Which viral makeup and beauty products really are worth the hype?

26 Mar, 2024 | WYLDE Style Makeup

Words by Patsy O’Neill

3 Minute Read

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The buzz around new products can to take a while to gain momentum and in the meantime, everyone’s got an opinion!

In my job, I’m forever trying new things to ensure I have the most efficient kit – both personally and professionally – so here are my two pennies worth on both new and cult-classic products to inspire your decision making.


1. Violette_FR, Bisou Balm, £29

When I first discovered this lipstick balm, I was over the moon with its hydrating formula and beautiful suede-like texture. The pigments are amazing and it comes in 5 shades, my favourite being BÊTISE.

This lipstick/lip balm hybrid glides on with a subtle, blurry effect to mimic your own lips, meaning it’s perfect for everyday use. I love that it gives you that bitten-berry finish on your lips like a stain, but with way more hydration!

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Violette_FR, Bisou Balm – £29


2. Ilia, Skin Rewind Complexion Stick, £48

Stick formulas are one of my favourite types makeup on the go, whether for a client, or for personal use and I have been waiting for these Ilia sticks to launch in the UK!

I know they’re pricey, but they are buildable to give a medium coverage and just melt into your skin – whilst promising a wear time of 12 hours. I love that they are also infused skincare such as anti-aging ingredients to firm and smooth wrinkles.

The colour range is vast comprising 42 shades from cool to neutral, to yellow tones. Whether you’re using it as a concealer or for a fuller coverage, this really is a product for everyone.

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Ilia, Skin Rewind Complexion Stick – £48


3. Sam Chapman & Beauty Pie, Sheen Machine Eye Paint, £12.50 (Member) £25 (Non-member)

World class makeup artist, Sam Chapman, has collaborated with Beauty Pie to bring you these gorgeous eye paints. I’m a huge fan of a cream eyeshadow and these are amazing for anyone who loves a smoky eye but doesn’t have time to faff with brushes and blending.

Of the 3 shades, my favourite is copper. The pigment is so intense, you need the smallest amount for a powerful effect. Just use your finger to blend – or even smudge across the eyelid in place of a liquid liner and blend a little underneath the eye.

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Sam Chapman & Beauty Pie, Sheen Machine Eye Paint

4. Sam Chapman & Beauty Pie, Wondercolour Soft Shadow Eye Crayon, £10 (Member) £25 (Non-member).

This eye crayon is now a staple in both my kit and my handbag. When I first used it, I thought it was the perfect mushroom brown. It is so soft and gentle you can layer it up on the eyelid quickly to create a smudge line, or if you keep it sharpened, the point will enable you to get a really detailed line.

For me, it’s the perfect non-eyeliner liner.

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Sam Chapman & Beauty Pie, Wondercolour Soft Shadow Eye Crayon

5. Victoria Beckham, Satin Kajal Liner, £30

I’ve been using these Victoria Beckham waterproof liners for a while now and they keep bringing out new shades. The application is made easy by the super soft formulation. With high-performance colours that give you a strong look, the range has 3 different finishes; shimmer; matte and jewel.

With strong pigments, you can create impact very quickly. My favourite colours are Bordeaux which is a red brick shade and Cinnamon which is the perfect caramel brown tone. I get asked often “are they worth the investment” and I would say absolutely, yes!.

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Victoria Beckham, Satin Kajal Liner – £30


6. Ateh Jewel, Beauty Blush of Dreams Cream Blush, £25

The wonderful Ateh has brought us an amazing cream blusher with a bespoke formula of wonderful ingredients. The 3 shades pack some serious pigment which I adore as a makeup artist.

Not only does this product bring you some really nourishing ingredients like cocoa butter and marshmallow extract, it also doesn’t take much to awaken your complexion with a small amount applied the apples of the cheeks. It’s also a dual use product in that you can use it on your lips too – which is always a winner!

Murad Invisiblur Perfecting Shield SPF30
Ateh Jewel, Beauty Blush of Dreams Cream Blush – £25

Skin Prep

7. Garnier, Micellar Cleansing Water All-in-1 700ml, £6.50

This micellar water has become a cult classic and has a permanent place in my kit. It’s gentle but super effective at removing dirt, oil, SPF and pollutants and I simply couldn’t talk about viral products that are worth the hype without giving it a mention.

Murad Invisiblur Perfecting Shield SPF30
Garnier, Micellar Cleansing Water All-in-1 700ml – £6.50

8. Tatcha Matcha, Cleanse, £42

This Tatcha cleanser went straight into my daily cleanse routine. It’s a water-based, gel cleanser that washes away all pollutants and makeup. I’m always after one product that does the job with minimal faff time.

More importantly, it is fragrance-free which is great for us sensitive skin types. It’s packed with antioxidant ingredients like Japanese Mugwort to calm the skin and as the name suggests, Green Tea Matcha, which helps to manage inflammation.

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Tatcha Matcha, Cleanse – £42

9. CeraVe, Advanced Repair Ointment, £8.80

CeraVe’s Advanced repair ointment has landed in the UK and it works hard to protect and soothe dry, rough, chapped skin on the face, body and lips. It’s a great size for your handbag and brilliant value.

The enhanced formula has plenty of hyaluronic acid to keep the moisture locked in your skin, while ceramides form a waterproof barrier on the skin surface to retain the moisture – which sensitive skin and skin with Eczema really requires.

Murad Invisiblur Perfecting Shield SPF30
CeraVe, Advanced Repair Ointment – £8.80

Face Mask

10. Emma Lewisham, Supernatural Sleeping Mask, £74

I know it’s £74, but if we’re talking viral products worth the hype, this mask has won me over, and if you bear with me, I’ll tell you why. The science behind it is gardenia jasminoides extract. which supports the skin’s natural night-time restoration by interacting with the skin’s melatonin receptors, supporting regeneration.

Collagen-boosting technology then harnesses specialised peptides, ribose, liposomal CoQ10, and phytonutrients to trigger elastin and collagen production. The aim is to help maintain the skin’s structure, suppleness and firmness. Combined with Emma’s 72-hour moisture lock technology, calming plant extracts, and a gentle alpha hydroxy acid, this product has a lot to offer.

For good results I apply 2-3 times a week at bedtime, in place of any night oils or creams. This product works alone and targets many different levels of skin rejuvenation. It doesn’t feel sticky and just sits rather nicely on the skin like a soft blanket. In the morning you just rinse it off and carry on with your morning routine.

If, like me, you are rather lazy and have sensitive skin, it’s perfect to have one product that does everything and I think this one is a winner. Granted, it’s an expensive product, but you can buy refills and keep the same packaging which is always something I would always rather do. It’s also the perfect product to decant into a small travel pot for long flights and anywhere you need a barrier on the skin.

Murad Invisiblur Perfecting Shield SPF30
Emma Lewisham, Supernatural Sleeping Mask – £74

At Home Skin Gadget

11. ZIIP BEAUTY, Nano Current Skincare Device, £425

And last but not least I thought I’d talk about this new DIY microcurrent device. This won’t be for everyone, but if you regularly pay for in-salon skincare treatments, this could be the perfect device for you to use at home.

Microcurrent was first used in the 1980s as a treatment to stimulate muscles in people with conditions such as Bell’s Palsy. Not long after the face-lifting side effects were visible, it didn’t take long for the beauty industry to be inspired. Since microcurrent facials have become popular in salons and this device enables you to do your own at home.

Microcurrent uses its magical electrical energy to increase skin cell energy and stimulate creation of Elastin and Collagen. A ‘gym work out’ for your cells, tissue and facial muscles, this is a great way to delay and reverse existing signs of ageing – firming, lifting and helping to diminish the visibility of fine lines, and even heal acne and scarring.

There is no pain or recovery time with ZIIP, which is why it’s a favourite with people that don’t believe in or can’t have invasive skin treatments. The ZIIP looks like a computer mouse, once turned on, you apply a thin layer of the Golden Conductive Gel that comes with the Ziip to help conduct the nano currents, and glide the device across the areas of your face you wish to work on.

It comes with an app so you can start your daily routine or every other day routine, that can take anything just 3 – 8 minutes. In general, side effects are incredibly unlikely with microcurrent treatments, which is why I was excited to try it as I have the most sensitive Celtic skin and I have to avoid all active skincare treatments. If you have sensitive skin, start out with five minutes, and use your device every other day, or two to three times per week.

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ZIIP BEAUTY, Nano Current Skincare Device – £425


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Patsy O’Neill

Makeup Artist and Beauty Consultant

Whilst WYLDE MOON consults with experts, no advice should replace that of your registered doctor. As such, the information we publish is for information purposes only. It is not intended to be a substitute for medical advice, diagnosis or treatment. Always seek the advice of your qualified healthcare provider for any medical conditions, and never disregard professional medical advice because of information you have read from WYLDE MOON.

By participating in programs such as the Amazon Services LLC Associates Program WYLDE MOON may make affiliate revenue if you buy a recommended product, but we only recommend the absolute best in the eyes of our experts.

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