Today, when screens dominate half of our waking hours, Instagram has emerged as the new arbiter of beauty trends. It’s where you’ll find first-hand experiences, thoughts, reviews and whatnot on the latest beauty drops—some of which often go viral, making products sell out faster than you can click ‘add to cart’. This gives the app, the real seal of approval because if it’s not buzzing on Instagram, is it even worth your attention?
As new seasons and events roll in, so does a fresh wave of viral products. This makes it challenging to discern which ones truly deserve a spot in your closet. So doing the legwork, we’ve rounded up eight viral beauty buys that are genuinely worth the hype.
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COSRX Advanced Snail 96 Mucin Power Essence
As you switch to your next K-drama binge, you cannot help but ponder, what gives Korean skin its glass-like, hydrated sheen? One of their best performing—and loved internationally—beauty buy, the COSRX Advanced Snail 96 Mucin Power Essence is loaded with snail mucin. The essence has gone viral for its unconventional yet effective hero ingredient. Known for its reparative powers, snail mucin works wonders in restoring skin’s natural glow, but that’s not all. This formulation creates a veritable cocoon of moisture, ensuring your skin remains dewy and hydrated. If you have an experimental beauty closet, this serum undoubtedly earns its place in the front.
ETUDE HOUSE Dear Darling Water Tint - 02 Cherry Ade
Back from a sun-drenched escape and now feeling a little less sun-kissed? Dab some of this viral water tint that will turn your cheeks and lips into the ripest cherries. Etude House is one of the first K-beauty brands to have introduced a water tint. This berry-infused tint does more than merely stain the lips; it hydrates, leaving a supple pout. Its lightweight, watery texture gets quickly absorbed into the skin, giving you a back-from-the-island rosy glow. Moreover, the colour doesn’t just flirt with your skin for a moment and then disappears into the ether. It’s in it for the long haul, ensuring you stay in that tropical state of mind for a little longer.
Benefit Cosmetics Hoola Matte Bronzer – Brown
This cult classic has consistently remained under the spotlight since its launch. It’s known to give a natural faux tan and adds a warm tone to your face. If you often like going for a bronzed-all-over look, add it to your beauty vanity.
Kayali Vanilla 28 Eau De Parfum
Heading out for a date and want to smell even more delectable than the crème brûlée? This Kayali perfume is your answer. With top notes of vanilla orchids and jasmine, this EDP envelops you in the smoothest vanilla scent imaginable. What sets it apart are the amber and patchouli in the background. Apart from adding depth to the scent profile, they also ensure the fragrance maintains a balance and steers clear from becoming overly sweet.
CLINIQUE Almost Lipstick - Black Honey
The black honey lipstick was originally launched in 1971 and has fans of all ages. The reason behind its virality lies in its universally flattering blackberry hue—which actually changes depending on your undertone. From soft plum and brown-tinged berry to reddish pink and mauve-y sheen, this balm-like lipstick gives off a variety of hues. Apply one coat for a sheer tint and build up for more drama.
Dyson Special Edition Airwrap Multi-Styler - Blue Blush
If there’s one thing that can spark some serious FOMO among social media users, it’s the Dyson Airwrap. This all-in-one tool addresses a common hair-styling woe: overheating. The Airwrap uses heat control that gently attracts flyaways to the attachment of your choice. So, whether you’re going for the viral '90s blowout with the barrel or simply detangling with the brush, this device ensures your hair remains smooth and sleek. No wonder it’s known as one of the best (and safest) hair tools on the market. Pro tip: For best results, start with hair that’s 50 percent damp.
Beauty of Joseon Relief Sun: Rice + Probiotics With SPF 50+ PA++++
This K-beauty SPF has skyrocketed to cult-favourite status among beauty editors and critics. The internet adored its blendable and feather-light formula that melts into the skin. This leaves no room for a white cast. But the best part is that it doubles as a moisturiser, thanks to the rice extract and probiotics. Also infused with niacinamide, it balances sebum production while preserving your skin’s natural oils. It’s a match made in skincare heaven for people with combination skin.
Laneige Berry Lip Glowy Balm
Looking for a berry-licious treat that will hydrate your lips like you’ve sipped a gallon of water? Turn to this trending lip balm. Saturated with shea and murumuru butters, this beauty buy ensures your lips stay chap-free and supple all day long. Its lightweight formula makes it feel like you’re wearing nothing at all. It can be worn solo for a fresh, natural look or layered over your favourite matte lipstick for that extra touch of gloss.
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