75,000 People Have Watched This Mesmerizing Video of Melting Lip Balm


The Avantguardian

Here at Byrdie HQ, we believe the world of beauty can generally be divided into two categories. First, there are the under-the-radar products that you happen upon in a stroke of luck; they're your hidden gems. The second category is made up of the recognizable elite—products that are the beauty equivalent of Starbucks: They're effective, trustworthy, and, well, everywhere. Eos lip balm certainly falls under the latter—thanks to its bubbly packaging, variety of fun flavors, and celeb-backed following (Miley Cyrus, Kim Kardashian West, and Gwen Stefani, just to name a few), it still reigns ubiquitous, defending its places in the handbags of Insta girls everywhere.

Still, in spite of its dependability, we were still a little surprised to see that these old favorites were trending on the internet this morning—and even more floored when we learned exactly why. Thanks to a totally fresh (and rather niche) Instagram account called Watch It Melt, people are entranced by a video of the famous lip balm being cut through with a hot knife. Sound a little strange? Maybe. But in the same vein as #bundrops and Dr. Pimple Popper, it's remarkably mesmerizing to watch (though a lot less gross).

Keep scrolling to see the viral video!