I Was Sceptical About These Insta-Famous Brands But They Are Actually So So Good

I’m not sure about you, but I honestly feel like there’s a new beauty brand launching every week at the moment. It can be so overwhelming and sometimes it leads me to playing it safe with things I know and love, not wanted to budge from my classic picks whether that’s clinging onto my Cera Ve Cleanser or sticking to basic but beautiful Kiehls Ultra Facial Cream. However, that doesn’t mean that I don’t fall prey to Insta-hype at times. In fact, I follow accounts that are known for getting the scoop on beauty drops before they launch and subsequently I am served so many Instagram ads on aesthetically-pleasing brands. If I didn’t have a little self-restraint (and take comfort in my old favourites) my credit card would be taking a constant bashing. I do credit Instagram with alerting me to some of my now favourite brands though. Yes, they all have huge online followings and stunning packaging but once I actually tried them, I immediately understood the cult popularity that surrounds them each isn’t just fluff and followers it’s amazing quality too. Here are the brands that Instagram made me by but I instantly loved.

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(Image credit: @emmahoareau)

Best Instagram Beauty Brands

1. Glow Recipe

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(Image credit: @glowrecipe)

The first thing that attracted me to this was the insanely cute packaging but then I was hooked after trying the formulas for myself. The brand was created by beauty obsessives Sarah Lee and Christine Chang who combined their 20 years of industry experience to create gentle but effective skincare inspired by South Korea. Using the best of natural ingredients is what makes the range standout and the watermelon collection is a firm fan favourite for its soothing, hydrating and dark spot correcting properties.

Glow Recipe Watermelon Glow Niacinamide Dew Drops 40ml

Glow Recipe Plum Plump Hyaluronic Cream 50ml

Glow Recipe Watermelon Glow Pha + Bha Pore-Tight Toner

2. Coco and Eve

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(Image credit: @cocoandeve)

This Bali-inspired beauty brand was catapulted into popularity with their hair mask. Their ads overran my Instagram as I swiped through stories and I would have friends ask me if it was worth them buying so I tried it for myself and was so impressed. The brand was founded by an Australian ex-pat, the brand who takes inspiration from Bali to create the formulas mixing tropical ingredients with science. While I came for the hair products, I’ve stayed a Coco Eve fan for the body products. The texture and scents are incredible plus they make a noticeable difference to your skin.

Coco Eve Super Nourishing Coconut Fig Hair Masque

Coco Eve Glow Figure Whipped Body Cream

3. Pacifica

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(Image credit: @pacificabeauty)

This brand only launched in the U.K recently but has been making traction in the U.S for a while now. The peppy package initially didn’t draw me in, it was the product claims and social reviews that got me. Their products span from makeup to hair, skin and body care and have a keen focus on creating formulas mindfully without harming the planet or using unnecessary ingredients.

Pacifica Lavender Moon Body Wash

Pacifica Pineapple Hydrate Curl Nourishing Mask

Pacifica Vegan Collagen Fluffy Lash Mascara

4. Surface

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(Image credit: @starface)

Pimple patches took on a whole new vibe when Starface launched a few years back. Enjoying an Instagram hype, the brand was so fun and youthful in its approach to spot and acne care, cynically I was sceptical about its efficacy for actually reducing the appearance of spots. I was so wrong. Since the success of the Hydro-Stars the brand has launched more skin and body care all with its same tongue-in-cheek approach.

Starface Hydro-Stars Spot Stickers Kit

5. Gisou

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(Image credit: @gisou)

Founded by influencer Negin Mirsalehi, Gisou’s ethos is sustainably-sourced bee-powered product. As a beekeeper by trade, her family has harnessed to power of honey for hair for decades, which is where Negin got the idea for Gisou from. The honey-infused formulas are incredible and there is something in the range that works for all hair types from oils to masks and conditioners.

Gisou Honey Infused Hair Oil

Gisou Honey Infused Hair Mask

6. Beauty Works

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(Image credit: @beauty_worksonline)

If there’s one thing that’s difficult to buy online it’s hair extensions. It’s hard to trust the quality, where the hair is from and if it’ll work for your hair type. On Instagram I noticed that so many notable names and huge hairdressers were using Beauty Works and when I finally got my hands on their clip-ins I could see why. The colour match was seamless and the ethical sourcing policy is clear on their homepage. I’ve had mine for nearly a year and they still look as good as new.

Beauty Works 16" Deluxe Remy Instant Clip-In Hair Extensions - Ebony

7. Youth to the People

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(Image credit: @youthtothepeople)

If there was ever a time that I felt too basic for a skincare brand, it’s when using Youth to the People but despite the cool aesthetic, this brand has a seriously wholesome story. This California-made range was born from founders Greg and Joe’s interest in their grandmother’s professional-grade skincare range, which was passed down through the generations.

Youth to the People Superberry Hydrate + Glow Dream Mask

Youth to the People Superfood Cleanser

8. Saie

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(Image credit: @saiebeauty)

Over the past few years, the beauty world has focussed way more on ‘clean’ products. As amazing as this has been sometimes it does feel like you have to sacrifice trend-led aesthetic to tap into ‘clean’ beauty. Saie is a brand that’s putting a stop to that. The quality of products is top tier plus they are leaping bunny certified, plastic negative and stick to a rigid formulation standard for all their products.

Saie Glowy Super Gel

Saie Hydrabeam Sheer Brightening Under Eye Concealer