“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, 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 oversaturated marketplace, it seems that countless products are trendy at once, furthering the goalpost of the type of virality we’re accustomed to.
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.
Vogue’s Favorite 2025 Viral Beauty Products
The Overnight Peel-Off MaskMedicube Collagen Overnight Wrapping MaskRead more$19
AMAZON
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 high-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 multipurpose 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 them, and even more that our peers couldn’t stop raving about. From K-beauty finds to must-have lip treatments, here are the viral makeup, skin, and hair products that reigned supreme in 2025.
