The TikTok-Viral Beauty Buys Worth Investing In, According to Those In the Know

Whether a beauty editor, makeup artist, dermatologist or content creator, those who work in the beauty industry receive, test, and try hundreds of new products every week. We're inundated with press releases about the latest formula innovations and ingredient trends, and we're often the first to share the scoop on a new product or to front a brand's latest advertising campaign. 

It's still a great way to stay on top of what's current, but trends work a little differently these days. Whereas in the past, brands and their big budget advertising campaigns dictated 'the next big thing', these days trends have a bottom-up approach, meaning people are far more likely to discover a trend or new product via social media.

In fact, scrolling through TikTok has become one of my favourite ways to discover which products and product types are actually trending. On TikTok, it's not just the new launches and fancy ingredients which get the hype—you're just as likely to see a £3 moisturiser, a 50 year old lipstick, or an unheard of indie makeup brand at the top of your feed, introducing you to or reminding you of classic or underrated products that you might have previously overlooked. Not to mention, an ever increasing number of professionals and industry experts are using TikTok to share their favourites—dermatologists, hair stylists, estheticians, and makeup artists are the true experts in their fields, so when they recommend a product, you know it's going to be a good one.

The TikTok-Viral Beauty Buys Worth Investing In, According to Those In the Know: @LEATNGU



With that said, not everything that makes it onto our FYP is worth the hype, so in order to cut through the noise, I spoke to eleven beauty industry experts to find out which products they discovered on TikTok. From the best makeup sponge ever (in my opinion) to the hair oil one dermatologist can't live without, keep scrolling for 20 TikTok trending products that these beauty experts believe are actually worth buying.

The Best TikTok-Viral Products According to Beauty Experts:

1. Colour Wow Dream Coat

"Being a beauty editor, I find myself raising an eyebrow at the "game-changing" products that pop up on my FYP. In all honesty, I'm quite hard to be convinced that I really need something. However, thanks to the app, TikTok has reunited me back with an old favourite, Color Wow's Dream Coat. Let me tell you, this stuff actually works. You saturate the hair with the product before blow drying and not only does it make your hair incredibly smooth and shiny, but it also makes it basically waterproof. Celebrity hairstylist Chris Appleton put it to the test on one of his models on TikTok when he used a pipette to drop water on the model's hair—and it basically rolled off. Seriously magic and a must-try if you have hair that's prone to flyaways like mine. There is also a version made specially for curly hair textures too."

— Eleanor Vousden, Beauty Editor, Who What Wear UK

2. e.l.f. Cosmetics Halo Glow Liquid Filter

"Now, most beauty editors really dislike dupes, myself included, but sometimes one comes out that is so good you just can't ignore it. Case in point? e.l.f.'s Halo Glow Liquid Filter. In my opinion, it's actually pretty different from its luxury original Charlotte Tilbury's Hollywood Flawless Filter, meaning I enjoy both equally, just in different ways. TikTok promises the Halo Glow gives light coverage and an incredible glow, and I have to say, it really lives up to those expectations. My favourite way to use it is mixed in with my concealer for post-late nights when I need an extra oomph and glow. Although the packaging is very similar, e.l.f.'s formula is much more pigmented, whereas Charlotte Tilbury Flawless Filter is more of a highlighter product, which I use over the top of my makeup. My only gripe? e.l.f. needs to step it up with the undertones of the shade range, as the flexible shades currently lean more orange-toned."

Tori Crowther, Freelance Beauty Editor

3. Topicals Faded Brightening & Clearing Serum

"In my never-ending quest for fading dark marks, my ears (and eyes) always dart to brightening and fading products and when I saw the rave reviews that this product had on TikTok, it was an immediate purchase. I’m a huge fan of its formulation with tranexamic acid, niacinamide, kojic acid, liquorice root, squalane and turmeric—and while it didn’t fade old hyperpigmentation it certainly helped even out newer dark spots left over from monthly-cycle breakouts."

Nateisha Scott, Deputy Beauty Editor, Harrods


4. The Gel Bottle Mirror Chrome Studio Gel

"When I think about what’s trending in the TikTok nail world right now, there's only one product that springs to mind, and I was totally influenced by my FYP to buy this one. Before discovering this product, I was using chrome powders like everyone else, which can get messy and often stick to places on your nails you didn’t intend for it to. The Gel Bottle's Mirror Chrome Studio Gel literally has me (and my clients) in a chokehold. Super easy to paint on like normal gel polish, but with the finish of a beautiful silver chrome powder, there is nothing like it (that I've tried) on the market right now! It leaves the design with a genuine mirror finish, that doesn't look streaky or clumpy with glitter specks, like a lot of chrome powders I've tried. Trust me, if you're into the silver chrome nail look, you have to try this."

Ashleigh Bamber, Nail Artist

5. La Roche-Posay Cicaplast Soothing Face and Body Balm B5

"This has become a go-to in my skincare routine after discovering it on TikTok. It's super thick and nourishing (perfect for dry, chapped or sensitive areas) but doesn't seem to clog pores or feel heavy on the skin. I also like to use it as a 20-minute mask when my skin is feeling really dehydrated. It's a no frills formula that ticks all the boxes."

Chloe Burcham, Freelance Beauty Editor


6. Laneige Lip Sleeping Mask

"I'm always on the lookout for good lip balms to recommend to my clients post-lip filler—it's so important to maintain good hydration, especially in the 48 hours immediately following treatment. I'd seen this Laneige one pop up a few times on my FYP a few times before I decided to give it a try, and I'm so glad I did. It's an ultra-thick balm so provides a really intensive hydrating treatment—perfect for plumping lips with moisture and preventing dry, chapped lips."

Bridie Bukorovic, Medical Esthetician

7. Rose & Caramel Purity Excel 60 Second Self Tan Remover

"One of my favourite beauty products has recently blown up over on TikTok has to be the Rose & Caramel 60 Second Tan Remover—it really is magic and completely worth the hype. I’m super pale and love to tan but every other tan remover I’ve tried has been really abrasive and would irritate my sensitive skin. If you're as immersed in beauty TikTok as I am you'll know that this is an absolute hero product for avid tanners—it’s also a great product to have in the cupboard if you're prone to tanning disasters. It literally melts the tan off your skin in less than a minute.”

Emily Clarkson, Celebrity Makeup Artist

8. Utan Freckle and Lip Overliner

"This pen was originally brought out as an easy way to apply faux freckles, but a trusty TikTok hack found that it doubles up as a semi-permanent lip liner. Ever since then, I've been using it to give my lips definition without the use of any other products––all you do is lightly sweep the nib of the pen slightly over your natural lip line, leave it for 4-8 hours and wash it off. It's safe to say I am fully influenced."

— Mollie Burdell, Freelance Beauty Editor


9. Color Wow Dream Coat for Curly Hair

"I’ve had this product in my hair drawer for years but ask me if I’ve ever used it? And it wasn’t until I saw how this moisturising wonder was used on afro-textured hair that I saw its silky and shiny benefits. I’d spritz this through my hair before heat protectant and blow-drying and I kid you not, the shine on my hair was undeniable. Strands are left looking and feeling sleek."

— Nateisha Scott, Deputy Beauty Editor, Harrods


10. Bumble and bumble Scalp Detox

"I woke up one morning and decided to show TikTok my greasy roots in all their greasy glory—and the dramatic transformation after using the Bumble and bumble Scalp Detox really is every bit as good as the reviews say it is. It takes your roots from heavy to light and lifted with serious volume. Millions of views later and the salicylic scalp treatment has sold out - but when you can get yours hands on it, do, because it’s worthy of all the hype!"

Elle McNamara, Beauty Content Creator

11. Hourglass Phantom Volumising Glossy Balm

"I am obsessed - and I mean obsessed with the TikTok-famous Hourglass Phantom Volumizing Glossy Balm in the shade Lure. It leaves the lips looking juicy, plump and smooth without any stickiness. I love to pair it with the Rimmel Lasting Finish 8 Hour Lip Liner in Cappucino."

Katie Onyejekwe, Makeup Artist and Beauty Content Creator

12. Coco Cosmetics Marshmallow Sponge

Okay, I know a makeup blending sponge is never going to be the most exciting product in the world, but there's nothing I love more than when a brand gets a really great beauty basic right. When it comes to applying foundation, concealer, and even products like liquid blushers and bronzers, I've always preferred using sponges over blushes—they give a much more flawless finish, so skin still looks like skin. I've always been loyal to beautyblenders, but after spotting this making the rounds on my TikTok For You page, I caved to the purchase. Plus, at just £9, this is a much more affordable alternative! The texture is actually a lot smoother and softer than other blending sponges I've tried, so it really is perfect for applying cream and liquid formulas. I was amazed at how flawlessly it helps me to achieve a really fresh, dewy finish. 

More TikTok-Viral Beauty Products the Who What Wear Team Loves:

I adore fragrance, so it fascinates me when perfumes go viral on TikTok—an app which may be innovative but hasn't yet mastered the ability to convey smell through a screen... After seeing people rant, rave, and openly weep on screen over the emotions that this scent triggered, I knew I had to get my hands on it. It's warm, cosy, and a classic skin scent—the kind of perfume you can't really smell on yourself but that draws in all the compliments.

I was a teenager when I first used this mask, so seeing it go viral on TikTok last year made me feel like a proud parent. It has an amazing ability to absorb oil from pores, leaving skin soft and decongested.

This was a huge viral hit back in 2021 and has been hard to get hold of ever since. I always have a couple of back-ups on my shelf because I genuinely don't think I could live without it. It's the perfect base for subtly reducing the appearance of redness.

Tinted lip balms are to TikTok what liquid lipstick was to Instagram five years ago. The 'clean girl' beauty movement gained momentum on the app last year and is all about low maintenance, skincare-makeup hybrid products like this one—six months later and I'm still trying to hunt down the shade Rosewood.

Olaplex originally started off as a salon-only treatment—it works by rebuilding the bonds within hair that become damaged when hair is dyed, chemically treated, or excessively heat styled. It's now easily available to source from most beauty retailers, so has seen a recent resurgence of popularity on TikTok when the hashtag #Olaplex has 1.9 billion views.

This cool-toned shimmery eyeshadow recently went viral on TikTok and became impossible to get hold of for months—thankfully it's now back in stock. Not to be mistaken for a chunky glitter eyeshadow, it has really fine shimmer particles which give skin a dewy, 'wet look' effect.

Clinique first launched their Black Honey lip shade back in 1971 and thanks to TikTok, it's still just as popular over 50 years later. 

Embryolisse has long been a staple in makeup artists' kits, and it was a big hit on blogs and on Instagram in the 2010s. Last year it made another major comeback, this time on TikTok where users rate its ability to multitask as a moisturiser, mask, primer, and makeup remover.