There's always been cult beauty products, but since the rise of Instagram and TikTok, the concept of popularity has taken on an entire new meaning. One video has to power to render a single product viral — out of nowhere, it's sold out everywhere; the subject of every online review or GRWM.

Some of it is unwarranted hype, but for the most part where there's smoke there's fire, hundreds of fans, waitlists and rave reviews have to account for something, right? It's how beauty icons are created.

And so with that being said, I've compiled a list of the best viral beauty products in 2025. Some are serious innovations, others are a bit of fun – all of them worth your attention.

Biodance Real Deep Collagen Mask

This cheap and cheerful K-Beauty sheet mask went off online because of the way it turns translucent on the skin, before peeling off to reveal a glassy skin finish. The mask itself is soaked in a serum, but what it really does is push in any prior skincare – think of it as a moisture seal. Perfect overnight or before a big event.

Medicube Collagen Night Wrapping Mask

Similar to the above, this turns into a bit of a seal on the skin – almost like glad wrap – locking in moisture for extreme dewy-ness. The results are somewhat short-lived, but it's gratifying nonetheless.

Victoria Beckham Beauty The Foundation Drops

The fact these drops have been almost entirely sold out online since the Mecca launch is all the proof we need. At $185 a bottle, the Internet is divided but the immediate glow, sheer but beautiful coverage and associated skincare benefits are something to behold.

Wonderskin All Day Lip Stain Peel Off and Reveal

This is all over TikTok — the blue stain can be painted on and peeled off, leaving your lips a long-lasting shade of berry beneath. For some it's the perfect natural lip tint, while others like it as a lip combo base.

Avene Cicalfate+ Restorative Protective Cream

Not exactly new, but this French face balm has a cult following (blame it on Hailey Bieber). It's rich in zinc, copper and French thermal spring water to soothe stressed out, red or irritated skin. Sold.

RHODE Glazing Mist

On the topic of Hailey B, the beauty mogul broke the Internet once again this year with the launch of RHODE's Glazing Mist. From the campaign (hello, Harris Dickinson) to the glazed skin finish, Bieber continues to have the beauty Internet in a chokehold. Peptide Lip Shape also deserves a spot on this list.

K18 AirWash Dry Shampoo

Dry shampoo is a mostly boring category within beauty but K18 made it a thing with its AirWash formula. The oily scalp community seemingly declare it's the best on the market.

Makeup Forever Artist Colour Pencil Wherever Walnut

Another Hailey Bieber special but this brown lip liner has also been endorsed by makeup artists (plus, it's always sold out). Anywhere Caffeine is another popular, universally flattering shade.

MAC Lip Liner in Stone

We're still firmly in the age of lip liner, and MAC is the original. Cool toned makeup has had a huge amount of attention, and the iconic MAC shade 'Stone' fits the bill. It can be used to contour the lips, or other parts of the face including the eyes and nose.

Clear Skin Club Clean Skin Towels

A continuous best seller on Amazon, these towels are designed for acne-prone skin types to avoid the need for bacteria-ridden cloths or face washers. They are biodegradable, as well.

Clinique Almost Lipstick in Black Honey

This has been 'viral' before virality was a thing, but Black Honey had its moment in the sun this year thanks to an expanded shade range. The original is a deep pinky-berry hue that transforms based on the natural colouring of your lips. It's the ultimate no makeup makeup lip product that balances pigment, moisture and ease of use.

Kerastase Gloss Absolu Glaze Drops

Glaze was the flavour of the year, with Kerastase' viral Glaze Drops ruling the hair category. Light and quickly absorbed, they instantly smooth frizz while instilling reflective shine. Plus, they smell like roses.

PHLUR Vanilla Skin Eau de Parfum

Sweet, sticky perfumes are still the scent of choice for the masses, and PHLUR's Vanilla Skin takes the (literal) cake. It's creasy and plush with notes of sugar, sandalwood, cashmere and pink apple – perfume that's good enough to eat.

Omnilux Contour LED Light Mask

LED light in general was huge this year, and continues to gain traction for a few reasons. Firstly, pending the mask is the right specs, it's clinically proven to enhance skin quality. There's also the relaxation benefit, plus the convenience of not needing to leave the house for a clinical treatment. Pending you're consistent, it's a worthy investment.

Beaubble Freckle Pen

Faux freckles were big this year and this pen seems to be the Internet favourite for its longevity and natural finish.

Haus Labs Triclone Concealer

Haus Labs finally launched into Sephora this year and the concealer seems to have lived up to its hype. The formula is super dense and creamy, so it conceals anything while remaining natural on the skin.

Merit The Minimalist

Viral for its ease of use and super natural finish, this foundation concealer hybrid is the one to use if you prefer makeup that's quick, easy and foolproof.

Images: @laraworthington, @rhode