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I remember exactly where I was when I decided to get into TikTok: In my bed, under the covers around 11:30 p.m. It was to be the beginning of a long “should I go to sleep? No, I’ll see what TikTok has for me” relationship, for better and worse. My circadian rhythm certainly hasn’t benefited, but the beauty finds more than make up for the loss — and come Black Friday, so many social media-unearthed steals are marked down for even less guilt.
By this point in the day you might be a little shopping fatigued, but just like the platform’s seconds-long videos suck you in with their energy, the reviews for the following products inspire a second wind. Amazon shoppers can’t say enough good things about CeraVe’s now-famous salicylic acid cleanser, and I think we can all remember the many-week stretch when it was impossible to get your mitts on L’Oréal’s powder foundation. Eager to see if they live up to the hype? Now’s the time to give ’em a try, for just a fraction of the cost.
Ahead, shop 11 beauty wonders of the world. And to make things even easier, a few of the best buys are highlighted below.
It’s difficult to think of any brand who’s more effectively cornered the social media market than Glow Recipe. All the elements are there: Packaging that’s cute but not kitschy, textures that beg to be touched, and ingredients that make for serious long-term results. As the videos of its viral Watermelon Glow Niacinamide Dew Drops demonstrate, the fluid creates “glass skin” on contact, while niacinamide works to brighten and refine pores so the effect lasts.
As with many, many things on TikTok, I didn’t believe the hype about Softsheen’s Magic Shaving Powder at first. That is, until the product began dominating Amazon’s Movers and Shakers chart and winning shopper reviews like the following. “TikTok brought me here at 2 a.m. a few sleeps ago, and I’m eternally grateful,” a user wrote. “After the full seven minutes of allowing this product to marinate my hair follicles, I was ecstatic to find my body hairless post-removal.” According to the fan, it’s worth buying in bulk — especially when on sale.
It’s tough to get a good idea of how most skincare’s going to perform in a 30-second video, but that’s just enough time to be stunned by the results from Maybelline’s best-selling mascara. Which might be why there are now thousands of videos about the eyelash star, many with millions of views; watching someone’s lashes go from invisible to ka-pow doesn’t get old, no matter how many times you’ve heard about a product. Those views translate to sales, too. The Sky High mascara currently has over 45,000 five-star ratings on Amazon, where people dub it a dupe for $29 formulas.