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.


(Image credit: @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

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

3. Topicals Faded Brightening & Clearing Serum

4. The Gel Bottle Mirror Chrome Studio Gel

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

6. Laneige Lip Sleeping Mask

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

8. Utan Freckle and Lip Overliner

9. Color Wow Dream Coat for Curly Hair

10. Bumble and bumble Scalp Detox

11. Hourglass Phantom Volumising Glossy Balm

12. Coco Cosmetics Marshmallow Sponge

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

Next Up: This £10 M&S Perfume Is Going TikTok-Viral—Here Are My Honest Thoughts

Freelance Beauty Editor

Grace Day is a beauty editor and content creator. She has over 10 years of beauty-industry experience, spanning editorial, retail, and e-commerce, which gives her a unique understanding into how people shop for their beauty routines. While studying for a history degree (specialising in the history of beauty) and working as a beauty adviser in department stores, Grace started writing her own beauty blog in order to share the products she discovered while dealing with acne. After graduating, she moved to Beauty Bay as beauty editor and content manager. Grace is currently a beauty contributor to Who What Wear. She has also written for Hypebae and PopSugar and works as a brand consultant and copywriter.