Dr Melaxin’s Cemenrete Calcium Multi Balm, a product dubbed a 'filler in a stick' balm, has gone viral on TikTok, selling 13,000 units in six days during a recent TikTok Shop sales event.

Dr Melaxin balm sales surged after creator videos circulated on TikTok. Emily Caine, Head of Beauty at TikTok Shop, attributes this rapid sales velocity to K-Beauty's evolution into a driving force in the UK beauty market, where shoppers increasingly prioritize skin health and are heavily influenced by social commerce platforms, especially TikTok.

What We Know So Far

  • Dr Melaxin’s Cemenrete Calcium Multi Balm is a viral product on TikTok, according to a report from graziadaily.co.uk.
  • The balm sold 13,000 units over a six-day period during TikTok Shop's 'Beauty Crush' event, the publication reports.
  • Some TikTok creators have promoted the product with claims that it is 'like Botox in a bottle' or effective enough to replace filler appointments.
  • Dr. Sonia Khorana, a medical expert consulted by graziadaily.co.uk, stated that the product is not comparable to medical treatments like filler or botulinum toxin.
  • The product is part of a broader trend, with Emily Caine at TikTok Shop noting that K-Beauty has become a driving force in the UK beauty market.

TikTok Filler in a Stick: Claims vs. Reality

Content creators on TikTok fueled the Dr Melaxin balm's rapid ascent with claims like "Botox in a bottle" or "so good she’s canceled her filler appointment," as reported by graziadaily.co.uk. These viral testimonials often showcase an immediate smoothing effect on fine lines, especially around the eye area, earning the product its 'filler in a stick' nickname.

However, expert analysis offers a more measured perspective on the balm's capabilities. Dr. Sonia Khorana provided a detailed assessment, stating, "From an ingredient perspective, there’s nothing in Dr Melaxin’s eye balm that would make it comparable to filler or botulinum toxin." She explained that such claims are misaligned with the product's mechanism. "Those are medical treatments delivered via a needle, and a topical product can’t replicate that mechanism of action," Dr. Khorana told graziadaily.co.uk. A beauty editor who reviewed the product for the publication ultimately gave it a rating of 3.5 out of 5, concluding it is soothing and hydrating but not a "miracle product."