From e.l.f. to MAC, Fenty to Rimmel, & 17. to Sol de Janeiro, discover the cult beauty products taking social media by storm

Beauty trends are big on TikTok. The app is an absolute paradise for beauty lovers, with endless ideas, gorgeous new trends, innovative application tips and plenty of product reviews. With both amateur accounts and professionals, such as make-up artists and dermatologists, weighing in on the most popular items, it’s no surprise that some products garner a cult following and a five-star status.

Stats show that TikTok users aren’t just consuming content on the app – they’re using it for learning and shopping, too. 82% of TikTok’s beauty users say they’ve learned something about beauty from TikTok. 9 out of 10 users in 2022 bought beauty items on the platform. That’s a whole lot of people *adding to basket*.

And TikTok’s influence on the beauty world shows no signs of slowing down. With #beauty exceeding 100 billion views, and #makeup tagged on over 75 million posts, it’s no wonder that the platform continues to be at the forefront of beauty innovation.

But with so many beauty videos to scroll through, how can you cut through the noise to work out which products really live up to the hype? From make-up must-haves to skincare heroes, we’ve rounded up 15 of the best viral beauty buys (as seen on TikTok) in one handy shopping guide.

e.l.f. Halo Glow Liquid Filter

• Size: 31.5ml

• Suitable for all skin types (dry, normal/combo, oily)

• Suitable for all ages

Are you a fan of a soft-focus filter? What if you could get the same effect in real life? This liquid glow booster has become a firm favourite on TikTok thanks to its lightweight, buildable formula that’s super hydrating on the skin.

It’s a perfect multi-purpose product that can be worn four ways, depending on your mood. Use it alone for sheer coverage, under make-up for a healthy-looking base, mixed with foundation for a luminous boost, or as a highlighter to reflect light on the high points of your face (or anywhere you like). No matter which option you choose, you’ll get a gorgeously glowing, radiant complexion.

e.l.f. Halo Glow Liquid Filter is available in eight flexible shades, so you’re sure to find your perfect match. The skin-loving formula is enriched with hydrating squalene and hyaluronic acid along with finely milled powders to smooth lines and blur pores.

COSRX ADVANCED SNAIL 96 Mucin Power Essence Gel

• Size: 100ml

• Hypoallergenic

• Dermatologist tested

Have you heard of the K-beauty trend for ‘snail secretion filtrate’, sometimes referred to as ‘snail slime’? We know, it doesn’t sound particularly enticing, but there’s a reason why this supercharged facial skincare ingredient has been making waves on social media. And the product that started it all? COSRX ADVANCED SNAIL 96 Mucin Power Essence Gel.

This lightweight essence sinks in instantly to deliver a refreshing hit of moisture that helps to improve skin’s elasticity. Even better, the snail secretion filtrate helps to protect the skin from moisture loss. The result? Glowing, hydrated skin. Yes please!

Another aspect that TikTok users love? How seamlessly this essence can fit into any skincare routine. Simply apply a small amount after cleansing and toning, using your fingertips to press into skin to aid absorption. Follow with your regular serums, moisturisers or SPF.

Maybelline Lash Sensational Sky High Blue Mist Mascara

• Size: 9.6ml

• Allergy tested

• Ophthalmologist tested

• Suitable for sensitive eyes and contact lens wearers

If there’s one thing that we can all agree on, it’s that finding the perfect mascara is no mean feat. We’ve been searching for an all-rounder that delivers on length, volume, longevity and colour payoff – but as usual, TikTok has the answer.

A quick search shows that #skyhighmascara currently has 35.2K posts on TikTok. The product everyone’s raving about? Maybelline Lash Sensational Sky High Blue Mist Mascara. The volumising, thickening formula also gives incredible length for long, full lashes, all without weighing lashes down. The exclusively designed Flex Tower brush bends during application to reach every lash, from root to tip. And with a gorgeous blue colour that’s especially flattering on hazel eyes, it’s an effortless way to add a pop of colour to your look. No wonder TikTok users are in love!

Worn alone, this mascara adds dramatic length, volume and colour to lashes. Alternatively, you can get creative by pairing it with a coloured eyeliner for a truly bold look. Our top tips? Wiggle the brush at the root of your lashes before sweeping through to the ends of your lashes, and wait until the first coat is semi-dry before applying your second coat for even more volume and length.

Schwarzkopf Got2b Glued 4 Brows & Edges 2 in 1 Hair Gel

• Size: 16ml

• Vegan,* free of silicones and alcohol free

• Dermatologically tested

For brows and edges, this gel has earned a well-deserved place that is firmly secured (pun intended) in TikTok users’ hearts. Gone are the days of crunchy brows or annoying flyaways. With this super strong hold gel, you can tame brows and edges for up to 72 hours, with no flaking, residue or stickiness.

TikTok users love how simple it is to apply using the two-sided fibre brush that’s designed for precision and ease. They also praise the invisible gel formula that holds firm all day long without flaking or leaving a white residue. It’s perfect for popping in your work, gym or handbag for on-the-go touch-ups.

To try it for yourself, use the raised side of the brush to apply the gel to your brows and the hair around your hairline, before using the flat side to style as desired. One thing to note – steer clear of eyelashes when applying.

Dr.Jart+™ Cicapair™ Tiger Grass Colour Correcting Treatment

• Size: 50ml

• Dermatologically tested

You’d be hard pressed to scroll skincare TikToks without coming across Dr.Jart+™ Cicapair™ Tiger Grass Colour Correcting Treatment. This innovative product has garnered a cult following thanks to its ability to instantly neutralise redness and even out skin tone. It’s the No.1 Dr.Jart+™ cult product in Europe and North America, and for good reason!

Open the jar and you’ll find a green cream, which cleverly adapts to beige as it’s applied to the skin. Use it to cover blemishes, reduce the look of redness, and revive the appearance of tired, stressed skin for a more vibrant, healthy-looking glow. It’s formulated with Dr.Jart+'s Green Repair Solution™, including tiger grass and a skin-boosting blend of herbs, minerals, a moisturising humectant and a probiotic ferment. The results? Soothed, calm skin that’s hydrated, with a much more even skin tone.

TikTok users say it’s perfect for those days when you don’t want to wear make-up, but still want a little extra something to even out your skin tone. However, you’re not just limited to using it on no-make-up days – it also works beautifully underneath foundation in place of primer. An ideal blend of skincare and coverage? Sign us up.

To make the most of this skincare saviour, apply after moisturising and blend well. One top tip from TikTok users – use a small amount and warm it up on the back of your hand first, before pressing it into the skin, and only focusing on areas which are red.

MAC Lustreglass Sheer-Shine Lipstick

• Size: 3g

• Shade: Thanks, it’s MAC!

• Fade-resistant, non-flaking, non-drying formula

Falling in love with a new lipstick is definitely something to shout about – which is why TikTok users have been proclaiming their love for the MAC Lustreglass Sheer-Shine Lipstick in shade Thanks, it’s MAC! Get set for long-wearing colour and sheer, buildable coverage combined with a lustrous glossy finish, all in an irresistible nude pink shade.

TikTok users love the ultra-lightweight, smooth-as-silk texture that’s effortless to apply and really lasts on the lips. The formula is enriched with all sorts of skin-loving ingredients, including jojoba, raspberry seed, coconut oil, organic extra virgin olive oil, shea butter and hyaluronic acid. The result? A comfortable, lightweight wear that still delivers colour payoff and shine in spades.

To use, line lips if desired, then simply swipe MAC Lustreglass Sheer-Shine Lipstick directly from the bullet on to the lips. You can use a lip brush for a more precise application, if preferred.

Weleda Skin Food

• Size: 30ml

We all have days when our skin needs a little TLC, but when it comes to soothing stressed skin, it doesn’t get better than Weleda’s natural products. Skin Food is specially formulated with plant extracts and essential oils to intensively nourish, protect and soothe dry skin. It’s quickly become popular all over the world, with one tube being sold every 11 seconds globally.

Some TikTok users swear by Skin Food for transforming dry and rough skin, particularly in the winter months. Weleda has also worked up a fan base among clean beauty lovers, as the brand is certified 100% natural.

To use, simply apply Weleda Skin Food generously several times a day or whenever your skin needs it. Pay particular attention to areas with rough or dry skin, like hands, feet and elbows.

L'Oréal Paris Telescopic Lift Mascara

• Size: 9ml

• Suitable for sensitive eyes and contact lens wearers

If you’re looking to take your lashes to the next level, L’Oréal Paris' Telescopic Lift Mascara might be just the ticket. The product lifts and lengthens eyelashes with a 25 degree curl effect, with absolutely no clumping or smudging. It’s the secret to a stunning, selfie-worthy finish that lasts for up to 36 hours.

TikTok users love the innovative double bristle brush which makes applying the mascara a breeze. It grabs and coats each lash, individually separating them to make sure each and every one is thickened and lengthened. For best results, we recommend using the front hook bristles to coat lashes from root to tip, before using the side hook to comb and separate for length and definition.

Rimmel Lasting Finish 8HR Lip Liner

• Size: 4g

• Shade: Cappuccino

Overlined lips were *all* over social media in 2023, but if you’re going to rock the trend, you’ll need a lipliner that lasts. Enter: Rimmel Lasting Finish 8HR Lip Liner in shade Cappuccino. With a creamy texture that glides on smoothly and vibrant, long-lasting colour, it’s the ideal formula for selfie-ready lips, all day long.

TikTok users say it applies easily, without pulling or dragging, allowing for precise, sharp lines at the edges of lips. Some users have also had great results from using it as a lipstick base, filling in the lips to get a more intense colour payoff.

To use, simply trace the outer edge of lips to add definition, or glide the creamy formula all over the lips for a long-lasting lip colour base. If wanted, finish with a coat of lipstick or liquid lipstick for a dramatic look.

Fenty Eau de Parfum

• Size: 75ml

• Unisex scent

• Fragrance family: warm floral

Viral beauty trends aren’t just dominated by skin and make-up products – when a perfume picks up pace on TikTok, it really gets users’ attention. In 2021, Fenty Eau de Parfum quickly sold out twice – and for good reason. Characterised by a complex floral profile that’s vibrant, raw, spicy and sweet all at once, this unisex fragrance is truly one-of-a-kind.

Described by Fenty creator Rihanna as “everything I feel, everything I am, and everything I want to be”, the fragrance pulls together notes of magnolia, musk, tangerine and Bulgarian rose, along with unexpected touches of vanilla, blueberry, coconut, geranium and patchouli. Oh – and the opulent gold and brown bottle will make a beautiful addition to any scent collection.

To use, spritz onto pulse points, such as the neck, wrists and behind the ears, or onto the chest.

Bubble Slam Dunk Hydrating Cream Moisturiser

• Size: 50ml

We’re always on the lookout for our new favourite moisturiser, and according to TikTok, this one is well worth a try. Bubble Slam Dunk Hydrating Cream Moisturiser is sure to become a daily staple on your bathroom shelf, thanks to its skin-boosting natural ingredients and creamy texture.

On TikTok, users are loving the results – calm, nourished, soft skin that’s left looking more radiant.

The formula is enriched with restorative natural ingredients, such as soothing aloe leaf juice, protective vitamin E and nourishing avocado oil. It also includes Bluelight Protection, a superfood protein compound to help protect skin and repair blue light damage.

We’d recommend using it as part of your morning and night-time skin routines. Simply apply one or two pumps after cleansing and enjoy that glow.

L’Oréal Paris Infallible 3-Second Setting Mist

• Size: 75ml

There’s nothing more frustrating than perfecting a make-up look, only for it to fade, smudge or flake. Well, wave goodbye to that particular problem with L’Oréal Paris Infallible 3-Second Setting Mist. This setting spray really does go the distance – as TikTok users can attest.

It’s been praised for its rapid drying time (just three seconds) and the way it keeps make-up looking fresh, even when compromised by rain or sweat. The light, non-sticky formula is waterproof and sweatproof and works on all skin types and ages. Trust us, if it’s not already a staple in your daily make-up routine, it soon will be.

All set to get started? Shake the setting spray and use it 30 seconds after finishing your make-up look. Hold the can 30cm away from your face and spray in a circular motion, making sure to keep eyes and mouth closed.

e.l.f. Glow Reviver Lip Oil

• Size: 7.6ml

• Vegan*

• Cruelty-free

Don’t want to choose between lip care and colour? You don’t have to! Meet e.l.f. Glow Reviver Lip Oil, an ultra-glossy tinted lip oil that adds a sheer wash of colour while it conditions.

TikTok users love the super glossy, high-shine finish and say that the oversized cushion applicator makes it easy to swipe over lips.

Wear it on its own for effortless glam, or go all-out and apply it under a bold lipstick for maximum impact.

Sol de Janeiro Delicia Drench™ Body Butter

• Size: 75ml

Bodycare brand Sol de Janeiro rose to legendary status due to the cult following of their Brazilian Bum Bum Body Cream, but now TikTok users are raving about a new offering. The Delicia Drench™ Body Butter boasts all kinds of skin-loving ingredients, including bacuri butter, Brazilian soothing complex, hibiscus and hyaluronic acid.

TikTok users love the rich, velvety texture and the way the body butter locks in long-lasting moisture.

It’s the perfect way to add a little luxury to your everyday bodycare routine. Simply massage into the skin all over the body, concentrating on any dry areas. Allow the butter to soak in before getting dressed.

17. Second Skin Enhancing Concealer

• Dermatologically tested

• Suitable for all ages

• Vegan*

TikTok is great for discovering dupes of well-known brands, and the 17. Second Skin Enhancing Concealer is no exception. Reviewers have been comparing it to premium brands – despite it only costing a fraction of the price.

The formula is highly pigmented and enriched with a mineral mix complex, providing coverage that easily masks imperfections and dark circles. It blends easily with a velvety feel and finish.

To use, simply apply under the eyes, or to blemishes, redness or imperfections. Use a beauty blender or brush to blend seamlessly.

*Vegan formulas do not contain any animal-derived ingredients or by-products.