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 Oil
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 Kits
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 Powder
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 Mask
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.
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Huda Beauty faux mink eyelashes
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 Pomade
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, Buffet
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 Morphe
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 Shaper
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.