THE MOST VIRAL BEAUTY PRODUCTS OF 2025

L'Oreal Paris Infallible 3-Second Setting Spray, £9.99

From Morphe to Urban Decay to Charlotte Tilbury, social media has cycled through every setting spray on offer – but none have flown quite as close to the sun as the L’Oreal Paris Infallible 3-second Setting Spray, with a huge 30,000 sold. Its name isn’t a marketing trick – this fine mist truly dries in 3 seconds and holds makeup in place for up to 36 hours. No matter what antics you’ve got on the agenda, you can trust it to lock in your makeup through thick and thin.

MAC Macximal Sleek Satin Lipstick- Call It Cozy, £25

Glam makeup is firmly back in the spotlight – and with it, a good nude lip. Designed to blend into your skin tone, a nude lipstick is perfect for contrasting a smokey eye or any full-glam moments. The entire MAC Macximal lipstick line has been going viral, but its nude lineup has made some serious noise – we’re talking shades like Crème D’Nude, Call it Cozy, Fleshpot and Folio to name a few. There’s a nude to match every mood, so we’re not surprised by its appearance on this list.

Charlotte Tilbury Unreal Blush Stick - Pinky Glow, £30

The Unreal Blush is the CEO of Glow’s latest viral makeup product. The proof? We've sold over 3,000 so far. These cream sticks deliver a high-impact dose of colour to your cheeks, and they melt and blend like a dream. Even better, they double as lip and eye colours too, so you can consolidate several makeup products into one. And if there’s anything the internet loves, it’s convenience.

Kopari Sunglaze Sheer Setting Mist Sunscreen SPF 50, £30

Reapplying sunscreen can get tedious, so Kopari made it effortless. The Sunglaze collection reimagines sun protection in spray form, making top-ups quick, fuss-free and easy. Plus, with a travel-friendly bottle, you can seamlessly slot these products into your beach bag or carry-on, and spend time on what matters most (soaking up the sun).

KIKO Milano 3D Hydra Lipgloss, £12

We launched household beauty label KIKO Milano this year, and it was legendary. As expected, the cult-favourite 3D Hydra lip glosses garnered all the attention, with a non-sticky formula, concentrated colours and shimmery shades, which are perfect for party season (we sold over 13,000 in just 4 months!). They also have the most aesthetically pleasing packaging ever – there’s something so satisfying about unscrewing the metallic lid and swiping on a juicy gloss.

Gisou Honey Gloss Ceramide Therapy Hair Mask 75ml, £19

While Gisou is considered most famous for its honey-kissed hair and lip oils, this rich hair mask is what took the crown in 2025, with 2,500 products sold since its launch. Alongside the brand's signature Mirsalehi honey, it includes ceramides and hyaluronic acid – some of skincare’s favourite ingredients – to deeply hydrate and nourish hair. The result? Hair that looks glossier and feels healthier.

Kylie Cosmetics Skin Tint Blurring Elixir Foundation, £27

Wondering how Kylie always has such a natural radiance? We’re willing to bet her skin tints have something to do with it. Miss Jenner has delivered a shortcut to that glow-from-within look with these elixirs – hydrating, weightless and buildable alternatives to foundation. You can wear them every day, after dark, or just whenever your skin needs a little pick-me-up.

Beauty of Joseon Relief Rice & Probiotics Sun Cream SPF 50 50ml, £18

K-Beauty dominated conversations last year, and 2025 was no different. Beauty of Joseon had yet another viral product on its hands with this SPF50 sun cream, which has had a sales increase of 330% vs last year. But it’s not just any sun cream – featuring skin-loving rice and probiotics, it’s sensitive-skin friendly, supports the skin barrier and comes with no dreaded white cast. It’s one of the only sunscreens the internet basically unanimously agrees on – and that’s rare.

Huda Beauty Lip Contour Stain Baby Pink, £22

Lip stains have become an integral part of modern makeup routines: they last longer than lipliners, require no reapplying and have a natural finish. Their slight contour results in fuller and plumper-looking lips, making them perfect for layering with lip oils or glosses. No lip stain has generated the same amount of buzz as Huda Beauty's, which are also hydrating, matte and come in 8 gorgeous shades.

BIODANCE Collagen-Real Deep Mask Box - x 4, £15

The no.1 spot goes to the Biodance collagen masks. This product's near-permanent ‘selling fast’ status says it all – and we've sold over 27,000 since April! Designed to be worn over several hours, the slow-acting serum results in radiant-looking, hydrated skin – and you can wear it while you go about your day. With consistent use, you can trust your redness to reduce, brightness to increase and skin to look and feel healthier.