
What testers say: “Currently my favorite product! So lightweight, hydrating, and offers beautiful coverage. In my opinion works better without a primer underneath as it is truly more like skincare than makeup!”
Price upon publish date of this article: $38
Milk Makeup Cooling Water Jelly Tint Lip + Cheek Blush Stain
The Milk Makeup Cooling Water Jelly Stain stands as one of the most viral makeup releases for 2024, as it racked up millions of views and over 160,000 hearts on Sephora’s Loves List upon debut. While a jiggly, jelly bomb product may read gimmicky on your phone screen, this product is actually worth its hype, as it applies as a long-lasting, natural looking stain for those no-makeup-makeup days. It’s a great product for travel, given its dual-function for the lips and cheeks, petite packaging, and sweat-proof staying power.
Editor testing and review notes: “I was skeptical to put a product on my face that more so resembled a nostalgic candy from childhood, but Milk Makeup’s Jelly Tint is actually super refreshing. It feels cool to the skin and offers potent color payoff. Keep in mind that, like any stain product, you have to blend the color out quick to avoid patchiness. Its wear power is impressive, as I applied a wash of color to my lips in the morning, and about five hours later they still displayed a just-bitten tint.” — Sullivan
What testers say: “Okay I love this. You have way more control compared to the liquid stains or tints. It stays on all day and is very comfortable. It hasn’t broken me out and it hasn’t dried out or gotten a weird texture. I’ve been using it for a couple weeks and it’s wonderful!”
Price upon publish date of this article: $24
Refy Brow Sculpt Shape and Hold Gel with Lamination Effect
The Refy Brow Sculpt is a staple product among the lot of GRWM videos on TikTok. If you love a clean, laminated brow look, this product offers everything you need. It comes as a gel-wax that shapes the brows in place, and is formulated with tocopheryl acetate to deposit healthy antioxidants and moisture, so you’re not left with a white, flaky result. Then, lift off the cap to reveal a dual-sides brush and comb to lay the hairs down and sculpt your shape.
Editor testing and review notes: “This brow product is like a Swiss Army knife for my arches: It has a spoolie for quick grooming and two combs that help detail and shape my brow hairs. The formula provides a soft hold that keeps my brows in place without a crunchy, glue-like feel. I’ll roll the tube on my brows after applying the gel for more of a laminated look.” — Sullivan
What testers say: “Finally — a brow gel that works! If you want a more laminated look that STAYS, try this! I tried a couple other similar gels that make the same claim before buying Refy, but the hold lasted maybe 15-30 mins. This one stays all day for me. I like to apply before foundation!”
Price upon publish date of this article: $24
Nudestix Nudies Matte Cream Bronzer
The Nudestix Nudies Matte Cream Bronzer makes defining the contours of your face a foolproof task. It comes with a built-in brush, mirror, and tin case for quick touch-ups on the go. Sofia Richie used the bronzer in a TikTok glam-session for a super minimal makeup look over her wedding weekend, which had TikTok users coining the application as ‘Quiet Luxury’ in makeup form. Kylie Jenner also shouted out the product in as a go-to in her makeup routine.
Editor testing and review notes: “This is a key player in my travel beauty routine. The built-in brush allows me to forgo packing my typical bronzer and blush brushes, and I use the Bondi Belle shade for a touch of warmth on my cheeks and in place of eyeshadow on my eyelids. It’s a true workhorse when you want to look polished with fewer products.” — Cigliano
What testers say: “The color of this product is beautiful. It’s the perfect bronzer shade. I love the whole concept with a built-in brush that removes for easy cleaning and it blends perfectly with the product.”
Price upon publish date of this article: $25
Saie Glowy Super Gel Lightweight Dewy Multipurpose Illuminator
Saie’s Glowy Super Gel, particularly in the shade “Sunglow” is a mainstay in counteless “get ready with me” makeup routines. It functions as a multipurpose illuminator that, rather that infusing a blinding reflection like typical liquid highlighters, brings a subtle tint to the skin and natural-looking radiance. It can be applied where you’d put bronzer for a sun-kissed glow, or mixed into complexion products to boost radiance and hydration.
Editor testing and review notes: “This liquid highlighter is sheer and smooth, and I find is best mixed with moisturizer, liquid primers, or base makeup for a subtle lit-from-withing glow. The warm Sun Glow shade is considered a dupe for Drunk Elephant’s Bronzing Drops, though I think that’s a bit of a reach, as it doesn’t inject a tan upon application on its own. It adds a natural, radiant glow and gives a hydrated finish to the skin.” — Cigliano
What testers say: “I love this SO MUCH. It leaves a perfect, lightweight glow that stays all day. Amazing!”
Price upon publish date of this article: $28
Phlur Vanilla Skin Body & Hair Fragrance Mist
Coming in hot with over 40 million TikTok views and searches, Phlur’s Vanilla Skin Body & Hair Fragrance Mist has held strong as a top-trending product in 2024. It’s regularly duped and discounted on TikTok Shop, but that’s only because the real product constantly sells out at Sephora, where it’s been “favorited” by over 112,000 shoppers. Warm, spicy, and sweet, this lightweight body spray is ideal for the summer months when you want a more lightweight scent that lingers, without having to leave behind cozy vibes of sugar and sandalwood.
Editor testing and review notes: “My signature scents are always rooted in notes of warm vanilla, so when this mist kept popping up on my FYP, I couldn’t help myself — yes, I ordered it without ever smelling it in-store. Luckily, I wasn’t disappointed. This fragrance evokes a creamy-sweet vanilla aura, with woody cashmere notes that make it a more sophisticated for those who don’t necessarily want to smell like a cupcake. For a body spray, it actually lasts all day long and lingers on my clothes, and is fairly versatile to layer with my favorite fresh-smelling body lotions.” — Cigliano
What testers say: “I bought this on a whim never smelling it before and I’ve never been more happy with an impulse purchase!! It’s fantastic. It captures the sultriness of vanilla without being too sweet!”
Price upon publish date of this article: $35
Huda Beauty Easy Bake Loose Baking & Setting Powder
Huda Beauty’s “Cherry Blossom” Baking & Setting Powder is a great example of how viral techniques go on to inspire new products. Back in 2023, beauty creators experimented with applying hot pink blush under their eyes for a brightening effect à la Kylie Jenner, whether by mixing liquid blush formulas with concealers, or blending saturated powder blushes with traditional setting powders. Over 33 million users interacted with the hashtag “blushundereye“ on TikTok, which went on to swiftly inspire setting powder releases in brightening and blurring pink shades, including brands like One/Size, Laura Mercier, and this top-rated and Alix Earle-recommended formula by Huda Beauty.
Editor testing and review notes: “I have combination skin that’s prone to oiliness in my T-zone, and Huda Beauty’s Easy Bake Setting Powder is a favorite for its prowess in smoothing away shine. On top of delivering a filter-like effect on my skin, the Cherry Blossom shade — a pretty light pink — sets my concealer while doing double duty to brighten and disguise dark circles. The powder is very finely milled, melting into makeup without separating or creasing during hours of wear.” — Sullivan
What testers say: “SUCH A BEAUTIFUL POWDER! It’s such a pretty pink shade. It really highlights the under eye, and, oh my god, it looks so beautiful in person.”
Price upon publish date of this article: $38
Makeup by Mario Master Mattes Eyeshadow Palette
These days, it seems like everyone and their mother is dipping into the Makeup by Mario Master Mattes eyeshadow palette. Every few years there’s an undeniable eyeshadow palette hit on social media, and the celeb makeup artist, Mario Dedivanovic, created the perfect neutral rainbow of creamy powders. This collection of 12 shades are entirely matte in finish, with a mixture of cool and warm tones in essential shades from bone-white to pitch black.
Editor testing and review notes: “For everyday makeup, matte, neutral eyelids are my go-to. Makeup by Mario’s palette provides so many options that range from subtle to statement-worthy: All of the colors in this palette deliver dynamic color payoff, as they’re easy to diffuse out for a soft look or pack on for something more bold. I love how light the shades feel on my eyelids and the fact that they never crease.” — Sullivan
What testers say: “This is very very pigmented, not chalky, and has no fallout at all — which I love so so much. I would buy the product again for sure. Also the mirror is so clear and pretty, it’s perfect!”
Price upon publish date of this article: $50
Haus Labs Triclone Skin Tech Foundation
The Triclone Skin Tech Foundation from Lady Gaga’s beauty brand Haus Labs became an instant TikTok blockbuster upon its release and one of the best foundations on the market. With over 10 billion views on TikTok, this star complexion product currently sits at the top spot of Sephora’s foundation bestseller list. Formulated with fermented arnica and herbal extracts, the lightweight and blurring makeup works to instantly soothe irritation and redness underneath.
A healthy dose of BioFerment 7 Complex, a blend of nourishing antioxidants, acts as a barrier to shield the skin from outside stressors, while over 20 skin care ingredients give this serum foundation a flexible, comfortable feel. “Our products, even though they’re made with amazing skin care, are artistry products,” said Lady Gaga in a Haus Labs’ TikTok video. “So, you’re never sacrificing performance. This is meant to elevate your artistry, and make being an artist something that’s also nourishing for your skin.”
Editor testing and review notes: “Haus Lab’s foundation has quickly become my favorite. It’s lightweight, extremely easy to blend, and melts in like butter. It delivers a radiant, luminous, hydrating, healthy-looking complexion — what’s better than that? It also claims to be long-lasting, and I can attest that it truly is. The foundation is suitable for all skin types, but I would recommend those with oily skin make sure they set their face. Overall, this product makes my skin look filtered — I’m obsessed. Pro tip: a little goes a long way.“ — Cigliano
What testers say: “This is the thinnest, most weightless foundation I’ve ever tried! I never like how foundation feels on my face but I don’t even notice when I wear this foundation. On top of that it still has medium coverage and a very skin like finish.”
Price upon publish date of this article: $45
TikTok Viral Beauty Trends 2024
TikTok users are constantly refreshing their “For You” pages and beauty routines with techniques that make everyday glam easier. Case in point: The “Go to Bed Ugly, Wake Up Pretty,” beauty routine that’s racked up over 54 million views. It entails sleep-in products that cut morning routines short, like blowout curls courtesy of Kitsch’s Satin Heatless Curlers, long-lasting Wonderskin Lip Stains, and even self-tan contouring, a.k.a “tantouring,” that amount to an effortless, “I woke up like this” naturally glam look. But beyond these routine-driven TikTok beauty movements, we’re seeing breakout trends across skin care, makeup, and hair.
Similarly, beauty lovers are interested in optimizing their health for built-in beauty benefits. Take the “Cortisol Face” trend, for example, which latched on to research that connected high stress levels with puffy faces and premature aging. While high cortisol is medically linked to serious conditions, supplements like soothing melatonin and magnesium are trending as beauty products to combat inflammation, balance hormones, and snatch the face.
TikTok Skin Care Trends:
On the skin care front, TikTok’s newest obsession is hypochlorous acid sprays, which have amassed over 31 million TikTok posts, 78 million views, and a 234 percent spike in web searches. These innovative skin mists infuse a chemical and medical treatment into daily routines, offering an antimicrobial step that helps to soothe redness and inflammation. We bet by the end of the year there will be more on the market that compare to popular options from brands like Tower 28 and Peace Out Skincare.
“Skin flooding” is an evergreen complexion trend to come out of the app. Also referred to as “moisture sandwiching,” the technique involves a four-step routine which layers ultra-hydrating products to quench skin for a healthy glow: Washing the skin with a hydrating cleanser, spritzing a heavy mist of facial water spray, following up with hydrating serums, and, finally, applying a rich face cream to lock in all that moisture. Another popular trend boasting billions of views is called “skin cycling,” which entails the planned application of active ingredient products, particularly retinoids and anti-aging serums, in order to maintain a healthy skin barrier and reduce overexposure. It’s often recommended as a four-day routine, where for two days you’d apply the products at nights, and then omit them in your routine for the remainder of the cycle.
TikTok Makeup Trends:
Glowing makeup looks have been an enduring trend in recent years, mainly due to the minimalist Gen Z aesthetic that celebrates effortless beauty and healthy skin. Innovative complexion products like liquid highlighters, bronzing serums, barely-there skin tints, and rosy cream blushes are popular because they’re user-friendly and appear less harsh than powder finishes.
Blush, in particular, certainly saw its resurgence into the beauty lexicon with the help of internet trends — a stark contrast to chiseled contours of the 2010s. Blush techniques like “boy blush,” “sunset blush, or the “Sunburnt makeup” trend — which has earned over 30 million views and searches — introduce new ways to play with cream and liquid blushes, whether by layering multiple shades for a vivid and dynamic flush, strategically placing pigment in flattering face-shaping zones, or drawing color at the high points of the face for a sun-kissed tint. Beauty lovers are flocking to swipe-on-and-go formulations that look especially natural on the skin, like Rhode’s Pocket Blush or budge-proof stains from Milk Makeup and Benefit.
TikTok Hair Trends:
At-home salon blowouts are having a major moment on TikTok, with beauty lovers stocking up on hair dryer brushes, high-tech hair dryers, and even traditional velcro rollers and curling irons. Tool systems have become overnight TikTok sensations, thanks to user demos and recommendations, like the Dyson Airwrap Multi-Styler, which stands at a jaw-dropping count of 5.9 billion views on TikTok, and the Shark FlexStyle Hair Dryer at 530 million TikTok views. Wispy trending haircuts such as curtain bangs and face-framing layers parallel coveted hair tools like the Wavytalk Pro Thermal Brush that achieves maximum volume, effortless bounce, and smooth shine.
Similarly, at-home hair hacks are trending amongst heatless curl products and techniques. While TikTok users are constantly formulating high-glam routines with the newest products, they’re also looking for tricks to simplify regimens for daily convenience and to hone in on hair health. Sleep-in blowouts using silk rods, velcro rollers, or even sock curl tutorials are hot on the app right now, with over 5.8 billion views under #heatlesscurls. The trend has elevated Kitsch’s Satin Heatless Curling Set to be a #1 bestseller on Amazon, along with leave-in hair conditioning products from K18 and Color Wow.
How We Tested and Selected The Best TikTok Beauty Products for 2024
We curated this shopping guide of the best TikTok beauty products through extensive TikTok research and product testing. We began by scrolling through the most popular beauty videos on TikTok, noting the products that reappear in videos and the finds that have earned millions of views. To narrow down our list, we conducted four rounds of testing accross trending TikTok products to determine what beauty finds give you the best results. For makeup, we noted the color payoff, how long the product lasts, and how it feels on your skin. For skin care, we tested the products for several months at a time to assess their benefits and make sure none of our testers had adverse reactions. As for hair, we put the top tools and products to the test on hair types ranging from fine and straight to thick and curly.
WWD Shop’s team of editors and testers is comprised of both men and women with different skin types, hair textures, and beauty preferences. We are constantly testing products throughout every beauty category, from hair tools, complexion and color cosmetics, skin treatments, and even trending techniques. Our product testing for this story goes beyond initial assessment, as we compared these viral beauty buys against our comprehensive experiences across the beauty market’s offerings.
Why Trust WWD
Since 1910, WWD — often referred to as “the fashion bible” — has been the leading industry voice of authority for senior executives in the global women’s and men’s fashion, retail and beauty communities, while also informing the consumer media that cover the market. Today, WWD’s breaking news and trend coverage continues to be a trustworthy resource for both fashion insiders and consumers alike. Our shopping editors continue to uphold WWD’s editorial standards and values with quality, expert-backed product selections. Learn more about us here.
Meet the TikTok Beauty Product Testers
A panel of six testers contributed to this extensive shopping guide for the best TikTok beauty products. Our testers include Olivia Cigliano, the Commerce Writer & Producer at Footwear News and WWD and the author of this story; Claire Sullivan, the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News; Adam Mansuroglu, the Director of Commerce for Fairchild Media Group; as well as three additional testers. Our beauty testing team represents a range of needs and preferences, such as varying skin tones and undertones, dry to oily skin types, and some with sensitive and acne-prone skin. Each of our testers assessed formulas for a variety of beauty goals and in various occasions and climates, like natural no-makeup makeup looks, overnight transformations, and full glam beats, in order recommend stellar products.
Meet the Author
Olivia Cigliano is the Commerce Writer and Producer at WWD and Footwear News. She is a New York City-based fashion and lifestyle writer, riding the pulse of trends and digital culture. Her previous bylines can be found on CR Fashion Book and Elite Daily. When she’s not writing shopping content at WWD and FN, she can be found searching for a holy grail in a Brooklyn thrift store, surveilling newsstands for fashion magazines, or spending hours scrolling TikTok “Get Ready with Me” videos to discover new products to add to her evolving her beauty routine. Cigliano updated this guide for the best TikTok beauty products in August 2024 with new coveted beauty buys, editor testing reviews, and emerging trends for fall 2024.
