Ah, 2019. The year the '90s smoky-eye officially returned, beauty fans opted for "no-makeup makeup" (accented by neon eyeliner), and Drunk Elephant completely took over Instagram. When you take a look at which viral beauty products stole the show in 2019, you can see these majorly popular trends taking root, slowly budding — shelfie by shelfie — before reaching a fever pitch.
With everyone's new adoration for skin care front and center of the entire thing. CNN Business reported in May that U.S. skincare product sales saw a 13 percent growth in 2018, while makeup sales only rose by 1 percent. Meanwhile, in March, Reuters shared an Orbis Research report estimating that the global beauty industry's market value will be worth $805.61 billion by 2023. That's a lot of moisturizer.
This shift in consumer behavior brought on a bevy of wildly popular skincare-makeup hybrids that blurred the line between routines and bridged the once-wide gap. Just take Glossier's recently released Futuredew oil-serum formula for example: It opened the door for "long-wear skin care", offering a product for users that wanted to keep their moisturized, serum-induced glows shining all day long (and in lieu of foundation or other complexion products, perhaps).
Predictably, the October launch has quickly become a hit — garnering itself a Millennial-pink "Top Rated" sticker on Glossier's website. However, Glossier and Drunk Elephant weren't the only ones to score big with shoppers this year. Ahead, 12 beauty products (and brands) you inevitably saw on Instagram — then saw again, and again — throughout 2019.
Who knew that a women's shaving company could be so chic — or that one could accumulate more than 200,000 followers on IG? Yet, Billie did just that.
Can you believe Milk Makeup's Hydro Grip Primer has only been around since this March? You wouldn't be able to tell, judging by the sheer number of times it's been 'grammed.
Affordable? Check. Long lasting? Check. Glossier? Check. The new Futuredew oil-serum hybrid was destined to go viral.
After being endorsed by the beauty YouTuber crowd, this $8 pore-smoothing primer sold out. And then it sold out again. And then again.
This editor-favorite nail salon's Power Couple duos effortlessly fit into this year's rampant rainbow nail art trend (and made choosing shades easy, to boot).
Often vanishing from Target's shelves, Kristin Ess' hair glosses let beauty fans keep up their color between appointments for way, way less.
Yes, it was a good year for ABH palettes — and it's hard to pick just one. But as far as internet sensations go, the Jackie Aina Palette (created in collaboration with the beauty influencer) had to take the cake.
A favorite amongst influencers, fashion girls, and, well, *everyone*, Room Shop Vintage's dramatically airy Cloud Scrunchies captured Instagram's collective heart.
Regardless of who you follow online, there was nary a shelfie without this brand's colorful packaging (or virgin Marula oil) in sight.
Shoppers were thrilled when Glow Recipe added this travel-friendly product to its cult-favorite Watermelon Glow collection — effectively bringing the K-beauty "ahn-gae" (or fog mist) trend to the states.
Pixi Beauty's affordable Glow Tonic continued to be a staple in the skincare community — and a vital first step for those ready to experiment with chemical exfoliants (in a low-key way).