Happy Monday! I’ve always dreaded Mondays, they were synonym with the end of my relaxation and fun time! But I don’t see Mondays that way ever since I started working for myself and I want you to feel the same way when you get to start your day with some business & formulation talk! So let’s stir up some magic in the lab with today’s hot topic: Viral Beauty Trends.

It’s the dream, right? A customer shares your product, and suddenly, it explodes online. Your website crashes from the surge in traffic, influencers start tagging you, and stockists rush to place orders. Social media might be unpredictable, but product-led virality? That’s real. And it’s more strategic than you think.

But here’s the catch: not all viral moments translate into customer loyalty. Not all trending textures and formats perform when it counts. The key to success isn’t just riding the trend, it’s blending visual impact with marketing magnetism and, above all, performance. Your formula should create a moment and deliver real results.

Why Formulating for Social Media Makes Sense:

Understanding TikTok skincare trends for indie brands means balancing scroll-stopping appeal with long-term customer trust. TikTok and Instagram aren’t just platforms anymore; they are full-blown product discovery engines. Gen Z and Millennial consumers are discovering, testing, and buying straight from their feeds. That means:

• Your product’s look and feel is just as important as its claims.
• You have three seconds (maybe less) to hook someone.
• Videos and textures speak louder than words.
• And, most importantly, aesthetic doesn’t trump effectiveness.

The sweet spot? Products that feel good, look great, and actually work. Let’s break down how to get there.

TikTok favours bold textures, unexpected transformations, and quick gratification. Think jelly masks that jiggle, colour-changing serums, and anything that creates a satisfying visual before-and-after. Instagram, on the other hand, leans into aesthetic packaging, flat-lay visuals, and shareable skincare rituals. When formulating, think about the end use case. Will this go viral on Reels? Or is it more of a shelfie star? Let the platform guide your decisions ; but only after brand alignment and performance.

Skincare Textures That Trend and Convert:

Certain viral skincare textures practically beg to be filmed.. They bounce, melt, shift, or glide—and that sensory appeal drives engagement. But to really win, these formats also need to solve real problems and sit beautifully within daily routines.

Take jelly serums: they jiggle on video but they also have to hydrate in real life. Or cloud creams: those whipped, soft-touch moisturisers that scream comfort also need to deliver real-life barrier repair benefits.

Then there are the showstoppers: colour-shifting emulsions, oil-to-milk cleansers, or scoopable balm sticks. They’re satisfying to watch and luxurious to use. Just make sure your formulation supports their stability, emulsification, and user safety.

Hero Ingredients That Trend With Purpose

Not all viral ingredients are gimmicks (sometimes they are but also, sometimes, they are not). Many top-performing trends are rooted in science. Peptides remain strong for their anti-ageing credibility. Ceramides and niacinamide continue to reign in barrier-focused and skin-brightening formulas.

Viral beauty trends come to life through brands that master both aesthetics and performance. Sol de Janeiro’s Brazilian Bum Bum Cream, with its whipped texture and pistachio-caramel scent, dominates TikTok for its sensorial appeal and skin-tightening benefits. Tree Hut’s Shea Sugar Scrubs are a sensation and have been duped by many for their vibrant colours, dessert-like fragrances and a texture that create mesmerising scoop-and-scrub videos. Apart from that, customers rave about the skin feel and bath experience. These brands show how strategic formulation, combining trending ingredients, textures, and rituals, turns products into social media sensations that convert to sales.

Product Rituals That Invite Sharing 

To create scroll-stopping skincare products, think about how your product layers, looks on the skin, and fits into a ritual worth filming. GRWM (Get Ready With Me) content thrives on sensorial layers. If your product fits beautifully into someone’s routine, it’s more likely to make the cut.

Consider also your format. Does it come in a pump, dropper, or applicator that feels satisfying to use? Is the scent subtle yet memorable? Does the product add something different to the user experience? Packaging plays a bigger role than ever. Clear jars, precision droppers, or even dual pumps help highlight your product’s texture while also elevating perceived value. Packaging that supports the user’s filming process—whether through a satisfying sound, an intuitive gesture, or a visible transformation—can give your product an extra edge in the algorithm.

Additionally, inclusive testing is no longer optional. Consider texture spreadability and finish on diverse skin tones, and compatibility with common skin concerns like hyperpigmentation or sensitivity.

What to Avoid (Even If It’s Trending) 

Yes, there are viral trends you shouldn’t follow. Lemon juice masks? Baking soda exfoliants? DIY acid peels? No, no, and no. They may rack up views, but they pose real risks and definitely won’t pass EU/UK regulation. It’s important to remember that some trends, while viral, won’t pass regulatory review in key markets like the EU or UK. Claims around “instant lift” or “botox-like results” without substantiation, or unsafe pH levels, can lead to delisting or worse. When formulating for virality, always cross-check with market-specific compliance rules.

Also avoid the trap of releasing a product just because it looks like something that’s trending. Without performance, a story, or a strong value proposition, copycat launches fade fast. Instead, look at what’s working and put your own spin on it—one that aligns with your brand voice and audience needs.

How to Know If a Trend Fits Your Brand 

Every trend isn’t yours to chase. So before you jump on a jelly mask or a shimmer oil bandwagon, ask:

• Does this serve my customer or solve a real problem?
• Can I formulate it safely and legally?
• Will it reflect my brand aesthetic or disrupt it?
• Is it scalable and easy to manufacture?
• Do I have a clear message or ritual to tie it all together?

When you can confidently answer “yes” to most of those, the trend may be worth adapting.

Formulating a viral product is only half the equation—strategic content creation turns potential into reality. Partnering with micro-influencers who align with your brand’s values can amplify your product’s reach, showcasing its texture and results in authentic TikTok tutorials or Instagram Reels. Encourage user-generated content by creating a signature hashtag, like #ScoopTheGlow for a balm stick, inviting followers to share their rituals. Highlight your product’s unique selling points—whether it’s a colour-shifting emulsion or a peptide-packed serum—in short, engaging videos that capture attention within seconds. By pairing a standout formula with targeted content strategies, your product becomes the star of social media feeds, driving both virality and sales.

Before saying goodbye, let me leave you with my final thoughts: Viral + Effective = Brand Magic

Making skincare go viral starts with texture, performance, and a message that aligns with what your customers care about most. Going viral is exciting, but the real win is when that attention turns into trust, repeat purchases, and community growth. That only happens when the product does more than look pretty on camera. It needs to work, feel beautiful, and make the user want to come back for more.

So, formulate with the scroll in mind—but never forget the skin behind the screen.

Ready to create something worth filming? Take a look at our e-books and courses!

Here’s to formulas that work and brands that thrive!

From My Lab to Yours! 

Rose