New York Post may be compensated and/or receive an affiliate commission if you buy through our links.
Spoiler alert: this is my favorite packaged-and-produced product review yet.
As a full-time product reviewer and shopping reporter, it actually counts as research for me to be on the Sephora homepage 24/7 (my middle school, beauty guru-watching self wouldn’t believe it). My makeup vanity is fully stocked to the nines, as is my skincare assortment and haircare hoard. That said, both buzzy and indie brands alike are on my rotation, with a rote rhythm of formulations, lotions and potions at my disposal at all times.
Not to mention, my FYP on TikTok is an assembly line of “get ready with me,” with influencers and lovers of makeup alike hash-tagging #BeautyTok, putting on their croissant-style headband and taking viewers through their routines, from primer to setting spray. It’s a side of TikTok I love to be on, naturally.
RELATED: Best #BookTok reads, per a content creator
According to a 2023 academic study named “#BeautyTok Going Viral,” a product characteristic that can contribute to virality is its effectiveness or the ability to solve a problem.
“When a product works well, users are [more likely] to recommend it to others, leading to more views and shares,” the study highlighted. “Products within the beauty industry have various long-term or instant effects.
For example, The Ordinary’s AHA 30% + BHA 2% Peeling Solution [$10] is an exfoliating treatment that went viral on TikTok because it improves skin texture and clarity over time. In contrast, products that have an instant effect are, for example, Maybelline’s Sky-High Mascara [$9], where one can clearly see the effect instantly on video.”
my top 10 #beautytok products, at a glance
Ahead, find the only guide to TikTok beauty in the haircare, makeup and skincare spaces that you’ll need. Plus, find an in-depth overview of how I tested every product following some of the beloved #BeautyTok products to date.
Before you shop, take a look at the following brand reviews: Anastasia Beverly Hills, Charlotte Tilbury, Drunk Elephant, e.l.f. Cosmetics and Glossier.
Before you shop, check out the in-depth FAQ section at the bottom of this guide for top-level insights into #BeautyTok and brands of all kinds.
Best haircare products, as seen on TikTok
OUAI Fine to Medium Hair Treatment Masque
Pros:
- Ultra-smoothing and moisturizing on the strands without weighing down your hair
- Smells like a dream
- Beautiful when air-dried or blow-dried alike
Cons:
- Not suited for everyday use, so not as great of a value as some other hair products (though not a dealbreaker)
The OUAI Fine to Medium Hair Treatment Masque has been one of my favorite hair masks as of late, simply because it feels like my hair always hits the reset button whenever I use it. Magical and moisturizing, it locks in hydration to the ends of my hair and always makes them smooth once fully rinsed out.
I love blow-drying my hair after using the mask, though I find it’s a great precursor to natural, air-dried styles. While it’s not suited for everyday use, it’s a phenomenal product I’ve been recommending to everyone. For best results, I use this about once or twice a week on my medium-textured hair.
Redken Acidic Bonding Concentrate Leave-In Treatment
Pros:
- Leaves the hair shiny and smooth
- A little goes a long way, so the product will last for quite a while, making it more of a value-based purchase
- Doubles as a heat protectant
Cons:
- May leave the hair weighed down if used extremely often; for best results, use once or twice a week
Pairs well with: Redken Bonding Shampoo ($33) and Redken Bonding Conditioner ($33)
Redken’s Acidic Bonding Concentrate Leave-In Treatment is a product that I use after nearly every shower. Following my shampoo and conditioner, I work in this creamy formulation into my locks, grazing it over my hair from my ears down. Not only does it double as a heat protectant but it also gives my hair the most incredible smoothness and shine.
Because of its universality, it’s worth the slight splurge. It gives off that salon vibe that you simply want for at-home use and it even helps strengthen the ends of my hair whenever I use it, allowing them to be blow-dried full and fluffy. It’s truly a rockstar hair product if I do say so myself.
IGK Beach Club Touchable Texture Spray
Pros:
- Smells like the most luxurious beach ever
- Offers a buildable texture without a nice finish
- Lightweight and easy to apply
Cons:
- Price point may be unreachable for some, given it’s a spray for your hair
Perfect for your beach vacation or tousled waves, the IGK Beach Club Touchable Texture Spray is a salon-worthy hair product I love using as a replacement to hair spray on most days. It’s as light as air, smells like a summertime soiree in a spritzer and doesn’t leave my hair crunchy, ever.
What’s more, it’s texture is buildable and the product tends to last me for about a year until I need to pick up a new one. As someone with naturally wavy hair, this is a godsend.
COLOR WOW Dream Coat Supernatural Spray
Pros:
- Offers the hair an unbelievable shine
- Helps prevent frizz that welcomes itself from the humidity
- An ergonomic spray bottle that evenly disperses product into the hair
Cons:
- A cologne-like fragrance that may be averse to some shoppers who prefer fruity or fresher scent notes
The COLOR WOW Dream Coat Supernatural Spray is *actually* seen by every hair enthusiast on TikTok so, naturally, I had to become #influenced and use it myself. Now, I’ve been using it for maybe four years and continue to love it for the shine it provides.
Though it has more of a cologne-based scent than I would like, it’s a product that helps prime the hair for a great blowout. For that reason, I settle on the fragrance; I wish it was a fruiter or “fresher” scent.
As a raved-about No. 1 Amazon best-seller, it’s surely worth the hype. It helps manage and mitigate frizz and I love its spray bottle that evenly disperses the product to my hair from ear to ear. If your biggest problem is frizz and dull-looking hair, this is a good product to pick up next.
Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil
Pros:
- Helps stimulate hair growth when used consistently over time
- Budget-friendly price point, making it reachable for most shoppers
- Contains clinically studied rosemary to help encourage hair growth, along with fresh mint to give that “fresh” feeling when applied
Cons:
- Feels a bit oilier on my fingertips than some other oils that hold a “thicker” consistency and texture, but not a dealbreaker
The Mielle Organics Rosemary Mint Scalp & Hair Strengthening Oil is one of the best hair oils I’ve used, especially for its $10 price tag. As the internet and content creators have sung from the rooftops, rosemary helps stimulate hair growth, with a 2023 study from Cleveland Clinic stating the same.
It’s lightweight and I love massaging it into my locks a few hours before I wash my hair. Unlike the masses, I like having hair oil absorb into my scalp before a good wash, otherwise, my hair may feel too oily; unfortunately, the slicked-back bun doesn’t work in my favor.
I’ve noticed a tremendous difference in my hair health since using this product. Of course, I switch out and rotate my hair products as a full-time product tester, but I’m betting my bottom dollar it’s the rosemary hair oil that has been stimulating incredible hair growth and overall good-looking hair. TikTok hyped it up, and I’m confirming it.
K18 Peptide Prep Detox Shampoo
Pros:
- Cleanses effectively while remaining gentle on the scalp
- Pleasing smell that’s not too overpowering
- Travel-friendly packaging that’s both contained and lightweight
Cons:
- The price point may be unreachable for some
All hail the K18 Peptide Prep Detox Shampoo. With clarifying shampoos on the rise, it’s important to pick up one that’ll give your scalp some much-needed love. I use this product once every two weeks (once a month at minimum) and continue to sing its praises.
Whenever I use it, I find that it’s non-stripping and removes product buildup, likely from my dry shampoo. When I scrub it into my hair, I truly feel like I’m receiving a scrub; it’s powerful at cleansing but gentle enough to want to continue using it.
While the price point is higher than some other clarifying shampoos I’ve used, this is a wonderful hair-resetting product that’s also safe for color-treated hair.