Rare Beauty, E.L.F. and more

10 viral TikTok beauty buys.

— Recommendations are independently chosen by Reviewed’s editors. Purchases you make through the links below may earn us and our publishing partners a commission. 

Anyone diligent about scrolling through TikTok daily could probably write a book about all of the products that go viral thanks to the app. Beauty TikTok in particular is teeming with makeup and skincare gems that circulate as a result of creators’ rave reviews, and it seems like a new product reaches viral status every single day. To keep you from endlessly scrolling through them all, consider the list ahead a glimpse into the beauty products that are actually worth buying. 

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1. This glow booster: E.L.F. Cosmetics Halo Glow Liquid Filter

Bring luminosity to your complexion with the Halo Glow Liquid Filter from E.L.F. Cosmetics.

When BeautyTok (aka TikTok’s beauty community) discovered the E.L.F. Cosmetics Halo Glow Liquid Filter in the summer of 2022, they were completely blown away by how similar it is to the also-famous Charlotte Tilbury Hollywood Flawless Filter. As of this writing, the hashtag #elfhaloglow has 19 million views and counting on TikTok, and many of the videos confirm that the two self-proclaimed liquid face illuminators both give the skin a beautiful, subtle glow, with the E.L.F. iteration retailing for $14—less than half the price of the full-size $46 Hollywood Flawless Filter. The sheer-coverage glow booster comes in eight shades, ranging from very light to “8” deep. 

$14 at Ulta

2. This liquid blush: Rare Beauty Soft Pinch Liquid Blush

Add a pop of color to your cheeks with the Soft Pinch Liquid Blush from Rare Beauty.

Selena Gomez’s beauty brainchild, Rare Beauty, has been met with much acclaim since its debut in the fall of 2020. One of the products that’s seen a tremendous amount of praise à la TikTok is the Soft Pinch Liquid Blush. Its TikTok hashtag, #rarebeautyblush, has collected over 519 million views. In fact, many of the creators who have shared their experiences with this blush have noted how opaque it is, typically cautioning their viewers to only place one small dot on each cheek. This TikTok-favorite has plenty of shades to go around, as there are seven “radiant finish” hues and four “matte finish” ones. 

$23 at Sephora

3. This shimmery eyeshadow: Urban Decay 24/7 Moondust Eyeshadow in “Space Cowboy” 

For a sparkly sheen, dust the Urban Decay 24/7 Moondust Eyeshadow in "Space Cowboy" across your lids.

TikTokers have also cracked the code behind elevating your eye makeup look, and one product that instantly seems to give your eyes a glimmering sparkle is the Urban Decay 24/7 Moondust Eyeshadow in the shade “Space Cowboy.” Currently, #urbandecayspacecowboy has accrued 7.5 million views on TikTok, and many of the videos filed under this hashtag have pointed out its show-stopping sparkle. According to the brand, the self-described “light champagne gold with silver sparkle” shadow emits a “sparkly, supercharged color that lasts up to 16 hours.”

$22 at Ulta

4. These bronzing drops: Drunk Elephant D-Bronzi Anti-Pollution Bronzing Drops

Flaunt a faux sun-kissed glow with the Drunk Elephant D-Bronzi Anti-Pollution Sunshine Drops.

TikTok loves a self-tanning hack, and recently, TikTok users have found favor with the Drunk Elephant D-Bronzi Anti-Pollution Bronzing Drops, a serum that says it “defends against pollution and environmental stressors” while giving a bronzed glow to the skin. With #drunkelephantbronzedrops generating 4.3 million views on the clock app, creators have shown how to use them in myriad ways, including adding a drop of the bronze-tinted serum to your favorite moisturizer or using it to contour your face. Per the brand’s instructions, it’s best to add a drop of D-Bronzi to your preferred oil, cream or serum before slathering it on your face, chest or legs. 

$36 at Sephora

5. This beauty tool that helps blend powder-based products: Beautyblender Power Pocket Puff

Melt your powder complexion products into the skin with the Beautyblender Power Pocket Puff.

Whether you’re dealing with a setting powder or powder-based foundation, there’s a chance you’ll over-do it and look too powdery. When BeautyTok got their hands on the Beautyblender Power Pocket Puff, however, they were impressed by how the puff sets powder without a fuss. In fact, the puff claims “to both apply and touch-up powder formulas so makeup looks flawless,” and by the looks of the TikTok videos, the product upholds its claims.

$15 at Ulta

6. This floral-scented body cream: Sol De Janeiro Beija Flor Elasti-Cream 

Hydrate and shroud your body in a floral scent with the Sol De Janeiro Beija Flor Elasti-Cream.

We at Reviewed personally understand the hype behind the Sol De Janeiro Beija Flor Elasti-Cream, given that we’ve tested the body cream for and fell in love with its strong, floral aroma that conveniently doubles as a perfume. When it comes to why TikTokers are hooked on this cream, though, many users have theorized that the cream’s floral scent smells just like the popular Maison Francis Kurkdijan Baccarat Rouge 540 Eau de Parfum. If you want to give this cream a try—and wonder whether or not you’ll actually like the smell—you can snag it in a 2.5-ounce jar before grabbing the 8-ounce one. 

Starting at $22 at Sephora

7. This skin-firming eye cream: Peter Thomas Roth Instant FIRMx Eye Temporary Eye Tightener

Attain smooth under-eyes with the Peter Thomas Roth Instant FirmX Eye Temporary Eye Tightener.

Seeing results from skincare doesn’t just happen overnight, but after TikTok user @trinidad1967 placed what looks to be a pea-sized amount of the Peter Thomas Roth Instant FIRMx Eye Temporary Eye Tightener on one of her under-eyes, the wrinkles appeared to vanish in an instant. Thanks to her demo video, the eye cream went viral on BeautyTok, and several other creators have taken to the app to show off the results. As proven by the TikTok videos, the product looks like it delivers on its claims, which are to “tighten, firm and smooth the look of under-eye bags, fine lines and wrinkles for a temporary effect.” The gel-based eye cream comes in both a 0.5-ounce and 1-ounce tube. 

Starting at $24 at Ulta

8. This lip and cheek tint: Benefit Cosmetics Liquid Lip Blush and Cheek Tint 

Create a midsummer day's glow with the Liquid Lip Blush and Cheek Tint from Benefit Cosmetics.

The Benefit Cosmetics Liquid Lip Blush and Cheek Tint is another viral Tiktok product that we’ve put through the rounds and love due to the natural-looking flush it imparts on both the cheeks and lips. Its hashtag companion, #benefitlipandblushtint, has 3.8 million views, with several creators pointing out that this product can help you fake a sunburn (but in the most flattering way, of course). You can find this lip and cheek tint in six different shades, giving you the ability to customize your faux sun-kissed flush as you see fit. 

$21 at Ulta

9. This creamy, lightweight concealer: NYX Bare With Me Hydrating Face & Body Concealer Serum

Cover blemishes with the NYX Bare With Me Hydrating Face & Body Serum.

One of TikTok’s favorite concealers just so happens to be a drugstore find: the NYX Bare With Me Hydrating Face & Body Concealer Serum. The product’s hashtag, #nyxbarewithmeconcealerserum, holds over 4.2 million views, and for a good reason. Many of the app’s creators that took this concealer for a trial run in front of the camera boasted how radiant their skin looked post-application—and who doesn’t love a glowing complexion? The medium-coverage concealer is available in 13 shades, ranging from “Fair” (light peach) to “Deep” (dark brown). Though most TikTok videos demonstrate using it on the under-eyes, the brand claims that it can also mask redness and acne on the rest of the face. 

$11 at Ulta

10. This cooling under eye balm: R.E.M. Beauty Full Night’s Sleep Cooling Blurring Under eye Balm

Minimize the appearance of fine lines, dark circles and under eye puffiness with the R.E.M. Beauty Full Night's Sleep Cooling Blurring Under eye Balm.

TikTok has a way of spotting under-eye products that actually work, and the R.E.M. Beauty Full Night’s Sleep Cooling Blurring Under eye Balm looks to be the answer to making under-eyes appear flawless. Some of the TikTok users that put this product to the test observed that the skin underneath their eyes felt significantly more hydrated and looked smoother after placing a rice-sized amount on the skin. Though it claims “to help de-puff and revive the under eye area” on its own, the brand also says you can use it as a primer before applying concealer. 

$22 at Ulta

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Prices were accurate at the time this article was published but may change over time.

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