Beauty buffs are going crazy for these brands on Instagram (so get in there before your friends find out about them)
With so many beauty brands, bloggers and MUAs on Instagram, it can be tough to decide who to fill our feeds with.
But there are a few cult brands who, just like their stand-out products, set themselves apart on the 'gram. Think: colour-block grids, perfectly-curated product flatlays, and memes so good we're adding them all to our Story as we speak.
Yep, there's a reason this lot are quickly building a following of very loyal social media fans (us included)...
@bitebeauty / InstagramBite Beauty
@bitebeauty
Followers: 513k
When a brand’s bio is ‘Give more lip’, we know we’ve found a make-up match. @bitebeauty is a must-follow for lipstick obsessives, especially if you love a feed of carefully-curated arm swatches, flatlays and new trend inspo (such as foil and glitter lips).
@sandandskyaus / InstagramSand & Sky
@sandandskyaus
Followers: 277k
Sand & Sky blew up on the Insta scene after their Australian Pink Clay Porefining Face Mask went viral, causing a sell-out success. And it’s easy to see why. @sandandskyaus is worth a follow solely for their addictive video tutorials (usually of influencers applying their miracle mask), but they’ll also grace your feed with millennial pink and sky blue (their trademark packaging colours), dreamy beach pics, and even the odd koala and kangaroo (they’re an Aussie brand, after all).
@sundayriley / InstagramSunday Riley
@sundayriley
Followers: 218k
If ever there was a page for super-organised grid lovers, this would be it. @sundayriley use their pic backgrounds to colour-block their grid (we know, why didn’t we think of that?/ we wish we could be bothered to do that), and their captions are seriously informative, minus the wtf-does-that-mean jargon. Skincare that keeps it real? Yep, that’s follow-worthy.
@theouai / InstagramOuai
@theouai
Followers: 603k
As well as picture-perfect products, bathroom decor you’ll want to copy ASAP and hair inspo that’s actually doable, no brand celebrates the female form quite like @theouai. Boobs, bums and beautifully messy ponytails? We’re so here for it.
@dermatologram / InstagramHerbivore Botanicals
@herbivorebotanicals
Followers: 313k
These natural, vegan, cruelty-free skincare products are housed in packaging that was made for Instagram. The minimalist typeface, the pastel colours (candyfloss pink! Mint green! All lilac everything!), and the stupidly cool names (think: Prism Potion, Orchid Oil, Pink Cloud Cream) – we’re all over it like a rash (except, with skincare like this, there won’t be a rash in sight, people). They also post impossibly beautiful crystal pics and the odd cute animal, so they’ve got the essential ‘gram bases covered.
@damselfly / InstagramDamselfly
@damselfly_official
Followers: 51.9k
Ever wanted to combine your love of sexy-smelling candles with your top-notch sass levels? Nah, we’d never really thought about it either, but after following Damselfly, we realise how much we need sassy candles in our lives. @damselfly_official’s memes are plucked straight from our heads (‘Me, making a phone call: God I hope they don’t answer’) and their candles boast slogans like ‘fresh out of fucks’, ‘shut up, I wear heels bigger than your dick’ and ‘badass babes club’. We’ll have them all.
@glamglow / InstagramGlam Glow
@glamglow
Followers: 1.2m
This account is a must-follow for masking addicts. There’s can’t-stop-watching videos (with visible pores, we repeat: visible pores!), products full of glitter and sparkly stars, and a whole lot of faces with funky sh*t on them. If you’ve never wanted to look like a sexy silver robot goddess while applying a face mask, you will now.
@tan_luxe / InstagramTan Luxe
@tan_luxe
Followers: 81k
A must-follow for serious tanspo, @tan_luxe adds a dose of sun-kissed limbs, perfect product flatlays and fashion/ jewellery inspiration to our feeds. Warning: there’s also a lot of bubble bath pics that’ll make you want to sack off your job and sink into the tub, stat.
@sublimesplendidskincare / InstagramDrunk Elephant
@drunkelephant
Followers: 307k
Clean skincare is at the heart of this colourful brand, with zero toxins, ‘question mark ingredients’ or ubiquitous marketing jargon. @drunkelephant is all about being a ‘clean-clinical’ brand – natural, but with clinical results. And it’s no wonder they’re building a cult following on the ‘gram: think envy-inducing shelfies, relatable memes ('Do you ever stress about money then accidentally order more clothes?') and, of course, their range of picture-perfect white products with brightly-coloured lids. #drunkinlove
@etceteraeventcompany / InstagramTata Harper
@tataharperskincare
Followers: 188k
Following @tataharperskincare is like injecting your feed with a much-needed dose of zen. As well as their famous green-packaged products (to reflect their 100% natural, non-toxic ingredients), there’s rolling hills, clear skies and fields of flowers. Plus, there’s skin selfies (skelfies?) from the likes of brand fans Ellie Goulding, Devon Windsor, Jourdan Dunn and Hilary Duff. If it’s good enough for Lizzie McGuire, it’s good enough for us to Insta-follow.
