Many beauty products get posted on social media. Here, beauty experts reveal the top TikTok makeup products that have gone viral and why they are worth adding to your routine.

There’s something compelling about word of mouth. News might travel differently these days, with social media reigning supreme. Still, the fact remains: When you know that a product is beloved by many, it’s almost always instantly more intriguing. While this is true of many categories, we find it especially notable in beauty. After all, in a world where thousands of beauty products exist — many of which come with seemingly unwarranted high price tags — it helps to know which ones are actually worth the hype.

Meet the expert

• Deney Adam is an Ulta Beauty pro team member.
• Autumne West is the Nordstrom national beauty director.
• David Razzano is a beauty director at Sephora.

Nowadays, with millions of mentions detectable, TikTok makes it easier than ever to suss out stellar face, cheek, lip, and eye products — but can we really trust randos on the internet? When the numbers are soaring, it’s usually a good sign but to provide you with a little extra assurance, we chatted with three beauty experts to determine 11 of the most viral TikTok makeup products that are fully worth investing in. Check them out, below. 

NARS Sheer Glow Foundation

Buy Now $47

“In 2024, TikTok said goodbye to the heavy and overdone makeup looks and introduced the era of ‘see-through’ glass skin paired with a well moisturized stained lip,” says Ulta Beauty pro team member Deney Adam. When it comes to achieving the trendy complexion, Adam says nothing compares to the Sheer Glow Foundation by NARS, which has amassed endless shares and millions of views thanks to its weightless, light-reflecting, skin-perfecting nature—and its impressive 40-shade range. 

“This foundation has sheer, buildable coverage, leaving your skin looking almost as if you have nothing on,” Adam says. “This is the perfect foundation for someone who’s looking for a clean, natural finish look.” For a full coverage finish, he says to apply it with a flat top dense bristle brush (like the IT Brushes for Ulta Airbrush Buffing Foundation Brush #110, $26). Otherwise, a Beautyblender ($20) can work like a charm for a lighter application. 

Laura Mercier Real Flawless Weightless Perfecting Waterproof Foundation

Buy Now $52

Another stellar TikTok-beloved face product for achieving dewy, even skin? The Laura Mercier Real Flawless Weightless Perfecting Waterproof Foundation, which has amassed over 56.4 million views on the app and has been endorsed by influential creator Glamzilla. 

“The coverage on this Laura Mercier foundation is next level — it provides a filter-like, flawless, and weightless finish,” says Nordstrom national beauty director, Autumne West, who applauds the brand as a whole. “Laura Mercier is a brand that understands beautiful skin and makeup with [the] incredible complexion products [it’s] known for, like the Tinted Moisturizer [another TikTok fan-fave].” 

For best results, West says to apply the Real Flawless Foundation with your fingers, as the warmth will help it melt into the skin. “Then blend with a Beautyblender or brush,” she says. For reference, it’s sold in 29 shades, so while it’s not the most expansive color offering, you’re likely to find a close fit, if not an exact match. 

Haus Labs by Lady Gaga Triclone Skin Tech Medium-Coverage Foundation

Buy Now $45

The Haus Labs by Lady Gaga Triclone Skin Tech Medium Coverage Foundation with Fermented Arnica has gained momentum for its clean formula, natural finish, redness-reducing benefits, and expansive 50+ shade range. With over 100 million views for Haus Labs Foundation, it’s safe to say the internet is collectively obsessed. 

“The power of Lady Gaga applying this foundation on herself was enough to make it go viral — but the buzz grew even larger once other people began to try it for themselves,” says Sephora beauty director David Razzano. “The foundation has a serum-like weight, so it blends into the skin with a hyper-realistic finish, maintaining a medium coverage. This creates the perfect complexion without a heavy appearance.” What’s more, the foundation is formulated with skincare-quality ingredients to “calm, soothe, and heal the skin,” Razzano says. Those ingredients are redness-reducing arnica, medicinal herbs, and free radical-fighting antioxidants. 

e.l.f. Camo Liquid Blush

Buy Now $7

Liquid blush has been a makeup mainstay the past few years thanks to its highly pigmented nature that makes each vile even more valuable. While many more expensive liquid blushes exist, Adam says that one of the most viral, most notable formulas is none other than the e.l.f. Camo Liquid Blush, which has garnered over 21 million views on TikTok.  

“This product is very pigmented, long lasting, and keeps your skin looking dewy,” Adam says. “Keep in mind that a little bit goes a long way, so I would suggest applying it with your fingertips and build as you go.”

While Adam is particularly fond of the Peach Perfect shade — given the hue is having a major moment here in 2024 — it’s worth mentioning that this affordable liquid blush is sold in nine gorgeous rouges meant to fit a range of skin tones. 

Charlotte Tilbury Beauty Highlighter Wand

Buy Now $42

Where the early 2010s were characterized by glittery, powder highlighters, here in 2024, it’s all about ultra-dewy, high-shine cream formulas that reflect the light without looking speckled. And if there were one brand to accredit this shift to, it’s Charlotte Tilbury. 

“The Charlotte Tilbury Glowgasm Beauty Wand Highlighter is a versatile highlighter that instantly provides a flawless filter and works great for any type of beauty look you’re going for,” West says. “[The wands] went viral a year ago and have been so hard to track down but are worth the wait — we are still fangirling over them.”

West isn’t the only beauty expert to go wide-eyed over the wands — Razzano is a fan, too. “This has been a personal favorite of mine since it launched,” he says. “I don’t think people realized the versatility of this product until it went mega-viral. This wand can be used as a highlighter or as a shimmery blush. There’s a range of colors from classic champagne tones to beautiful pink and peach shimmers — you can choose the shade custom to your desired look. Just apply it high on cheekbones and nose as a classic highlighter or dab it onto the apples of the cheeks for a flush of radiant blush.”

Hourglass Veil Translucent Setting Powder

Buy Now $25

The Hourglass Veil Setting Powder has become a TikTok celebrity. “This powder is translucent and comes in three tones, so anyone can use this on top of their favorite foundation,” West says, noting that the powder’s soft matte, airbrushed finish, and blurring effect are unmatched. “You use a brush or a sponge to apply this powder. I personally prefer a compact foundation brush to tap onto my skin. My pro tip is to finish off with the Hourglass Veil Setting Mist ($50) for a complete look.”

Another fun highlight of the cult-favorite powder is that it’s sold in full and travel sizes, making it easy to toss in your purse or carry-on. 

Givenchy Prisme Libre Loose Powder Blush

Buy Now $45

As much as we collectively love liquid blush, we’ll always have a place in our hearts for powder formulas. And, the way West (and TikTok) sees it, the Givenchy Prisme Libre Loose Powder Blush is about as good as it gets. It’s sold in six colorways, each of which features four rouge shades that blend together seamlessly for a custom blush fit. 

“The loose powder is easy to build color and ramp up pigment, making it easier to control than a liquid or cream blush,” says West. “[And] the powder is so fine that it feels weightless, leaves a radiant finish, and doesn’t provide a dried-out look.”

Of course, application is key. For the perfect amount of pigment, West says to use a small blush brush, like the Bobbi Brown Blush Brush ($67). “Tap out excess powder into the lid, swirl your brush in the powder, and then gently layer on to cheeks until you achieve your desired look,” she instructs. 

Dior Lip Glow Oil

Buy Now $40

For a plump, dewy, natural-looking pout that’s not the slightest bit sticky, reach for the Dior Lip Glow Oil, which has earned over 69 million views on TikTok. It’s sold in eight shades ranging from clear and ultra-pale pink to berry and mahogany. “This lip oil is amazing for adding a hint of color with a noticeable, impactful glow,” West says. “What is not to love?”

Tower 28 Beauty ShineOn Lip Jelly Non-Sticky Gloss

Buy Now $16

Over 40 million TikTokers have flocked to mentions of the Tower 28 Lip Gloss — and for good reason! It’s sold in 11 high-gloss shades plus one high-shimmer option. The clean, vegan formula features soothing apricot kernel oil and reparative rosehip oil. In addition to imparting a hint of color and shine, the Tower 28 Beauty Lip Gloss doubles as lip care. 

“The clear colorway of this amazing lip gloss is the go-to in my professional makeup kit,” Razzano reveals. “The formula is so smooth and not sticky whatsoever! Every time I apply it on a model, they immediately ask what it is because it feels so good on the lips — I believe this is why it went viral. In addition to the texture, the beautiful shade range of colors is the perfect balance of pigment and sheerness — they are easy to wear without worry of excessive touch-ups, creating the perfect gloss.”

MAC Cosmetics Macximal Silky Matte Lipstick

Buy Now $25

Prefer opaque lipstick over gloss? West says the MAC Cosmetics Macximal Silky Matte Lipstick is 100 percent worth the hype. “This reformulation is true to the original and classic MAC shades they’ve always been known for,” she reveals, noting that the brand has always been synonymous with stellar lipstick. Speaking of shades, there are 39 to choose from, including fresh and fun pink shades, classic reds, rich berries, and moody and demure nudes. 

For the best result, West suggests pressing the pigment into your lips. “I prefer to dab the lipstick with my ring finger, giving me full control,” she explains. “It also helps the lipstick to last longer as I press it into my lips. To take it to the next level, I pair it with my favorite brown lip liner.”

NYX Fat Oil Lip Drip

Buy Now $9

“This season is all about sheer, stained, and extremely glossy but well-lined and defined lips in shades of peach, nudes, burgundy browns, cherry reds, blood reds, and mocha,” Adam says, noting that the NYX Fat Oil Lip Drip — which has garnered over 44 million views on TikTok — is one of the best products to achieve the look. It’s sold in eight jelly shades ranging from clear and pink to caramel and dark chocolate hues. In addition to delivering unbelievable plumping shine, this lip gloss works over time in the hydration department, promising up to 12 hours of intense moisture thanks to ingredients like rosehip and raspberry seed oils. 

(For a similar plumping gloss effect but in stick form, Adam suggests two more viral lippies: the e.l.f. Hydrating Core Lip Shine ($7; boasting over 14 million views) and  MAC Squirt Plumping Gloss Stick ($24; partially popularized by Meredith Duxbury herself).