Being a beauty editor for a living, I can say that my algorithm shows me a lot of beauty content. Whether it’s affordable dupes for an expensive foundation, the best Zara perfumes or seeing the Dyson AirWrap in action to create viral TikTok hairstyles, it now even influences my work as a journalist, where I’ll often report on the viral TikTok beauty brands and products that are trending right now.
TikTok is great for showcasing new product launches. However, it has also brought cult classics back into the spotlight, which have long been trusted by dermatologists, makeup artists and hairstylists.
With so many opinions on TikTok, though, it can be difficult to choose a beauty product that might be right for you, or it might leave you questioning if the product you’re seeing everywhere might just be overhyped. So I’ve collated the TikTok-viral beauty brands that I think are worth buying as someone who lives and breathes beauty as part of my job.