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Anybody who’s anybody is noting what beauty brands and products are going viral on TikTok. But with beauty exploding on TikTok Shop and crowding your feeds, how do you know what’s worth buying? We’ve tried, tested and become passionate fans of some of the most viral TikTok beauty brands and products, so you can skip the scrolling and get straight to loving your new beauty favorites. These are our viral TikTok beauty must-haves!
Viral TikTok Beauty
We’re not necessarily saying these brands got their start or even their prestige from TikTok. But each has undeniably blown up on the platform, skyrocketing in relevancy and becoming the talk of the beauty town. And when you’re looking for quality to cut through the hype, we know exactly which viral TikTok beauty brands and products to recommend. You might even spot a few award winners!
Did your favorite make our list?
Biodance
The most popular masks on social media, Biodance went stratospheric and became a regular among viral TikTok beauty brands for its infamous collagen mask. A favorite of the in-flight skin care routine, these masks have a highly concentrated gel-like formula that turns clear over three to four hours. These are no-joke skin saviors with a focus on repairing the skin barrier with enriching hyaluronic acid and ceramides.
Rhode
Rhode is an unquestioned queen of TikTok, and Hailey Bieber’s brand delivers gorgeous formulas and quality products. With almost a million followers and thousands of views per post, Rhode is a master of the platform. The peptide lip tint has saved our lips more times than once, and who doesn’t love the brand’s viral pocket blush?
Clinique
This is an example of a beloved brand maximizing its presence on social media, resulting in major viral TikTok beauty moments. You know we love the signature shade black honey, and we’re absolutely not alone. We watch the Almost Lipstick go viral every few months, and with good reason!
Kitsch
A hair brand we were first introduced to on TikTok via morning shed videos, there’s no denying that the heatless curl set creates Insta-worthy curls overnight. But it’s not just its curling accessories that we love! Everything from timeless hair accessories to biotin-infused solid shampoo is a winner you can’t go wrong with.
Glossier
We know Glossier has been a major brand since its creation in 2014. But, with over 14 million likes on TikTok, the brand stretched its wings. With the launch of the hugely viral You perfume series, we’re confident in saying that TikTok users and Glossier are best friends forever.
MERIT
Beloved by professional makeup artists and beauty editors alike, MERIT is a brand that communicates prestige and luxury. With almost two million views on just one GRWM video, MERIT is also a favorite of TikTok that’s absolutely worth it. Whether you’re a fan of its new fragrance or its beautiful makeup, you can’t go wrong.
Tarte
A top-selling beauty brand on TikTok Shop, Tarte is a makeup artist-approved way to get the flawless coverage you’ve always dreamed of. According to Charm.io’s study, Tarte is the fastest-growing beauty brand on the app’s store, racking up a whopping $21.5 million in sales from September 2023 to September 2024.
Milk Makeup
First gaining our attention with its extremely popular jelly makeup, Milk Makeup has over a million followers on TikTok. With award-winning formulas and some absolutely beautiful shades of lip and cheek blush, we were clearly fast fans!
Benefit Cosmetics
If there’s one product we know that became a viral TikTok beauty moment, it was Benetint. It seems like every influencer and creator making GRWM, morning shed or beauty content has featured this iconic lip stain. Leading the era of the lip stain, there’s a reason why this cutie is the first on everybody’s list.
e.l.f.
This affordable brand has been on our radar for a long time, but there’s no denying that e.l.f. mastered TikTok. With over 2 million followers on the app, e.l.f. has reinvented itself from a budget makeup must-have to a high-quality beauty and skin brand with serious formulas at can’t-beat prices.
Sol de Janeiro
Nearly 3 million TikTok followers prove this brand knows exactly what works on the platform. From the Bum Bum Cream that is absolutely everywhere on the app to the iconic fragrances, Sol de Janeiro is a top seller on TikTok Shop and a true star in quality and performance.
