The TikTok-Viral Beauty Buys Worth Investing In, According to Those

Whether a beauty editor, makeup artist, dermatologist or content creator, those who work in the beauty industry receive, test, and try hundreds of new products every week. We’re inundated with press releases about the latest formula innovations and ingredient trends, and we’re often the first to share the scoop on a new product or to front a brand’s latest advertising campaign. 

It’s still a great way to stay on top of what’s current, but trends work a little differently these days. Whereas in the past, brands and their big budget advertising campaigns dictated ‘the next big thing’, these days trends have a bottom-up approach, meaning people are far more likely to discover a trend or new product via social media.

In fact, scrolling through TikTok has become one of my favourite ways to discover which products and product types are actually trending. On TikTok, it’s not just the new launches and fancy ingredients which get the hype—you’re just as likely to see a £3 moisturiser, a 50 year old lipstick, or an unheard of indie makeup brand at the top of your feed, introducing you to or reminding you of classic or underrated products that you might have previously overlooked. Not to mention, an ever increasing number of professionals and industry experts are using TikTok to share their favourites—dermatologists, hair stylists, estheticians, and makeup artists are the true experts in their fields, so when they recommend a product, you know it’s going to be a good one.

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