The internet's TikTok beauty corner has unearthed tried-and-true products and trends, influencing shoppers to take part in the viral stampede. We've rounded up our top picks worth buying (and backed by the Gen Z stamp of approval, of course).
Known as a launchpad for viral dances, DIY projects, and baked feta pasta, TikTok has evolved into a leading destination for populating the latest beauty tips and products. Some are ancient items experiencing a mainstream revival, while many are newer innovations making their debut in an otherwise exclusive space.
Either way, once a product amasses a considerable fandom on the teen-dominated app, it will sell out for months at a time (and that's no exaggeration). In this dynamic, products become cult-status classics at the behest of consumers, rather than through paid content and advertising.
It's easy to get lost in endless scrolling, so we've curated the best TikTok beauty products for your routine—from new makeup and skincare to haircare heroes that revive chaotic tresses. And if you're heading back to school, our line-up is all-the-more important. Happy shopping.
Isle of Paradise Self Tanning Refill Water
Shade Range: N/A | Targeted Concerns: Self-tanning with skin-healthy benefits and sans mess| Key Ingredients: Vegan, cruelty-free, paraben-free, sulfate-free, and phthalate-free; coconut, chia seed, and avocado oils
The Isle of Paradise Self Tanning Refill Water commanded the attention of TikTok creators and onlookers alike — and not surprisingly, it flew off the shelves. Designed to impart a coveted bronze glow, this transparent water leverages nourishing ingredients without transferring onto clothes and sheets post-application.
In addition, its non-greasy formula is infused with the brand's 'SuperBalance' complex, which incorporates color-correcting actives to counteract redness. In other words, your tan won't look orange or overdone.
KVD Foundation Balm
Shade Range: 40| Targeted Concerns: Full coverage for dry skin types | Key Ingredients: Vegan, cruelty-free, paraben-free, and recyclable packaging
The KVD foundation balm is a media daring that's become one of our favorite new makeup releases. Formulated with apple extract and sodium hyaluronate, its creamy formula delivers long-lasting, dense coverage for every square inch of the face, all while minimizing the appearance of pores and blemishes. It also won't cake or settle into crevices and fine lines.
Nonetheless, this goodie is catered for dry skin types; and those with oily, acne-prone complexions may want to shop elsewhere. If you fall into the latter category, try the Milani Conceal + Perfect Smooth Finish Cream-To-Powder Foundation , which has made the rounds on TikTok and offline. Or, opt for one of the best foundations for oily skin.
Milk Makeup Hydro Grip Primer
Shade Range: N/A | Targeted Concerns: Full coverage for dry skin types | Key Ingredients: Vegan, cruelty-free, paraben-free, silicone-free, gluten-free, oil-free, and fragrance-free; aloe water, hyaluronic acid, and niacinamide (vitamin B3)
Earning numerous awards, glowing reviews, and loyal fans, Milk Makeup's Hydro Grip Primer boosts moisturizing and antioxidant benefits that'll help transform your face into an ideal canvas for makeup. Packed with hemp-derived cannabis seed extract, this sheer product holds onto product, like foundation and concealer, for up to 12 hours. It also smooths out the existing texture.
L'Oréal Paris Makeup Infallible Flash Cat Eye Waterproof Liquid Eyeliner
Shade Range: 2 | Targeted Concerns: Smudge-resistant, waterproof eyeliner | Key Ingredients: Liquid-based formula
L'Oréal's waterproof liquid eyeliner delivers rich color and includes an ultra-fine felt tip for precise application. As you draw on your wing, its stencil works to provide a clean, straight line in one go, sans inkblots. It turns out you can achieve the perfect cat eye without having to spend more than $10.
e.l.f. 16HR Camo Concealer
Shade Range: 25| Targeted Concerns: Full coverage for under-eyes | Key Ingredients: Vegan, cruelty-free, paraben-free, and phthalate-free; avocado Oil and kaolin clay
If you're looking for an affordable dupe to the Shape Tape concealer, look no further: the e.l.f. 16HR Camo Concealer is its endearing twin sister, serving as a crease-proof, matte option at a fraction of the price. Available in a variety of shades and undertones, this concealer features a large doe foot applicator for even application, and its formula won't settle into fine lines. Plus, its ingredients work to hydrate and mattify the complexion. I have one in my arsenal, and I'd argue that it's actually better than the iconic Shape Tape, especially for those with redness and hyperpigmentation.
e.l.f. CC Camo Cream
Shade Range: 16| Targeted Concerns: Full coverage and color-correcting | Key Ingredients: Vegan, cruelty-free, paraben-free, and phthalate-free; collagen, peptides, and niacinamide
e.l.f.'s CC cream is an exact dupe for the cult-status IT Cosmetics CC+ Cream, designed to color correct and conceal redness, blemishes, and pores. Moreover, this iteration hydrates, plumps, and provides SPF protection for the skin, and while its formula is pretty dense, it feels weightless when applied. I wore this "dream cream" on Easter Sunday, and my face remained intact against flowing mimosas, hot weather, and hours of frolicking around town. Trust us, a little goes a long way.
NYX Professional Makeup Shine Loud High Shine Lip Color
Shade Range: 24 | Targeted Concerns: Color transfer | Key Ingredients: Vegan, PETA-certified, and cruelty-free; Vitamin E, macadamia seed oil, coriander fruit oil, jojoba seed oil, apricot kernel oil & passion fruit seed oil
Everyone and their mother has seen snippets of content creators experimenting with the NYX Professional High Shine Lip Color and their real-time reactions. Amassing widespread awe and popularity, this lip product offers highly pigmented color and sheen that won't smudge, fade, or bleed for hours on end (even under your mask). It features two sides: a base coat similar in consistency to a liquid lipstick; and a glossy, non-sticky top coat. Talk about ingenious packaging.
Maybelline Lash Sensational Sky High Mascara
Shade Range: 2 | Targeted Concerns: Volume and length | Key Ingredients: Bamboo extract and fibers; suitable for sensitive eyes and contact lens wearers
As one of the best Maybelline mascaras, this option has dominated the internet scene, with shoppers flocking to online retailers far and wide. The Maybelline Sky High Mascara includes a flex tower brush, which captures baby hairs at every angle and takes them to greater heights. No flaking, smudging, or fall-out post-application. On the contrary, you'll enjoy long-lasting and intense pigment, lash definition, and dimension in one swipe.
Charlotte Tilbury Setting spray
Shade Range: N/A | Targeted Concerns: Volume and length | Key Ingredients: Paraben-free, sulfate-free, phthalate-free, alcohol-free, and oil-free; Japanese Green Tea, film-former polymers, and aromatic resin
According to the world wide web, Charlotte Tilbury's iteration has clinched the title of best setting spray — better than the universally revered Urban Decay All Nighter Long-Lasting Makeup Setting Spray. This hydrating spritzer feels lightweight when applied and keeps makeup in place without melting, fading, or settling. And lo and behold, it touts skin-healthy benefits, working to smooth texture and reduce the appearance of pores.
Charlotte Tilbury Hollywood Contour Wand
Shade Range: 2 | Targeted Concerns: Contouring, defining, and sculpting the face | Key Ingredients: Paraben-free and sulfate-free, siloxane, which creates a lightweight and dry feel for easy blending
Dubbed as a staple in Madison Beer's makeup routine, the Hollywood Contour Wand offers rich color, a semi-matte finish, and a seamless sponge applicator. The applicator enables users to create shadows, dimensions, and definition to cheek hollows, temples, and more. Since it's cushion-based, this applicator evenly distributes product without caking or creasing.
Note: this product sells out quickly, so you may want to go for a dupe in the meantime, like the Makeup Revolution Illuminating Eye Concealer.
Milani SUPERCHARGED BRIGHTENING UNDEREYE TINT
Shade Range: 3 | Targeted Concerns: Brightening, concealing dark under-eye circles, and color-correcting | Key Ingredients: Vegan and cruelty-free
The makeup community quickly mobilized to purchase the Milani Supercharged Undereye Tint, a hailed dupe for the coveted Becca Cosmetics Under Eye Brightening Corrector. Designed to be applied before concealer, this eye brightener illuminates dark circles and hydrates thin under-eyes with hyaluronic acid, plant-based collagen, niacinamide, and caffeine. Its lightweight texture applies like a dream and provides a smooth, even canvas for when you need to apply other makeup on top.
Becca Cosmetics Under Eye Brightening Corrector
Shade Range: 2 | Targeted Concerns: Brightening, concealing dark under-eye circles, and color-correcting | Key Ingredients: Vegan, cruelty-free, paraben-free, sulfate-free, gluten-free, and phthalate-free; Vitamin E
With Becca Cosmetics shutting down in September 2021, it's imperative to stock up on the fan-favorite Under Eye Brightening Corrector before its extinction. This cream-based formula offers full coverage and a radiant finish, accentuating your precious eyes with backlight technology. Thanks to peach and apricot tinted pigments, it's able to neutralize stubborn blue tones under the eyes, which often peek through concealer. The results? Unprecedented and second to none.
Tatcha Silk Powder
Shade Range: N/A | Targeted Concerns: Fine lines and wrinkles, pores, and dryness | Key Ingredients: Cruelty-free, talc-free, paraben-free, sulfate-free, phthalate-free, and sustainable packaging
The Tatcha Silk Protective Setting Powder is a high-power translucent option designed to blur imperfections, shield the complexion from pollution and blue light, and impart a soft finish. It's formulated with silk extracts, fibroin, and sericin, all of which nourish skin and retain moisture. Unlike other dupes, this one will not dry or flake with long-term wear. Needless to say, TikTok's beauty corner really knows how to hype up a worthwhile product; and we're not mad about it.
Rare Beauty Liquid Blush
Shade Range: 8 | Targeted Concerns: Blendable and buildable color for your cheeks and complexion | Key Ingredients: Vegan, cruelty-free, paraben-free, sulfate-free, gluten-free, and phthalate-free
Liquid blush is all the rage, with Rare Beauty's iteration leading the pack. Available in matte and dewy finishes, this light-as-a-feather formula delivers pigmented glow, long-wear comfort, and a natural finish. More notably, the sky's the limit: you can decorate your cheeks in an array of peach, red, deep berry, and rose hues for any occasion. Pair yours with Rare Beauty's stunning (and recently launched) cream eyeshadow. The duo is no-makeup-makeup and millennialism done right. We love you, Selena.
Physicians Formula Butter Bronzer
Shade Range: 6| Targeted Concerns: Sun-kissed glow, powder contouring, and hydration | Key Ingredients: Hypoallergenic, paraben-free, gluten-free, cruelty-free, and oil-free; nutrient-dense murumuru butter, cupuacu butter, and tucuma butter
You don't have to shell out tons of cash for a great bronzer — especially with the Physicians Formula Butter Bronzer available at virtually every drugstore. This powder-to-cream essential does more than just give a sun-kissed glow: It melts into skin, retains moisture, and hydrates the complexion with fatty acids and pro-vitamins. The butter bronzer works well with other cream-based options, including the viral Sol Face & Body Bronzing Balm by Colourpop. It also comes with a sponge applicator, so you're in luck.
Dr. Jart+ Cicapair Tiger Grass Color Correcting Treatment SPF 30
Targeted Concerns: Redness, dryness, dullness, and uneven texture | Key Ingredients: SPF protection, paraben-free, sulfate-free, and phthalate-free; features a centella asiatica Complex, herbs complex, minerals Solution, and panthenol
TikTok communities concede that this green-to-beige treatment is an exceptional color-corrector. Courtesy of Tiger Grass, its main ingredient, this product conceals blemishes, neutralizes redness, and alleviates inflammation, irritation, and discomfort. It features a cream-based formula, which applies effortlessly without leaving behind residue. Before you know it, your skin will look brighter and more radiant (just in time for hot girl summer).
CeraVe Hydrating Facial Cleanser
Targeted Concerns: Cleansing and moisture balance for normal-to-dry skin | Key Ingredients: Ceramides and hyaluronic acid; non-comedogenic
Thanks to skincare guru Hyram Yarbro and his dedicated army, CeraVe continues to dominate the mainstream conversation, with its hydrating facial cleanser as a universal favorite. (It was sold out everywhere for ages, until recently). Like typical cleansers, CeraVe's Hydrating iteration removes dirt, grime, and grease with finesse; however, its gentle formula won't disrupt the skin's natural barrier or strip moisture. Rather, this cleanser leverages ceramides and hyaluronic acid for extra nourishment. In turn, your complexion won't feel dry and tight post-application.
Glow Recipe Watermelon Glow Niacinamide Dew Drops
Targeted Concerns: Dryness and dullness | Key Ingredients: Vegan, cruelty-free, and recyclable packaging; niacinamide, watermelon, and hyaluronic acid
Glow Recipe's Watermelon Glow Niacinamide Dew Drops developed its own groupies seemingly overnight. Backed by Mikayla Nogueira, TikTok's beauty guide and harbinger, the lightweight gel doubles as a makeup and skincare hybrid. As a hydrating primer, it provides a strong base that grips onto the rest of your makeup; and as a moisturizer, it'll quench your dehydrated complexion with a barrage of ingredients.
The Ordinary AHA 30% + BHA 2% Peeling Solution
Targeted Concerns: Texture, signs of congestion, uneven skin tone, and signs of aging| Key Ingredients: Vegan and cruelty-free; free of alcohol, gluten, nuts, oil, silicone, parabens, and sulfates
For under $10, you can replicate an exfoliating treatment from home, thanks to The Ordinary's AHA 30% + BHA 2% Peeling Solution. Shoppers — with varying skin types and textures — say it brings immediate, long-lasting results, aka a brighter, visibly softer, and more even complexion.
Nonetheless, this product can feel incredibly intense and potent when applied. It's recommended to do a patch test beforehand, as many users say it gives a tingling and burning sensation. If your complexion is prone to irritation, you may want to forgo this option altogether and focus on developing a skincare routine for sensitive skin. That being said, we still argue that it's a skincare solution worth the hype, and not just because of its price tag.
Tree Hut Shea Sugar Scrub
Targeted Concerns: Dryness and dullness | Key Ingredients: Vegan, paraben-free, sulfate-free, and alcohol-free; organic shea butter, coconut extract, safflower seed oil, primrose oil, avocado oil, macadamia seed oil, and orange oil
A gentle exfoliator and hydrator in one, Tree Hut's Coconut Lime Shea Sugar Scrub is a beloved bath time essential. Generally used post-shave, it's infused with a nourishing medley of natural oils and ingredients, all of which condition and smooth the skin until it's buttery soft. Plus, it features sugar, a natural exfoliant that buffs away dead and damaged skin. Naturally, it's garnered thousands of positive reviews for its performance and delectable coconut-lime scent.
Paula’s Choice 0.3% Retinol + 2% Bakuchiol Treatment
Targeted Concerns: Loss of firmness | Key Ingredients: Cruelty-free, gluten-free, paraben-free, fragrance-free, and recyclable packaging; pure one percent retinol, quadruple peptide blend, and vitamin C
Developed by Paula's Choice, this skincare staple serves as an advanced anti-aging solution. Though sheer and lightweight in consistency, it's formulated to tackle signs of aging like wrinkles, large pores, discoloration, and loss of elasticity. In due time, your complexion will feel softer to the touch and impart a youthful glow.
Revlon Oil-Absorbing Roller
Targeted Concerns: Excess oil and clogged pores | Key Ingredients: N/A
When oil, grime, and dirt run amuck on the complexion, use the Revlon Oil-Absorbing Volcanic Stone Roller as a formidable solution. Unlike single-use blotting papers, this reusable tool absorbs residual oil in one go to prevent pimples and acne from budding. As you roll, it mattifies and massages your face, so you can even bid adieu to your jade roller. Another perk: It can be used over bare and makeup-caked skin.
Revlon One-Step Hair Dryer and Volumizer
Targeted Concerns: Volume and frizz | Warranty: 4 years | No. of heat settings: 2 heat and speed settings and 1 cool option | Brush design: Nylon Pin & tufted bristles for detangling, volume, and control
We, along with swathes of shoppers, have crowned the Revlon One-Step Hair Dryer and Volumizer as the best hair dryer brush; and based on the fanfare, it should come as absolutely no surprise. Like sorcery, it transforms mops of frizzy, lifeless hair in minutes, streamlining the perks of a hair straightening paddle brush and round brush in one.
Thanks to its dense oval shape, this dryer glides through the most coarse of hair textures; and can be placed close to the scalp and underneath hair. This design allows users to create salon-quality volume as achieved by the best hair dryer. The flatter side of the brush functions like a straightening paddle, which eliminates the need for flat iron touchups; while the rounded edges work like a round brush to lift and add body. This hair dryer brush may be wide and hefty, but fear not: it's quite ergonomic and lightweight, enabling greater control over styling.
Gisou Honey Infused Hair Oil
Targeted concerns: Dryness, frizz, and lack of shine | Key Ingredients: Cruelty-free and sulfate-free
A contender to the esteemed Moroccanoil treatment, the Gisou Honey Infused Hair Oil leverages a blend of minerals, antioxidants, and amino acids to rebuild and repair dry tresses. Honey, its key ingredient, provides rich hydration and maintains hair's natural moisture, working in synergy with coconut and almond oils. Depending on your mane's thickness, you'll want to apply 1-2 drops of product through dry hair to reduce flyaways, frizz, and luster (remember: mainly focus on the ends). It also pairs nicely with any hair mask.
Kenra Professional Platinum Blow Dry Spray
Targeted Concerns: Heat Protection | Key Ingredients: Argania Spinosa (Argan) Kernal Oil and Simmondsia Chinensis (Jojoba) Seed Oil
Kenra's Professional Platinum Blow-Dry Spray provides the best heat protection for hair, designed to decrease blow-dry time and prevent long-term damage and breakage. It features a lightweight, non-sticky formula that detangles, smooths, and softens all hair types, all while keeping frizz and humidity 'fros at bay.
SheaMoisture Jamaican Black Castor Oil Treatment Masque
Targeted Concerns: Damaged, chemically processed and compromised hair | Key Ingredients: Jamaican Black Castor Oil and Shea Butter; Cruelty-free, no silicones, no sulfates, no parabens, no phthalates, or petrolatum
A deep conditioning mask that's formulated to revive damaged, brittle, and chemically processed hair. In short: a godsend for those who regularly perm and heat style or have curly hair textures across the spectrum. Backed by powerful ingredients, it replenishes the scalp and restores hair to optimal health, targeting signs of breakage and shedding in its path.
Not Your Mother's All Eyes On Me 10-In-1 Hair Perfector
Targeted Concerns: Knotted, untamed hair| Key Ingredients: Cruelty-free, sulfate-Free, dye-Free, phthalate-Free, and paraben-Free
A versatile spray that does it all in a spritz, repairing, protecting, detangling, styling, and hydrating hair from root to tip. Formulated with keratin, it tames unruly frizz, breakage, and dryness, eliminating the need for multiple products in your beauty arsenal. All in all, it most definitely lives up to its name as a 10-in-one problem-solver.
L'Oreal Elvive 8 Second Wonder Water
Targeted Concerns: Dryness and damaged hair | Key Ingredients: Amino Acids & wheat proteins
Designed for all hair types, L'Oreal's Wonder Water soaks hair in hydrating ingredients, which target and rebuild damaged sections and strands. With this haircare essential, L'Oreal boasts its lamellar technology, making this liquid-based treatment transform into a light froth when applied to wet hair. As a result, the Wonder Water is easy to use and incredibly lightweight, so your hair won't look weighed down or over-conditioned. Your silky, shiny results will endure multiple shampoos.
Dominique (Dom) is a very online shopping writer at Woman & Home, where she covers products, sales/deals, and market news across categories. Before joining the team, she penned stories as an editorial fellow at Insider Reviews, the affiliate commerce team at Insider Inc./Business Insider. The bespectacled NJ transplant specializes in commerce journalism, women’s lifestyle content, and hoarding makeup—much to her mother’s dismay.
Her foray into storytelling began in the early aughts, the era in which she developed a passion for fiction writing and an aversion to math. This passion, along with many failed math exams, led her to Marist College, where she studied public relations, creative advertising, and English.
Aside from writing, she doodles in notebooks, crafts memes, and sleuths for homes out of her tax bracket on Zillow. Follow her adventures via the web:
Instagram: @dominiquemcintee / @drugstoredomi
To connect: email@example.com
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