What is the most popular cosmetic item?

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Updated January 5th, 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 insights on the latest beauty trends taking over TikTok.

TikTok is basically a beauty lover’s Disneyland, where you can discover viral beauty products and top glam trends, and learn every expert application technique under the sun. Our editors are constantly testing the best TikTok beauty products — including Rhode’s Peptide Lip Tint, and Haus Labs’ Triclone Skin Tech Foundation — to determine which coveted makeup, skin care, and hair care products are worth the buy.

On TikTok, millions of users post amateur product reviews, demos, and shopping hauls across all beauty categories. These videos are resonating with beauty lovers: According to a 2022 survey, TikTok beauty content has influenced 89 percent of the apps’ total users to purchase a product from short form video recommendations, with 75 percent reporting satisfaction with their purchase. #Makeup on TikTok has racked up a whopping 580 billion views, with general beauty views garnering 262 billion, and chatty routine-style #GetReadyWithMe videos at over 27 billion views. Amazon even has a secret TikTok-favorite page of products that have taken off on the app.

Beyond amateurs, the TikTok community has attracted a range of professionals who reveal their expert tips and tricks on the app, 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 beauty experts, like leading dermatologist Dr. Joyce Park and celebrity hairstylist Chris Appleton, are also on TikTok to bust beauty myths and share at-home tips.

TikTok is an invaluable tool for shopping inspiration. TikTok makeup products gain overnight fame for their apparent and impressive results, such as Rare Beauty’s highly pigmented Soft Pinch Liquid Blush that requires only a tiny drop of product for an impactful effect. Drunk Elephant’s wildly popular D-Bronzi Anti-Pollution Sunshine Drops are routinely featured in makeup routine videos by TikTok star Alix Earle, showing how the product creates an instant back-from-vacation glow as a base for her sun-kissed beauty looks.

With so much beauty content to scroll through, narrowing down which viral TikTok beauty products actually live up to the hype is a tricky task — but one that our editors willingly took on. We searched the app to find the top trending beauty products with sky-high ratings, cross checked our thoughts on top products from editor testing and reviews, and looked at customer commentary to narrow our list of beauty goodies worthy of your attention and hard-earned dollars. Check out the shopping guide below for the best TikTok beauty products to shop now.

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Courtesy of Amazon

Essence Lash Princess False Lash Effect Mascara

#1 Amazon Bestseller
#1 Amazon Bestseller in Mascara
Amazon Top-Quality Store Badge on Google: 4.5/5 stars
Ulta Top-Quality Store Badge on Google: 4.8/5 stars

4.5/5 stars4.8/5 stars

$4.99

Buy Now at amazon

$5.99

Buy Now at Ulta

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. #EssenceMascara has 266 million views on TikTok, with users raving about their lashes. And this top mascara has also earned over 242,00 five-star reviews on Amazon. 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.”

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

Drunk Elephant D-Bronzi Anti-Pollution Bronzing Drops with Peptides

Ulta Top-Quality Store Badge on Google: 4.8/5 stars
Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$38

Buy Now AT ULTA

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. It has over 102 million TikTok views for #BronziDrops, and the brand is beauty royalty on the app with 4.4 billion views of #DrunkElephant.

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.”

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

Related: Drunk Elephant B-Goldi Drops

Courtesy of Sephora

Charlotte Tilbury Hollywood Flawless Filter

Sephora Top-Quality Store Badge on Google: 4.8/5 stars
Nordstrom Top-Quality Store Badge on Google: 4.8/5 stars

$49

Buy Now at Nordstrom

$49

Buy Now at Sephora

Glowy makeup looks are a major trend on TikTok this year, and the Charlotte Tilbury Hollywood Flawless Filter is the one of the most popular products for building a radiant look from the ground up. It’s not quite a foundation, nor a primer, but rather a versatile and hydrating skin base product with a blurring and brightening effect, inspired by social media photo filters. You can wear it alone to even your skin tone and add a sheen, mix it with foundation, or layer it over your face makeup for more coverage and radiance. The brand itself is a TikTok sensation, with the term Charlotte Tilbury earning viewer counts that reach 4.2 billion.

Editor testing and review notes: “A dewy look can be hard to achieve if you have dry skin like me. Charlotte Tilbury’s Hollywood Flawless Filter makes me look fresh off of a facial, imparting moisture and light-reflecting shine for healthy and happy skin.”

What testers say: “I love this so much. It gives you an amazing glowy look and has the perfect little bit of coverage. It looks flawless under foundation or with nothing else on top. I’m obsessed.”

Price upon publish date of this article: $49

Related: Charlotte Tilbury Hollywood Glow Glide Highlighter Editor Testing Review

Rhode Peptide Lip Tint

Rhode Top-Quality Store Badge on Google: 4.5/5 stars

$16

Buy Now at rhode

This lip balm doubles as desk-side accessory on TikTok — and it went viral just as soon as any other designer handbag, nail polish art, or freckle pen Hailey Bieber posts. Aside from its chic, minimalist squeeze tube, this ultra-wearable sheer tint deeply hydrates the lips as a swipe-on-and-go treatment, thanks to skin-loving ingredients like shea butter, plumping peptides, cupuaçu, and babassu oil. It works as a super shiny gloss too, so, like Bieber, you can use it as a topper over your favorite lip liners and nude lipsticks for the perfect plush pout.

Editor testing and review notes: “Whenever I’m in the mood for a little but of sparkle on the lips, but in actuality need a healthy dose of hydration, this is the first thing I reach for. Apart from my trusty lip masks, this is one of the most hydrating lip products I’ve cycled in during the past few months. It has a serum-like feel on the lips that sinks right in after application — even the tinted options don’t transfer after I smack my lips together a few times.” — Sullivan

What testers say: “Absolutely in love with all Rhode peptide lip products – nourishing, shiny, and not sticky on the lips. Definitely my favorite lip products!”

Price upon publish date of this article: $16

Courtesy of Sephora

Dyson Airwrap Multi-Styler Complete

Amazon’s Choice
Amazon Top-Quality Store Badge on Google: 4.5/5 stars
Ulta Top-Quality Store Badge on Google: 4.8/5 stars
Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$599

Buy Now at amazon

$599.99

Buy Now at Ulta

$599

Buy Now at Sephora

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.”

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

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Courtesy of Sephora

Rare Beauty Soft Pinch Liquid Blush

Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$23

Buy Now at sephora

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.”

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

Courtesy of Sephora

Glossier You Eau de Parfum

Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$68

Buy Now at Sephora

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.”

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

Refy Brow Sculpt Shape and Hold Gel with Lamination Effect

Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$24

Buy Now at Sephora

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.”

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

Color Wow Dream Coat Supernatural Spray

#1 Amazon Bestseller
Amazon Top-Quality Store Badge on Google: 4.5/5 stars
Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$28

Buy Now at Amazon

$28

Buy Now at Sephora

Struggle with frizz? Consider this #1 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.”

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

Patrick Ta Major Headlines Double-Take Crème & Powder Blush Duo

Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$36

Buy Now at Sephora

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.”

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

Glow Recipe Watermelon Glow Niacinamide Dew Drops

Sephora Top-Quality Store Badge on Google: 4.8/5 stars
Amazon Top-Quality Store Badge on Google: 4.5/5 stars

$35

Buy Now at Sephora

$35

Buy Now at Amazon

#SkinTok raves over the Glow Recipe Watermelon Glow Niacinamide Dew Drops. With over 313 million views on the app, beauty lovers of all ages reach for its pretty pink packaging for a healthy-skin glow. It works like a serum for all skin types, with revitalizing Niacinamide, brightening watermelon, and hydrating hyaluronic acid. The best part? It’s a secret weapon in a makeup routine, too. It can be mixed with moisturizer, applied as a hydrating primer under complexion products, or placed strategically as a highlighter for a double-dose of dew.

Editor testing and review notes: “Over the summer, I noticed my skin looking dull. I was also breaking out more than usual, which left my skin with scarring and hyperpigmentation — I chalk it up to moving to a different climate and spending too much time in the sun. I started reaching for Glow Recipe’s Watermelon Glow Niacinamide Dew Drops, and they did not disappoint! The serum-like drops have a lightweight texture that absorbs immediately. Not only has it not caused more breakouts, but it’s also made my complexion look more even and dewy. I also love mixing a few drops of foundation into the drops to create a light ‘no makeup’ look.”

What testers say: “I love this product! It makes my skin glow and looks amazing under my makeup! It feels like a moisturizer and it makes my dry/combination skin fell so soft and plump. I love it!”

Price upon publish date of this article: $35

K18 Leave-In Molecular Repair Mask

Sephora Top-Quality Store Badge on Google: 4.8/5 stars
Amazon Top-Quality Store Badge on Google: 4.5/5 stars

$75

Buy Now at Sephora

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Buy Now at Amazon $75

K18 promises that its Leave-In Molecular Repair Mask clinically reverses damage in just four minutes — and it’s 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.”

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: $75

Benefit Cosmetics Benetint Liquid Lip Blush & Cheek Tint

Sephora Top-Quality Store Badge on Google: 4.8/5 stars
Ulta Top-Quality Store Badge on Google: 4.8/5 stars

$24

Buy Now at Sephora

$24

Buy Now at Ulta

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.”

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

Kitsch Satin Heatless Curling Set

Amazon’s Choice
#1 Amazon Most Wished for in Hair Care
Ulta Top-Quality Store Badge on Google: 4.8/5 stars
Amazon Top-Quality Store Badge on Google: 4.5/5 stars

4.8/5 stars4.5/5 stars

$16

Buy Now at ulta

$16

Buy Now at amazon

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.”

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: $16

Related: How to Do Sock Curls

Courtesy of Amazon

Laneige Lip Sleeping Mask

Amazon Top-Quality Store Badge on Google: 4.5/5 stars
Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$24

Buy Now at Amazon

$24

Buy Now at Sephora

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.”

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

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Courtesy of Sephora

Nudestix Nudies Matte Cream Bronzer

Revolve Top-Quality Store Badge on Google: 4.8/5 stars
Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$25

$35

29% off

Buy Now at Revolve

$35

Buy Now at Sephora

The Nudestix Nudies Matte Cream Bronzer make 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.”

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

Courtesy of Ulta Beauty

E.l.f. Cosmetics Power Grip Primer

Amazon’s Choice
#5 Amazon Bestseller in Makeup
Ulta Top-Quality Store Badge on Google: 4.8/5 stars
Amazon Top-Quality Store Badge on Google: 4.5/5 stars

4.8/5 stars4.5/5 stars

$10

Buy Now at Ulta

$10

Buy Now at Amazon

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.”

Price upon publish date of this article: $10

Haus Labs Triclone Skin Tech Foundation

Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$45

Buy Now at Sephora

$45

Buy Now At Haus Labs

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 spreadable, easy to blend, and melts 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.“

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

Related:
Best Foundations for Acne-Prone Skin Types
Best Foundations for Oily Skin Types
Best Drugstore Foundations

Courtesy of Sephora

Urban Decay Space Cowboy 24/7 Moondust Eyeshadow

Amazon’s Choice
Amazon Top-Quality Store Badge on Google: 4.5/5 stars
Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$24

Buy Now at Amazon

$24

Buy Now at Sephora

Beauty products often gain overnight popularity on TikTok for their unique textures or finishes that sparkle on camera. The Urban Decay 24/7 Moondust Eyeshadow in the shade Space Cowboy is a phenomenon on the app with 18 million user views. The color is a light champagne gold with silver sparkle that glimmers with each blink. Apply a concentrated dot on the center of your eyelid and inner corners of your eyes for major glow, or dab it on with a damp brush for a liquid gold effect. 

Editor testing and review notes: “I was recently getting ready with a friend and she insisted I top my eyeshadow look with a dab of this Space Cowboy shade she discovered on TikTok. While I already had a hot pink look going on, I gave it a go and it instantly gave my eyes a wet sheen I’d always loved in editorial makeup. I had to order it immediately and I use it all the time for extra sparkle.”

What testers say: “This color in particular is INSANE. I kept seeing Space Cowboy in my TikTok feeds, so I finally bit the bullet and bought it.  It’s perfection — a glittery and gorgeous wash of color that is buildable and as perfect a color on the eyes as in the pan.”

Price upon publish date of this article: $24

Courtesy of Sephora

Sol de Janeiro Brazilian Bum Bum Body Cream

Amazon Top-Quality Store Badge on Google: 4.5/5 stars
Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$22

Buy Now at Amazon

$22

Buy Now at Sephora

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 5,600 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.”

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

Courtesy of Sephora

One/Size On ‘Til Dawn Mattifying Waterproof Setting Spray

Sephora Top-Quality Store Badge on Google: 4.8/5 stars

$32

Buy Now at Sephora

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.”

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

Charlotte Tilbury Hollywood Contour Wand

Sephora Top-Quality Store Badge on Google: 4.8/5 stars
Revolve Top-Quality Store Badge on Google: 4.8/5 stars

$42

Buy Now at Sephora

$42

Buy Now at Revolve

If you do a lot of scrolling on the makeup side of TikTok, you’ve likely seen many videos of glam girls dotting their faces with the Charlotte Tilbury Hollywood Contour Wand. This liquid bronzer deposits with a sponge-tip applicator and melts into the skin with a brush or sponge for a sun-kissed glow. It fits in small areas of the face, such as under the cheekbones, the sides of the nose, or at the temples, to add strategic shadow as a contour. Available in Fair/Medium or Medium/Dark shades, its buildable pigmentation and quick application is bound to simplify your face-sculpting routine.

Editor testing and review notes: “This contour wand deposits a liquid formula that’s so easy to blend and build up around my hairline and on my cheeks. Unlike other contour products, this one has a little glow to it that makes the faux dimension look all the more believable. The applicator can leak a little, but otherwise it’s an essential for a dewy makeup look.”

What testers say: “Holy grail product for me that I won’t be without now. I’ve found some drugstore dupes, but nothing blends like Charlotte’s. Other products definitely take more work. I use the fair/medium shade, which gives me a healthy glow, and I often get compliments about ‘doing something right.’ Someone said I had a ‘twinkle’ this year at Christmas, and I honestly believe it’s the glow from using this bronzer. Anyway, I truly pray that this is never discontinued.”

Price upon publish date of this article: $42

Courtesy of Amazon

Kiss Falscara DIY Lash Extension Starter Kit

#18 Amazon Bestseller in False Lashes
Amazon Top-Quality Store Badge on Google: 4.5/5 stars
Ulta Top-Quality Store Badge on Google: 4.8/5 stars

4.5/5 stars4.8/5 stars

$13

$16

19% off

Buy Now at Amazon

$20

Buy Now at Ulta

If you’re not into strip lashes but don’t want to commit to pricey lash extensions, there’s a product that serves as the perfect middle ground. The Kiss Falscara DIY Lash Starter Kit allows you to try out temporary extensions and apply them yourself at home. For a fraction of the price of normal extensions, these glue-on lash clusters are planted snug under the lashes for fluttery flare that lasts up to a week. The lashes come in clusters to focus intensity in preferred areas, and the kit comes with a dual-sided bonding glue and chrome tweezers for easy application. 

Expert testing and review notes: “I’m not a huge falsies person, but I saw this kit and decided to try it out because I love DIY beauty products. I watched a few TikToks for basic instructions, and in just a few minutes, I had beautifully flared lashes that gave a seamless effect I’ve never been able to achieve with normal strip lashes. The bonding glue is super strong and goes on clean like mascara, and the included bent tweezers make application so easy.”

What testers say: “These are far the quickest easiest lashes ever to put on. I have a hard time putting strips on top of my eye so to have these individual clusters to go under my eyelid works perfectly for me. I was able to put these on and under 10 minutes.”

Price upon publish date of this article: $13

TikTok Viral Beauty Trends 2024

TikTok users are constantly refreshing their “For You” pages and beauty routines with techniques that make everyday glam easier. Glowing makeup looks have been an enduring trend of recent years, mainly due to the minimalist Gen Z aesthetic that celebrates natural 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.

In 2024, beauty TikTok is loving the “underpainting” trend popularized by Phillips, who’s known for her work on the famous faces of Jennifer Lopez, Camila Morrone, and more. The technique inverses the typical makeup steps by applying cream products first, such as contour, blush, and highlighter, and softly blending foundation on top. Its purpose is to create the illusion of naturally defined features so that the makeup is barely detectable to the untrained eye. #Underpainting has 254 million views on TikTok, where many videos show users who are skeptical of covering their careful makeup application with foundation, before falling in love with the soft-filtered end result.

Although matte finishes haven’t made a full comeback quite yet, strategic setting powder application is still important for a flawless finish, especially for brightening the under eyes and masking dark circles. Beauty creators experimented with bright pink blush in the early months of 2023 by mixing either cream or liquid formulas with their concealers and setting powders for a blown-out flush à la Kylie Jenner. Over 16 million users have searched and viewed #blushundereye, and the viral trend went on to inspire newly released pink setting powders from brands like One/Size and Laura Mercier.

At-home salon blowouts are having a major moment on TikTok, too, 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 to achieve 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 comprehensive 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 tested the top trending products on TikTok 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 weeks 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

Adam Mansuroglu is the Director of Commerce for Fairchild Media Group, both writing and top editing stories in WWD’s Shop vertical. Prior to his current role, the Brooklyn native has covered men’s and women’s fashion, footwear, beauty, and lifestyle trends for over 12 years. His writing and reporting has been featured in a number of publications such as Cosmopolitan Magazine, Men’s Health Magazine, and Out Magazine. From splurging at beauty stores to fix teen acne woes to years of previewing trending new products for editorial review, Mansuroglu has always thoroughly enjoyed playing with all the goodies the beauty world has to offer.

Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for WWD and Footwear News. She’s spent over five years researching, reporting on, and writing about the beauty industry for publications like Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She’s tested hundreds of products during her time as a beauty editor, including all the viral TikTok beauty products that emerge each month, so she’s well-versed in selecting the products that make a meaningful difference in your skin and hair.

Nikki Chwatt is a New York City-based writer and the former Style Commerce Editor for WWD and Footwear News, where she wrote shopping stories on celebrity style, the latest fashion trends, and new shoe releases. Before joining WWD and Footwear News, Chwatt wrote for publications, including Editorialist. As a New York City resident, she’s garnered a love for beauty and skincare products that keep her skin protected during the changing seasons. As a result, she has tested many beauty products, including prestige and drugstore foundations, to see which ones agree for her beauty goals, and which may work better for others with different needs.

Taylor Lane is a freelance beauty and shopping writer based in Charleston, South Carolina. The former New Yorker previously held titles in the commerce space at Yahoo Life and Dotdash Meredith. Her bylines appear in publications like InStyle, Forbes Vetted, Women’s Health, and more. Lane has over seven years of covering beauty and lifestyle topics, as well as testing products like the best foundations.

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 January with more coveted beauty buys and emerging viral trends for 2024.