Fashion & Style

The Best Viral TikTok Beauty Products of 2023

Consider us influenced.

Is TikTok the ultimate beauty influencer? With its unwavering ability to catapult a beauty product, new or old, to viral success, it sure feels like it. One could argue that if you’re looking for a second opinion on lipstick or an in-depth review of a new foundation, you may even head to TikTok’s search bar before you go to Google. In fact, the app has influenced more of our recent beauty buys more than we’d like to admit. (Apologies to our wallet.)

Though cult-loved products like Dior’s Lip Glow Oil and the Dyson Airwrap seem to have serious staying power on TikTok, 2023 is welcoming a new class of viral beauty products that are already set to become some of the best-selling products of the year. From drugstore dupes to old favourites reimagined, scroll on for our ongoing list of the best viral TikTok beauty picks of 2023 so far.

Makeup by Mario Surreal Skin Foundation

Photography Courtesy of Makeup by Mario

Makeup By Mario has mastered the art of a skin-like foundation that is luminous, blendable, and TikTok-approved—and it’s the brand’s first foundation release. ICMYI, we’re talking about the viral SurrealSkin Liquid Foundation. It’s so good that it even OG beauty gurus like Huda Kattan are major fans.

Huda Beauty Easy Bake Loose Baking & Setting Powder

Photography Courtesy of Huda Beauty

Speaking of Huda, did you ever think you’d be setting your makeup with pink powder? Maybe not, but makeup tutorials featuring Huda Beauty’s Easy Bake Loose Baking & Setting Powder sure make a convincing case. Not only does this formula provide a long-lasting airbrushed finish, but the pink hue really brightens the complexion. Bonus: it leaves behind a gorgeous soft glow underneath the eye.

Fenty Beauty Invisimatte Instant Setting + Blotting Powder

Photography Courtesy of Fenty Beauty

Leave it to Rihanna to make a single beauty product go viral in seconds. Remember that moment during the 2023 Super Bowl halftime show when RiRi paused her performance for a quick makeup touch-up? Fenty Beauty’s Invisimatte Instant Setting + Blotting Powder was the product behind that iconic moment. So it’s no surprise that rave reviews of this compact finishing powder have flooded TikTok ever since.

NYX Cosmetics Fat Oil Lip Drip

Photography Courtesy of Nyx Cosmetics

In the market for an affordable lip oil? Enter: NYX Cosmetics Fat Oil Lip Drip. Any beauty enthusiast will tell you that TikTok is the ultimate hub for finding an affordable dupe for virtually any luxe makeup product on the market, and this vegan lip oil offers 12-hour hydration and high shine on a budget.

Drunk Elephant D Bronzi Drops

Photography Courtesy of Drunk Elephant

Drunk Elephant is already one of the buzziest brands on #skintok — and the rise of its D-Bronzi Anti-Pollution Bronzing Drops serum is making sure it stays that way in 2023. Squeeze a drop or two of this antioxidant-packed serum into your moisturizer for a vacay-ready glow.

Haus Labs Colour Fuse Blushes

Photography Courtesy of Haus Labs

From Rihanna’s Fenty Beauty and Selena Gomez’s Rare Beauty to Lady Gaga’s Haus Labs, it’s clear that TikTok content creators love testing out celebrity makeup lines. And in many cases, they’re totally worth the hype. Take the Haus Labs Colour Fuse powder blushes, for example. The beauty community loves the pigmented colour payoff and dark-skin-approved shade range.

Patrick Ta Major Glow Balm

Photography Courtesy of Patrick Ta

We love seeing celebrity makeup artist Patrick Ta’s work on celebrities like Gigi Hadid and Emily Ratajkowski. So it’s no surprise that his Major Glow Balm is a social media fave. This moisturizing body gloss is already going viral — but we imagine this product will hit peak popularity around summertime, when we’ll all be in search of the fresh-from-vacation glow that this product delivers.

Mielle Rosemary Oil

Photography Courtesy of Mielle

Whether you came across Mielle’s Rosemary Oil through a recommendation from your favourite curly hair content creator or via the Alix Earle controversy, we’re certain you’ve heard of it. And either way, it’s because of TikTok. All drama aside, there’s a reason why this product has been making waves on the app. It’s a nutrient-rich and biotin-infused hair and scalp oil that nourishes hair follicles and continues to go viral for promoting hair growth.

Versed Headband

Photography Courtesy of Versed

“Get Ready With Me” style videos are all the rage, and it seems no beauty routine is complete without one of these chic bubble headbands from Versed keeping hair pulled back and away from the face. Though the brand doesn’t actually have this hair accessory available for purchase individually, it’s regularly brought back in limited edition gift sets — so keep your eyes peeled!

Charlotte Tilbury Matte Beauty Blush Wands

Photography Courtesy of Charlotte Tilbury

Charlotte Tilbury’s beauty light wands have long been a TikTok favourite, but this year the brand decided to introduce an official collection of matte blushes in the same wand format. The Matte Beauty Blush Wands come in three flattering shades with a fresh, flushed finish. They’re swiftly replacing the OG beauty highlighter wands as the new must-have liquid blushes from the brand.

Fenty Beauty Velvet Icon Liquid Lipstick

Photography Courtesy of Fenty Beauty

TikTok trends like “cloud skin” suggest that beauty is in its matte makeup revival era — and that includes lipstick! Since the recent launch of Fenty Beauty’s Velvet Icon Liquid Lipsticks, it’s all we’ve been seeing on our For You Pages. Available in five chic shades ranging from cherry red to chocolate brown, this creamy product delivers a high dose of colour in a single swipe.

Rare Beauty Soft Pinch Liquid Blush

Photography Courtesy of Rare Beauty

Selena Gomez’ Rare Beauty line has a chokehold on TikTok’s beauty community like no other, and products like the highly-pigmented Soft Pinch Liquid blushes make it easy to see why. We’re certain you’ve come across these blush babies on your feed before, but the launch of two new limited-edition beige-peach and true rose shades has made us fall in love all over again.