I'm sure it goes without saying that editors try a lot of products throughout the year. There are hundreds of launches to sort through and review, but it's always worth it when you find a new holy-grail product. While there's nothing more satisfying than being the first to discover a hit from a cool emerging brand, we also love a viral beauty product moment just as much as the next person. Call it research, if you will.
While, yes, some viral products (I realized after a few impulse buys) are a tad underwhelming, there are equally as many out there that genuinely wowed me. Because we don't gatekeep here, I decided it was time to share which viral hits editors are actually using and loving lately. Some of my chicest editor friends were kind enough to share which viral beauty products are *actually* worth the hype. For all their picks and a few of my own, keep scrolling.
"Sometimes products go viral thanks to a perfect storm of timing, algorithmic luck, and a few well-placed influencer endorsements, regardless of their performance or potential for staying power after the hype inevitably dies down. Other times, they take off because they're not only great, but there's genuinely nothing else like it on the market. Violette_Fr’s cult-loved Bisou Balm falls squarely into the latter camp.
"It’s a hydrating matte lipstick, which, yes, sounds like an oxymoron—until you actually try it. The formula delivers buildable color with a velvety, blurred finish—everything I love about a liquid lip (long wear, soft-focus finish) without the things I don’t (cracking, clinging to dry patches, and emphasizing fine lines). Bisou Balm truly imparts that elusive je ne sais quoi effect in lipstick form. All of the shades are designed to be buildable and universally flattering, but my favorite is Bonbon Coquelicot. One swipe gives you a sheer apricot-rose; a few more layers turn it into a soft, warm red stain with neutral undertones. It’s almost like a nude-red—another oxymoron that somehow works. This formula is virtually undoable and I really cannot live without it. I’ve gone through three tubes this year alone. In fact, I'm currently excavating the last remnants of my third tube with the end of my tweezers." — Mia Maguire, managing commerce editor, The Daily Beast
"I’ve never been a big lip-liner girl until I started using Rhode’s Peptide Lip Shape. I normally go for a lip gloss or balm for my everyday makeup, so a lip liner just isn't usually in the picture. But this creamy, blendable formula actually pairs perfectly with any gloss. Hailey Bieber likes to overline her lips then blend and smudge, and that's exactly how I wear it too. It gives me a perfect naturally contoured lip that's not too harsh. I keep two shades (Balance and Lunge) in my purse at all times!" — Catharine Malzahn, beauty writer (Glamour, Marie Claire, Byrdie)
Both Maguire and I think Shark's splurgy at-home facial device is completely worth the money and hype. I love using this once a week to really deep-clean my skin. The vacuum-like suction of the device allows you to easily extract surface debris and then leaves you with a megawatt glow. The device is so easy to use and great if you're trying to save on monthly facials.
"I’m usually pretty wary of bringing home new facial devices—especially when I've discovered them during a late-night TikTok-scrolling bender. More often than not, new additions to my beauty tech lineup sit in the closet collecting dust. That said, I’ve been extremely impressed by Shark Beauty’s expanding beauty tool collection, and its newest launch, the FacialPro Glow At-Home Facial System, is no exception. If you’re a fan of pricey [facials], this is the at-home equivalent that’ll end up saving you thousands in the long run. The five-step system uses hydro-therapy to gently deep-clean pores (yes, you get to see the debris come out of them, which is supremely satisfying) while infusing hydration. It’s also equipped with a de-puffing tool, which I found to work much better than my old-fashioned spoon-in-the-freezer hack. At $400, it’s definitely an investment, and if you’re not willing to commit to 10 minutes a week or so, it may not be worth spending your coin on, but for those who are serious about at-home skincare—or are looking to save money on professional treatments—this multiuse device is it." — Maguire
"My feed kept serving me those mesmerizing videos of the Sacheu Lip Liner Stay-n, and I can confirm that the color payoff and wear time are just as good as the TikTok would have you believe. I don’t love creamy lip pencils, because they tend to transfer or fade when I pair them with glosses, so I love how Sacheu’s formula creates a long-lasting stain, and the applicator can be used to line your lips or completely fill them in with color. The peel-off function is also just a fun addition to my beauty routine—I’ll apply the stain, let it sit while I do my eye makeup, then peel it off when I’m done. P-inked is my favorite shade and pairs so nicely with all the pink lipglosses I love but also looks very chic and low-key with a clear balm." — Marianne Mychaskiw, beauty writer, Allure
Ariana Grande Fragrances Glinda-fied its offerings recently, launching a perfume that went completely viral on TikTok because it smells that good. I got my hands on it and can confirm it is 100% worth the hype. If the bubbly scent of champagne and cotton candy had a baby, it would be this fragrance. It's a beautiful, sparkling gourmand scent with crisp notes of apple, blush nectarine, pink pepper, peony, sugared musk, and sandalwood. If you're a Wicked fan and adore gourmand scents like I do, you won't want to miss out on this one. Additionally, the brand released an Elphaba fragrance as well if you like something a little richer.
"Whether you're a dedicated spray-tan devotee or a DIY self-tanning pro (major goals!), the Tan Fan Self Tan Sleep Sac is a total game changer—especially if you own white sheets. It’s kind of like a silky 'sleeping bag' for your body that keeps your developing tan (or body makeup) in place while shielding your bedding from orangey stains and that unmistakable spray tan scent (IYKYK).
"Anyone who self-tans knows that timing is everything, and not all of us have the time to schedule our day around letting the solution develop before rinsing it off. For someone like me with admittedly tragic time-management skills, sleeping with the solution marinating on my skin is often inevitable, and this sack ensures a streak-free, even tan while keeping my ecru sheets spotless." — Maguire
I fully realize that there are plenty of cheaper blushes out there on the market, but this Patrick Ta duo remains a staple for me since it launched and went viral. I love utilizing Ta's blush technique of applying the powder blush first and then adding cream on top. It creates the most gorgeous finish and each of the formula's colors are so pigmented without being too much. The powder and cream just blend so seamlessly together and give you the perfect sun-kissed look.
"My perfume collection might be vast enough to open a small, niche fragrance shop. As much as I like variety, I can be pretty predictable when it comes to which scents I end up using daily. Gourmands! Big surprise, I know. Kayali's Yum Boujee Marshmallow Perfume definitely got the most spritzes from me this year! It has notes of strawberry, pink marshmallow, and whipped vanilla, plus some coconut, freesia, and pink musk thrown in for good measure. The combination is a dessert dream! Every time I wear it, people ask what I'm wearing. As much as I want to gatekeep and say that I rubbed a piece of cake all over my body, I shan't." — Marie Lodi, beauty writer, (Yahoo, Nylon, Who What Wear, The Zoe Report)
"I totally get it—there are tons of different hair stylers out there now, so it can be tough to figure out the right one for you. Let me be the one to influence you and tell you that the Airwrap ID is the crème de la crème. I had an older version of the Airwrap, and as soon as I got my hands on this one, I couldn’t believe how quickly it dried and styled my strands. I have long, thicker hair that normally takes me 15+ minutes just to dry, but this styler dried and curled in under 10. My hair is always at its shiniest and smoothest when I use this, and my style actually lasts!" — Malzahn
"This is a weird one—but a total game changer if you shave your face or dermaplane at home like I do. I first spotted this Hair Identifier Spray on my FYP earlier this year and figured, for $10, it couldn’t hurt to try—even if just for sheer entertainment value. It’s a spray-on powder solution that highlights every bit of peach fuzz and facial hair, giving you a roadmap for shaving or dermaplaning. It’s almost like shaving cream, but because it’s a powder, your skin stays taut, which means smoother, more precise hair removal and less risk for cuts. I spritz it on clean, dry skin before going in with my Dermaflash device, and the results are seriously impressive. Of course, it works with a standard razor or dermaplane tool, too." — Maguire
"Westman Atelier’s iconic cream blush stick in the shade Petal has been my absolute favorite go-to blush for at least two years, and I’m so happy it’s getting its flowers on social media lately. It blends beautifully and melts like butter into my skin (aka no harsh lines!). I like to blend it out with a blush brush or my fingers. I love that it gives my cheeks a super-natural, rosy glow that actually stays put throughout the day." — Malzahn
"I fell in love with Medicube's masks this year, especially this collagen one. It has everything you need for hydrated, healthy-looking skin: ceramide NP, collagen extract, and adenosine. After cleansing and using toner or essence, I apply it with a little brush or spatula as my pre-bedtime ritual. When I wake, I do my morning shed and gently peel this off. It's true what they say—taking it off is SATISFYING. What's left is skin that looks so suspiciously hydrated and bouncy I have to resist touching my face. I love this thing!" — Lodi
"This was one of those mascaras that as soon as I started using it, I was immediately scared to run out of it. I usually use a few different mascaras to get the length and volume that I like, but this one is a one-and-done formula. A single coat can provide pretty natural-looking coverage, but when I layer it on, I've had people ask me if I'm wearing false lashes! It provides that sky-scraper length that I love without getting clumpy." — Mychaskiw