These Viral Beauty Brands on TikTok Are That Good

glamour.com:

billion views, by the way—and prepare to head down the rabbit hole. With this in mind, we’ve rounded up the top viral beauty brands on TikTok, as well as our favorite buzzed-about products from each, so you can get the goods without being sucked into another hour-long scroll session.Selena Gomez’s Rare Beauty was met with massive success following its September 2020 launch, and the brand has since built an impressive presence on TikTok.

Part of its popularity stems from the countless creators, including and , who have waxed poetic about the Soft Pinch Liquid Blush; thousands of consumers have also taken to TikTok to gush about how pigmented the blush is—including .

Courtesy of brandCourtesy of brandYouthforia was founded right before the start of the pandemic. Since then, the brand has blown up on TikTok thanks to its small but mighty collection of innovative products that, according to founder Fiona Cho Chan, are safe to sleep in without causing irritation or breakouts.