The 13 Most Viral TikTok Beauty Products of 2023
Elf, The Frontal Queen, Rhode, Drunk Elephant, Color Wow, The Ordinary, One Size
For many of us, TikTok has become one of our go-to sources for beauty product recommendations. Our FYP is always filled with creators highlighting and testing the latest and greatest in makeup, hair care, and skincare. And we all know that once a product starts going viral on #BeautyTok, it's bound to sell out over and over again.
This year, we've seen dozens of beauty products achieve incredible popularity on the app, from the Beachwaver to Rhode's Peptide Lip Treatment. But, with so many different launches being talked about at one time, it can be hard to determine what's actually worth adding to your routine. To help you assess, we rounded 13 TikTok-approved beauty products from 2023. Discover them all below.
Beachwaver Rotating Curling Iron
The Beachwaver has been around since 2010, but this year proved extremely buzzy for the hot tool. Throughout 2023, our FYP has been peppered with videos of creators curling their hair with the brand's innovative rotating curling iron, being left in awe of its ease of use and results. The biggest testament to the Beachwaver's popularity is that it has amassed 1.6 billion views on TikTok to date.
Beachwaver B1 Rotating Curling Iron ($99)
Mielle Rosemary Mint Scalp & Hair Strengthening Oil
The natural hair community has always known about the effectiveness of Mielle's products, but this year, TikTok bolstered the brand's profile. In particular, the Rosemary Mint Scalp & Hair Strengthening Oil became a hot topic at the tail end of 2022 due to a video from creator Alix Earle. In the months following the post, the oil reached sold-out status and has remained one of the brand's best-selling products. Not to mention, #miellerosemarymintoil has racked up 94 million views to date.
Mielle Rosemary Mint Scalp & Hair Strengthening Oil ($11)
Rhode Peptide Lip Treatment
Rhode's Peptide Lip Treatment has been a fan favorite since the brand launched last year, with creators' reviews amassing 37.5 million views on the platform. The soothing lip mask has earned a cult following for its nourishing formula (enriched with ingredients like peptides and shea butter) and glossy finish. While the original flavors (unscented, watermelon slice, and salted caramel) have become classics, the brand has continued to unveil new editions. The tinted versions, which launched in September, became an instant hit.
Rhode Peptide Lip Treatment ($16)
ColorWow Dream Coat Supernatural Spray Anti-Frizz Treatment
TikTok proved that ColorWow Dream Coat Supernatural Spray Anti-Frizz Treatment is the ultimate secret weapon against a blowout or silk press (#colorwowdreamcoat has 142 million views). Throughout the year, creators with different textures showcased how effective the award-winning hair treatment is against humidity. The best part? The results are meant to last up to four shampoos.
Colorwow Dream Coat Supernatural Spray Anti-Frizz Treatment ($28)
Drunk Elephant D-Bronzi Anti-Pollution Sunshine Drops
Alix Earle is a fan of Drunk Elephant's D-Bronzi Anti-Pollution Sunshine Drops, and once she approves of a product, a frenzy of product hype ensues. With this product, #drunkelephantdbronzi has been viewed over 154 million times. It's clear beauty lovers are flocking to this product for the bronzy glow it delivers and its skin-calming formula (it's infused with vitamin D and peptides).
Drunk Elephant D-Bronzi Anti-Pollution Sunshine Drops ($38)
The Ordinary Glycolic Acid 7% Toning Solution
The Ordinary Glycolic Acid 7% Toning Solution is the brand's most-talked-about product of the year (the 205 million hashtag views back that up). What is it? Well, it's a toner made with glycolic acid (an alpha-hydroxy-acid) and plant-derived Tasmanian Pepperberry derivative that helps smooth texture, even skin tone, and enhances radiance. While its intended use is for facial care, many TikTokers have showcased its below-the-neck benefits, like soothing body acne or strawberry legs.
The Ordinary Glycolic Acid 7% Toning Solution ($13)
FHI Heat Unbrush Detangling Hair Brush
It's not often that a hairbrush steals the spotlight on TikTok, but the FHI Heat Unbrush Detangling Hair Brush has done just that (#unbrush has 973 million views on the app). Those with wavy, curly, and coily hair appreciate that this brush easily and painlessly detangles tough knots. It's able to do so thanks to its unique design, featuring 105 duo flex anti-static bristles.
FHI Heat Unbrush Detangling Hair Brush ($18)
Makeup by Mario SurrealSkin Awakening Concealer
Mario Dedivanovic is an iconic makeup artist whose namesake beauty brand is just as impressive. The brand's latest complexion launch, SurrealSkin Awakening Concealer, has been met with much acclaim. The pro-developed formula has accumulated over 28 million views on TikTok for a few reasons—it's self-setting (yes, you read that right), helps depuff your skin (thanks to caffeine), and effortlessly conceals any pigmentation.
Makeup by Mario SurrealSkin Awakening Concealer ($29)
The Frontal Queen Baby Hair Control
The Frontal Queen's hero product is undoubtedly Baby Hair Control. The edge control is made with curly and coily hair in mind and promises to deliver 48 hours of hold. Individuals with 4C and 4Z hair have flooded TikTok with videos of them testing the formula and falling in love with the results. If the social media craze wasn't enough of a selling point, Baby Hair Control just won a Byrdie Beauty Award.
The Frontal Queen Baby Hair Control ($20)
One/Size On 'Til Dawn Mattifying Waterproof Setting Spray
Beyoncé uses this setting spray. Need we say more? Once news broke that Queen Bey relied on this to keep her makeup from melting off in the rain during the "Renaissance" tour, One/Size's On 'Til Dawn Mattifying Waterproof Setting Spray sold out everywhere. Now that it's back in stock, those who have gotten their hands on it have taken to TikTok to rave about its all-day makeup-setting abilities, with the hashtag racking up nearly 42 million views on the app.
One/Size On 'Til Dawn Mattifying Waterproof Setting Spray ($32)
KimChi Chic Beauty Puff Puff Pass Set & Bake Powder
KimChi Chic Beauty's Puff Puff Pass Set & Bake Powder is the setting powder, according to TikTok (#kimchipowder has over 18 million views). Many creators have praised the loose powder for its instant blurring effect and weightless feel. The Puff Puff Pass Set & Bake Powder is available in nine shades—ranging from chocolate to translucent. However, the latter has proven to be the most talked-about amongst TikTokers due to its universality.
KimChi Chic Beauty Puff Puff Pass Set & Bake Powder ($19)
e.l.f. Cosmetics Glow Reviver Lip Oil
E.l.f Cosmetics continues to drop coveted products—and the Glow Reviver Lip Oil is one of its most recent yet beloved launches of the year. Since releasing in October, #elflipoil has garnered nearly 79 million views. Why so much hype? Well, it's because this lip oil delivers a beautiful wash of color, glossy shine, and tons of hydration, all for $8. Might we add that it's also a Byrdie Beauty Award winner?
e.l.f. Cosmetics Glow Reviver Lip Oil ($8)
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