Five Beauty Products That Deserve to Go Viral

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For all TikTok’s faults, the one thing it truly excels at is making beauty products go viral. I keep track of all the trending products in my head, since I’m asked about them so often: Olaplex bonding oil (my fave!), Drunk Elephant bronzing drops, Summer Fridays lip balm, Sol de Janeiro perfume—you get the idea. It always tickles me to see the latest viral sensation, because from my POV, whatever ends up taking off sometimes feels truly random.

That’s not to say the products aren’t good—they’re all excellent. They’re just not always the ones I would choose to put on a pedestal for the whole internet to obsess over. I’ve been a beauty editor for over a decade, and I’ve discovered some hidden gems along the way. So, in no particular order, here are five products that have changed my life and deserve their own moment in the spotlight.

Bobbi Brown Shimmer Brick

Before Becca Champagne Pop’s meteoric rise in 2015—there was Bobbi Brown Shimmer Brick. First launched way back in 2003, this shimmery gradient blush-meets-highlighter adds the prettiest wash of pink sheen to cheeks and cheekbones. I used this religiously as a teenager, and sometimes I think it wasn’t youth—just my addiction to the rose shimmer brick—that made me look so glowy back then. I firmly believe we’re asking too much of our cheeks these days, between contour, highlight, and layers of power and cream blush; so if you’re looking to simplify your routine, just add a swipe of this. You can’t mess it up.

Bumble and Bumble Prep Primer

This incredibly versatile styling product is essentially really fancy water for your hair. It’s so lightweight and truly unlike anything else I’ve ever used. My stylist introduced me to Prep Primer over a decade ago, and every time I use it, I wonder why I don’t use it more often. It boosts shine, detangles, and reduces frizz—but can also be used to rewet and refresh hair before heat styling. Because it’s essentially the texture of water with some hydrating extracts thrown in, it will never weigh hair down or make it feel too product-y. I love to mist it on second-day bangs before hitting them with a dryer to eliminate any weird cowlicks, and scrunching it through air-dried waves for a little extra bounce and polish. It’s one of those products you didn’t know you needed, but it has saved me from more than a few bad hair days.

Lumineux Teeth Whitening Strips

To be fair, these are incredibly popular on Amazon—but I don’t see them talked about a lot online in GRWM content. And though I get sent a lot of free teeth-whitening products to test, I buy these with my own money. Why? Because they’re amazing and I can’t shut up about them. Everyone I’ve introduced to them has also become obsessed. They dramatically whiten teeth without causing any irritation—like, none. My teeth are so sensitive, but I can use these for days and weeks on end to preserve and boost the results without a single twinge of pain. I used them before my wedding instead of opting for a pro whitening treatment, and I would do it again in a heartbeat. My only complaint is that I wish they adhered to teeth a little better. You can’t talk much with them on, so I like to apply the strips a half hour before going to sleep, while I’m scrolling TikTok and using my TheraFace.

Salt & Stone Santal & Vetiver Extra-Strength Aluminum-Free Deodorant

I have tested every natural deodorant ever made since I decided to quit aluminum nearly eight years ago. Most of them fail to deliver on texture, scent, or performance, but not Salt & Stone. Not only is the packaging incredibly chic, this deodorant is also truly unmatched in its ability to stop body odor. The texture glides on so smooth and buttery, never clumpy or thick, and the scents are all so elevated that the brand has since turned them into fragrances. If you’ve been disappointed in the better-for-you deodorant options out there, try this one before you give up—trust me. I’m gifted new deodorants to test for work all the time, but I buy this with my own money.

Diptyque Paris Exfoliating Hand Wash Scrub

I love a fancy hand soap! What makes Diptyque’s better than the others is the addition of exfoliating ground olive stone, which does double duty to thoroughly clean and exfoliate hands. I love that you really have to take your time to wash all the scrubby bits off, so you know you did a stellar job getting your hands germ-free. Plus, if you suffer from chronically dry hands, the extra kick of exfoliation feels so great before applying a hand lotion (which I would strongly recommend when using this). If you’re going to spend more money on luxury hand soap, it should work harder for you—and this one delivers.

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