I'm on BeautyTok 24/7—Here Are 11 Products I Can't Believe Aren't Viral Yet

This probably comes as zero shock to anyone, but my TikTok algorithm is solely beauty-focused. Sure, I might find a funny pet video sprinkled in here and there, but mostly, my FYP has a one-track mind. What can I say? I'm a sucker for a game-changing makeup hack! As a beauty editor, it's also my job to report on the latest trending products (the majority of which stem from the app) to inform you, dear reader, which ones are actually worth the hype.

I'm certainly not afraid to de-influence a TikTok-famous item (my DMs are open for those interested in hot takes), but I also have a running list of products that honestly deserve way more buzz. They have all the elements of a viral standout (an interesting hero ingredient, a creative user experience, cheeky packaging, etc.), so I'd say they're destined for TikTok greatness. And I'm done gatekeeping.

Below, discover the items I speculate will reach fever pitch. Now, let's see if this sways my algorithm…

InnBeauty Project

Elastic Skin Firming & Plumping Refillable Serum

$42

As I wrote when this product first launched, it takes a lot for a hydrating serum to impress me. This one makes my skin noticeably plumper, and it has such a fun, bouncy texture that feels like snail slime (only it's 100% vegan). It's practically made for satisfying TikTok videos.

Maybelline

Lifter Plump Lip Plumping Gloss

$13

To be fair, this did go viral when it launched back in January, but I think it's worth staying in the spotlight! It's an iteration of Maybelline's iconic Lifter Gloss, only this one has mega-plumping power thanks to chili pepper and the brand's Maxi-Lip technology. Warning: This is not for the faint of heart (or lip?), as the tingle is very spicy. I love a lip plumper with some heat, but it's something to note if you don't prefer the sting. The Hot Chili shade is my favorite, with a sheer, juicy finish that looks like I just snacked on some fresh cherries (if those cherries happened to be infused with chili oil).

Bubble Skincare

First Class Oil Cleanser

$17

Many oil cleansers I've tried are either A) too thin and watery to remove makeup or B) too molasses-like to the point where I feel like I'm tugging on my skin. This new Bubble falls squarely in the middle, with a silky consistency that effectively dissolves makeup and grime. It launches today, so I haven't exactly given it a proper time to reach viral status, but I expect it to hit my FYP in a flash. It's Bubble, after all, which has created some of the most TikTok-famous hits.

Dae

Cactus Fruit 3-In-1 Styling Cream With Taming Wand

$18

Okay, to be fair, this product also just launched, but it's so good that I expect it to become an instant hit. It's the same formula as Dae's Cactus Fruit Styling Cream (which sells every 32 seconds, in case you were curious), just housed in an adorably mini tube with a spoolie to slick the hairline and smooth down flyaways. Like all Dae's offerings, it smells unreal. Seriously, if the brand ever dropped a body mist, I'd be the number-one customer.

Glow Recipe

Cloudberry Bright Essence Toner

$38

More than a few Glow Recipe heroes have gone viral, including the Watermelon Glow Niacinamide Dew Drops that quickly became the TikTok crowd's favorite skincare-makeup hybrid. I also adore those glow drops, but might I suggest we give the brand's Cloudberry Toner the buzz it deserves? Never has a hydrating toner given me such glowy results. My dark spots have faded, my redness has subsided, and my skin generally looks so much brighter. I'm simply obsessed.

Kiehl's Since 1851

Expertly Clear Acne-Treating & Preventing Lotion

$42

Have you tried Kiehl's viral liquid pimple patch? It's magic, I swear, but don't sleep on this salicylic acid-infused moisturizer from the same collection. I have combination skin, which means I have the fun task of finding beauty products that can simultaneously treat clogged pores and deeply hydrate my skin. This is the perfect formula for the job, and its lightweight gel-cream texture is especially fabulous for summer. My fiancé is also a superfan—it's the only moisturizer he'll use.

Polite Society

Polite Pops Powder Blush Stick

$28

There have been a lot of viral blushes to hit the market lately, but I still can't get over this adorable mini stick from Polite Society. I want to squeal at how cute it is, and the formula—a cream-powder hybrid—is so interesting. Somehow the combination just works, delivering a soft, diffused finish that has a blurring effect on your cheekbones.

Milk Makeup

Cloud Glow Priming Foam With Brightening Turmeric

$28

Milk Makeup practically has TikTok virality down to a science. Users go bananas over launch after launch (I'm personally still swooning over those Cooling Water Tints), but somehow this foaming primer flew a tad under the radar. It deserves way more hype, in my opinion! See, most primers feel tacky on the skin to better grip your makeup, but this foamy number could not feel more lightweight. Not for nothing, it makes my makeup routine feel way more fun, which means it's destined to skyrocket in popularity.

La Roche-Posay

Toleriane Rosaliac Ar Visible Redness Reducing Moisturizer

$31

I'm pretty infatuated by color-correcting videos. You know when a user applies a face cream or under-eye concealer and their redness and/or dark shadows disappear before your eyes? They're irresistible, but this La Roche-Posay formula doesn't just disguise irritation—it soothes skin upon application, and over time, strengthens your skin barrier for less sensitivity.

Olaplex

Browbond Building Serum Eyebrow Enhancer

$68

How can we ever forget the "Olaplex bun" that took TikTok by storm back in 2022? The brand continues to make countless appearances in haircare videos, but in my opinion, its brow serum deserves just as much buzz. Brow hairs are hairs, after all, so it makes sense the haircare giant would have such a stellar formula. I, for one, have noticed some stark improvements in my naturally gappy arches over the past couple of months.

Akt

The Deodorant Balm

$29

I've tried a zillion natural deodorants that promise long-lasting efficacy ("It smells like perfume," they'll claim), and most of them fall short. Not this pick! It's the only natural formula I've tried that actually makes me smell fresh all day, even without reapplying. I had never been partial to deodorant balms, so I'll admit it did take a minute to get over the whole massaging your armpits thing (although, the brand offers a gua sha–inspired applicator to make the experience feel 10 times chicer). Now, I can't imagine my routine without this amber, violet, and tonka concoction, and I will not shut up about it until everyone has it in their repertoire.