The Most Impactful Beauty and Wellness Product Launches Ever

In beauty and wellness, only a few product launches rise above trend and truly change the way people shop, apply, and think about self-care. The products featured in this list didn’t just benefit from viral marketing or celebrity mentions—they became staples in routines and markers of cultural relevance. Whether through groundbreaking formulations, true user transformation, or aesthetic packaging that doubled as a status symbol, these launches redefined what it means to make an impact in a highly competitive space. They’re not just talked about—they’re trusted, collected, and consistently repurchased. This article explores why these products earned their iconic status and how they continue to influence the way we define beauty today.

Sol de Janeiro –  Cheirosa Hair & Body Mist | Launch Year: 2020

Sol de Janeiro took a fresh approach to body care with its cult-favorite vibrant Cheirosa fragrance mists, creating collectible scents that doubled as fashion accessories that stood out on shelves and feeds. By partnering with thousands of micro-influencers and leveraging viral content (850M+ TikTok views), they tripled sales within a year and surpassed half a billion in revenue. Their strategy—no standalone luxury stores, just limited-edition pop-ups and social frenzy—made them Sephora’s fastest-rising brand. Sol de Janeiro set the standard for the most impactful beauty product launches.

Sol de Janeiro Hair & Body Mist Success Story

• “Okay, bitch. I got them,” announces Paul Fino in a TikTok clip a few years back. The fragrance influencer, who has 2.3 million followers, proudly reveals his haul: five scented body mists from Sol de Janeiro. Him and other influencers till post regualr contewnt about the brand today.
• The company leveraged thousands of micro‑influencers on TikTok and Instagram to showcase the collectible scents alongside outfit styling tips.
• Designed limited‑edition seasonal scents that created a sense of urgency and buzz across social media, making the main appeal of these mists as collectibles. 

Sol de Janeiro Revenue & Growth

• First-Year Revenue: The first-year revenue is not publicly available; the oldest publicly available revenue statistics are from 2022, as €26.1 million.
  
  
• Most Recent Annual Revenue (2024): Over €686 million

Rhode – Peptide Lip Treatment | Launch Year: 2021

Rhode’s Peptide Lip Treatment wasn’t just a lip balm—it was a viral beauty moment wrapped in sleek packaging and science-backed ingredients. Infused with peptides, cupuaçu butter, and babassu oil, the formula promised deeply hydrated lips with a soft, glossy finish. But what made it truly disruptive was its transformation into an it-girl accessory through Rhode’s custom phone case, designed to hold the balm in place—turning it into a must-have on-the-go beauty essential. Rhode’s lip treatment is an essential beauty product with viral staying power.

Rhode Lip Treatment Success Story

• As the definitive “it girl,” Hailey Bieber used her image—and her circle—to drive obsession. From Bella Hadid, Kendall Jenner to Kylie Jenner and Anastasia Karanikolaou, Hailey’s inner circle flaunted the lip treatment and phone case, sparking an aspirational ripple effect.
  
  
• The branding leaned into minimalist luxury, but the virality came from thousands of TikTok users copying the aesthetic, styling their phones the same way, and treating the balm as both skincare and status symbol.

Revenue & Growth

• First-Year Revenue: $50 million
  
  
• Most Recent Annual Revenue (2025): $212 million; brand acquired by e.l.f. in a $1 billion deal

K18 – Leave-In Molecular Repair Hair Mask | Launch Year: 2020

K18’s Molecular Repair Mask disrupted traditional haircare by offering biotech-powered restoration in just four minutes—no rinse, no heavy buildup. Unlike traditional conditioning treatments, K18 uses a patented peptide to reconnect broken keratin chains inside the hair shaft, delivering salon-level results at home. It became a go-to for color-treated, damaged, and bleached hair across all textures. K18’s mask is one of the most impactful beauty launches in haircare.

K18 Hair Mask Success Story

• The brand went viral in 2022 after Kim Kardashian casually mentioned it on the Angie Martinez podcast. When asked how her hair stayed so healthy after repeatedly changing colors—most recently to platinum blonde—she simply said she uses K18. The mention was unplanned and unpaid.
  
  
• TikTok exploded with searches, reviews, and tutorials, with users testing the mask to see if it lived up to Kim’s “hair secret,” sparking an organic wave of interest far more powerful than a sponsored campaign. The user response was phenomenal, making it one of the best beauty launches of all time.

Revenue & Growth

• Second-Year Revenue: $75 million 
• Most Recent Annual Revenue (2024): hit $125 million in 2023, K18 was acquired by Unilever in 2024 for an undisclosed amount

Danessa Myricks – Yummy Skin Blurring Balm | Launch Year: 2022

The Yummy Skin Blurring Balm from Danessa Myricks Beauty redefined complexion products by combining skincare and makeup into a single, user-friendly balm-to-powder formula. Designed to control oil, smooth texture, and even out skin tone, the product delivered flexible coverage with a natural finish—perfect for those seeking a low-effort, high-reward routine. It was formulated to work across all skin types and tones, continuing the brand’s mission of creating universally inclusive beauty.

Danessa Myricks Blurring Balm Success Story 

• The product gained momentum after TikTok creator @katiewongspelledwang posted a video praising it as the “easiest one-step product ever.” Her post quickly went viral, followed by glowing reviews from dozens of creators who showed their transformations using only the balm.
  
  
• The brand leaned into its pro-artist heritage and inclusive ethos, letting the product speak for itself through diverse creators who shared authentic before-and-after results.
  

Revenue & Growth

• Most Recent Annual Revenue (2024): Approximately $11.2 million
• Employee Growth: Danessa Myricks Beauty grew their number of employees by 67% last year.

NuFace – Trinity+ Microcurrent Device | Launch Year: 2022 (Trinity+ model)

The NuFace Trinity+ is an FDA-cleared handheld microcurrent device designed to tone, lift, and contour the face using low-level electrical currents. Targeting facial muscles beneath the skin’s surface, it delivers spa-grade results at home with no downtime. This updated version of the cult-favorite device introduced Bluetooth connectivity and guided app routines, making clinical-level skincare more interactive, accessible, and trackable from your phone. NuFace Trinity+ is among the best beauty tools ever released.

NuFace Microcurrent Device Success Story

• NuFace’s success exploded after celebrities like Cynthia Erivo, Madelaine Petsch, Kate Hudson and Bella Hadid casually featured it in Vogue beauty routine videos—organically showcasing it as part of their daily skin prep.
  
  
• These unsponsored moments, combined with influencer-led tutorials and dermatologist endorsements, built credibility and viral demand on TikTok and Instagram.
  

Revenue & Growth

• Most Recent Annual Revenue (2024): $35 million; NuFace now dominates the at-home beauty device category

The Beauty Chef – Glow Powder |  Launch Year: 2014

The Glow Powder is a fermented, probiotic-rich supplement designed to promote skin health from the inside out. Unlike traditional topical skincare, The Beauty Chef built its innovation around gut health and digestion—foundational elements linked to skin clarity, elasticity, and hydration. Featuring bio-fermented superfoods, collagen boosters, and antioxidants, Glow became a hero product in the ingestible beauty category.

Beauty Chef’s Glow Powder Success Story 

• Gained explosive traction after Meghan Markle’s facialist credited it as part of her skincare prep, creating aspirational buzz around gut-based beauty\
• Megan Markle’s skin was glowing on her wedding day, thanks to this product.
• Elevated due to the demand for clean wellness branding, pastel apothecary packaging, and routine-driven content that aligned perfectly with lifestyle influencers and supplement-savvy consumers
• Featured many Times on Poosh, Kourtney Kardashian's wellness website, who is also a supplement expert herself 

Revenue & Growth

• Most Recent Global Revenue: Estimated $25–30 million annually; distributed through Goop, Net-a-Porter, and specialty wellness retailers

Dyson – Airstrait Straightener | Launch Year: 2023

Perhaps, one of the best beauty launches of all time, the Dyson Airstrait is a high-tech wet-to-dry straightener that uses precise airflow instead of hot plates to smooth and straighten hair. Designed to eliminate the need for separate blow drying and flat ironing, it combines drying and styling in one device—while minimizing heat damage. The innovation lies in Dyson’s proprietary airflow technology, which gently dries hair while aligning strands, offering a faster and healthier styling experience. Dyson’s Airstrait was one of the most impactful beauty launches.

Dyson AirStraight Success Story

• Dyson tapped into its reputation for hair tech innovation, launching Airstrait with a wave of celebrity demo videos and high-production styling reels. One Reel featuring global stylist Irinel De León generated over $65,000 in media impact value (MIV) on its own
  
  
• The brand leveraged performance visuals, real-time “first use” reactions, and sleek retail displays to create demand that far outpaced supply in its first weeks.
  

Revenue & Growth

• First-Week MIV: $3.47 million; the Airstrait sold out immediately after launch
  
  
• Most Recent Annual Revenue (2024): Dyson’s annual revenue is $9 billion, mainly from its haircare division—fueled in part by the Airstrait, which retails at $499 USD per unit.

Essentials Worth the Hype—and the Shelf Space

What unites these launches isn’t just great marketing—it’s that each product delivers. Whether you’re drawn to the performance of K18’s peptide technology, the versatility of Danessa Myricks’ blurring balm, or the skin-first approach of Glow Powder, these are products that earn their place in routines. They're the rare launches that aren’t just purchased once—they’re repurchased, shared with friends, and posted without prompt. From skincare tech to collectible fragrances, they prove that impactful beauty is about substance meeting style. For anyone looking to elevate their shelf, their selfies, or their self-care game, these are the essentials that truly live up to their reputation.

• These products blend credibility with cool—offering real results and instant social currency
  
  
• They’re not just trendsetters—they’re routine-shapers and game-changers

FAQ on the Best Beauty and Wellness Launches

What are the most impactful beauty product launches in recent years?‍

The most impactful beauty product launches include Sol de Janeiro’s Cheirosa mists, Rhode’s Peptide Lip Treatment, K18’s repair mask, and Dyson’s Airstrait—all of which combined innovation and viral marketing to dominate their categories.

Which beauty products went viral and actually work?‍

K18 Hair Mask, NuFace Trinity+, and Danessa Myricks’ Blurring Balm are viral beauty products that deliver real, noticeable results—making them worth the hype and repeat purchases.

What beauty products are most popular on TikTok right now?‍

Rhode, Sol de Janeiro, and Danessa Myricks are leading TikTok with highly reviewed beauty products that combine smart packaging, visible results, and influencer support.

Which new beauty products are worth investing in?‍

Products like the Dyson Airstrait, NuFace Trinity+, and K18 are worth investing in due to long-term benefits, strong consumer reviews, and proven performance across skin and hair types.

What skincare products do celebrities actually use?‍

K18 was mentioned by Kim Kardashian, Glow Powder is used by Meghan Markle, and Rhode is backed by Hailey Bieber and her celebrity inner circle—adding major credibility to these products.