Instagram Cult Beauty Products You Need Right Now
Instagram has changed the game for the beauty industry through its highly visual nature and always-improving shopping features. Makeup fanatics can watch their favourite influencers through quick how-to videos and creative photos that are posted every day to the platform. Its no wonder Instagram has been the go-to place for birthing new brands and product discovery. Beauty brands who take advantage of this platform — and do it right — come out on top. Here’s a roundup of products made popular through Instagram and inspired a cult-like following to their brands.
Drunk Elephant, Virgin Marula Luxury Facial OilSince its launch in 2014, Drunk Elephant’s cult-like following has grown shockingly fast. Known for its clear, no-nonsense take on skincare that unashamedly uses clinical ingredients, the brand has taken Sephora by storm. With its signature neon packaging, the products make the perfect addition to your bathroom counter.
This cult beauty fave has a cute story behind it. There’s a myth that elephants get drunk after eating marula fruit which makes this product a cornerstone for the brand. The oil is in its purest form which means it’s filled with antioxidants and omegas to moisturize and rejuvenate, leaving you with a youthful glow.
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Kylie Cosmetics Lip KitsKylie Cosmetics is the perfect example of a beauty brand that leverages Instagram as an advertising machine. The majority of Kylie Jenner’s advertising doesn’t cost a dime — she shows off her products through her Instagram stories, making product launches a breeze. She caters to her massive social media audience, made up mostly of young women and teenagers who follow her on Instagram and Snapchat.
Since launching her company, Kylie Jenner has become the world’s youngest self-made billionaire at the age of 21. No surprise considering the company has made an estimated $420 million in sales just 18 months after its launch.
Fenty, Pro Filt’r Instant Retouch Setting PowderKylie Jenner needs to watch her back – Rihanna’s Fenty Beauty is hot on her heels to take her Instagram beauty crown. In terms of social engagement and community, Fenty is growing at a rapid pace with its commitment to providing a wide range of shades. “Beauty for all” is the company’s slogan and it resonates — the company has reportedly made $500 million within its first year.
The best-selling setting powder is described as superfine and weightless, but the real reason for its success is the range of colours it offers as opposed to other setting powders that can leave you looking ashy white or bright yellow.
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Summer Fridays, Jet Lag MaskInfluencers Marianna Hewitt and Lauren Gores Ireland have used their social platforms for more than sponsored posts and selfies — they’ve built a beauty brand that has changed the game for influencer monetization. Teaming up for Summer Fridays means that their marketing efforts were doubled through their lifestyle blogs and massive followings.
Try not to be tempted to take an IG photo once you get your hands on this product in its pale blue packaging made to catch your eye on Sephora’s shelves. It’s packed with clean ingredients — chestnut extract to do away with dullness, vitamin C for skin brightening, niacinamide to reduce redness and green tea for smoothing.
Beauty BlenderTo the naked eye, it’s just a sponge. But to fans of beauty gurus on Youtube and Instagram, it's an absolute must-have. Saying this is a makeup staple is an understatement. Made for flawlessly applying foundation and concealer, the Beauty Blender is worth its near $30 investment. The pink colour is classic — but for darker skin tones that need darker makeup, opt for the black colour to more easily rinse clean foundation stains.
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Huda Beauty faux mink eyelashesHuda Kattan was a woman on a mission when she created Huda Beauty, the beauty blog turned $500 million company…and that’s just how much her stake in the company is worth. After schooling in Michigan, Kattan moved to Dubai where she eventually became a makeup artist. To accompany her career, she created a blog and it didn’t take long for her fans to become enamoured by her how-to videos. She soon launched her own line of faux mink lashes. Sales jumped through the roof when Kim Kardashian became an early fan.
Huda Beauty now includes several more products and has nearly 40 million Instagram followers who are highly engaged with Kattan’s quirky beauty videos.
Anastasia Beverly Hills, Dip Brow PomadeABH is the OG Instagram cult beauty brand — if an influencer doesn't have an Anastasia Beverly Hills product in their makeup bag, are they really an influencer? Founder Anastasia Soare, a Romanian immigrant, was an eyebrow guru to A-list celebrities before she created her company. She saw a gap in the beauty industry where brow-specific products didn’t exist. Boom — the infamous Dip Brow Pomade was born.
The pomade is simply a gel-like product that glides on skin and hair to create defined brows. The product has redefined brows in the beauty industry, causing other major brands to up their brow game.
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The Ordinary, BuffetThe Ordinary has changed the beauty industry for the better, all thanks to its founder Brandon Truaxe who sadly passed away in January 2019. Truaxe was a true visionary; having believed the beauty industry was “a scam” he created this (unbelievably inexpensive) line of products that focused on scientific benefits and not on product markup.
This IG cult beauty product targets multiple signs of aging at once through an array of ingredients that packs a mean punch. With a probiotic complex in a base of 11 skin-friendly amino acids, and multiple hyaluronic acid complexes, it sounds like skincare music to our ears.
The James Charles Palette x MorpheThough James Charles is still reeling from his very public Youtube fight with Youtuber Tati, we can’t deny that his Morphe palette is absolute fire. The eyeshadow palette features bright neon colours for those creative makeup looks, but also all the neutrals you could need for the perfect smoky eye.
The palette is true to the Youtuber’s online personality and makeup aesthetic — fearless, confident and one-of-a-kind.
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Glossier, Boy Brow Eyebrow ShaperThe fact that Glossier is an Instagram cult classic is no surprise considering nearly all of their sales are done online. They release a new product every six to eight weeks with marketing tactics that make product launches feel like major events for its over one million Instagram followers.
According to Bloomberg, the company sells one of its Boy Brow products every minute, earning around $8 million per year. The eyebrow fluffer and shaper looks like a cute bottle of mascara for your eyebrows. Without stiffening and flaking, the pomade and wand will thicken, shape, and groom brows into place.