Hungry for beauty tips of all kinds, daily TikTok users try all kinds of new cosmetics in the hope of discovering unexpectedly cool products. This fashion is currently paying dividends for the French brand Caudalie, which has found one of its products at the heart of a new viral trend called “Face Wine” on the Chinese social network. On TikTok, cosmetics fans are always on the lookout for tips, technology or a product that will raise their profile on the platform – albeit often temporarily – with more likes and followers. And for beauty industry professionals, especially makeup artists, this includes sharing tips and tricks to get their attention and build a following. This often results in simple beauty advice becoming widespread, which is exactly what happened with “Face Wine,” the new trend that made the TikTok stir.
Contrary to what its name might suggest, the “Face Wine” trend doesn’t involve splashing the popular liqueur on your skin. Contrary to the majority of trends that appear on the Chinese social network, this is not a hack or a technology, but a hashtag indicating a single product. Also note that “Face Wine” should not be confused with “Wine Face,” which describes the harmful effects that excessive alcohol consumption can have on the skin.
The origin of “Face Wine” is associated with the iconic product of the French beauty brand Caudalie, specializing in wine therapy. This product is Eau de Raisin or Grape Water, a refreshing face mist. Two influencers on TikTok – Monet McMichael and Mikayla Nogueira – have helped popularize this product to their millions of followers. After seeing a Monet McMichael video on the subject, makeup artist Micaela Nogueira also decided to pay tribute to this face mist. The young woman tells her followers that the product is not only fresh and hydrating, but also makes the perfect base for makeup. And that’s all it takes for a product to spread really fast.
So what’s so special about Caudalie’s Grape Water, you might ask? In the online store of the French brand — which has proven popular on TikTok, with at least 177 million views — the brand states that the mist is meant to soothe and moisturize the skin “intensively.” “It is an antioxidant and an antibiotic, combating free radicals responsible for skin aging and promoting and rebalancing the skin’s microbes for a healthier complexion,” states the product description.
Nothing exceptional, in short, except – and here’s what makes the difference – that it has been adopted by some very influential social media users. It’s hard to judge without testing it, but if one thing is for sure, it’s that Grape Water is already shaping up to be a must-have in the run-up to summer.
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