Social media has turned beauty into a fast-paced trend cycle, where products go viral overnight and sell out just as quickly. But are these influencer-approved favourites truly worth the hype? From cult hits like Rare Beauty and Kay Beauty to overrated luxury lip products, what actually delivers, especially for Indian skin tones and climates?
Have you ever scrolled through your Instagram feed and thought, “I need that glow-up serum everyone’s talking about?” Influencers have turned beauty into a viral sport, with products flying off shelves faster than hot jalebis on a Sunday morning. From Rare Beauty blushes to Laneige Lip Sleeping Mask, the excitement is very real.
But does it actually live up to the hype?
Let’s break it down, desi-style, and see what’s genuinely worth your hard-earned money in 2026.
Rare Beauty’s Soft Pinch Liquid Blush is honestly a game-changer. It’s intensely pigmented, buildable and long-lasting giving that effortless “no-makeup makeup” flush everyone’s chasing. At ₹3,200, it isn’t cheap, but one tiny dot goes a long way. It blends beautifully and doesn’t turn patchy by lunchtime, which already puts it ahead of many mid-range alternatives.
Kay Beauty’s Hydra Cloud Cushion Foundation Katrina Kaif’s line, works surprisingly well for Indian weather. It gives breathable medium coverage and doesn’t feel heavy even during humid Mumbai summers. Priced around ₹1,600, it performs better than several older cushion formulas that tend to cake or oxidize.
And then there’s the snail mucin obsession. COSRX Advanced Snail 96 Mucin Power Essence became Instagram’s definition of “glass skin.” The texture may feel questionable at first, but at ₹1,450, it genuinely helps with hydration and skin barrier repair when used consistently. It’s not magic but it is effective.
Laneige Lip Sleeping Mask feels luxurious, smells great, and looks cute on your vanity. But at ₹1,420, it’s essentially a very nice occlusive balm. Does it hydrate? Yes. Is it different from Boroline or Vaseline Lip Therapy? Not really. You’re paying for the experience and packaging.
Charlotte Tilbury’s Pillow Talk Lipstick is iconic no denying that. But at ₹3,500–₹4,000, it doesn’t universally flatter Indian skin tones. On some deeper complexions, it pulls peachy or slightly washed out. For that price, you want a guaranteed win not a gamble.
Dior Addict Lip Glow Oil applies beautifully and gives that juicy gloss finish, but at ₹4,400, the staying power feels underwhelming. It fades faster than you’d expect at that price point.
A big reason these products explode online is presentation. Influencers receive PR kits. They film under flattering lighting. Sometimes there is the use of filters too. What looks airbrushed on a Reel may behave very differently in real life especially on Indian skin that deals with humidity, sweat, pollution and long workdays.
There’s also the psychology of hype. When you see the same product 15 times in one week, it starts feeling essential. The fear of missing out kicks in. Suddenly it’s not just makeup it’s a trend you don’t want to be left behind on.
But skincare and makeup aren’t one-size-fits-all. Undertone matters. Skin type matters. Climate matters. Always swatch on your jawline. Always check how it wears after 6–8 hours. And most importantly check reviews from some trusted Indian creators, not just US-based ones.
If your budget allows, Rare Beauty blush and Kay Beauty foundation are worth trying, they’ve earned their cult status. The snail mucin essence is a steady performer if hydration is your goal.
But Laneige and Dior? Maybe wait for a sale.
Beauty trends will keep changing. Viral today, forgotten tomorrow. What won’t change is this: clean skin, sunscreen, and a routine that suits you will always outperform a trending serum.
Because at the end of the day, your glow shouldn’t depend on an algorithm.
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