e.l.f. Cosmetics takes the meaning of gaming to another dimension with the release of their eight-piece skincare and makeup collection called "Game Up."The collection was recently debuted on the platform Twitch with world-renowned Australian gamer, Loserfruit. As e.l.f. is no stranger to the virtual beauty world, the brand worked with the seven winners from its #elfGameUp TikTok Challenge last year, who helped curate the makings of the collection. The gamers were involved with the e.l.f. team in...

Ever heard of a hair dye that changes color with temperature? Me neither. London-based, beauty brand THE UNSEEN has once again managed to disrupt our perception of reality with the release of COLOUR ALCHEMY. Inspired by colors found in nature and designed with science, this ground-breaking product changes your hair color in a heatbeat."Together with Schwarzkopf Professional we formulated COLOUR ALCHEMY with a view to put something truly innovative into the hands of our community," explains Laur...

Summer is in full effect, so skin conditions from sun exposure are bound to become a regular thing. We know that wearing sunscreen may not always be at the top of your mind, and should you find yourself victim to inevitable sunburns, TikTok has a sound advice for you: Buy yourself an Aloe vera plant.With the hashtag #aloevera amassing over two billion views on the platform, the plant that has been used since the early days in North Africa is enjoying a well-earned viral moment as BeautyTokers ar...

For beauty lovers, we're all stalking TikTok entirely for unique trends and need-to-know hacks constantly taking flight on the viral vending machine. Most recently, we found out from the app how to recreate the most iconic Kate Moss Cheekbones -- and this time around? The #transparenteyeliner trend has seriously popped off with 1.7 million views.The trend was initially sparked by makeup artist and BeautyToker May Akhtar, who shares how she amplifies the natural tone of her eyelid. She creates an...