The hottest products on Instagram right now

How a product goes viral

Most viral products share three things. They look great on camera, they show a visible result in under thirty seconds and they cost just enough to feel like a treat. None of that means they're bad. It just means the video is doing a lot of the selling. Here is what holds up once the ring light goes off.

Dyson Airwrap

Dyson Airwrap is still the most talked-about hair tool online. It really does give a bouncy, salon-ish blow-dry with less heat damage than tongs. It also costs as much as a weekend away, and the curl drops quickly on fine hair. The Shark FlexStyle does most of the same job for far less. Verdict: worth it if you style every day, overkill if you don't.

Rare Beauty Soft Pinch Liquid Blush

One dot covers a whole cheek, which is both the point and the problem. Use far less than you think. Rare Beauty blush lasts all day, blends easily and comes in shades that suit most skin tones. Verdict: worth it, and the bottle lasts for ages.

Laneige Lip Sleeping Mask

A thick balm in a little pot that you slather on before bed. Laneige makes lips softer by morning, though so does a lot of plain Vaseline. You're paying for the flavour, the texture and the packaging. Verdict: a nice treat, not a necessity.

Sol de Janeiro Brazilian Bum Bum Cream

The smell is the whole story. Pistachio and salted caramel that lingers for hours and gets you compliments in lifts. Sol de Janeiro is a decent moisturiser too, though not a firming miracle, whatever the comments say. Verdict: buy it for the scent, not the claims.

The Ordinary Glycolic Acid Toner

The cheap exfoliating toner that turned a generation onto acids. The Ordinary Glycolic Acid 7% smooths texture and brightens dull skin within a couple of weeks. It can sting, so use it a few nights a week and wear SPF the next morning. Verdict: worth it, and probably the best value product on this list.

Charlotte Tilbury Hollywood Flawless Filter

Part primer, part highlighter, part foundation if you're feeling brave. Charlotte Tilbury Flawless Filter gives a soft, lit-from-within finish that looks lovely on camera and in real life. The much cheaper e.l.f. Halo Glow is close enough that most people won't spot the difference. Verdict: worth trying, but start with the cheaper one.

Summer Fridays Lip Butter Balm

Glossy, slightly tinted and very pretty on a dressing table. Summer Fridays balm feels lovely and the vanilla version smells like pudding. It doesn't last long, so expect to reapply often. Verdict: lovely, but your lip balm budget can go further elsewhere.

Gisou Honey Infused Hair Oil

Gisou hair oil smells of honey, comes in a beautiful bottle and tames frizz well enough. So does an oil a third of the price. You're paying for the bee. Verdict: a gift, not a staple.

The giant tumbler

The huge Stanley cup was the most posted water bottle on the internet for about two years. It keeps drinks cold, holds a ridiculous amount and won't fit in most cup holders or handbags. A plain Chilly's bottle does the job in far less space. Verdict: only if you actually drink that much water.

How to shop your feed without regret

Before you buy anything you've seen online, wait forty-eight hours. If you still want it, check whether the video is an ad: look for the hashtag or the paid partnership label. Read reviews on retailer sites like Boots or Lookfantastic, where buyers are far less polite than influencers. Search for a dupe. Then decide.

Our edit below lists the ones that earned their place, with cheaper alternatives where they exist. Screenshot it for your next payday.

Our short version: the glycolic toner, the blush and the bum cream are the three most worth your money. Everything else is lovely to have, but you won't miss it if you skip it.