I’m not sure about you, but I honestly feel like there’s a new beauty brand launching every week at the moment. It can be so overwhelming and sometimes it leads me to playing it safe with things I know and love, not wanted to budge from my classic picks whether that’s clinging onto my Cera Ve Cleanser or sticking to basic but beautiful Kiehls Ultra Facial Cream. However, that doesn’t mean that I don’t fall prey to Insta-hype at times. In fact, I follow accounts that are known for getting the scoop on beauty drops before they launch and subsequently I am served so many Instagram ads on aesthetically-pleasing brands. If I didn’t have a little self-restraint (and take comfort in my old favourites) my credit card would be taking a constant bashing. I do credit Instagram with alerting me to some of my now favourite brands though. Yes, they all have huge online followings and stunning packaging but once I actually tried them, I immediately understood the cult popularity that surrounds them each isn’t just fluff and followers it’s amazing quality too. Here are the brands that Instagram made me by but I instantly loved.
Best Instagram Beauty Brands
1. Glow Recipe
The first thing that attracted me to this was the insanely cute packaging but then I was hooked after trying the formulas for myself. The brand was created by beauty obsessives Sarah Lee and Christine Chang who combined their 20 years of industry experience to create gentle but effective skincare inspired by South Korea. Using the best of natural ingredients is what makes the range standout and the watermelon collection is a firm fan favourite for its soothing, hydrating and dark spot correcting properties.
Glow Recipe Watermelon Glow Niacinamide Dew Drops 40ml
This kind of acts as a sealant of your skincare routine and an enhancer of glow. Apply it after your moisturiser (but before suncream) for a strobe-effect glow on the skin.
Glow Recipe Plum Plump Hyaluronic Cream 50ml
I struggle with finding a moisturiser light enough to sit under makeup, but rich enough to moisturise my incredibly dry/combination skin but this one meshes my two needs well– it’s a dream for combination skin.
Glow Recipe Watermelon Glow Pha + Bha Pore-Tight Toner
Toners can sometimes be way too astringent, but this toner keeps skin hydrated (thanks to the hyaluronic acid) while allowing the PHAs in the formula to buff away dead skin cells gently creating an ace base for makeup.
2. Coco and Eve
This Bali-inspired beauty brand was catapulted into popularity with their hair mask. Their ads overran my Instagram as I swiped through stories and I would have friends ask me if it was worth them buying so I tried it for myself and was so impressed. The brand was founded by an Australian ex-pat, the brand who takes inspiration from Bali to create the formulas mixing tropical ingredients with science. While I came for the hair products, I’ve stayed a Coco & Eve fan for the body products. The texture and scents are incredible plus they make a noticeable difference to your skin.
Coco & Eve Super Nourishing Coconut & Fig Hair Masque
The hair mask that kicked off the brands cult following, this is perfect if you have dry hair that is in need of serious nourishment. It contains a high concentration of coconut in the formula and leaves hair feeling silky smooth.
Coco & Eve Glow Figure Whipped Body Cream
Do you ever smell a body cream or scrub and want to genuinely eat it? This cream smells delectable like a tropical fruit smoothie but also hydrates skin so well, sinking in quickly post-shower. It’s a great summer body care buy.
3. Pacifica
This brand only launched in the U.K recently but has been making traction in the U.S for a while now. The peppy package initially didn’t draw me in, it was the product claims and social reviews that got me. Their products span from makeup to hair, skin and body care and have a keen focus on creating formulas mindfully without harming the planet or using unnecessary ingredients.
Pacifica Lavender Moon Body Wash
If you’re an evening shower-er this is an excellent new addition to your routine. The scent of calming and comforting lavender lingers on the skin, relaxing you for the night. And the formula has a gentle lather so your skin doesn’t feel stripped when you dry.
Pacifica Pineapple Hydrate Curl Nourishing Mask
Thirsty curls will lap this mask up. Formulated with coconut, pineapple, avocado and without silicones this mask is for you if you like a light but hydrating mask to prep your curls for styling.
Pacifica Vegan Collagen Fluffy Lash Mascara
This is essentially a mascara and a primer in one. The vegan collagen conditions lashes while the fibres lengthen and thicken the appearance of lashes with a couple of coats.
4. Surface
Pimple patches took on a whole new vibe when Starface launched a few years back. Enjoying an Instagram hype, the brand was so fun and youthful in its approach to spot and acne care, cynically I was sceptical about its efficacy for actually reducing the appearance of spots. I was so wrong. Since the success of the Hydro-Stars the brand has launched more skin and body care all with its same tongue-in-cheek approach.
Starface Hydro-Stars Spot Stickers Kit
Available in two sizes, these spot stickers are made from hydrocolloid, which is traditionally used to heal wounds. It seals your spot away so you can’t pick it, halts inflammation and shortens the lifespan. Plus, there’s no denying that it’s fun to wear.
5. Gisou
Founded by influencer Negin Mirsalehi, Gisou’s ethos is sustainably-sourced bee-powered product. As a beekeeper by trade, her family has harnessed to power of honey for hair for decades, which is where Negin got the idea for Gisou from. The honey-infused formulas are incredible and there is something in the range that works for all hair types from oils to masks and conditioners.
Gisou Honey Infused Hair Oil
The product that started the brand, this oil is lightweight enough for most hair types. Warm up in your palms and then apply to the lengths of your hair as a shiny, nourishing finishing product.
Gisou Honey Infused Hair Mask
Another honey-infused hit. I like to let this marinate in my hair for a few hours before rinsing with cool water and my curls feel soft and easy to detangle immediately. Plus, the smell is *chef’s kiss*.
6. Beauty Works
If there’s one thing that’s difficult to buy online it’s hair extensions. It’s hard to trust the quality, where the hair is from and if it’ll work for your hair type. On Instagram I noticed that so many notable names and huge hairdressers were using Beauty Works and when I finally got my hands on their clip-ins I could see why. The colour match was seamless and the ethical sourcing policy is clear on their homepage. I’ve had mine for nearly a year and they still look as good as new.
Beauty Works 16" Deluxe Remy Instant Clip-In Hair Extensions - Ebony
There are a bunch of clip-in options but I love the deluxe sets. If you have thick hair, it’ll even out and blend in with the rest of your hair so there’s no noticeable difference with the tracks you clip in and creates a fuller look.
7. Youth to the People
If there was ever a time that I felt too basic for a skincare brand, it’s when using Youth to the People but despite the cool aesthetic, this brand has a seriously wholesome story. This California-made range was born from founders Greg and Joe’s interest in their grandmother’s professional-grade skincare range, which was passed down through the generations.
Youth to the People Superberry Hydrate + Glow Dream Mask
This is a seriously hydrating overnight mask that doesn’t coat your skin. There’s nothing worse than when you apply an overnight mask before bed and your face sticks to the pillow because the product refuses to properly sink in– you don’t have to worry about that with this.
Youth to the People Superfood Cleanser
I think this should be everyone’s introduction to Youth to the People. It’s just so gentle and effective. The lightly foaming formula lifts of oil, dirt and grime without being stripping at all.
8. Saie
Over the past few years, the beauty world has focussed way more on ‘clean’ products. As amazing as this has been sometimes it does feel like you have to sacrifice trend-led aesthetic to tap into ‘clean’ beauty. Saie is a brand that’s putting a stop to that. The quality of products is top tier plus they are leaping bunny certified, plastic negative and stick to a rigid formulation standard for all their products.
Saie Glowy Super Gel
As an oilier skin type I often have to avoid dewy textured bases as they slip and slide throughout the day. This gel gives the skin a lustre without a balmy or creamy texture. I like to mix it with my primer or moisturiser for a pre-base glow.
Saie Hydrabeam Sheer Brightening Under Eye Concealer
The newest addition to the Saie line-up, this concealer melts into skin easily and brightens tired undereyes without the need for a heavy formula. It also contains cucumber extract, squalane, glycerin and tomato extract for added hydration.
Next up, the 58 best balayage looks.
