I’m a Beauty Editor – These viral TikTok beauty brands are actually worth the hype

To be one beauty editor for a living i can say my algorithm shows me a lot of beauty content. Whether it’s affordable dupes for an expensive foundation, the best Zara perfume or to see Dyson AirWrap in action to create viral TikTok hairstylesit now even affects my work as a journalist, where I will often report on the viral TikTok beauty brands and products that are trending right now.

TikTok is great for showcasing new product launches. However, it has also brought cult classics back into the spotlight, which have long been trusted by dermatologists, make-up artists and hairdressers.

However, with so many opinions on TikTok, it can be difficult to choose a beauty product that might be right for you, or it can leave you questioning whether the product you see everywhere might just be overhyped. So I’ve rounded up the TikTok viral beauty brands that I think are worth buying as someone who lives and breathes beauty as part of my job.

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