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#InstaFamous: 8 Beauty Brands That can Thank Instagram for Their Success

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InstaFamous: [adjective] to be famous and have thousands upon thousands of followers on Instagram. 

There's no escaping the fact that the millennial generation's coming of age has changed everything we once knew about consumerism. Long established norms were rendered obsolete once social media began to invade every single aspect of our lives. No industry was left spared, and all businesses had to do was merely adjust the way they market to people. Bus adverts, out. #Sponcon, in. 

In relation to beauty, the industry was the first of it's kind to adapt to the new wave of Instagram influencing. The beauty industry has largely democratised the space by not only making it easier for beauty brands to advertise their products at little to no cost but it has now made it easier for up-and-coming brands to build an audience far beyond their direct audience.   

From what are now cult brands such as Huda Beauty and Morphe to beauty newcomers like LiveTinted, #instafamous is no longer a status held solely by influencers. Below are nine of the most popular beauty brands that blew up on Instagram. 

Huda Beauty

Huda Beauty first launched in 2013 following the success of the tutorial blog created by makeup artist turned influencer, Huda Kattan. Her first product was a series of false eyelashes which have since become the trademark product for the brand. Now estimated at $1.2 billion, the brand creates everything from eyeshadow palettes to foundations and most recently, tantour. 

Sugar Pill

Now a favourite amongst drag queen superstars, Sugarpill cosmetics first began as a clothing line on eBay. Founder, Amy Doan would model her own designs and quicky became a social media persona more commonly known as Shrinkle. To match her frilly vintage slips and coloured fishnets, Doan beat her face with electric theatre makeup which became her trademark and therefore led to people asking where she bought the colourful products on her face. Realising the demand, Doan decided to sell theatre makeup on her online store. After selling out instantly, she wished for creative control over the makeup's quality, packaging and shade range. Thus the birth of Sugarpill cosmetics. 


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BRITTNY⠀ All Huesticks Featured: Swipe to See ⠀ Origin (Red) -- Rise (Orange) -- Perk (Pink) on eyes, cheeks, & lips ⠀⠀ ⠀⠀ Favorite Huestick as a Color Corrector: Origin (red)⠀ Favorite Huestick Shade as a Multi Stick: Origin (red)⠀ Reason She Chose Origin (Red) as a Multi Stick: Its non-intimidating shade that’s perfect for daily use on lips and cheeks. ⠀ ⠀ Favorite Feature: Eyebrows. They were a source of insecurity growing up; but now they're my favorite feature. ⠀ Cultural Background: African American ⠀ Favorite Part of Her Culture: African American history and influence on American culture as a whole⠀ ⠀ AFTER Huestick application, but always beautiful.李 #livetinted⠀

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Live Tinted began as an Instagram beauty community which showcased people of all skin tones in an attempt to diversify the beauty industry as they recently become a beauty brand of their own. With just the one product in its range so far, LiveTinted has already made noise with the launch of 'The Huestick'. A multi-use makeup product that can be used on eyes, lips and cheeks. Though only available in three shades, each one promises to work on a variety of skin tones. The red, orange and pink shades are easily blendable for colour-correcting dark spots and hyperpigmentation. 


With Instagram being a social media platform used all around the world, beauty fans are no longer restricted to brands exclusively available in their own country. From J-Beauty is the latest alphabet beauty phenomenon and one brand that has seen their success soar as a result is skincare brand: Tatcha. Suffering from acute dermatitis, Tatcha's founder, Victoria Tsai travelled to east Japan in search of a more evolved, holistic approach to beauty. After an encounter with a modern-day Geisha, Tsai learned classical Japanese beauty secrets passed down by generations that took a different approach to skincare: less is more. A philosophy Tatcha embodies today. 


ColourPop was born, raised and made in Los Angeles by siblings Laura and John Nelson. Founded in 2014 by Seed Beauty, the siblings made a conscious decision to market ColourPop specifically via social media to a primarily millennial audience. ColourPop now boasts 7.6 million followers on Instagram and gets daily mentions by vloggers and makeup enthusiasts proving social media marketing works. They pride themselves on being wallet-friendly and bunny approved - both of which they are. 

Nurse Jamie

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 Beauty @vanessahudgens  using the Nurse Jamie #UpLift  #InstantUpLift #staybeautiful  • ✨How do you UpLift? 淪‍♀️ #treatyoself UpLift Beauty Roller  Available in Black @Sephora We designed this tool to mimic the effects of our signature facials. Rhythmic rolling action can help to de-puff and assist with congestion 24 Massaging Stones ⚗️Helps Improve Skin Tone ✈️Portable & Easy-To-Use ⛱No batteries required  #linkinbio follow @nursejamiela on snapchat for more behind the scenes videos and photos  • #instantuplift #facialroller #bbloggers #nursejamie #instabeauty #nursejamie #celebrityskin #celebrity #beauty #beautifulskin #beautifulskin #clearskin #happytuesday #losangeles #youthfulskin #santamonica #jenniferhudgens #homespa #athomespa #girlboss #selfcare #selflove #beautiful #gorgeous #stayhandsome

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Millennials love gadgets, FACT. And what do millennials love almost as much as gadgets? Celebrities. Cue Nurse Jamie. A celebrity skincare expert and Registered Nurse, Jamie is recognized as one of the top beauty professionals worldwide and now, the innovator of one of the most sought after beauty tools of our generation. The Uplift roller is a favourite amongst celebrities and dermatologists alike proving to improve skin tone and texture.

Summer Fridays

Another brand than can thank the blogging industry for its success is beauty brand, Summer Fridays. Founders, Marianna Hewitt and Lauren Gores-Ireland successfully ran their own blogs before venturing into the world of cosmetics. The first product in the collection was a simple mask that would leave skin looking gorgeous no matter the circumstance. With more formulas in the works and the recent launch of new masks, Summer Fridays are the ones to watch. 

Jeffree Star

If you're old enough, you'll remember a little thing called MySpace where there was such a thing as a MySpace celebrity - and Jeffree Star was one of them. The glam-rock model, personality, and makeup icon launched a namesake line of products, much to the delight of his legions of followers. Now with a net worth of $50 million, Jeffree Star continues to make his signature Velour Liquid Lipstick, skin frost and eyeshadow palettes as well as recently venturing into tracksuits and metal straws. 


The brainchild of Emily Weiss, founder of beauty blog Into the Gloss, Glossier became a brand to be reckoned with not long after its launch in 2010, and is consistently loved by editors and buyers alike. With every product maintaining #shelfie worthy status, Glossier products live on the feeds of beauty enthusiasts everywhere.  

Main image by @summerfridays on Instagram

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