It's no secret that in the past few years, TikTok has blown up as the top social media app for discovering trends and finding enjoyable content. It's become a powerful force in the beauty and fashion industries, constantly putting new products to the test with millions watching. With the algorithm giving everybody—not just those with a large number of followers—a space on the For You page to share product recommendations, it's changed the way people are shopping.
The app has a massive amount of pull on consumers, and many product gems have made it to "viral" status this year. Some we already love here at Who What Wear, and they ended up quickly making it to the masses, and some were even new and intrigued us editors just the same. Hundreds of products have gone viral on TikTok's algorithm in 2022, but below, I rounded up the 30 worth the hype.
I saw this in-store after seeing it on TikTok and fell in love with the scent. I decided I'd come back for it later, and it shortly was sold out everywhere. After setting up an alert, I finally got my hands on a bottle and have learned not to pass something so great ever again.
I was a newbie to this brand, but after seeing plenty of reviews, I decided to give it a try during the Sephora sale. My brow routine has been forever changed in the best way possible.
When this scarf was viral last year, I decided to let it go. I ended up purchasing it this year, and it's become my favorite cold-weather accessory. I've already worn it four times in just a week. It's like a portable blanket that makes your outfit look cooler.