10 Viral Makeup Products That Are Actually Worth the Hype (We Know Because We Tried Them)
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From Jennifer Coolidge's go-to primer to the blush Bella Hadid loves, see which TikTok-approved finds deserve a place in your makeup bag
The term "iconic" gets thrown around a lot these days, especially when it comes to beauty products. And even more so when those beauty products get hit with the TikTok spotlight and become viral superstars. But just because a highlighter or lipstick looks and sounds amazing doesn't mean you'll be equally wowed IRL.
That's where we come in. We spent hours scrolling through our TikTok feeds in search of products that are having the biggest moment right now and have actually been vouched for by makeup artists, top influencers and celebrities. And then we tested them ourselves.
It took a lot of swiping, dotting and blending to land on this list of the top 10 standouts. From the primer that gives Jennifer Cooldge “dolphin-like" skin to the beauty wand Bella Hadid swears by, these products have truly earned their icon status.
e.l.f. Cosmetics Power Grip Primer
No makeup company captivates its fans quite like e.l.f. Cosmetics does, and their Power Grip Primer quite literally has a hold on everyone’s skin — including Jennifer Coolidge's.
This hyaluronic acid-based primer is a must-have for The White Lotus star. She loves it for its ability to latch onto makeup for long-lasting wear — but she also uses it to create a glossy finishing touch. Coolidge told PEOPLE that she layers the base on top of her makeup for an “extra dewy” look — much like that of a dolphin (her words).
$10
Makeup by Mario SurrealSkin Liquid Foundation
It’s no surprise that Mario Dedivanovic's Makeup by Mario SurrealSkin Foundation, which creates luminous, long-lasting coverage, has nabbed a top spot in the base category. In April, Dedivanovic shared a how-to on TikTok of him using the liquid formula — available in 30 shades — on his longtime client Kim Kardashian. Within seconds of buffing, her skin looked shockingly flawless.
$42
Tower 28 Swipe Serum Concealer
Tower28 just released its serum-infused concealer — made in collaboration with celebrity makeup artist Kirin Bhatty — and it's already racked up 14.2 million views on TikTok.
Makeup artists and influencers are among the fans of the hydrating hyaluronic acid-based formula, which Bhatty calls a "killer combo" for its natural-looking, buildable coverage and seamless blend.
$22
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Charlotte Tilbury Matte Beauty Blush Wand
Any makeup lover knows their way around a Charlotte Tilbury Beauty Light wand. The new matte blush version has quickly become the coolest way to achieve a perfect flush. The secret is to apply it using Tilbury's signature “dot, dot blend” technique, which Bella Hadid told PEOPLE gives her a "healthy glow in seconds."
$42
Drunk Elephant D-Bronzi Anti-Pollution Sunshine Drops
When TikTok star Alix Earle started using Drunk Elephant D-Bronzi Sunshine Drops in her GRWM (get ready with me) videos, her fans bought it in droves.
"You guys know I'm obsessed," she said of the product, which gives skin a radiant bronzed look while protecting it from pollution and environmental stressors. To do it the Alix way, mix it with your favorite moisturizer.
$38
Chanel Les Beiges Healthy Glow Bronzing Cream
It’s been over a decade since Chanel’s bronzer — formerly known as Soleil Tan De Chanel — now known as the Les Beiges — was released, but the game-changing formula is still considered the bronzing gold standard. And it's in every in-demand makeup artist's kit, including Pati Dubroff, who used it to create Margot Robbie's sun-kissed look at the Chanel Cruise 2023/2024 show.
$60
$60
L’Oréal Paris Telescopic Instant Lift Washable Mascara
This drugstore product went viral on TikTok for its impressive volumizing skills, but it's also a red carpet favorite. Eva Longoria uses it and Aja Naomi King told PEOPLE she’s “obsessed” with the ceramide-infused formula and dual-sided wand, which helps lift and separate lashes.
$15
Victoria Beckham Beauty Lip Definer
Since celebrity makeup artist Mary Phillips posted a sneak peek of her signature lip liner method using this holy grail pencil to create that sexy over-lined pout her clients Kendall Jenner and Jennifer Lopez love, the video has been viewed over 3 million times on TikTok.
$28
NYX Professional Makeup Fat Oil Lip Drip Vegan Lip Oil
NYX's hydrating vegan-squalene lip oil became a breakout for delivering a high-impact, juicy-looking shine without breaking the bank — a major bonus for "dupe" hunters on TikTok who were looking for alternatives to pricier finds.
$9
Givenchy Prisme Libre Loose Setting and Finishing Powder
Givenchy’s loose powder quad is a longtime cult favorite but its fan club got a major boost when Kylie Jenner used it to set her makeup in a beauty tutorial. It's a must have for mattifying shine, blurring imperfections and illuminating skin, plus it never cakes.
$59
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