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."
Breaking Down the 'Filler in a Stick' Ingredients
The visible effects shown in viral videos are attributed to the product's formulation rather than any properties that mimic injectables. According to Dr. Khorana's analysis, the results stem from standard cosmetic ingredients designed for surface-level improvement. She notes that "most eye balms rely on a combination of humectants, emollients and sometimes film-forming agents that create a temporary smoothing effect on the surface of the skin."
These ingredients work by drawing moisture to the skin and creating a smooth canvas, which can temporarily improve the appearance of fine lines caused by dehydration. This effect is cosmetic and temporary. Dr. Khorana clarified the distinction for graziadaily.co.uk, stating, "It’s an eye balm that hydrates and smooths - not a miracle product." The balm, which retails for £22, functions as an effective hydrator that can help makeup sit better on the skin, but its effects are not structural or long-lasting in the way that in-clinic treatments are.
What We Know About Next Steps
Currently, Dr Melaxin and TikTok Shop have not released any publicly available information regarding plans for restocking the Cemenrete Calcium Multi Balm or details concerning future promotional events. Furthermore, the brand has not issued an official statement addressing the recent sales figures or the viral claims that continue to circulate widely across social media platforms.
