I'm a Beauty Editor—These Viral TikTok Beauty Brands Are Actually Worth the Hype

There is no denying the influence that TikTok has had on our lives, and particularly on the lens through which we consume our beauty content. While Instagram has often been the place to document a perfectly curated shelf of skincare and scroll through beautiful imagery of beauty packaging, TikTok is the refreshing antidote where real-life reviews dominate our For You pages. Reviewers are honest (even a little bit brutally honest), and there is an unfiltered approach to content creation that feels authentic and allows viewers to see how a product might perform in real life and if it's really worth buying. And when it's good, it goes completely viral.


(Image credit: @emmahoareau)

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 gathered the TikTok-viral beauty brands that I think are worth buying as someone who lives and breathes beauty as part of my job.

Viral TikTok Beauty Brands That Are Worth the Hype


(Image credit: @emmahoareau)

1. Dyson

2. Embryolisse

3. CeraVe

4. K18

5. Rare Beauty

6. Color Wow

7. Paula's Choice

8. Eucerin

9. Maybelline

10. Dr. Jart+

11. Dior

12. Caudalie

Up Next: Here's Why Everyone Is So Obsessed With TikTok's Latest Botox Trend

This post originally appeared on Who What Wear UK.

Eleanor Vousden
Beauty Editor, Who What Wear UK

Eleanor Vousden is the beauty editor for Who What Wear UK. She was previously deputy editor at Hairdressers Journal, health writer at Woman & Home and junior beauty editor at beauty website Powder. She has also contributed to Wallpaper and Elle Collections with written and styling work.Working as a beauty journalist since 2015 after graduating in fashion journalism at the London College of Fashion, she has been highly commended at the BSME Talent Awards for her work on Powder and also contributed to the title winning Website of the Year at the PPA Awards.Eleanor’s journalistic focus is to provide readers with honest and helpful beauty content. Through words, video and live broadcast, she has interviewed several celebrity makeup artists, hairstylists and top dermatologists throughout her career, as well as celebrities such as Sarah Jessica Parker and Scarlett Johansson. She has a particular interest in finding solutions for acne and eczema, which she has experienced firsthand. She has also amassed a large collection of fragrances and can never say no to a new candle.When she’s not writing or testing the latest beauty product or treatments, she’s on the seafront in her hometown of Brighton and Hove, where she lives with her partner and her miniature dachshund.