Gen Z is slowly but surely changing the beauty industry. Brands have to market their beauty products to an audience that has grown up with the Internet, where limitless information is but a click away. The most foolproof for of marketing? Social media virality. Tiktok, Youtube and Instagram heavily influence the way many buy products today. A product with an overload of positive reviews can lead to Gen Z flocking to the nearest Sephora to test it out. We’ve rounded up the buzziest products that have grown a digital cult following.

Rare Beauty Soft Pinch Liquid Blush

Is there anything Selena Gomez can’t do? This weightless liquid blush from her makeup line set the internet aflame because of how pigmented it is. Two small dots are all you need for a sun-kissed summer look. Not only does it blend seamlessly into the skin, but it’s also made with a botanical blend of flowers to soothe the skin. Available in a dewy or matte finish, this might be your next holy grail blush.

HK$172 at

Charlotte Tilbury  Flawless Filter

Makeup legend Charlotte Tilbury is no stranger to creating cult favourite products, and the award-winning Flawless Filter is no exception. It touts itself as a confidence filter in a bottle, with a unique hybrid formula that glows and blurs. Wear this product alone for a youthful radiance, as a primer for a gorgeous gleam from within, or over foundation for a flawless highlight.

Hollywood Flawless Filter; HK$400 available at

Glow Recipe Watermelon Niacinamide Dew Drops

Glow Recipe is a Gen Z favourite because of its innovative formulas and sustainable values. The aesthetic packaging and fruit-centric products also help. The Watermelon Niacinamide Dew Drops delivers dewy, reflective glow without any sticky residue. This lightweight gel is hydrating and visibly brightening, and can be used as a highlighting serum before moisturiser or as the final step of a makeup routine for a glossy finish. 

HK$265 at

Dior Lip Glow Oil

With over 190 million views on Tiktok, Dior’s Lip Glow Oil is the lip product of the summer. Protective, hydrating and never greasy, it checks all the boxes. Infused with cherry oil for next level of shine and Colour Reviver technology to match your lips, get ready for the perfect pout. As Gossip Girl’s iconic Serena Van Der Woodsen once said, “Lipstick lasts longer, but gloss is more fun.” 

HK$325 at

Clinique Almost Lipstick In Black Honey

This cult-classic lip product is famous for its chameleon-like ability to flatter all skin tones. A fan favourite since the ‘90s, it recently saw a swift rise in popularity thanks to social media – especially TikTok. The pigment glides onto lips for a  sheer, glossy wash of colour that looks different on everyone, while castor seed oil gives lips a hydrating boost.  

HK$169 at

Maison Francis Kurkdjian Baccarat Rouge 540

To celebrate the 250th anniversary of the crystal brand Baccarat in 2016, luxury fragrance house Maison Francis Kurkdjian launched the Baccarat Rouge 540. Ever since this perfume has racked up millions of searches and TikTok views. Striking the perfect balance between an intense cedar and amber wood scent and a light jasmine one, this unisex, intimate fragrance will turn heads.

HK$2,250 at

COSRX Advanced Snail 96 Mucin Power Essence

Don’t let the name scare you off. Hydrating and anti-ageing, snail mucin is the ingredient you didn’t know you needed. COSRX’s cornerstone product is a tried and true product with a dedicated following. This essence is made with 96% filtered snail secretion to keep skin moisturised and illuminated all day. Need more convincing? Emily Ratajkowski swears by this product to calm and soothe her skin.

HK$195 at

Supergoop! Unseen Sunscreef SPF 40

As the blistering heat continues, shielding the skin from UV rays should be top of your priority list. Lightweight and sheer, Supergoop’s Unseen Sunscreen hydrates and protects the skin without an oily residue or a dreaded white cast. Formulated with Red Algae and SPF 40, this will be the lifesaving purse product for all your summer adventures. 

HK$170 at

The Inkey List Oat Cleansing Balm

Take the day off with this popular cleansing balm that is as effective as it is affordable. Suitable for all skin types, this cleanser gently melts off makeup and dirt. Added oat oil and powder help to minimise the appearance of pores and soothes redness, leaving the skin soft, hydrated and nourished.

HK$80 at

Innisfree Jeju Cherry Blossom Jelly Cream

Want to achieve that coveted glass skin glow? Innisfree’s Jeju Cherry Blossom Jelly Cream is the solution. Made with niacinamide and cherry blossom leaf extract to calm and tone skin, this viral cream will leave you bright and dewy. Lightweight and hydrating without ever feeling sticky, glass skin has never been easier. Tip: use it as a primer for a perfect makeup base.

HK$180 at

Olaplex No. 7 Bonding Oil

Despite an overwhelming number of hair oils in the market, none have garnered as much hype as Olaplex’s No. 7 Bonding Oil. This is the ultimate catch-all: it increases shine, minimises fly-aways and tangles, strengthens and hydrates all hair types and offers heat protection. Weightless but still highly concentrated, this molten gold oil should be added to everyone’s hair care routine for luscious locks.

HK$230 at