Are these TikTok beauty products worth the hype?

By Tanvi Wattal, Contributor

Growing up in the early 2000s, most of my beauty knowledge came from observing my mother. I would carefully study the way she put on her lipstick with three simple swipes, two on her upper lip and one on the bottom, or when she would fill in her waterline with a kajal. As YouTube makeup videos became more and more popular, I slowly started to experiment with different techniques and products — mostly mimicking the looks of Arshia Moorjani, the first South Asian creator I stumbled upon. Now in my mid-20’s, 

I find myself gravitating toward the one minute makeup videos on TikTok for quick product recommendations. 

The app not only helped me learn directly from makeup artists and creators, but also was a great way to connect with others that shared my passion for cosmetics and trying out new products. TikTok has taken the world by storm, and the beauty industry is no exception. As influencers and content creators share their recommendations and make-up hacks, this platform has dictated which products will be a hit, and sold out it stores, or a miss. I put some of the products that went viral on TikTok to the test to see if they measured up to their praise!

e.l.f Hydrating Camo Concealer ($6)

photo credit: Tanvi Wattal

The Claim: e.l.f. Hydrating Camo Concealer claims to provide a full coverage finish while “delivering a boost of hydration” with key ingredients such as rose flower water and sodium hyaluronate. This product quickly became a staple in many beauty tutorials on TikTok after being compared to the Tarte Shape Tape Concealer ($27); the hashtag itself, #elfcamoconcealer, has over 1.8 Million views on the app. 

The Review: Prior to purchasing the e.l.f. Camo Concealer, I was skeptical about the claims people on TikTok were making. How could a $6 drug store concealer compare to the viral Tarte Shape Tape that every beauty guru had praised to the ends of the earth? However, after trying it out I was beyond impressed with the smooth texture, full coverage and long wear. As a BIPOC woman with an olive undertone that most brands don't cater to, I was pleasantly surprised with the shade match that was close to perfect. Overall, this product leaves you with flawless concealer coverage without creating a cakey look. This is a product that I definitely will look forward to purchasing again in the future. 

Maybelline Sky High Mascara ($11.49)

photo credit: Tanvi Wattal

The Claim: This new Maybelline Sky High Mascara took TikTok by storm with over 181 Million views on the hashtag #skyhighmascara alone. Initially it was brought to TikTok fame by the countless before and after videos that showed short and stubby eyelashes transforming into dramatic, show stopping lashes that compared to eyelash extensions or false lashes. Additionally, what made the mascara stand out was its ability to lengthen lashes without turning them into spider-like clumps. 

The Review: Given its explosion on TikTok, this mascara was a hard one to track down. After looking for it at 4 different stores, I was finally able to get my hands on it at a Walmart further than I would normally have traveled to. Going in with high expectations, I definitely was not disappointed with the product overall. The mascara wand is both flexible and thin which makes it easy to get to all of your lashes. Upon putting a first coat, I could already see my short and stubby lashes gain some length and color. However, the true magic was revealed in the second and third coat. Not only did my lashes extend to the point that I could feel them touch my brow bone, but also it gave them a fuller look overall. I could easily substitute a subtle false lashes set with this mascara on a day to day basis. 

While I was pretty thrilled with the finished look, my only concern with the mascara came when taking it off. Initially, I used an oil based cleanser to remove the mascara, which proved to be a little difficult. However, I transitioned to the Versed Cleansing Balm ($17.99) and that seemed to do the trick! The mascara melted right off and my eyes experienced no irritation. I loved this mascara and definitely will continue to purchase it. This product is definitely a god send, especially if you want something in between a full false lashes look and a traditional mascara! 

e.l.f. Poreless Putty Primer ($8)

photo credit: Tanvi Wattal

The Claim: At an $8 price point, e.l.f. Poreless Putty Primer promises to provide you with a “poreless, flawless complexion” and was voted the #1 mass primer by influencers. This primer utilizes Squalane to hydrate your skin while creating a solid base for your makeup. It received a lot of love from TikTok and the #elfporelessputtyprimer hashtag has over 2.3 Million views. Creators praised its ability to easily glide onto your face, its lightweight feel, and its luminous finish. 

The Review: Given the e.l.f. Poreless Putty Primers comparison to the Tatcha Silk Canvas Primer ($52), one of my personal favorites, I was extremely excited to try out the product. The price difference between the $8 e.l.f. product and the $52 Tatcha primer is significant, and upon my initial application of the Putty Primer I have to say that it was a close dupe. Overall, blended into my skin easily, hydrated my skin and smoothed out any pores. Additionally, the primer left a glow that provided the perfect base to my foundation. Post foundation application, my makeup looked smooth and any imperfections on my face had blurred.

While I find this product great for day to day application, I would suggest a more durable primer if you have a day long event because the primer didn't hold my makeup for as long as I would have liked. I loved the poreless effect of the primer, and while I would not use it for long wear purposes, I would still love to repurchase it once my current container runs out. 

Laneige Lip Sleeping Mask ($22)

photo credit: Tanvi Wattal

The Claim: This Allure Best of Beauty winner has been a skin care favorite on TikTok with over 9.5 Million views and countless positive reviews. The Laneige Lip Sleeping Mask is an overnight treatment that employs antioxidants, hyaluronic acid and Vitamin C to combat dryness, fine lines, and flakiness on your lips. This Dr. Shah (@dermdoctor) recommended product claims not only to combat existing lip problems, but also makes your lips more supple. While it may not be the cheapest product in the market at $22, the positive reviews on TikTok made me quite excited to try it out. 

The Review: As someone with tragically dry lips, especially in the winter time, I was dying to try this product out after seeing so many people rave about it on TikTok. At first glance, I was impressed by the packaging and the lip applicator that came with the product. With 5 different flavor options, you are sure to find one that suits your lips. The consistency of the product itself is smooth and almost cream like, making it easy to swipe across your lips and blend. Additionally, a small amount of product goes a long way in covering your lips.

After putting the mask on, I could instantly feel the hydration in my lips and it provided the perfect glossy look. Already impressed with the product, I was looking forward to seeing its results in the morning. And let me tell you, I was not disappointed. Not only were my lips hydrated, but they also had a soft and plump look to them. Throughout the day, I was even asked if I had been using lip plumpers. This product will definitely continue to be a staple in my night time routine and will be something that I continue to purchase in the future. 

About — Tanvi is an aspiring marketer based in Dallas-Fort Worth, TX. She studied Finance at the University of Texas at Dallas, while contributing to blogs such as AsAm News, The Borgen Project,and D Magazine. Tanvi is looking to combine her passion for writing and content creation with her love for cosmetics products and her South Asian identity. You can follow her on Instagram at @tanvi_wattal and Twitter at @tanviwattal. 

Cover photo credit: Pavel Danilyuk from Pexels