.jpg)
“I discovered it on TikTok!” is the phrase tossed around for all the viral beauty products that have skyrocketed to the forefront of cultural conversations since 2020. It’s hard to think of a time when social media wasn’t heavily impacting our personal beauty routines—creating trends, selling out products, and introducing us to new ones not familiar in our corners of the world. Some buzzy formulas are good, others are great—what’s interesting, though, is that defining what actually qualifies as “viral” has become increasingly ambiguous.
In previous years years, there were some products that were so talked-about that they achieved undisputed “viral” status. Think: Rhode’s pocket blush, Biodance’s collagen face mask, and Summer Friday’s lip butter balms. But in 2025, the landscape has shifted a bit. While putting together this list Vogue beauty editor Kiana Murden and I found ourselves going back and forth, debating product after product: “But is that actually viral, or just a great product that’s maintained popularity?” she’d say. “Oh really? That wasn’t even on my FYP,” I’d respond. The exchanges left us puzzled. When did viral beauty become such a gray area? In our over-saturated marketplace, it seems that countless products are trendy at once, furthering the goal post of the type of virality we’re accustomed to.
Vogue’s Favorite 2025 Viral Beauty Products
.jpg)
So how do you narrow down a list that feels inherently un-narrowable? We started by zooming out and looking at overarching beauty trends. There’s no denying that 2025 was a big year for blush blindness and a full-fledged renaissance of juicy lip combos—balms, glosses, stains, liners, and everything in between. Tints were everywhere, from cheek and lip tints to staining glosses and liners.
K-beauty continued to reign supreme in the skin-care innovation space, with overnight masks fueling TikTok’s “morning shed” routines and sensorial formulas making for great content. Meanwhile, LED face masks and the broader pursuit of hi-tech self-care dominated feeds, as creators donned Jason-esque devices and waxed poetic about transforming their skin from home. The common denominator across it all? A craving for multi-purpose beauty. Products that last longer, tools that tackle multiple concerns, and routines that look effortless—even if, in reality, they take a fair amount of work.
Young people have spoken, and we’ve listened and rounded up all the best beauty picks—some that TikTok made us buy, others that sold out so quickly we couldn’t get our hands on, and more that our peers can’t stop raving about. From K-beauty finds to must-have lip treatments, here are the viral makeup, skin, hair products that reigned supreme in 2025.
Medicube Collagen Night Wrapping Mask
Medicube’s Collagen Night Wrapping Mask was seemingly impossible to miss this year; and, there are a few elements that made it the perfect storm for virality. Overnight masks, a category popular in K-beauty, seem to garner particular interest stateside, and this one is one of the most unique formats on the market. Instead of the hydrogel sheet masks we’re used to, the Wrapping Mask is a gel that transforms into a peel-off layer as you sleep. A great visual representation of a “morning shed,” the formulation, rich in collagen extract, niacinamide, ceramide NP, and hyaluronic acid isn’t just gimmick—it is well-suited to hydrate, plump, and illuminate one’s complexion within a few hours of wear.
Rhode Peptide Lip Shape
Yet again, a Rhode launch has made it to the trending beauty product list. 2024 was about the still-popular Pocket Blush, while 2025 buzzed about brand’s new lip liners. “The idea is to go outside the lines of the lips and overdo it, and then kind of blend and smudge to the capacity that you want to contour the lips,” Bieber told Vogue of its uses. For that reason, the creamy formula glides on without precision to blur the lines (literally) of your lips, to fake a fuller pout—in a natural-contoured kind of way.
Sacheu Lip-Stay-N
It all started with an impromptu GRWM TikTok from it girl Billie Eilish, shown to utilize Sacheu’s peel-off lip stain in her pre-performance makeup routine. Safe to say, the product sold out overnight. Then it was Doja Cat who added to the product-mania by shouting it out in her song Lipstain. While it may have risen to popularity for its pop star-adjacency, it remained constant in TikTok videos because it really works. The liquid applies in a dark hue, dries down within a few minutes, and peels off to reveal a smudge-proof liner that truly lasts all day. “Other liners fade, while ours stains ours stains,” Sacheu beauty founder Sarah Cheung told Vogue in our review. “Sacheu’s Lip Liner Stay-N is powered by next-gen peel-off stain tech—meaning, once it dries, the product sets and sticks with you through once, then sticks with you through bite-proof meals, full send nights out, sweat, smooches, and everything in between.”
Shark CryoGlow LED Face Mask
Red light therapy technology is nothing new, but this year, everyone seemed to be taking to newly-debuted devices—namely, Shark’s CryoGlow. Even Vogue’s Concetta Ciarlo, a known LED face mask skeptic, warmed to the idea of them and finally put it to the test. What she love most is that CryoGlow mask works pairs two modalities in one: cold therapy and LED light. It utilizes under-eye cooling patches to help reduce puffiness and inflammation, while blue, red, and near-infrared light wavelengths help stimulate collagen production and promote skin repair. “These effects can minimize fine lines, improve elasticity, and support overall rejuvenation,” board-certified dermatologist Dr. Dara Spearman said in our review. It’s no wonder even Sofia Richie Grainge is a fan.
Eadem Le Chouchou Lip Softening Balm
.jpg)
At the start of the year, one of my best friends asked, “What do you think about that Eadem lip balm that’s all over TikTok?” My algorithm hadn’t quite caught up yet, but I still promptly added it to my Amazon cart. What’s made it such a viral hit is that it does far more than sit atop the lips for a glossy finish. Instead, it gently exfoliates chapped lips with a blend of lactic and pyruvic acids while simultaneously rehydrating with a mix of botanical butters. In winter, my lips are at their most parched, and just one swipe instantly softens them. Best of all, there are six nude shades to choose from, including a sheer option for those who prefer color-free moisture.
Victoria Beckham Beauty Colour Wash
Blush, blush, blush! Per Vogue’s beauty editor at large, Arden Fanning Andrews, “It seems you couldn’t throw a blush into the mix without it going viral this year.” And one of the buzziest launches came from Victoria Beckham Beauty. Part tint, part stain, Colour Wash’s consistency is like a watercolor paint for your visage. The thin, liquid consistency blends like a dream for a surprisingly-pigmented, dewy wash of color.
Kulfi Beauty Lassi Lips Staining Lip Oil
_0001_Screenshot%25202024-09-05%2520at%25203.02.15%25E2%2580%25AFPM.jpg)
Is it a lip gloss, a lip oil, or a stain? Well, what about all three? This hybrid is enriched with much-need hydration to impart non-sticky, shiny finish with the staying-power of a stain. “Staining lip oils are perfect for TikTok because they have that satisfying transformation element," Kulfi Beauty founder Priyanka Ganjoo previously told Vogue. “The gloss that sinks in and leaves behind a pretty tint feels magical on camera.”
Yummy Skin Liquid Blurring Balm Setting Spray
.jpg)
Danessa Myricks bottled the magic of her cult-favorite Yummy Skin Balm and Water Powder Serum into the final piece of the Yummy Skin trio: a weightless setting spray. Delivered as a fine, non-comedogenic mist (a win for acne-prone skin), the formula locks makeup in place and creates a soft-matte finish—never flat, never drying. Once again, Myricks proves she’s thinking several steps ahead; any product she dreams up feels destined to be a hit.
Wavytalk Thermal Brush
The of the thermal brush appeal is obvious: no juggling a round brush and a hair dryer, with the ability to refresh and style dry hair in minutes. Among the most talked-about thermal brushes (and there were many), Wavytalk lead the pack. A TikTok sensation, the tool appeared in countless videos demonstrating how effortlessly it creates voluminous blowouts on hair of all lengths, from short to extra long. Its tourmaline ceramic barrel delivers even heat distribution for faster styling with less damage, while negative ion technology helps seal in moisture and boost shine for a sleek, frizz-free finish.
Cyklar Nutrient Rich Body Cream
Vogue’s beauty shopping editor Kiana Murden who “cannot say enough nice things about Cyklar,” proclaims its body cream has earned a permanent spot in her body-care rotation. Why? The scent profile, the sleek tube packaging, and the rich texture all work together for a luxurious experience—and legions of TikTok users would agree. No matter which scent you choose, (there’s six, including a fragrance-free option) skin barrier-strengthening ingredients like glycerin, squalane, shea butter, and niacinamide restore deep hydration.
Biodance Bio Collagen Real Deep Mask
I still use the Biodance collagen mask once a week since I first tested it in July 2024. Read my full review for all the details but I was pleasantly surprised that the sheet masks everyone kept wearing on their flights actually worked. The mask pairs hydrolyzed collagen, galactomyces ferment filtrate, and niacinamide to hydrate, improve skin tone, and reduce pore size. Literally all you have to do is wear it for a few hours (ideally overnight) to see impossibly dewy skin. Not to worry, even if you’re a stomach sleeper like me, it’s unlikely to fall off your face.
VT COSMETICS CICA Reedle Shot 100
While spicule serums have long been a fan-favorite of the Seoul cool kids, this particular formula made the category a household name stateside. Rather than sitting in a derm’s chair for a microneedling appointment, here, spicules (think of them as dissolvable, microscopic micro-needles) deliver deeper penetration of active ingredients. The technology delivers a blend of centella asiatica, propolis extract, sodium hyaluronate, and glycerin for deep, lasting hydration. Plus, this offers multiple intensity levels from beginner to experience so you can pick just how strong you want to go.
Huda Beauty Lip Contour Lip Stain
Ciarlo’s favorite beauty launch of 2025, Huda Beauty’s lip stain liners scratched a beauty itch she didn’t even know she had. “It’s the love child of a lip stain and a lip liner, with no peel-off or wipe-off necessary,” she says. “I wear some variation of my two favorite neutral shades (Toasty Brown or Soft Nude) almost daily, and it lasts for 12 hours without budging—we’re talking transfer-proof and smudge-proof (and yes, I’ve tested it through work days, beach days, and special occasions).” There is a bit of a learning curve with this product, however, which is easily remedied. Make sure you have a Q-tip on deck to blend out as soon as you line your lips because the formula sets fast. Also, keep in mind that you have to store the markers upside down so they don’t dry out.
