A study based on thousands of online comments reveals that only one beauty product really stands the test of time, still as accessible, still as effective.
On social networks, new cosmetic products follow one another at a breakneck pace, driven by influencers and viral videos that promise spectacular results. But behind this continuous flow, a question persists: which products do consumers really buy again and again, once the fad wears off? To answer this, content creator James Welsh surveyed his community in a TikTok video, seeking to verify a simple intuition: the most visible products are not necessarily those that last.
More than 5,000 people responded to his call, sharing their shopping habits and must-haves. The Swiss media 20 Minuten then analyzed more than 2,200 comments to establish a ranking of the products most often repurchased. The result highlights a reality quite far from the image conveyed by current trends: it is not the loudest new products that dominate, but well-established references, often available in large retailers or drugstores.
There are high-end products like Clinique’s Moisture Surge cream, but also Korean treatments like Cosrx’s snail mucin essence, proof that certain innovations succeed in anchoring themselves in routines. Nivea’s blue box cream, launched in 1911, continues to appeal and is among the most cited products.
The ranking also reveals targeted treatments, often recommended for specific problems. Paula’s Choice liquid exfoliant, made with salicylic acid, remains popular for its effectiveness on blemishes, while Avène’s Cicalfate cream is regularly mentioned for its multiple uses, ranging from irritations to scars.
More surprisingly, some relatively recent products manage to compete with these classics. Beauty of Joseon’s sunscreen, for example, comes in second place thanks to daily use claimed by many users. The Centella ampoule from Skin1004, composed of a single ingredient, also illustrates this tendency to favor simple and well-tolerated formulas. Even Garnier micellar water, which has become a make-up removal staple, continues to be among the most purchased products.
However, only one product definitely dethrones all the others with 60 mentions. This is Cicaplast Baume B5+ from La Roche-Posay, a restorative treatment used both on the face and the body. Designed to soothe and strengthen the skin barrier, it is regularly cited for its effectiveness on dry areas, irritations or scars, and its price is between 6 and 10 euros depending on the point of sale.
Even American influencers swear by this balm, like the one who calls herself Bambi Does Beauty on social networks. And according to her, until now, no other cosmetic has proven so convincing.
