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

Photo: 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!