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April 13, 2021

9 Viral Beauty Brands Conquering Social Media

Social media is an entertaining way to discover beauty products you may not have otherwise noticed. Here are 9 innovative brands on Instagram and TikTok to have on your radar!


After Instagram solidified the beauty community online and gave us aesthetically pleasing “shelfies” and flat-lays to enjoy, TikTok has now become the skincare and makeup lover’s playground of choice. No matter which social network you prefer, the power of going viral can’t be ignored when it comes to the success of certain brands and products. 


viral beauty products and brands
Social media is an entertaining way to discover beauty products you may not have otherwise noticed.


Here are 9 TikTok- and Instagram-approved beauty brands and some of their most coveted products.


1. Kaja 


I first came across Sephora’s K-beauty brand Kaja and its über cute and innovative packaging on Instagram a while back; but the brand recently went viral on TikTok, cementing its position as a social media sweetheart. A quick look through its cruelty-free offering of stacked eyeshadow trios, heart-shaped lippies, and blushes and highlighters makes it easy to see why!


All The Rage: the Cheeky Stamp Blendable Blush, with its cushion formula and heart-shaped stamp applicator. 


Watch: Beauty ASMR at its best!


@kajabeautyIt’s the satisfying clicks for me 😌 Did you hear? We’re now available on Amazon!!! 🤩🎉 #kajabeauty #kbeauty #amazonfinds #makeup #oddlysatisfying♬ original sound – Kaja

2. Illamasqua


Illamasqua Hydra Veil Primer


Adored by legions of makeup artists and fans across the globe, British-born Illamasqua celebrates individuality, diversity, and creativity with high-performance cosmetics and visually arresting imagery on Instagram. Anyone who appreciates a primer flips over their clear gel formulations, and their mascaras and deeply-pigmented color cosmetics dominate the makeup space. 


All The Rage: The Hydra Veil Primer instantly smooths and hydrates skin creating a devastatingly flawless foundation. 


Watch: @gossmakeupartist shares the bliss of this supreme primer. 


3. Supergoop!


In a world where most people still don’t think of sunscreen as an everyday essential despite its crucial role in keeping your skin in top condition (not to mention cancer free!), it’s a good thing Supergoop!—a brand that specializes in sun protection—is around. And with videos tagged #supergoop totaling millions of views, it seems TikTok agrees! From completely clear everyday sunscreens to a formula that combines vitamin C and SPF, a body mist, a clear stick, and even a dedicated hand cream, there seems to be a Supergoop! product for everyone and every need.


All The Rage: One of my current favorite sunscreens, the Glowscreen SPF 40, which provides everyday protection and a glowy, slightly shimmery finish.


Watch: @tiatessy introduces the Glowscreen SPF 40. 


@tiatessy@supergoop I LOVE U. Not sponsored by the way just obsessed with it♬ Coffee Music – Cafe Music BGM channel


4. Truly


If you’ve seen jars of colorful body, skin, and hair products being scooped out with golden spatulas on social media, you’ve come across Truly before. Their products are vegan, pure eye-candy and wildly entertaining. And as far as TikTok is concerned, they work! The Acai Your Boobies Polish retexturizing boob scrub and the Buns of Glowry Smoothing Butt Polish created a lot of hype, but the Unicorn Fruit Whipped Body Butter is what’s calling my name. 


All The Rage: The brand made it easy for us all and put together a TikTok Bundle which includes the three picks mentioned above, as well as three other viral products.


Watch: A look at the rainbow-colored Unicorn Fruit Whipped Body Butter.



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A post shared by Truly® (@trulybeauty)


5. Glow Recipe


Thanks to its “fruit-powered” skincare formulas, lovely pastel packaging, and high-quality products, K-beauty-inspired brand Glow Recipe was already a mainstay in many an Instagram flat-lay before it crossed over to the wonderful world of TikTok—with two of its more recent launches having gone viral. I can personally attest to the gloriousness of the Plum Plump Hyaluronic Serum, Papaya Cleansing Balm, Watermelon Glow Pink Dream Body Cream, Blueberry Bounce Gentle Cleanser, and Avocado Melt Retinol Eye Sleeping Mask, among others.


All The Rage: The Watermelon Glow Niacinamide Dew Drops, a highlighting serum that can be used the traditional way under a moisturizer, or last in your routine for a luminous finish. 


Watch: Mikayla Nogueira (@mikaylanogueira) gets her glow on.


@mikaylanogueiraI WILL BE DOING THIS FOR THE REST OF MY LIFE. #makeup #beauty #glowyskin #glow @glamzilla♬ original sound – Mikayla Nogueira



With a focus on carefully selected ingredients, sustainable packaging, highly inclusive and diverse imagery, and “skincare-powered makeup”, ILIA is a brand whose minimalist and elegant aesthetic helps it shine on social media. One of the pioneers of clean beauty, it’s been around since 2011, so although you may have just taken note of it on Instagram or TikTok, it’s not new to the beauty game. 


All The Rage: The Super Serum Skin Tint with SPF 40, a serum, base makeup, and sun protection hybrid that also includes hyaluronic acid, squalane, and niacinamide. No wonder it’s won a slew of awards!


Watch: @badgalriyriy explains why ILIA’s skin tint is awesome for people of color.


@badgalriyriylove u ilia❤️ #ilia #iliabeauty #iliamakeup #makeupforpoc #poc♬ Aesthetic Girl (Slowed + Reverb) [Love Making Ver] – Slowed – Yusei

7. Rare Beauty


I’m not one to get overly excited about celebrity beauty brand launches, but when the products work and look pretty, you have my attention. Not only has every single Rare Beauty (from Selena Gomez) product I’ve tried hit a home run for me (the concealer! the liquid blush! the highlighter! the liquid liner!), the message behind the brand is that makeup isn’t necessary, but should rather be enjoyed—a philosophy I wholeheartedly agree with. If that wasn’t enough, one percent of the brand’s sales go to the Rare Impact fund, to help provide people with mental health services.


All The Rage: The Stay Vulnerable Melting Blush, a cream formula that comes in five shades with just the right amount of pigment for a subtle flush. 


Watch: Everything you need to know about Rare Beauty by @nabela.


@nabelaeverything you need to know about @rarebeauty 💕 @selenagomez #makeuproutine #selenagomez #getthelook♬ Rare – Selena Gomez

8. Florasis 


It’s not always easy to stand out amid a sea of beauty products and new launches, but Chinese brand Florasis’s intricately sculpted makeup items made my jaw drop the first time I came across them on Instagram. And I’m not the only one! A quick Google search, and you’ll find users discussing the best place to purchase the brand’s products. Its lipsticks, eyeshadow palettes, and blushes are mind-blowingly beautiful, making them ideal for social media content creation. I, for one, would have a lot of trouble mustering up the courage to actually use them!


All The Rage: The Peony Exquisitely Carved Flower Pattern Eyeshadow palette. Simply stunning!


Watch: @laurwongs unboxing some Florasis makeup treasures.


@laurwongsunboxing @florasis.official products🤍 #florasis #makeupunboxing #florasisbeauty♬ Princess Bubblegum – haroinfather

9. Krave Beauty


Launched by influencer Liah Yoo and beloved by YouTuber and TikToker Hyram Yarbro (@skincarebyhyram), Krave Beauty products can be found all over social media. From the Matcha Hemp Hydrating Cleanser to the Oat So Simple Water Cream, their simple yet eye-pleasing packaging and straightforward, versatile formulas seem to have passed the social media test!


All The Rage: The Beet Shield, lightweight fluid sun protection that many people claim has no white cast and leaves the skin super dewy. 


Watch: @theglowscout’s review of The Beet Shield.


@theglowscoutMore in-depth review on my IG theglowscout 🥰 #sunscreen #skincaretiktok #skincarereview #sunscreenreview #kravebeauty #skincare♬ Take Me to Pluto – idonthateyou

What are some of the noteworthy brands you discovered via social media? Share in the comments!

Mariève has been writing about beauty online and in print for over 10 years. Half-Canadian and half-Japanese, she loves that being a freelance beauty writer gives her the opportunity to explore the cosmetics landscape from Montreal all the way to Tokyo. Also on her mind at any given moment: cats, music, figure skating, food, and her next trip to Japan. You can find her (and her beauty illustrations!) on Instagram at @by.minoue.



Love Illamasqua! Their concealer pen and Colour Veil Blusher are the bomb! I also love Ilia for the minimalist look you mention! The two I's have it! lol! Always love to follow new brands on IG! They give the best makeup tutorials!


Oooh, I like the sound of those two products! I'm so intrigued about Illamasqua. Same with Ilia!


You nailed it with this list, Marieve! My daughter introduced me to Truly. She spotted it on TikTok of course. That Unicorn Body Butter is dreamy. I get why this brand went viral. Great packaging too.


Thanks, Elycia! I agree about Truly: their approach and packaging is a bit of a departure from other brands, which keep things fresh. I've been eyeing some Kaja items for a while now and may or may not have added them to my Sephora cart while working on this article... 🤭

Looks like there are a few new brands I need to try out. Love vetting new companies to see if their products live up the the social media hype.


Yesss! It's so much fun to see how products other people are loving end up working for you. :)

These all look so fun! I’m especially interested in #6. I love the idea of makeup product that contain SPF. Pardon me while I google where to purchase ILIA products!


Yesss, love the idea of hybrid skincare and makeup products. There are more and more out there!


The details on that Florasis lippie is just wow!


All their products are just breathtakingly beautiful!