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In our all-new series, we break down the nitty-gritty of beauty products old and new to help you navigate an otherwise overwhelmingly saturated space.

#TheEstablishedReviews: Do these viral beauty products pass the hype test?

In our all-new series, we break down the nitty-gritty of beauty products old and new to help you navigate an otherwise overwhelmingly saturated space

If you lose your mind manoeuvring through a pool of products in the present-day beauty landscape with infinite offerings, you aren’t alone. Alongside options that are already perplexing enough, we now have a wave of “viral” beauty products that leave us curious about them. But, it’s no longer rare for a new beauty product to go viral; all it takes is the colossal beauty community across the globe to begin raving about one and feature it in TikTok and Instagram beauty videos. Now that every second beauty product launch gains quick traction, what do you invest your money in? In the first chapter of #TheEstablishedReviews, we break down the good, great and bad of six viral make-up products.

Power Grip Primer, e.l.f. CosmeticsWhat it is: A gel-based primer. What it does: Mattifies the T-zone and controls sebum production, increasing the longevity of make-up.Best suited for: Oily and combination skin types.The plus: The aquatic blue gel-based formulation of this primer also doubles as a decent moisturising serum, for it contains hyaluronic acid, niacinamide, glycerin and extracts of rosemary leaf and peppermint plant. It is lightweight, non-comedogenic, and helps the make-up stay on for longer, and is hence especially suitable for oily and acne-prone skin. The best part? It prevents make-up from setting into the fine lines and creases.The minus: At the price that you get this primer, you get a much better quality than expected. However, the only minus point is that it settles into a slightly tacky-and-dewy finish while mattifying the skin, which could hamper a matte foundation’s finish.Available at: Nykaa.comPriced at: ₹1,200

Power Grip Primer, e.l.f. Cosmetics

What it is: A gel-based primer. 

What it does: Mattifies the T-zone and controls sebum production, increasing the longevity of make-up.

Best suited for: Oily and combination skin types.

The plus: The aquatic blue gel-based formulation of this primer also doubles as a decent moisturising serum, for it contains hyaluronic acid, niacinamide, glycerin and extracts of rosemary leaf and peppermint plant. It is lightweight, non-comedogenic, and helps the make-up stay on for longer, and is hence especially suitable for oily and acne-prone skin. The best part? It prevents make-up from setting into the fine lines and creases.

The minus: At the price that you get this primer, you get a much better quality than expected. However, the only minus point is that it settles into a slightly tacky-and-dewy finish while mattifying the skin, which could hamper a matte foundation’s finish.

Available at: Nykaa.com

Priced at: ₹1,200

Fluff Up Flexible Hold Brow Texturizing Wax, Benefit CosmeticsWhat it is: A brow wax.What it does: Helps set the brows in place and gives them a fuller appearance.Best suited for: Everyone, but especially those who like bushy boy brows.The plus: The white-coloured brow wax does a great job at setting the brows and locking them in place. The formula is sturdy and waxy, making application easy. The spoolie is perfectly sized to add to the application process’ ease as well as make sure the brows look brushed-through and fluffy. It can be used just by itself or even along with a brow pencil. The minus: The product is a little pricey, considering there are other brow-setting products available. And, since the wax is white in colour, overusing the product directly, in the absence of a brow pencil, could leave a white tinge.Available at: Nykaa.com, TiraBeauty.com and Myntra.comPriced at: ₹1,450 onwards 

Fluff Up Flexible Hold Brow Texturizing Wax, Benefit Cosmetics

What it is: A brow wax.

What it does: Helps set the brows in place and gives them a fuller appearance.

Best suited for: Everyone, but especially those who like bushy boy brows.

The plus: The white-coloured brow wax does a great job at setting the brows and locking them in place. The formula is sturdy and waxy, making application easy. The spoolie is perfectly sized to add to the application process’ ease as well as make sure the brows look brushed-through and fluffy. It can be used just by itself or even along with a brow pencil. 

The minus: The product is a little pricey, considering there are other brow-setting products available. And, since the wax is white in colour, overusing the product directly, in the absence of a brow pencil, could leave a white tinge.

Available at: Nykaa.com, TiraBeauty.com and Myntra.com

Priced at: ₹1,450 onwards 

Hydrating Lip Oil Gloss, Kay BeautyWhat it is: A hydrating lip oil.What it does: Conditions the lips and is perfect for the ‘glazed lips’ look.Best suited for: EveryoneThe plus: It features a luscious formula that gives the lips a nourishing, glossy and glazed finish. The oil’s formulation contains a blend of reparative and moisturising oils that allow the product to heal chapped lips, provide enduring nourishment, and also triple as a glossy topper on your lipstick.The minus: While it ensures your lips stay free of dryness, the shine and glossiness may begin to fade sooner than you want. That it is reapplication-friendly helps.Available at: Nykaa.comPriced at: ₹899

Hydrating Lip Oil Gloss, Kay Beauty

What it is: A hydrating lip oil.

What it does: Conditions the lips and is perfect for the ‘glazed lips’ look.

Best suited for: Everyone

The plus: It features a luscious formula that gives the lips a nourishing, glossy and glazed finish. The oil’s formulation contains a blend of reparative and moisturising oils that allow the product to heal chapped lips, provide enduring nourishment, and also triple as a glossy topper on your lipstick.

The minus: While it ensures your lips stay free of dryness, the shine and glossiness may begin to fade sooner than you want. That it is reapplication-friendly helps.

Available at: Nykaa.com

Priced at: ₹899

Squirt Plumping Gloss Stick, M.A.C Cosmetics What it is: A high-shine gloss in a retractable stick format.What it does: Nourishes and plumps the lips, leaving a veil of glossy shine. Best suited for: Anyone looking for conditioned, glossy, and—most importantly—plumper lips.The plus: The gloss delivers long-lasting shine and moisturisation without feeling even slightly sticky. You can keep gliding this one on your lips, and you’ll still not experience the slightest discomfort. The formulation is pumped with a mix of coconut oil, shea butter, avocado oil and menthol crystals for an extra cooling sensation. It can be worn by itself, paired with a lip liner or just be used over a lipstick.The minus: The packaging—it cannot be retracted inside, in case you happen to roll up some extra product (we’ve all seen the viral reels with this product). So, you need to twist it up just once (or twice, if you need to) and be sure to stick to this habit while using it. Second, while the tingling sensation may be liked by some, others could find it potentially irritating, given that it contains menthol too. So, factor that in before you make a purchase.Available at: Maccosmetics.in, Nykaa.com, TiraBeauty.com, Myntra.comPriced at: ₹1,950

Squirt Plumping Gloss Stick, M.A.C Cosmetics 

What it is: A high-shine gloss in a retractable stick format.

What it does: Nourishes and plumps the lips, leaving a veil of glossy shine. 

Best suited for: Anyone looking for conditioned, glossy, and—most importantly—plumper lips.

The plus: The gloss delivers long-lasting shine and moisturisation without feeling even slightly sticky. You can keep gliding this one on your lips, and you’ll still not experience the slightest discomfort. The formulation is pumped with a mix of coconut oil, shea butter, avocado oil and menthol crystals for an extra cooling sensation. It can be worn by itself, paired with a lip liner or just be used over a lipstick.

The minus: The packaging—it cannot be retracted inside, in case you happen to roll up some extra product (we’ve all seen the viral reels with this product). So, you need to twist it up just once (or twice, if you need to) and be sure to stick to this habit while using it. Second, while the tingling sensation may be liked by some, others could find it potentially irritating, given that it contains menthol too. So, factor that in before you make a purchase.

Available at: Maccosmetics.in, Nykaa.com, TiraBeauty.com, Myntra.com

Priced at: ₹1,950

Sky High Mascara, Maybelline What it is: A jet-black lengthening mascara.What it does: Lengthens, lifts and separates the lashes.Best suited for: Those with shorter or scanty eyelashes.The plus: With over 10 million pieces sold, this mascara has become an Internet sensation. And, it truly delivers on its “sky-high” lengthening claims. The sleek wand’s flexible applicator has long yet fine bristles that easily reach the roots of your eyelashes and begin lengthening right from there. The waterproof mascara contains bamboo extracts, making the lashes appear healthier. The minus: While the waterproof feature of the mascara can be a boon for some, many find it to be a bane, given that it is extremely tough to take off. Secondly, while the mascara lengthens limitlessly, it’s not very volumising. So, if you want fluttery lashes, this might not be the one.Available at: Nykaa.com, TiraBeauty.com, Myntra.comPriced at: ₹799

Sky High Mascara, Maybelline 

What it is: A jet-black lengthening mascara.

What it does: Lengthens, lifts and separates the lashes.

Best suited for: Those with shorter or scanty eyelashes.

The plus: With over 10 million pieces sold, this mascara has become an Internet sensation. And, it truly delivers on its “sky-high” lengthening claims. The sleek wand’s flexible applicator has long yet fine bristles that easily reach the roots of your eyelashes and begin lengthening right from there. The waterproof mascara contains bamboo extracts, making the lashes appear healthier. 

The minus: While the waterproof feature of the mascara can be a boon for some, many find it to be a bane, given that it is extremely tough to take off. Secondly, while the mascara lengthens limitlessly, it’s not very volumising. So, if you want fluttery lashes, this might not be the one.

Available at: Nykaa.com, TiraBeauty.com, Myntra.com

Priced at: ₹799

Typsy Beauty Shade Shifter Lip & Cheek OilWhat it is: A pH-reactive colour-changing lip oil.What it does: Hydrates and protects the lips along with lending a natural wash of colour.Best suited for: Everyone.The plus: The hydrating lip oil reacts to the pH of your lips and, therefore, manifests as a unique, customised shade. However, the staining capacity of this product is unlike any other pH-reactive lip or cheek pick, for it renders a flush of vivid colour that stays, even after the sheen of the oil wears off. Vitamin E, acai fruit oil, and hibiscus seed oil ensure your lips feel soft and smooth all day long.The minus: It has a rather potent, fruity fragrance that could be overpowering for some people. Plus, the oily formula may not work for the cheeks as well as it does on the lips.Available at: TypsyBeauty.comPriced at: ₹1,099

Typsy Beauty Shade Shifter Lip & Cheek Oil

What it is: A pH-reactive colour-changing lip oil.

What it does: Hydrates and protects the lips along with lending a natural wash of colour.

Best suited for: Everyone.

The plus: The hydrating lip oil reacts to the pH of your lips and, therefore, manifests as a unique, customised shade. However, the staining capacity of this product is unlike any other pH-reactive lip or cheek pick, for it renders a flush of vivid colour that stays, even after the sheen of the oil wears off. Vitamin E, acai fruit oil, and hibiscus seed oil ensure your lips feel soft and smooth all day long.

The minus: It has a rather potent, fruity fragrance that could be overpowering for some people. Plus, the oily formula may not work for the cheeks as well as it does on the lips.

Available at: TypsyBeauty.com

Priced at: ₹1,099

Also Read: 8 liquid blushes that will stay put in the humidity

Also Read: Is purple blush really worth the hype?

Also Read: 8 bond-building products for your hair and why you should use them

beauty products review viral beauty products
Ria Bhatia profile imageRia Bhatia
Ria Bhatia is the associate beauty editor at The Established. She explores beauty and wellness through industrial, cultural, and social lenses, with bylines in Femina, ELLE India, Harper’s Bazaar India, Masala UAE, and VOGUE India.

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