The 10 Best Instagram Beauty Brands You've Never Heard of but Have to Try
Anastasia Beverly Hills. Huda Beauty. Jeffree Star Cosmetics: A year ago you might not have even realized these game-changing beauty brands existed. But thanks to Instagram, the triumvirate now holds an unofficial spot in the Beauty Haul (er, Hall) of Fame. But they're just the tip of the iceberg that is all the incredible underground brands rising to fame on social media right now. We're talking skin care brands that carry gold-flecked face oils (which everyone on YouTube seems to be using) and makeup lines with highlighter so lit, you'd swear your face was the Empire State Building. And each has the seal of approval of beauty bloggers to boot. But enough talking about them; we'll let you see the power of their hero products for yourself. Onward!
Instagram: @morphebrushes1/11Morphe Brushes
Number of followers: 3.2 million
Loved by: Jaclyn Hill, who makes everything she touches (including Morphe brushes) sell out instantly.
Cult-favorite product: That Bling Brush Set, $99
Why you'll love it: First of all, it's affordable AF. $3.99 for an eyeshadow brush we'll use for years to come? Yes, please. The brand's eyeshadow palettes are also incredible (think: you'll actually want to wear every shade in them) and totally worth checking out.
Instagram: @doseofcolors2/11Dose of Colors
Number of followers: 1.9 million
Loved by: Beauty blogger Nikki French, whose lip tutorials are so mesmerizing you'll waste an hour watching them without even knowing it.
Cult-favorite product: Matte Liquid Lipsticks, $18 each
Why you'll love it: The pigmentation is intense, the application is smooth, and the wear is basically waterproof. Think that about sums it up!
Instagram: @farsalicare3/11Farsali Skin Care
Number of followers: 876,000
Loved by: DIY beauty expert Farah Dhukai (whose husband actually created the line) and Nicol Concilio who introduced it to us via her Instagram tutorials.
Cult-favorite product: Rose Gold Elixir, $54
Why you'll love it: You'll notice there are gold flecks in this oil...well, that's 24-karat gold. A few drops of it on your Beautyblender and your makeup will go on effortlessly and blend like a dream.
Instagram: @gerardcosmetics4/11Gerard Cosmetics
Number of followers: 1.4 million
Loved by: That girl on your feed whose makeup is literally always perfect, a.k.a. Carli Bybel.
Cult-favorite product: Slay All Day Setting Sprays, $22 each
Why you'll love it: These setting sprays come in a variety of yummy flavors, so spritzing your face won't seem like a chore.
Instagram: @houseoflashes5/11House of Lashes
Number of followers: 1.8 million
Loved by: Beauty boys like Manny Gutierrez MannyMUA733 and Angel Merino (mac_daddyy).
Cult-favorite product: Disney's Tinkerbell Collection Lashes, $15 per pair
Why you'll love it: Let's just say Tinkerbell is going to be very jealous by the amount slayage you're going to give when rocking these.
Instagram: @makeupgeekcosmetics6/11Makeup Geek Cosmetics
Number of followers: 1.8 million
Loved by: Kathleen Lights
Cult-favorite product: Kathleen Lights Highlighter Palette, $39
Why you'll love it: Everyone is talking about this highlighter trio lately, and it's for good reason: these powders light up your complexion in a way that isn't overly obvious. Plus, there's something in this palette for every skin tone.
Instagram: @juviasplace7/11Juvia's Place
Number of followers: 143,000
Loved by: Nikkie Tutorials, the gal behind our favorite Instagram account, @powerofmakeup.
Cult-favorite product: The Nubian Eyeshadow Palette, $35
Why you'll love it: The shadows are buttery soft, and if you're into warm-toned shades for fall, this is the perfect treat. It sells out—fast—so it's one you have to keep tabs on if you want to nab.
Instagram: @liplandcosmetics8/11Lipland Cosmetics
Number of followers: 226,000
Loved by: Anastasia Beverly Hills protege Amra Olevic (better known as Amrezy).
Cult-favorite product: Amrezy Collection Liquid Lipsticks, $18.99 each
Why you'll love it: Follow Rezy and you'll slowly start to want anything and everything she puts on her face—including her very own collection of liquid lipsticks with Lipland. The shade Montenegro is the perfect moody plum for fall.
Instagram: @meltcosmetics9/11Melt Cosmetics
Number of followers: 2.2 million
Loved by: Brown-skinned beauty babes like Jackie Aina, Yariszbeth, and Ellarie.
Cult-favorite product: The Rust Stack, $58
Why you'll love it: The brand's founder Lora Arellano used to do Rihanna's makeup, so there's that for credibility. Other than that, its eyeshadows are known for being high-quality.
Instagram: @ofracosmetics10/11Ofra Cosmetics
Number of followers: 402,000
Loved by: Beauty BFFs Desi Perkins and Katy from Lustrelux.
Cult-favorite products: Beverly Hills Highlighter, $39.95 and Rodeo Drive Highlighter, $35
Why you'll love it: Have you ever seen highlighters so gorgeous? They're so good, you almost don't want to touch them. Almost.
