Popular makeup products by this guide to the best TikTok beauty finds has been refreshed with the latest trending makeup, hair care, and skincare items circulating on the app. Our editorial team is currently testing additional products from TikTok-favorite brands such as Tarte, Dyson, and Rare Beauty to determine whether they belong in this guide.

Popular makeup products and TikTok has become a go-to destination for beauty enthusiasts — a place to uncover viral Amazon beauty must-haves, stay on top of the newest glam trends, and master expert techniques from top creators. Our editors regularly test the most talked-about TikTok beauty products — from the FYP-famous Patrick Ta foundation to under-the-radar gems like the Revlon Dual-Ended Jelly Makeup Blender — to figure out which viral makeup, skincare, and haircare items are truly worth buying. On TikTok, millions of users share product demos, reviews, and shopping hauls across every beauty category, captivating audiences from Gen Alpha to Gen X. According to a 2024 Adobe report, tutorials are the platform’s most-watched content type, and younger users are particularly influenced to purchase products they see on TikTok. While beauty newbies frequently post hacks and everyday glam routines, influencers highlight the next big products — many of which quickly become breakout hits with dedicated Amazon storefronts from creators like Alix Earle, Monet McMichael, and Mikayla Nogueira. Retailers, including Target, have even launched Viral Beauty landing pages to showcase the hottest products trending at any given moment.

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In addition to influencers, TikTok has drawn numerous beauty professionals who share insider tips, such as Mary Phillips, makeup artist to Kendall Jenner and Hailey Bieber, Pati Dubroff, who did Sofia Richie’s wedding makeup, and Melissa Murdick, the artist behind some of Selena Gomez’s most iconic looks. Other experts, from top dermatologist Dr. Joyce Park to celebrity hairstylist Chris Appleton, also use the platform to debunk myths and provide at-home beauty advice.

At WWD, we track the app to identify the best TikTok makeup, hair care, and skincare products with top ratings, compare our test results with consumer reviews, and monitor what beauty insiders are highlighting on social media. From there, we curate a list of must-have TikTok beauty products worth adding to your cart immediately. Keep scrolling to see what our editors are loving right now.

With so many makeup brands on the market—and new ones emerging all the time—it can be overwhelming, even for seasoned beauty editors. You might find yourself asking, “Which makeup brand is the best?” While the sheer number of options can feel intimidating, the upside is that today’s beauty industry offers Popular makeup products than ever that cater to a wide range of styles and skin tones. To help you navigate this crowded landscape and discover standout products, we’ve compiled a list of top makeup brands currently worth your attention, from timeless favorites to exciting newcomers.

Of course, this is a subjective topic, but we based our selections on our beauty expertise, personal experiences, and the results of extensive product testing. Each brand was assessed based on its collection of reliable products (many of which are our tested winners), innovative releases, and inclusivity across shades. Below, you’ll find the makeup brands that truly stand out, along with our top product picks from each.

The brand: Anastasia Beverly Hills was founded by brow specialist Anastasia Soare, the creator of the Golden Ratio—a patented method for eyebrow shaping. The brand initially focused on Popular makeup products inspired by Soare’s clients. Today, it’s a leader in the brow space with pencils, gels, waxes, and powders that remain fan and artist favorites. Beyond brows, Anastasia Beverly Hills now offers a full range of complexion, lip, and eye makeup, making it a go-to for those who love dramatic, full-glam looks.

The hero product: Among its many iconic items, the Brow Freeze Gel has quickly emerged as a standout and favorite. This gel comes with a comb applicator to shape and brush brows, and its tacky formula keeps hairs in place all day without feeling stiff or crunchy.

The brand: Armani Beauty draws inspiration from the techniques and Popular makeup products used backstage at fashion shows. Its lineup is known for creating effortless glamour with formulas that are smooth, luminous, and easy to apply.

The hero product: The Luminous Silk Foundation is the brand’s signature item and widely regarded as a must-have. Praised by makeup artists and editors alike, it delivers medium coverage with a natural, radiant finish suitable for all skin types. It also offers a broad shade range and long-lasting wear, making it a standout foundation in any makeup kit.

The brand: Celebrity makeup artist Charlotte Tilbury founded her eponymous beauty line in 2012 to empower women with the same confidence-enhancing looks she creates for her celebrity clients. With elegant packaging, user-friendly Popular makeup products, versatile shades, and impressive performance, Charlotte Tilbury allows anyone to enjoy a touch of red carpet glamour from the comfort of home.

The hero product: Pillow Talk Lipstick has remained one of the top-selling lipsticks in the U.S. for years. The most-loved shade is a soft, neutral pink that complements a wide range of skin tones. Its Matte Revolution formula delivers rich color, smooth application, and lasting comfort, making it effortless to wear all day. The brand has expanded the Pillow Talk line with new products and variations to suit even more complexions.

The brand: Iconic fashion designer Christian Dior introduced Miss Dior fragrance in 1947, followed by Rouge Dior lipstick in 1953, marking the brand’s first venture into makeup. Since then, Dior has grown into a globally recognized beauty empire Popular makeup products, offering an extensive range of products for the face, eyes, and lips, and establishing itself as a top-tier makeup brand.

The hero product: Lip Glow Oil was among the first lip oils to gain widespread acclaim, and it remains a standout choice. Its luxurious packaging houses a smooth, hydrating formula that feels rich without being heavy, while also lasting longer than many competitors. It softens the appearance of lip lines, giving a plump, glossy finish.

The brand: Rihanna transformed the beauty landscape with Fenty Beauty, launching a foundation line with 50 shades to ensure inclusivity was central, not an afterthought. Since then, Fenty has grown into a full beauty brand, offering products that cater to a variety of skin tones and makeup preferences. The brand now also features body and hair care, solidifying its position as a versatile and innovative beauty line.

The hero product: Pro Filt’r Soft Matte Longwear Liquid Foundation debuted with 50 shades and has now expanded to 58. Its lightweight, buildable formula provides a soft matte finish, long-lasting wear, and resistance to heat and sweat, making it ideal for those with oily skin or living in humid conditions.

Glossier: Launched in 2014, Glossier set out to make beauty simple and approachable. The brand leaned heavily on feedback from its social media community to guide product development. Glossier’s offerings are easy to apply and perfect for creating minimal, effortless makeup looks.

Hero product: Among Glossier’s staples, the Cloud Paint Gel Cream Blush stands out. This liquid blush glides onto the cheeks effortlessly and can be layered for a soft, watercolor-like flush.

Haus Labs: Created by Lady Gaga alongside a team of creatives, innovators, and scientists, Haus Labs blends imagination with science-backed formulas to deliver high-performing makeup. The brand is also committed to giving back, donating a portion of sales to the Born This Way Foundation, which promotes mental health awareness for young people.

Hero product: The Triclone Skin Tech Medium Coverage Foundation is exceptional. With over 50 shades spanning very fair to very deep, it ensures most people can find their ideal match. The foundation offers medium, buildable coverage, a natural-looking finish, and impressive wear time.

Hourglass: Founded in 2004, Hourglass has been cruelty-free from day one. The brand donates 1% of its sales to the Nonhuman Rights Project, an organization advocating for animal rights. Hourglass delivers luxurious, sophisticated products that perform exceptionally well.

Hero product: Hourglass is renowned for its silky, finely milled powders, and the Veil Translucent Setting Powder is a standout. Talc-free with a soft pearlescent glow, it never appears dry or cakey. It sets makeup while creating a subtle blurring effect.

Ilia: Known as a leading clean beauty brand, Ilia uses skin-friendly, safe ingredients such as squalane, shea butter, and allantoin. Its products strike a balance between skincare and makeup, offering minimalistic options that enhance natural beauty.

Hero product: The Limitless Lash Mascara is a favorite among editors for good reason. Its dual-sided brush combines short bristles to lift and add volume with long bristles to lengthen and separate lashes. It’s also gentle enough for sensitive eyes.

The brand: Kosas was built on the idea that makeup should benefit the skin while being worn. Its products are enriched with skincare ingredients that improve makeup performance instead of compromising it. Unlike many “clean” beauty lines, Kosas doesn’t limit itself to subtle looks—the products deliver rich pigmentation, diverse shade options, and lasting wear.

The hero product: Although it’s a recent release, the Blush Is Life Baked Dimensional + Brightening Blush has quickly become a staple. Its baked formula comes in eight bold and neutral tones, each featuring a unique marbled pattern and a silky, luminous finish. It provides an instant boost of color and radiance, awakening the complexion beautifully.

The brand: Lancôme was founded in 1935 by Armand Petitjean with the goal of sharing French elegance worldwide. What started as a small collection of five fragrances has grown into an international beauty powerhouse, offering skincare and makeup in addition to its iconic perfumes.

The hero product: While Lancôme has several top-selling mascaras and complexion products, the standout is the Teint Idole Ultra 24H Long Wear Matte Foundation. With 55 shades available, it delivers full coverage while keeping a natural, skin-like finish that lasts all day.

The brand: Mario Dedivanovic introduced his beauty line in 2020 after two decades as a professional makeup artist. His products are created to help customers replicate his signature techniques at home. When developing new products, Dedivanovic draws inspiration from his favorite tools and looks from years of working with clients.

The hero product: Since its launch, Makeup By Mario has developed numerous highly regarded products and built a devoted following. The Master Mattes Eyeshadow Palette is a fan favorite, offering neutral shades that are perfect for everyday wear but can be layered for more dramatic looks. Its formula is smooth, easy to blend, and long-lasting.

While a full-glam look is always fun, sometimes it’s refreshing to go for a more natural makeup style. Natural makeup usually avoids bold shades like bright red lipstick or sparkly eyeshadow, but it’s also not as minimal as a “no-makeup” look. Essentially, it strikes a perfect balance, making it versatile enough for both daily wear and special occasions.

The best part about creating a fresh, glowing, natural makeup look is that it can be simple when you have the right products and techniques. To help you achieve a natural finish that enhances your features, we’ve compiled some of our favorite tips, tricks, and must-have products. Keep reading to learn how to nail a natural makeup look for any setting or mood.

Essentials for a Natural Makeup Look
The key to natural makeup is subtlety, and that starts with your base. Instead of reaching for a full-coverage foundation, go for lighter options like tinted serums, tinted moisturizers, or sheer foundations.

Beyond your base, gather your everyday go-to products: concealer, mascara, blush, bronzer, and a lip gloss or lipstick. Depending on your preference, you might use all of these or just a few. Most natural makeup looks work best with cream or liquid formulas rather than powders or very matte products, as these help achieve a soft, dewy finish.

Tips for a Natural Finish
To keep your makeup looking effortless, choose light and sheer formulas. Avoid heavy powders, which can mask your skin’s natural texture and, if overused, settle into fine lines or pores for a cakey effect.

The secret to a natural-looking makeup is choosing products that mimic your skin. This way, your makeup enhances your features while still appearing subtle. Using a damp makeup sponge can also help—blending with one gives a radiant, seamless finish. Remember, natural makeup doesn’t always mean fewer products or steps; it’s about using light coverage, cream or liquid textures, and a gentle touch. Here’s a step-by-step guide to a natural makeup routine.

1. Prep Your Skin
A great natural makeup look begins with skincare, not cosmetics. Moisturizing is crucial to prepare your skin for makeup. A product like L’Oréal Paris RevitaLift Derm Intensives Micro Hyaluronic Acid + Ceramides Line-Plumping Water Cream works well for all skin types. It absorbs quickly, making it perfect for mornings when you’re in a rush.

2. Prime Your Skin
Priming is essential for long-lasting makeup and can sometimes reduce the amount of foundation you need. For a radiant, healthy glow, try the L’Oréal Paris Lumi Glotion Natural Glow Enhancer. Choose a shade close to your skin tone and apply it for instant hydration and luminosity.

If you want a primer that also smooths the skin, the L’Oréal Paris Age Perfect Makeup Blurring Face Primer Infused with Serum is a great pick. For those dealing with redness or uneven tones, a color-correcting primer like L’Oréal Paris Prime Lab Up to 24H Redness Eraser can help even out your complexion.