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Updated October 17, 2024: This guide to the best TikTok beauty products was updated with newly trending makeup, hair care, and skin care products on the app. 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 FYP-breaking Patrick Ta foundation to hidden gems like the Revlon Dual-Ended Jelly Makeup Blender — to determine which coveted makeup drops, viral skin care products, and game-changing hair tools are worth your hard-earned money.
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On TikTok, millions of users post viral product reviews, demos, and shopping hauls across all beauty categories — and these videos resonate with beauty lovers from Gen Alpha to Gen X. According to a 2024 Adobe report, tutorials are the most popular content category on the app, with younger users most likely to make a purchase based on TikTok recommendations. While beauty novices are constantly sharing hacks and hauls for everyday glam routines, influencers lead the way on spotlighting the next big beauty product — many of which have become breakout stars with corresponding Amazon storefronts from the likes of Alix Earle, Monet McMichael, and Mikayla Nogueira. Now, retailers like Target have Viral Beauty landing pages for shopping the most popular products of the moment.
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Top 10 TikTok-Famous Beauty Products of 2024
- Clinique Black Honey Almost Lipstick
- Tower 28 Beauty Sos Daily Rescue Facial Spray with Hypochlorous Acid
- Biodance Bio-Collagen Real Deep Masks
- Revlon Dual-Ended Jelly Makeup Blender Tool
- Mane It’s Giving Body Large Hot Thermal Brush
- Patrick Ta Major Skin Hydra-Luxe Luminous Skin Perfecting Foundation
- Amika Flash Instant Shine Hair Gloss Mask
- Summer Fridays Iced Coffee Lip Butter Balm
- Essence Lash Princess False Lash Effect Mascara
- K18 Leave-In Molecular Repair Mask
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 makeup, hair care, and viral skin care products featured 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.
Sign up for WWD Shop’s newsletter to get the scoop on the best in beauty and style with in-depth reviews of exciting new releases and buyer’s guides to find the products you need to try ASAP.
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 fleeting fads from the genuine faves. Our editors have independently tested each product on this list (and continue to do so to ensure they outperform similar new launches and newly-viral finds).
While we recommend all 43 TikTok-famous beauty products on this list, we do pick favorites when it comes to value, ingenuity, and results. Our Editor’s Choice list of the top 10 TikTok-viral beauty products highlights the products that have become essentials in our routines. Some are problem solvers, like Tower 28’s SOS Spray that quells breakouts and near-instantly calms redness; others are icons in their category, like Clinique’s Almost Lipstick in Black Honey that flatters any complexion. Think of our Editor’s Choice picks as our summa cum laude graduates: These picks earned the highest marks from our panel of testers and continue to impress us after months (and in some cases, years) of testing.
As tested by six WWD Shop editors and contributors, the below TikTok-viral beauty products reflect different skin types, hair types, makeup preferences, and price points, so you can feel confident about your next viral beauty buy.
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
Price upon publish date of this article: $24
Tower 28 Beauty Sos Daily Rescue Facial Spray with Hypochlorous Acid
Hypochlorous acid facial sprays spiked in TikTok popularity over the last year, but Tower 28’s Sos Daily Rescue Facial Spray is the OG. Beauty lovers on the app are often seen spritzing their face during in-flight GRWM videos for its anibacterial and antibacterial properties, on top of its refreshing feel. Its great for the face or the entire body, as its formula is alcohol free, totally clean, and pH balanced.
Editor testing and review notes: “Most facial sprays I’ve tried don’t do much a part from leaving my face wet and watery, but this one is actually impressive. I recently took a travel size bottle along with me on a trip to Europe (TikTok made me buy it!) and I didn’t go a day without drenching my face. I actually forgot to pack facial toner, but I noticed that it helped my skin remain clear, balanced, and it even helped to soothe a gnarly sunburn.” — WWD Shop Commerce Writer and Producer Olivia Cigliano
Price upon publish date of this article: $28
Biodance Bio-Collagen Real Deep Masks
Biodance Bio-Collagen Real Deep Masks have amassed tens of millions of double taps on TikTok, with users calling it everything from a “pore eraser” to “the only product you need for glass skin.” Part of the viral appeal of this top sheet mask is that it starts out white then turns clear after four hours of use, which according to TikTok, is a sign that the active ingredients have transferred from the hydrogel mask to your skin. While we can’t say if that’s actually the case, our editors experienced promising improvements in moisture, likely due to the mask’s hyaluronic acid.
Note that this sheet mask is recommended to sit on the skin for three to four hours, so consider wearing it overnight for best results.
Editor testing and review notes: “I love that Biodance’s face mask contains two sheets — one for the upper half of the face and another for the lower half. This allows for a snug fit around my jawline and prevents the mask from getting too close to my hair. I’m a side sleeper, so overnight face masks usually aren’t my jam, but Biodance’s adheres so well to my skin that it didn’t disrupt my sleep. In the morning, my skin felt much more hydrated than it typically does with a thick coat of night cream. For the price, this is an excellent sheet mask to have on hand when you want extra beauty rest.” — WWD Shop Senior Beauty & Lifestyle Commerce Editor Claire Sullivan
Price upon publish date of this article: $19
Revlon Dual-Ended Jelly Makeup Blender Tool
This affordable makeup brush alternative is earning high praise from TikTok’s beauty community for its ability to blend in cream and liquid makeup without absorbing any product. This way, you get an even, skin-mimicking finish without losing precious product to your makeup sponge or the bristles of your brush.
The tool’s tips are made with squishy silicone that presses the product into your skin; it includes one thumb-sized applicator for larger swaths of your skin (say, your cheeks and forehead), plus a smaller tip to blend product around your eyes and nose. The silicone material is also more hygienic than makeup sponges that can harbor bacteria; you can easily wipe down this tool with a warm washcloth and soap between uses and it’s good as new.
Editor testing and review notes: “Makeup sponges are my favorite way to apply cream foundations and liquid blushes. But after many interviews with dermatologists in my time as a beauty editor, I know that these tools are bacteria magnets, particularly if you store them in a makeup bag that’s dark and lacking ventilation. This tool gives me the peace of mind that I’m not pressing germs on my skin when I’m applying makeup because it doesn’t absorb any product or retain any moisture. Beyond that, though, it makes a little bit of product go a long way; I find that I need about half the amount of concealer I usually wear when I apply it with this tool.” — Sullivan
Price upon publish date of this article: $9.99
Mane It’s Giving Body Large Hot Thermal Brush
TikTok singlehandedly put thermal round brushes on beauty lovers’ radars, namely due to hundreds of before and after videos that show these tools’ ability to make day-old hair look freshly blown out. Mane’s It’s Giving Body Hot Thermal Brush is a newcomer to the category that’s trounced the rest, selling out multiple times since it launched this year. The heated brush is designed to smooth and lightly curl your hair as you run the brush from your roots and curl it out towards the ends. This results in a soft, bouncy blowout effect, and with a preset temperature of 355 degrees, it won’t cause breakage and brittleness that occurs with some curling irons.
Editor testing and review notes: “As a beauty editor, I’m always excited to find emerging hair tool categories that could change the game for everyday shoppers. After noticing an uptick in interest on TikTok for thermal brushes, I got to testing every option I could get my hands on. Most had me underwhelmed with the results — there’s a learning curve with these tools and often the results don’t hold for long. Not the case with Mane’s thermal brush! This one outperformed every other one I tested in the category with how quickly it smoothed and curled my hair, and how long lasting those results lasted. I love using it on my curtain bangs to give them a quick lift and Sabrina Carpenter-style curl.” — Sullivan
Price upon publish date of this article: $98
Patrick Ta Major Skin Hydra-Luxe Luminous Skin Perfecting Foundation
Patrick Ta’s first foundation was one of the biggest beauty product launches of the year, and the hype did not disappoint. Its natural, skin-like texture with luminous and lightweight coverage seemed to respond directly to “clean girl” makeup trends that have been dominating the app for years. Its dewy finish triples-down on healthy skin hydration, with three different kinds of hyaluronic acid that naturally plump the skin, along with plant-derived squalane and kombucha that work to smooth texture and fine lines.
Editor testing and review notes: “This foundation is heaven. It has a super lightweight texture that feels like nothing on my skin, even though I can build it up to full coverage with a few coats. It’s the foundation I reach for when I want to do some under painting; it melds beautifully with any contour or blushes I’ve applied.” — Sullivan
Price upon publish date of this article: $58
Amika Flash Instant Shine Hair Gloss Mask
The hair glossing trend has been making the rounds across over 147 million FYPs and the Amika Flash Instant Shine Hair Gloss Mask is a staple in viral shine-boosting hair routines. Rather than dye-like treatments that add color and tone strands, this step is a lot simpler. It’s an in-shower hair mask you apply after shampooing, and only takes one minute to work its magic. It features hydrozyled flax seed, red wine extract, and an amino acid complex, which work to moisturize, boost shine, fight frizz, and add natural vibrance. If you’re mane’s feeling dull, this is your ticket to a total refresh without the need for a trip to the salon.
Editor testing and review notes: “I caught wind of the hair glossing trend and found myself in a TikTok rabbit hole searching for the best product to try. Amika seemed to be the one. I was confused as to why some TikTok users skipped conditioner before applying the product, but it was instantly made clear — this mask is so softening that I actually regretted using my typical rich conditioner. I found the bottle tip so helpful for applying the liquid from root to tip, and the product quickly washed out without any residue left behind. As for shine? Yup, this stuff works. After one use I noticed a visible difference. It’s the only product you need in a glass hair routine.” — Cigliano
Price upon publish date of this article: $30
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
Price upon publish date of this article: $24
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 (I’m due for a repurchase as I type this). 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
Price upon publish date of this article: $3.99
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
Price upon publish date of this article: $54
More Editor-Tested TikTok Beauty Products to Shop
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.” — Cigliano
Price upon publish date of this article: $9.99
Prada Reset Rebalancing Setting Powder
In the mere months since Prada Beauty’s setting powder launched, it’s amassed over 45 million posts on TikTok. All Prada Beauty products arrive in heirloom-worthy packaging, but this one goes the extra mile in its two-tone metallic, refillable compact complete with the house’s logo. As for the powder itself, the green tint is just for show; it turns translucent when you dust it on your skin. Rather than turning chalky or overly matte, this setting powder balances out excess shine and blurs away any visible texture, leaving the skin looking filtered and refreshed.
Editor testing and review notes: “I like my skin to look dewy, so I often reach for setting sprays rather than powders that, when overly matte, can dull my glow. Prada’s setting powder is a winning choice because it doesn’t make my skin look flat or feel ashy. Instead, it seems to fuse with any product I apply it on top of, locking it down for a full day of wear without creasing or budging. I also love wearing this setting powder when I’m getting my photo taken — it doesn’t cause a flashback.” — Sullivan
Price upon publish date of this article: $90
Tom Ford Santal Blush Eau de Parfum
Warm, spicy, and sensual, Tom Ford Santal Blush Eau de Parfum should be TikTok famous for its notes alone. But the main reason it’s garnered over 28 million posts on the app is due to gossip that it’s Taylor Swift’s signature. Eagle-eyed Swifties attribute this to a few different factors, including the bottle’s cameo in the singer’s ‘Miss Americana’ documentary.
What testers say: This product starts out really deep and spicy, later throughout the day it warms up to a creamy flavor that is absolutely amazing. I love how long the scent last. I spray it on in the morning, and can smell it all day, and even on my coat the next morning. I receive compliments almost every time I wear it. I agree that it is a unisex scent. Overall I would highly recommend this perfume.”
Price upon publish date of this article: $195
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
Price upon publish date of this article: $21.99
Kosas Blush Is Life Baked Blush
If you ditched your powder blush in favor of trending liquid formulas years ago, Kosas’ Blush Is Life Baked Blush invites you to reconsider that decision. Powder is notoriously easier to blend for a natural hint of color on the cheeks, and Kosas’ formula aces it with marbled compacts that create dimension with every swipe of your makeup brush. (Brand founder Sheena Zadeh-Daly studied fine art, so she has a knack for mixing colors to create a tone that’s just right.) The powder is infused with hyaluronic acid and squalane, which nourishes your skin and prevents the formula from drying out throughout the day.
Editor testing and review notes: “This blush formula almost adapts to your skin tone: When I was swatching samples of the various shades, I found myself impressed to see colors that don’t usually flatter my skin looked gorgeous. The powder seems to diffuse on my skin when I sweep the blush onto my cheeks, which makes it easy to build up for a statement look or go for something more soft and subtle. Although they’re powder, you still get a good amount of glow given the mix of light and rich pigments in each compact.” — Sullivan
Price upon publish date of this article: $29
Glossier Balm Dotcom in Hot Cocoa
A great lip balm will keep your smile feeling soft and hydrated without requiring hourly reapplication. Glossier’s Balm Dotcom contains beeswax that melts on the lips for moisture, while lanolin seals it in for longer-lasting hydration. On TikTok, these little tubes have amassed over 37 million posts, but this season, the limited-edition hot cocoa flavor is taking the cake. Balm Dotcom devotees are into the sweet flavor of the balm, but it’s the rich brown tone of the salve that’s drawing in the masses. The toasty tint sheers out when you apply it for a your-lips-but-better effect.
Editor testing and review notes: “I’m a card-carrying member of the Balm Dotcom fan club. Like many, I drifted away from the product when Glossier reformulated it in 2023, but when the brand reverted to the original in 2024, I was back on the bandwagon. The balm is one of very few that I know I can rely on to keep my lips feeling ultra-soft and shiny for hours on end — because you don’t have to reapply it often, I find that a single tube lasts me a few months. The Hot Cocoa flavor creates a similar effect to Clinique Black Honey, giving my smile a touch of depth. I like to layer it over lip liner for a night-out lip look.” — Sullivan
Price upon publish date of this article: $16
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
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.” — Cigliano
Price upon publish date of this article: $10
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
Price upon publish date of this article: $28
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
Price upon publish date of this article: $24
Glossier You Rêve 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 original Glossier You perfume — which has amassed over 62 million TikTok posts — remains a popular unisex fragrance for its musky, barely-there notes that smell different on every wrist. The brand recently expanded the line with two new top perfumes that present a little stronger. Glossier You Rêve Eau de Parfum is winning over TikTok’s fragrance community with its gourmand profile that features notes of plum butter and toasted almond. Similar to the OG, this is the type of signature scent that will have people trailing after you to get its details.
Editor testing and review notes: “I love Glossier’s classic You perfume for everyday wear — uncomplicated musky scents are some of my favorites for layering with single note floral scents to create a custom fragrance. The expansion of the You collection has options to create a similar effect; you get the grounding warmth of a musk with a little intrigue. I’m partial to the Rêve scent for its gourmand notes that read sweet and inviting, but not overly sugary. This is a great fragrance to wear for a date night.” — Sullivan
Price upon publish date of this article: $78
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
Price upon publish date of this article: $22
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
Dae Cactus Fruit 3-in-1 Styling Cream with Taming Wand
This innovative product from Dae combines a frizz-taming cream and a detailed brush to simplify slicked-back hair styles. Suitable for all hair types and textures, this portable beauty game-changer locks your strands in place without leaving them brittle, thanks to fruit extracts and seed oils that deposit smoothing hydration from a spoolie-like applicator — no muss, no fuss.
Editor testing and review notes: “This is a must-have tool for taming flyaways, perfecting my slicked-back bun, and touching up frazzled ends. It’s also become a go-to for vacations; on top of touch ups, I’ll also squeeze out a pea size amount of the formula for a blowout prep.” — Sullivan
Price upon publish date of this article: $18
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
Price upon publish date of this article: $24
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
Price upon publish date of this article: $10.49
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.
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
Price upon publish date of this article: $16.99
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
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
Price upon publish date of this article: $234.95
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
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.
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
Price upon publish date of this article: $38
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
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 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.
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.” — Sullivan
Price upon publish date of this article: $24
Wonderskin Wonder Blading Lip Stain Masque
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.
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
Price upon publish date of this article: $18
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
Price upon publish date of this article: $16.80
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
Price upon publish date of this article: $38
Dyson Airwrap Multi-Styler Complete
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
Price upon publish date of this article: $499.99
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
Price upon publish date of this article: $23
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
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
Price upon publish date of this article: $36
Kosas BB Burst Tinted Moisturizer Gel Cream
The new Kosas BB Burst Tinted Moisturizer Gel Cream dropped during summer to much applause. 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
Price upon publish date of this article: $38
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
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
Price upon publish date of this article: $50
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 57 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 the below breakout trends across skin care, makeup, and hair.
TikTok Skin Care Trends:
On the skin care front, TikTok’s newest obsession is hypochlorous acid sprays — sparked by the cult-favorite Tower 28 Beauty Sos Daily Rescue Facial Spray. These innovative face mists offer antimicrobial benefits that help to soothe redness and inflammation. The game-changing skin care step has amassed over 31 million TikTok posts, 78 million views, and a 234 percent spike in web searches as of summer 2024.
Of course, TikTok skin care trends are all in the pursuit of practically poreless “glass skin.” The Korean beauty-dubbed term embraces intense hydration for a dewy glow, similar to other TikTok trends like “skin flooding” or Hailey Bieber’s signature “glazed donut” skin that inspired her brand Rhode Beauty. However, K-beauty brands are miles ahead of the pack, where “Korean skin care routine” video views grew by 14.9 million in just the second quarter of 2024, according to WWD. This dewy skin trend has many a name on TikTok — most recently, “Moo Deng makeup” is trending, inspired by the glossy, glassy baby pygmy hippo that’s become an internet personality in her right.
TikTok Makeup Trends
Since there are so many beauty creators posting inspo on TikTok, viral makeup trends are always shifting. Dewy “clean girl” makeup emerged as an early TikTok beauty trend in the early days of the app, but stands one of the few trends that went on to completely reshape the makeup style of the current decade, marking a stark contrast to full-glam looks that were popular in the 2010s. Today, rather than sharp contours and block brows, healthy, natural-looking complexions serve as a blank canvas for softer experimentation. Techniques like applying faux freckles, creating winged eyeliner with eyeshadow, or carefully blurring exaggerated lip lines are all examples of trends that create a transformative illusion of effortless glam that forgoes harsh lines and bold pigments.
Innovative complexion products like liquid highlighters, bronzing serums, barely-there skin tints, and cream blushes remain popular because, not only are they user-friendly and fun to use, they also appear less harsh on the skin. Although TikTok makeup trends lean more subtle, that doesn’t mean beauty lovers have pared down their makeup bags (despite recent “underconsumption core” developments). Multi-step techniques are commonplace on the app, where, for example, beauty creators are often seen layering cream and powder blushes and bronzers as a means to perfect a natural finish, prolong staying power, and create custom color combinations to flatter their overall look.
TikTok Hair Trends
Viral TikTok hair trends are often framed as beauty DIY beauty hacks. Voluminous blowouts have remained a popular hair trend on the app, with users sharing tutorials for how to achieve salon results at home, whether with viral sleep-in heatless curlers from Kitsch, classic velcro rollers, or pro tools like the Dyson Airwrap Multi-Styler and Shark FlexStyle Hair Dryer.
Similarly, hair glossing, a demi-permanent treatment typically achieved in salons, is emerging as a new viral TikTok hair trend in the form of “liquid hair.” Terms like “hair gloss,” “at-home hair gloss,” and “hair glaze” are racking up hundreds of millions of searches, where users are sharing a new routine additions like hydrating masks or color treatments that boost shine and softness to their strands with little or no risk of damage. Overall, TikTok users are constantly concocting routines that simplify results and also home in on hair health, which is why leave-in hair conditioning products from K18 and Color Wow remain household name holy grails among chronically online beauty lovers.
How We Tested and Selected the Best TikTok Beauty Products of 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 six rounds of product testing across viral 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 Authors
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 wrote the original version of this article and regularly updates it with new coveted beauty buys, editor testing reviews, and emerging trends.
Claire Sullivan is the Senior Beauty and Lifestyle Commerce Editor for Footwear News and WWD, where she writes and edits beauty, fashion and lifestyle stories. She has over eight years of experience as a writer and editor for national media outlets including Martha Stewart Living, Martha Stewart Weddings, InStyle, and Byrdie. She keeps her finger on the pulse of all things related to beauty and wellness, as well as the latest shopping trends and clothing brands. Sullivan contributed to the October 2024 update of this article with new editor-tested product picks and updated information on top TikTok beauty trends for the fall and winter season