Makeup Bag Essentials: The Viral Products Worth Your Hype (And Bag Space)

Think: You need to set up your makeup bag from scratch. You need your favorite editor for this — that’s why we’re here.

We hunted through the beauty side of TikTok and Instagram Reels to find the most talked about, hyped up, and repurchased makeup products that people are building their beauty routines around. Are these viral picks really worth the buzz? Let’s dive into the essentials that make or break your makeup bag in 2025.‍

Primer / e.l.f ($10)

e.l.f. Power Grip Primer

This primer has us in a chokehold — and that’s exactly the point. The e.l.f. Power Grip Primer grips your makeup like your ex gripped your playlist (except this is actually good for you). It’s hydrating, sticky in the best way, and under $15. We first spotted it in GRWMs, then saw it quietly replace higher-end staples in influencer bags. Now? It’s earned its forever spot in ours.

Concealer / Tarte ($32)

Tarte maracuja creaseless full coverage radiant undereye concealer

We didn’t think hydrating and full coverage could coexist—until we met this one. The Maracuja Creaseless Concealer feels like a tiny tube of under-eye therapy. It’s rich, radiant, and blends like a dream without settling into fine lines (yes, really). If dark circles are your nemesis but dry concealers make things worse... consider this your match. It’s been all over TikTok, and now it’s all over our makeup bags too.

Foundation / Haus Labs ($49)

Haus Labs Triclone Skin Tech Medium Coverage Foundation with Fermented Arnica

Skin tech? Fermented arnica? Lady Gaga? Say less. The Haus Labs Triclone Foundation is one of those rare viral moments that actually delivers. It’s medium coverage, but somehow looks like your skin on its best behavior — filtered, even-toned, and alive. We noticed the glow first, then the wear time. And the ingredient list? Surprisingly clean and skincare-forward. If you’re into a base that feels like a serum but wears like a red carpet, this one’s a no-brainer.

Foundation / Dior ($57)

Dior Forever Skin Perfect 24H Multi-Use Foundation Stick

One stick, three jobs, zero fuss. The Dior Forever Skin Perfect Foundation Stick is the kind of sleek, swipe-and-go product we live for. It moonlights as a foundation, concealer and color corrector — and somehow nails all three. The formula glides on like satin, blends effortlessly, and stays locked in for 24 hours (yes, even through brunch and beyond). It’s the kind of multitasking queen your makeup bag deserves.

Eyeshadow Pallette / Makeup by Mario ($52)

MAKEUP BY MARIO Master Mattes® Eyeshadow Palette: The Original

This is the palette that makeup artists (and TikTok) won’t shut up about — for good reason. The Master Mattes® by Makeup by Mario is all about those buttery, blendable neutrals that just work. Inspired by real skin tones, the shades are buildable, crease-proof, and ultra-flattering whether you're doing a full glam or a 5-minute face. No shimmer, no drama — just matte magic that makes your eyes pop without trying too hard.

Mascara/ Too Faced ($29)

Too Faced Better Than Sex Volumizing & Lengthening Mascara

The name is bold. The lashes are bolder. Too Faced’s Better Than Sex Mascara is a viral OG that still dominates the FYP — and for good reason. One swipe gives you dramatic volume, curl, and that fluffy, fluttery finish everyone’s after. It's dramatic without being clumpy, sexy without the smudge. If your lashes need a main character moment, this one delivers every time.

Lip Liner / Huda Beauty ($25)

HUDA BEAUTY Lip Contour Lip Stain for 12-Hour Wear

It lines like a pro and lasts like a tattoo. HUDA BEAUTY’s Lip Contour Lip Stain is your lip liner, stain, and power move in one. It glides on creamy, sets matte, and stays put for hours — we’re talking through iced coffee, lunch, and late-night selfies. TikTok beauty creators swear by the definition it gives without ever feathering. If you love a crisp, sculpted lip that doesn’t need babysitting, this one’s it.

Lipstick / Charlotte Tilbury ($25)

Charlotte Tilbury Mini Pillow Talk Lipstick & Liner Set

It’s not just a lip combo — it’s a whole mood. The Charlotte Tilbury Mini Pillow Talk Set is the go-to for that flirty, your-lips-but-better look that’s all over TikTok. Universally flattering, the soft pinky-nude shade has become a cult classic for a reason. The liner defines with precision, and the lipstick glides on with just the right amount of creamy satin. Small enough to fit in your tiniest bag, powerful enough to be your everyday signature.

Lipgloss / Tower 28 ($16)

Tower 28 Beauty ShineOn Lip Jelly Hydrating Non-Sticky Lip Oil

Gloss girls, this one’s for you — minus the stick. Tower 28’s ShineOn Lip Jelly is the hydrating lip oil-gloss hybrid that took over TikTok pouts everywhere. It gives you glassy shine, sheer color, and a nourishing feel that actually treats your lips while you wear it. Non-sticky? Check. Vegan? Yup. Safe for sensitive skin? Absolutely. It’s the kind of feel-good gloss you’ll want in every shade (and we support that decision).

Countour / Rare Beauty ($28)

Rare Beauty by Selena Gomez Soft Pinch Liquid Contour

One dot, snatched. Rare Beauty’s Soft Pinch Liquid Contour is the sculpt-and-go secret behind TikTok’s most natural-looking cheekbones. It’s lightweight, buildable, and melts into skin like second nature — no harsh lines, no muddy finish. Whether you’re going for a soft sculpt or full glam, this formula makes contouring feel easy. Leave it to Selena to give us a contour that’s equal parts beginner-friendly and pro-level pretty.

Highlighter / Rare Beauty ($27)

Rare Beauty by Selena Gomez Positive Light Liquid Luminizer Highlight

It’s giving glow, not glitter. Rare Beauty’s Positive Light Liquid Luminizer is the kind of highlighter that makes you look like you drink enough water and sleep eight hours — even when you don’t. It’s silky, blendable, and buildable, with just the right amount of sheen (no chunky shimmer here). TikTok beauty creators love how it layers over cream or powder without disturbing your base. If you want glow that feels grown, not glittery, this is the one.

Blush / Saie ($26)

Saie Dew Blush Liquid Cream Blush

Blush that makes you look like you’ve just fallen in love (or finished a hot girl walk). The Saie Dew Blush is a liquid cream formula that melts into your skin for a soft, flushed glow — no sparkle, no streaks, just dewy perfection. It’s packed with clean ingredients and comes in juicy, wearable shades that TikTok can’t stop swatching. If you’re into that fresh-face, sun-touched vibe, this one’s basically bottled serotonin.

Setting Powder / Benefit Cosmetics ($38)

Benefit Cosmetics The POREfessional Matte Blurring Loose Setting Powder

It’s like a beauty filter — but in real life. Benefit’s POREfessional Blurring Setting Powder is the secret weapon behind those poreless, shine-free TikTok close-ups. Ultra-light and silky, it sets your makeup while blurring out texture and oil without looking cakey. The soft matte finish is a dream for combo and oily skin, but still feels breathable. It’s basically the setting step that makes everything else look better.

Setting Spray / Patrick Starrr ($34)

ONE/SIZE by Patrick Starrr On 'Til Dawn Mattifying Waterproof Setting Spray

This setting spray said: sweat, tears, humidity? Not today. ONE/SIZE’s On ‘Til Dawn is the drama-proof finisher that TikTok swears by for lock-it-and-leave-it glam. Created by beauty icon Patrick Starrr, this spray sets your face in place with a mattifying, waterproof hold that lasts through concerts, weddings, and late-night Uber rides. Warning: once you try it, no other setting spray will feel serious enough.

| BONUS! | MAKE UP FOR EVER

HD Skin Face Essentials – Longwear Full Face Cream Palette

MAKE UP FOR EVER HD Skin Face Essentials – Longwear Full Face Cream Palette

This is the multitasker your makeup bag’s been missing. MAKE UP FOR EVER’s HD Skin Face Essentials Palette is a full-face cream dream — foundation, contour, blush, and concealer, all in one sleek compact. Loved by pros, praised by TikTok, and designed to blend like a second skin, this palette is perfect for everything from no-makeup makeup to red carpet glam. If you’re all about creamy textures and streamlined routines, this is your ride-or-die.

Final Thoughts: Your Makeup Bag = Curated.

From primer to setting spray, we’ve sifted through TikTok trends, beauty hauls, and GRWM routines to bring you the viral essentials that actually live up to the hype. Whether you’re just building your kit or giving it a 2025 refresh, every product on this list has earned its spot — no fluff, no filler, just glow-worthy staples.

Got a fave we missed? Drop your must-haves in the Instagram comments — we’re always adding to the bag.

Let’s keep that makeup bag splendid, always. 💖

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