From anti-aging serums to hair mask hailed by Hailey Bieber – discover your new beauty must-haves

WALK into a room full of women and mention YSL Touche Éclat or Mac Ruby Woo and everyone will know what you’re talking about.

But beauty is always evolving, so what’s next? Here are the promising products that are setting social media on fire – get on board now, before they reach cult status.


We unveil the emerging products that are igniting social networks

NIGHT MANAGER: Farmacy Beauty 10% Niacinamide Overnight Mask, £40. New in the UK this month, the skin-smoothing mask is Sephora’s fourth best-selling mask since it launched in the US earlier this year.

MAGIC WAND: Maybelline Lash Sensational Sky High Mascara, £11.99. In 2021 this favorite sold out almost instantly, and now one sells out every 21 seconds in the UK and it has over 10,000 five-star reviews for giving thick, curly lashes.

PRIME TIME: Hydro Grip Milk Makeup Primer, £31. It’s the brand’s best-selling product on Cult Beauty, and with 5.7 million tags on social media and 60 million views on TikTok, it’s no surprise that last year saw the launch of a super-size version.

GRAPE TIPS: Caudalie grape water, £12. Sales jumped 115% at John Lewis & Partners after influencer Mikayla Nogueira called it “freaking epic”. This sparked the “face wine” trend, where grape water is used as a primer for dewy results.

THE POWER OF THE FLOWERS : The Body Shop Edelweiss Daily Concentrated Serum, £22. Not only does a serum sell out every 20 seconds, but the range has been rebranded to take off the anti-aging credentials. This is the behavior of icons.

HEAD TEACHER: Arkive The Prologue Hair Primer, £13. Boots said it would be the biggest UK hair launch in a decade, and it has been, with Arkive creating a new ‘headcare’ range that focuses on beauty benefits for the Mental Health.

BABY JELLY: Byoma Jelly Cleanser, £9.99. From the fastest growing skincare brand in the US and Instagram’s second most engaged brand this year comes viral jelly cleanser, which has 475 million views on TikTok.

TRUE LOVE: L’Oreal Paris True Match Foundation, £9.99. The mega-brand’s best-selling foundation now matches 99.5% of skin tones worldwide, thanks to new color pigment technology launched this month.

REPAIR WORKSHOP: K18 Molecular Repair Leave-In Hair Mask, £25. A decade in the making, this four-minute hair hero’s patented peptides have even hooked Hailey Bieber.

When it launched on Cult Beauty in February, it sold out almost immediately and sales for 2022 are up 365% globally compared to last year. It’s a success.

SCENT OF SKY: Phlur Missing Person, £96 for 50ml EDP. This sophisticated US-based fragrance that counts Rosie Huntington-Whiteley among its fans sold out in five hours and sparked a waiting list of 200,000 when it launched. It finally landed in the UK last week, but is only available online and in Selfridges stores.

LOCKED LIP: Dior Addict Lip Glow Oil, £30. Without a doubt, it’s the most elusive trending product of the year.

Six months after its overnight fame, it’s still nearly impossible to find in stock, with sales of the shade 001 soaring 1,000% at John Lewis & Partners from a year ago, after it went viral with TikTok fans.

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