These days, the word “viral” gets tossed around so often that it can start to feel meaningless. But, when a product really takes over the internet—and earns the love of beauty lovers, influencers, editors and experts alike—we're happy to crown it amongst the ranks of the truly viral beauty SKUs out there today. That being said, navigating what viral beauty products are worth the splurge can be difficult. To help you sort through the noise, NewBeauty senior editor-at-large, Sarah Eggenberger took to KTLA to talk through some of our favorite, efficacious beauty products shaping the trend circuit today.
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At $168, this isn’t your average workout bra. It’s designed with patented technology that subtly pulls your shoulders back, helping train your posture while still offering real support—whether you’re at the gym, working from home, or just lounging. What makes this go viral? It’s been featured by pro athletes, posture therapists, and influencers who swear by it for improving shoulder alignment without needing bulky devices or back braces.
BUY NOW - $182
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A skin-care tool that looks like a chic silver baton and features 24 embedded stones arranged in a hexagon shape, Nurse Jamie's beauty roller is engineered to mimic the feeling of a professional facial massage and helps to temporarily lift, depuff and energize the skin. It’s gone viral thanks to endless GRWM routines, facial contouring videos and celebrity skin-care tutorials, and is one of those tools you’ll always see in makeup trailers backstage at shows or used by estheticians in real time.
BUY ON REVOLVE - $68
BUY ON DERMSTORE - $69
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This viral gel cleanser is loaded with kale, spinach and green tea, so it's basically a green juice for your face. Perfect for gently removing makeup, sweat and buildup without stripping your skin, YTTP's cleanser went viral for working for nearly every skin type. Our editors swear by it for daily use, and it’s been a quiet viral hit for years.
BUY ON SEPHORA - $39
BUY ON NORDSTROM - $39
4 / 6
Three words: totally worth it. This overnight lip treatment has become a GRWM staple for one simple reason: it works. Made with berry extracts, vitamin C and a moisture wrap technology, it hydrates and softens lips while you sleep.
BUY ON SEPHORA - $24
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A true insider, red-carpet secret, these aren’t your average eye drops. Proven to reduce redness in just 60 seconds and make eyes look brighter, clearer and more awake without the harsh chemicals or rebound effects that most redness drops cause, Lumify's eye drops have gone viral for their popularity amongst makeup artists, models, newscasters and red carpet pros. Just search the product on TikTok to see the undeniable side-by-side difference.
BUY ON AMAZON - $21
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Created by none other than Queer Eye beauty guru, Jonathan Van Ness, this air dry cream is a game-changer for anyone who wants low-effort, heat-free styling. Using hero ingredient hemisqualene, this viral styling cream enhances your natural texture, tames frizz and provides lightweight hold without making your hair stiff or crunchy.
BUY ON ULTA - $29
BUY ON NORDSTROM - $28
