5th April 2016

#INSTAFAME: The Beauty Brands Made Famous On Instagram

By Daniela Morosini

Sure, we all want selfie-ready beauty, but did you ever think that the selfies themselves could make or break a brand? Superstar beauty bloggers and A Listers like Huda Kattan and a certain Ms Kardashian West have the power to catapult cult brands from relatively anonymity to full-blown beauty hero status simply by tagging them in a few photos.

In a world where we’re all obsessed with getting the most flawless contour and highlight going, what better place to spotlight beauty brands that the place it all began? Add in a beautiful, well-curated feed of product snaps, star fans and the occasional meme, and you’ve got a formula for taking your brand stratospheric. See who’s nailed it…

1. Anastasia Beverly Hills 

Brand founder, Anastasia Soare is brow royalty. She’s crafted the perfect gradient brows of half of Hollywood, and is known to wear a natty head torch when she’s plucking to ensure she never misses a single hair. Her brand, referred to by fans as ‘ABH’ has seen their popularity skyrocket thanks to her A List clientele (all of the Kardashian-Jenners, mainly) and beauty influencers posting about their iconic DipBrow Brow Pomade and Liquid Lipsticks. Oh, and signing King of Contour, Mario Dedivanovic as a brand ambassador didn’t hurt. Thanks to that, good luck trying to get your hands on any of their Highlighters or Contour Kits when they re-stock – they go fast.

Must-buy product: DipBrow Pomade

Follow: @anastasiabeverlyhills

2. Melt Cosmetics 

This US brand isn’t for shy, retiring types: boasting a range of neon-hued, rainbow-bright shades for everything from lips to eyes, wallflowers need not apply. Big-name make up artists love their impressive shade range, and selfie queens can’t get enough of their eye-catching colours. Boasting 1.9 million followers, we see things going from strength to strength for these guys.

Must-buy: Dark Room Lipstick

Follow: @meltcosmetics

@ahitsrosa wearing the RADIOACTIVE stack #meltcosmetics #meltradioactive A photo posted by meltcosmetics (@meltcosmetics) on

3. Glossier

Founded by The Hills alumni and veritable beauty editor supremo, Emily Weiss, IntoTheGloss.com quickly became one of the biggest new online beauty destinations. When they chose to break away from just content into their own products, their legions of devoted fans followed, and thus, Glossier was born. In contrast to the often dramatic makeup popular on Instagram, Glossier’s ethos is ‘skin first, makeup second’ and all their products celebrate a healthy, glowing complexion.

Must-buy: Boy Brow 

Follow: @glossier

A photo posted by Glossier. (@glossier) on

4. Smith & Cult

Remember those Hard Candy nail polishes from when you were younger? The best-selling varnishes (that came complete with a cute ring) were all the range in the 90s, but then seemed to disappear. Enter Smith & Cult: Dineh Mohajer, the original Hard Candy founder, launched Smith & Cult to bring back more obsession-worthy nail polish. The beautiful bottles and unusual colours were instantly popular – so much so that S&C are now offering lip glosses, too. Now stocked on Net A Porter, expect big things from Smith & Cult.

Must-buy: Filth Noir Nail Polish

Follow: @smithandcult

let’s kiss + play w/ makeup @kissanmakeup #manimonday A photo posted by Smith & Cult (@smithandcult) on

5. Huda Beauty

Huda Kattan, a beauty blogger who splits her time between the US and the UAE, has more followers than Iggy Azalea. That’s right – the power of a good selfie is such that you can knock Grammy-nominated artist off the top spot. She launched a range of false eyelashes, called ‘Huda Beauty’, and quickly picked up a global client base. Be warned: these lashes will cause men to melt into a puddle at your feet. Wear with caution. 

Must-buy: Claudia Lashes 

Follow: @hudabeauty

Love this photo!! Thank you to the talented @hindash

A photo posted by Huda Kattan (@hudabeauty) on

6. Ouai 

Listen, Jen Atkin is hair ROYALTY. Having coiffed the hair of Rosie Huntington Whiteley, Chrissy Teigan and transformed Khloe Kardashian into a blonde bombshell, her star is rising. Her just-launched haircare range, Ouai launched mere weeks ago, but has already clocked up almost 40k followers. The packaging might be clean and minimal, but the products are all-out glamorous. Hello, Hollywood hair.

Must-buy: Texturizing Hair Spray

Follow: @theouai

7. Obsessive Compulsive Cosmetics

Cruelty-free cosmetics brand OCC has been a cult favourite for years, but thanks to Instagram, it’s not just die-hard beauty buffs who can get in on the action. Their dramatic, high-pigment Lip Tar liquid lipsticks photograph beautifully, and with every colour from nude pink to pitch black and canary yellow on offer, you can imagine how diverse their fanbase is. 

Must buy: Lip Tar

Follow: @occmakeup


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