Of All The Beauty Products That Went Viral In 2024, These Are The Best Which Actually Worked

Beauty has always been big but, in 2024, it became unavoidable. Social media, particularlyTikTok, played a massive role, driving $31.7 billion in beauty sales alone this year. Lipsticks, creams and fragrances are no longer confined to vanities or store counters - they are everywhere, shaping trends, sparking conversations and transforming our daily routines.

This mouth amassed a whopping 20k waitlist whilst the product was out of stock; so I needed to get my hands on it. At first, I thought, 'Why would anyone tape their mouth shut at night?' But after giving it a try, I got it. Better sleep, reduced puffiness, and even clearer skin.

Lip Oil Revolution

Affordable and addictive, this lip oil became my everyday staple. It gives the perfect glossy finish without feeling sticky, and the nourishing formula makes my lips feel soft even hours after wearing it. Bonus: it layers beautifully over liners and other glosses.

Cassie Steer acting beauty director said, 'Even as a jaded beauty editor the siren-call of anything plugged by Hailey Bieber is hard to resist and she certainly has the midas touch when it comes to merch; case in point, her ability to turn a phone case into a status symbol. The Peptide Treatment was already in the ether and certainly got my seal of approval for its ability to deeply nourish lips whilst imparting a chic glazed donut finish without a hint of tackiness. But it was the introduction of the silicone, smooshy, vaguely anatomical (just me?) case to house it that got cyberspace (including myself) in a lather. Pure, peptide genius.'

K-Beauty’s Big Moment

Sameeha Shailk beauty writer says, 'Enriched with elasticity-boosting makgeolli (a traditional Korean liquor made from fermented rice which contains brightening and moisturising kojic acid and galactomyces byproducts), as well as rice hull powder to remove dead skin cells and impurities, this mask is well-loved for its ability to deeply hydrate, illuminate and calm the skin. The latter quality is all down to the inclusion of anti-inflammatory honey and sebum-sapping kaolin, which works wonders to soothe and purify my acne-prone skin.'

This toner is like a reset button for your skin. It’s calming, balancing, and works wonders for reducing excess oil without stripping moisture. After a week, my skin felt smoother, and my T-zone wasn’t as shiny.

Cult New Generation

These palettes are everything. The pigment payoff is unreal, and the formula blends effortlessly, whether I’m going for soft glam or full-on editorial vibes. The travel-friendly packaging sealed the deal- it’s now a permanent fixture in my makeup bag.

The packaging caught my eye, but the formula kept me coming back. Bubble's Fresh Start Cleanser is a no-fuss, gentle face wash that makes my skin feel clean without overdoing it. Perfect for a quick morning routine.

Hyperpigmentation? Dark spots? Gone. This cream became my go-to for evening out my skin tone. It’s not overnight magic, but after a month, the difference was undeniable. The viral pink eye masks work a dream too and are a total Instagram moment.

Cassie Steer acting beauty director said, 'It’s probably a good thing that Drunk Elephant wasn’t around when I was a tween as I’m not sure my epidermis would have lived to tell the tale. Because beyond the lure of that dopamine-inducing packaging there’s some serious skin stuff inside. It’s why youngsters are advised to avoid some of the more potent acids and retinols but it’s also why I absolutely love the brand; it actually makes my skin look better. My ride or die product? The iconic T.L.C Sukari Babyfacial whose cutesy name belies its 25% AHA might.'

Sameeha Shaik beauty writer, said 'Huda is not new to us but this year this foundation went crazy on socials after Huda Kattan dropped a tutorial on it. If you love a base that is blurred, smoothed and filter-like, look no further than here. Packed with smoothing niacinamide and pore-blurring silica, it promises a lightweight, breathable feel while working hard to cover perceived imperfections with a medium to full coverage airbrush finish, minimal effort required.'

Hair Maxing

This was everywhere, and for good reason. Massaging rosemary oil into my scalp gave me thicker, shinier hair in just a few weeks. It’s also ridiculously affordable - one of those rare viral trends that’s as accessible as it is effective.

Leave it to Rihanna to create a haircare line that delivers. The standout for me is the shampoo-it left my hair feeling so soft and bouncy, with just the right amount of shine. A lot of shampoos, tend to dry out my hair and this does the opposite.

Pheromone Fragrances

Sameeha Shaik beauty writer said, 'If like me, you are a Glossier You fanatic – I mean, you are so obsessed you never allow yourself to run out of the stuff – the new You Doux will make you fall just that much harder. The second You to be made in the collection, it is wholly familiar to the original scent, so much so that on first sniff, I couldn't tell them both apart – that is, until it dried down. Once melted into my skin, notes of powdery sweet violet, fresh palo santo and woody frankincense emerged to offer up a light and delicate ode to the classic. It is all together soft (hence the name), serene and sensual, and you will have to stop yourself from over spritzing.'

Game-changing Tools

Sameeha Shaik beauty writer, 'After using it weekly for the past month, I've found it truly mimics the look of a salon-worthy bounce, all without having to leave the house. As advised by the user guide, I use it post-wash, once my hair is fully dry. Working section by section, I brush through my hair with one pass of the tool for an extra sleek finish, then starting at the ends, I hold the brush at a 45 degree angle and roll my hair around the brush. I keep the brush in place for no more than 15 seconds before unraveling gently in the opposite direction. To create a more defined curl I twist once unravelled.'

This is an investment, but one that paid off. My skin is visibly clearer, and my hyperpigmentation around my nose and forehead is practically gone. It’s like having a dermatologist in my bathroom.

Renee Washington, Grazia's digital fashion and beauty assistant, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie..