Clear makeup is taking over social media, with the hashtag #clearblush alone racking up millions of views from TikTok users. The concept of makeup that physically looks clear but delivers pigment once ...

TikTok beauty trends often inspire and invite users to try the newest hair hack or the buzziest skin-care ingredient. But the latest beauty trend to go viral doesn't want us to follow a tutorial. No, ...

A new trend is going viral on TikTok: 'conservative girl makeup.' From the name, you might expect toned-down, pared-back, natural makeup looks in the viral 'Quiet Luxury' style, but the reality is the ...

"You're not ugly, you're just not doing your makeup based on your contrast level," the most recent viral sound on TikTok tells me as soon as I open the app – bleary-eyed and half asleep at 1am. The ...