I’ve Tried Dozens of Viral Beauty Products in 2025—These 12 Are Actually Worth It

As both a beauty editor and someone who’s chronically online, sometimes it feels like the only thing in my brain is a roladex of the most viral beauty products of the moment. My vanity drawers are exploding and I have a deep-seeded paranoia that my mailmen are keeping track of how many striped Sephora boxes arrived on my doorstep. So if there’s a product that’s blowing up, I’m already trying it.

Like a sorting hat of beauty greatness, all of the products I try end up sorting themselves into three categories. They go straight into the bag of products I keep in my closet to donate (worst), get thrown into the drawers of my vanity (better), or get placed straight onto the organizer I keep on the top of my vanity (best). The majority of products I tried this year ended up in the “drawers of my vanity” category. However, a few lived to enter 2026 with the honor of being seated front and center on my vanity, confident that they’ll be reached for every single morning.

Of all the viral beauty products #BeautyTok told you you should “run, not walk” to get this year, these are the ones that are actually worth it.

1. Tower 28 MakeWaves Mascara

Listen closely, girls: I absolutely detest wearing mascara. On any regular day (as in, unless I’m going out at night), I choose to go mascara-free because I just can’t stand the feeling. That is, until I tried Tower 28 MakeWaves. It is so incredibly comfortable on my lashes, but still gives me volume, lift, and curl with just one coat. Like many, I struggle with mascara transfer under my eyes, but that has been reduced significantly with this product. It’s so light and non-clumpy that I feel like I’m not even wearing mascara at all. I have both black and brown on constant rotation in my routine. I love it so much that I even gave it as my gift in a favorite things exchange this year!

Tower 28

MakeWaves Mascara

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2. DedCool Mochi Milk Fragrance

I am going to be honest here. I own DedCool’s Xtra Milk fragrance, and I’ve found that it’s not really for me. It leans a bit too skin-scenty for my taste. So when I read the notes of Mochi Milk—including marshmallow, vanilla bean, peach nectar, and jasmine—I was intrigued right away. It still has DedCool’s signature white musk as a base note. But the gourmand-leaning top notes make it sweeter and fresher overall. Just as I expected, it’s become one of my go-to fragrances. And I know the masses agree, as it is an Allure 2025 Best of Beauty Awards winner.

DedCool

Mochi Milk Fragrance

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3. Shark Glam Ceramic Air Styling & Drying System

I’ve tried countless hair tools—including other air styling and multi-attachment systems—but I can confidently say this is my favorite one yet. I love that it truly has every attachment I might need. I’ve found other systems to be missing something (like a straightener or a hot brush), or that the blow drying feature isn’t strong enough for me. But the Shark Glam literally made me give away almost all of my other hair tools (save my emotional support curling wand). I also really appreciate that it has the option for wet-to-dry styling, because if I’m anything, it’s chronically running behind. This is a newer addition to my beauty routine, and I can’t wait to keep using it in 2026.

Shark

Shark Glam Ceramic Air Styling System

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4. Crown Affair The Clips

If you believe that all claw clips are created equal, I hate to tell you, but you’re wrong. As someone who wears my hair in a claw clip at least five times per week, I will say that I’ve tried some real duds alongside the ones I go back to time and time again. I have fairly long hair, and I couldn’t quite find the right clip for the half-up style that I’ve found myself wearing a ton this year. That is, until the Crown Affair clips came into my life. At $58 for a set of two, they are an investment—but one that’s worth it in my opinion. They’re handcrafted in France with a double-teeth design that’s specifically meant to be secure and damage-free. Not only are they a gorgeous accessory, but they can be used on damp hair for Crown Affair’s signature air-dry waves.

Crown Affair

The Clips

2 colors available

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5. eos Vanilla Cashmere Shea Better Moisture Body Lotion

I—like most of you, I’m sure—saw what felt like a million TikToks of people singing the praises of this body lotion before I decided I had to try it. I confess: I am so happy I did. The smell is out of this world, and lingers long after you first apply. It’s perfect for scent stacking with your favorite vanilla fragrance or cashmere perfume. I love it so much that I had to buy it in the mini size too, so that I’m never without it. And of all the viral beauty products out there, this one probably gets you the most bang for your buck. You can pick it up on your next Target run for just $10 for 16 ounces of product.

eos

Vanilla Cashmere Shea Better Moisture Body Lotion

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6. Dior Forever Skin Perfect 24H Foundation Stick

When I say the last thing I needed on my vanity was yet another foundation, I mean it. But this Dior foundation stick gained the status of my favorite complexion product of the 2025. I feared what its natural finish would look like on my dry skin, but it ended up delivering a skin-like effect that I simply can’t get enough of. What really makes it stand out from the crowd is its ease of application. With three swipes and a little blending, my skin looks even and perfected, and stays that way all day.

Dior

Forever Skin Perfect Foundation Stick

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7. Makeup By Mario SurrealSkin Soft Blur Setting Powder

When Givenchy changed the formula of my beloved Prisme Libre Loose Powder, I thought I’d never see another day of the blurred, perfected complexion that I’d gotten used to. But lo and behold, Makeup by Mario’s Soft Blur Setting Powder delivers the same effect. And I haven’t mourned my Givenchy for a minute. This powder locks in my makeup and gives me a blurred, natural finish that makes me look airbrushed and completely poreless.

Makeup By Mario

SurrealSkin Setting Powder

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8. Rhode Pocket Blush

As a blush obsessor, I knew I’d probably like Rhode’s Pocket Blushes. But what I didn’t expect was for them to make all my other cream blushes obsolete. In addition to its satin finish that leaves my cheeks looking dewy and youthful, what really makes this product stand out is its longevity. I’ve never met another cream blush with such staying power. When I apply it in the morning, I still have a healthy flush when I wash my makeup off at night. I personally can’t leave the house without a few dabs of ‘Sleepy Girl’ on my cheeks.

RHODE

Pocket Blush

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9. Hourglass Ambient Lighting Custom Palette

Given how many beauty products cross my desk, it’s pretty rare that I repurchase the same one over and over again. But every fall, I find myself adding the annual edition of Hourglass’s Ambient Lighting Palette to my cart. Regardless of what makeup products I’m currently using—or even if I find myself in a position where I over-powdered and look a little dry—a dusting of these powders instantly gives my makeup a diffused, healthy glow. These palettes include a bronzer, blushes, finishing powders, and a highlighter, so you truly have everything you need for a full face of makeup right at your fingertips. Given how stunning the packaging is, I also don’t mind that it inevitably ends up living on my vanity year-round.

Hourglass

Ambient Lighting Custom Palette

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10. Saie Dew Bronze Sculpting Liquid Bronzer

Saie’s Dew Blush became one of my favorite products of all time a few years ago, so when I found out they were releasing a bronzer version, I felt like a kid on Christmas morning. To no one’s surprise, this is by far the best liquid bronzer I’ve ever tried. Saie’s extra-large doe foot applicator makes applying it a breeze, and no matter how haphazardly I put it on my face, it blends out to make me look like I just got back from a weekend on the beach. It’s gives a soft finish that’s dewy but not sparkly, and allows me to customize how bronzed I am thanks to its buildable formula.

Saie

Dew Bronze Sculpting Liquid Bronzer

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11. amika Soulfood Nourishing Hair Mask

I could wax poetic about my love for this hair mask for the next hour (actually, I already did here), but I consider it to be the sole reason my hair is currently the healthiest its ever been. Since I incorporated this product into my hair routine, it’s gone from being dry and brittle to full, healthy, and hydrated. I’ve never found a product that makes such a visible difference in my hair, and can honestly say that this has a permanent spot in my routine.

amika

Soulfood Nourishing Hair Mask

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12. Benefit Cosmetics Fluff Up Brow-Texturizing Wax

I have fine, thin hair everywhere on my body—and unfortunately, that includes my eyebrows. Since my individual eyebrow hairs are so thin, any heavy waxes or pomades usually end up weighing them down, but not this brow wax from Benefit. This formula is on the dryer side, so as it adheres to my brows, it doesn’t make them look too wet or slick. Instead, it does as it promises and gives me fluffed-up brows that stay that way until I wash my face at night. I love this product so much that I’ve bought it in both the clear and tinted version so I have one handy for any mood me and my brows are in.

Benefit Cosmetics

Fluff Up Brow Wax

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ABOUT THE AUTHOR

Jessica Welsh, Senior Fashion & Beauty Editor

Jessica oversees and edits all fashion and beauty content on The Everygirl. She also writes in-depth styling stories, trend reports, capsule wardrobes, and more. She was previously the Commerce Editor for The Everymom, where she oversaw all shopping content on the site and social. She has created editorial content for major brands such as Nordstrom, Old Navy, DSW, and Kohl’s.

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MEET THE AUTHOR

Madeline Galassi, Former Senior Fashion & Beauty Editor

Madeline Galassi is the former Fashion & Beauty Editor at The Everygirl, where she oversaw the fashion and beauty categories of the site. She brainstormed, wrote, and edited stories across a broad range of topics including trend reports, product reviews, celebrity style, and more. She’s always keeping a pulse on the latest trends to create timely, exciting content for our readers.

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