In today’s ever-changing industry, it’s not just enough for beauty products to perform well, they’ve got to look good too. Our pick of the brands were born and bred on the Internet and will revolutionise your beauty routine as well as your Instagram grid. Read on to discover the social superstars worthy of their very own selfie…
One of the original Insta brands, thanks in no small part to the social prowess of its creator Jen Atkin, who also happens to have been the Kardashians’ go-to hair stylist for the last few years (aka the family that broke the Internet). Aside from the brand’s beautifully photogenic, chic silver and white packaging that can slot into any colour-themed shelfie with ease, the clever formulas are borne out of conversations that Jen has with real women about their hair issues, whether that’s in the flesh or online.
Instagram Icon: The Dry Shampoo Foam is an innovative alternative to your usual kit essential in that it doesn’t leave a chalky residue behind like most powder formulas. One big squirt is enough to transform hair and leave it looking and feeling freshly washed.
Showing off a seamless, streak-free tan is de rigeur on social media these days, and Tan-Luxe is the brand you need to reach for to make this happen. Over five years in the making and with notably innovative formulas (tanning oil Wonder Oil is the latest in a long line-up) that are scented with the decidedly un-biscuity note of raspberry seed oil, Tan-Luxe allows gleaming, glossy skin to be the star of your own social show.
Founded by four hair stylist friends specifically for the Instagram generation, the IGK collection is all about haircare solutions that fit into and work for the busy lives of modern women. Despite their photo-friendly bottles (think cool graffiti-inspired cans and captivating colours and textures) the products are about more than just the way they look; the line-up of 3 dry shampoos all tailored towards a different level of cleansing prove their dedication to the cause.
Instagram Icon: Rich Kid Coconut Oil Air-Dry Styler gives you the kind of effortless, lived-in tousled look sported by every Influencer from Miami to London. As well as adding the perfect amount of bed-head texture it nourishes dry strands without weighing them down.
Instagram Icon: Dehydrated or irritated skin will love the Pink Cloud Rosewater Moisture Crème. Packed with rosewater, white tea and aloe water, it instantly soothes and hydrates skin to leave it plumped and dewy and feeling more supple.
As well as being the most of-the-moment, covetable brand in beauty thanks to the minimal glass packaging and eye-catching pastel product formulations (Coco Rose Body Polish is an Instagrammer’s dream thanks to its heavenly Moroccan rose pastel pink hue), we’re seriously sold on this collection of non-toxic skin, hair and body products. Priding themselves on using highly concentrated, naturally-derived, pure ingredients, Herbivore founders Alex and Julia have created a range that’s as efficacious as it is beautiful.