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If you’ve walked through the beauty aisles at Target lately, you may have noticed something curious happening in the body care section: empty shelves where goPure’s Tighten & Lift Neck Cream is supposed to be.

Not misplaced. Not hiding behind a row of body wash. Just… gone. Again.

Following the brand’s recent body care launch at Target, goPure is riding a serious wave of retail momentum as its viral Neck Cream continues to sell out in stores nationwide. What started as a TikTok obsession has officially crossed over into real-life shopping carts, proving that this is far more than social media hype.

The Tighten & Lift Neck Cream, already a bestseller with more than 2 million jars sold (yes, million), has built a reputation for delivering visible results without the luxury markup. In fact, one jar sells every 60 seconds. The smart tub has become a word-of-mouth hero for women looking to firm and smooth the delicate neck area without booking a dermatologist appointment.

Speaking of dermatologists, this neck cream is expert-approved in our guide to the best neck creams.

Backed by third-party clinical testing, 91% of participants had a more lifted appearance after four weeks, and 94% saw improved firmness after eight weeks (based on an independent clinical study of 32 participants). Add in more than 35,000 five-star reviews, and it’s no wonder shoppers are scooping it up before the shelves can restock.

But the Neck Cream is just the beginning. As customers discover goPure in-store, they’re quickly realizing the brand’s body care lineup is built on the same results-driven philosophy. The Tighten & Smooth Belly Cream sold out twice after launch, moving over 10,000 units in its first week and racking up more than 5 million views online. In consumer perception surveys after four weeks, 97% said it improved the look of crepey skin texture and 95% saw improvement in the look of stretch marks (based on 38 participants).

Then there’s the Sculpt & Tone Arm Cream — another viral favorite — with more than 250,000 jars sold and one flying off the shelf every 1.8 minutes. In eight-week clinical testing (37 participants), 95% showed improvement in the look of skin texture and 100% showed improvement in skin elasticity. What’s more, its Firming Butt & Thigh Cream features a first-to-market Arctic Marine Ferment and amassed over 12 million views while selling out twice in its first months.

Behind the buzzy launches is a surprisingly meticulous process. Founded by husband-and-wife duo Alex and Erin, goPure brings more than 80 years of combined R&D expertise to its formulas. Each product can go through 15 or more iterations and up to a year of development before it ever reaches consumers. The result is clinical-grade, dermatologist-developed clean and cruelty-free skincare that feels luxe — but remains accessible.

As goPure expands further into mass retail, the sellouts at Target feel less like a fleeting viral moment and more like the next chapter in a brand that understands exactly what modern shoppers want: proof, performance and products that deliver. If you see that Neck Cream in stock, consider this your sign. It probably won’t be there for long.

This article was written by Victoria McDonnell, New York Post Commerce Journalist & Content Strategist, who has spent countless hours researching, testing hundreds of products and comparing the latest makeup, skincare, hair and beauty items and trends to determine what’s truly worth your hard-earned cash. She evaluates formulas, textures, ingredients and more, in addition to consulting medical and industry experts. Some of Victoria’s latest conquests include testing the best sheet masks on the market, and a rinse-and-repeat review of the best shampoos for all hair types and budgets. Victoria, who received a beauty industry essentials certification from the Fashion Institute of Technology, has been creating shopping guides for the New York Post since 2021 and previously held positions at Insider Reviews and CNN Underscored.