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The 12 viral beauty products that genuinely live up to the hype
Out of all the TikTok-loved products, these are the ones that team Cosmo can't live without
I probably spend 10+ hours a week on TikTok, but it’s part of my job (that makes it okay, right?!). In the name of beauty journalism, I track makeup trends, new skincare launches, and celeb-favourite products for a living. That means I have my finger on the pulse of the most viral beauty products, and as a beauty editor, I test them all to see which ones are actually worthy of their hype status. I mean, Team Cosmo was the first to try and review the famous and now sold-out Shark LED Mask, and we get first access to all the biggest makeup and skincare launches, so you can definitely trust our expertise.
So, I’ve rounded up all the best viral beauty products from the past year. Like our very own beauty version of Spotify Wrapped. Whether you need a gift for the Sephora teen in your life or just want to know if something is actually worth buying, consider this your insider guide to the best viral beauty products of 2025.
The transformations that I have seen with this serum have been incredible and it certainly lives up to the hype and the price tag. You have to be consistent but it truly can help to grow back lost or broken edges. For post-partum hair loss or edges broken by braids and wigs, this is so great.
Shark has had quite the year of beauty devices (our favourite CryoGlow LED Mask is basically sold out everywhere), and this device is like a mini hand-held facial. Sculpt, exfoliate, and hydrate your face all in one go with the FacialPro Glow.
"This stuff actually melts into your skin—like you barely feel it, but it still looks super polished," says Cosmo US beauty editor-at-large Julee Wilson. Beauty Writer Lia is also a huge fan. Yes, it's a hefty price tag, but it features top-tier skincare innovations from Augustinus Bader and has extreme skin-smoothing powers, so we think it's worth the luxe splurge.
DIOR Forever Skin Perfect Foundation Stick
US Beauty director Lauren Balsamo has been a fan of this Dior Foundation Stick before it even officially launched. "It smooths out my skin tone and blurs breakouts and dark spots on the go so easily," she says. "Just swipe it where you need coverage and then blend with a fluffy foundation brush for airbrushed-looking skin in legit seconds.”
Westman Atelier can’t seem to make a bad product, and this creamy blush stick is no exception. It blends effortlessly with your fingers, giving a soft, sun-kissed flush that looks effortlessly natural.
This layerable scent from Dedcool has been a Cosmo favourite for years, but it really popped off over the last few months. It smells creamy, skin-like, and works well on its own or plays well with your other fave scents.
The St. Barts Body Mist is like a mini holiday in a bottle. Light and refreshing, it layers beautifully over perfume or on its own, leaving skin subtly scented with a breezy, tropical vibe that’s perfect for everyday wear. And Taylor Swift is a fan of the scent (she uses the body wash version).
Olehenriksen Pout Preserve Lip Treatment
Beauty editor Beth Gillette tried more than 60 different lip balms, and crowned this one her absolute favourite. It's very rich, comes in a bunch of great flavours, and actually keeps the lips moisturised.
L'Oréal Paris L'Oreal Paris Infallible 3-second Setting Spray
This viral formula was all over TikTok, with influencers even pressing their glammed up faces to white wedding dresses to show its strong hold. It’s hydrating and keeps makeup in place all day, even on sweaty summer days.
Biodance Bio Collagen-Real Deep Mask 4 Sheets
"This mask gives my skin an outrageous glow after I sleep with it—it's also already cut into two pieces so it fits perfectly on my face which I love so much," says Beth Gillette from the US Cosmo beauty team. It's loaded with collagen and hyaluronic acid to give you glass skin overnight.
Everything Hailey Bieber touches turns to gold—including these eye patches. Beloved by all your favorite influencers and celebs, they work to depuff and brighten tired under eyes, making it the ultimate GRWM accessory.
This does-it-all device is beloved by Kendall Jenner, Hailey Bieber, and basically every celeb who has the smoothest skin ever. It has a bunch of different modes that help your skincare sink in deeper, sculpt the face, and so much more.
Why Trust Cosmopolitan
Jasmine Hyman is the assistant beauty editor at Cosmopolitan US. As a chronically online, Gen-Z beauty lover, she knows a thing or two about the best viral products — and she tests out new haircare, perfume, skincare, and more, all year long.
Jasmine Hyman is the Assistant Beauty Editor at Cosmopolitan, where she writes about the latest beauty trends and must-have products. Her most prized beauty possessions are a meticulous skincare routine and salon blowouts. You’ll also likely find her in bed reading a good book or endlessly scrolling TikTok (spoiler: it’s usually the latter) while listening to Harry Styles’ entire discography on repeat. Follow her on Insta to be inundated with pictures of her meals.
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