9 beauty brands that really live up to the Instagram hype

Posted by
Amira Arasteh
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The pretty packaging grabbed our attention, but the fantastic formulas have kept it…

There’s nothing more satisfying than an Instagram account where all the posts match in colour, tone and style – we could scroll for hours on end.

But when it comes to super-pretty beauty brands, it can be difficult to distinguish between the ones that are worth your money and the ones which, well, aren’t. After all, more or less anything can be made to look beautiful and dreamy with a quick filter fix and a cute caption.

Luckily, we’re on hand to sort the wheat from the chaff. From Herbivore to Glossier, here are the Insta-worthy brands that aren’t just about good looks…

1) Glossier

From the minimalist products and fuss-free philosophy through to the millennial pink packaging that houses each product, there is nothing not to love about cult beauty brand Glossier. Approved by everyone from bloggers to beauty editors, its focus on ‘skin first, make-up second’ has secured them a loyal fan base – because who doesn’t want a glowing complexion? 

Must buy: Milky Jelly Cleanser, £15,

If, like us, the lure of hitting your pillow wearing a full face of make-up is just too strong, this product will be your saviour at the end of the day. It whips off everything from foundation to matte lipstick in seconds and is super-moisturising. Your skin will never feel raw post-cleanse again. 

2) Herbivore Botanicals

This skincare brand has come a long way since its launch on Etsy in 2011. From masks to moisturiser, their products are both innovative and Instagram-friendly, but the best part is that they are all completely natural and cruelty-free. Almost every ingredient used in their skincare range is ‘active’ and with the combination of vitamins, minerals and botanicals used in each treatment, your skin will look and feel better in no time. 

Must buy: Moon Fruit Superfruit Night Treatment, £48,

Natural indigo root powder is behind this mask’s gorgeous pastel purple colour. It absorbs fully into your skin and harnesses ingredients like nourishing butters, Hyaluronic Acid and fruit extracts to hydrate intensely while you sleep. 

3) Saturday Skin

This brand entices you with its cute and playful packaging but snares you as a devout obsessive with its high-performance results. Korean beauty products rarely let us down, but Saturday Skin boasts formulas which are made with cutting-edge science and technology to ensure your skin looks its best every day, not just on the weekend. The star ingredient? A complex they have named CHA 7 es, which makes your repair functions work as hard as they can to tone the skin and lessen the visibility of both lines and pores. Definitely not just one for the Instagram feed. 

Must buy: Daily Dew Hydrating Mist, £27,

Free from parabens and strong chemicals, this facial mist lends skin a dewy glow. Kiwi and grape protect against free radicals like pollution, making it an integral cog in any city-dweller’s skincare arsenal. 

4) Floral Street

As you might have guessed, there is a floral theme amongst this stunning perfume collection, and the creators have carefully selected only the best-smelling buds, making each fragrance a cut above the rest. Every bottle is emblazoned with the scent’s main flower, from peonies to poppies – it’s one for the ‘gram as well as your dressing table. 

Must buy: Wonderland Peony Eau de Parfum, £55,

A riot of sweet raspberry and rose flowers are perfectly juxtaposed by a zest of Sicilian lemon and lashings of warm cedar wood. It’s just as beautiful as its bottle. 

5) LixirSkin 

The brainchild of Colette Haydon, a doctor in dermo-pharmacy, LixirsSkin prides itself on providing the universal essentials for your skin. Each product is specifically formulated to target skin concerns such as pigmentation, acne and more, with ingredients like AHAs, retinol and Vitamin C, which are interchangeable as part of a regular skincare routine. The millennial pink packaging earns it extra beauty points. 

Must buy: Vitamin C Paste, £32,

Pigmentation be gone! Packed with vitamin C (AKA L-Acsorbic Acid) this quick fix morning mask brightens and resurfaces skin in next to no time. Our skin has never looked more radiant. 

6) Gisou

From influencer and beauty queen, Negin Mirsalehi, comes this innovative haircare brand of bee-based (yes, you read that correctly) products. The honey the bees produce is rich in minerals, vitamins and antioxidants, perfect for strengthening, protecting and conditioning all hair types. And that’s before we’ve touched on the oh-so-pretty, dropper-style bottles…

Must buy: Honey Infused Hair Mask, £49.36,

Enriched with honey from Gisou’s family’s bee garden, this hair mask is the perfect antidote to parched hair. Apply a generous slathering to freshly-washed lengths once or twice a week for hair that looks and feels healthy, shiny and silky soft.   


Hair styling guru, Jen Atkin, is the brains behind effortlessly chic, French girl-inspired haircare brand, OUAI. From foaming dry shampoos to spritzes that turn your hair blonde in the sun, it’s safe to say that everything they serve up is pretty innovative, and as well as the cool, minimal packaging, everything smells amazing. That’s why you can now buy each products scent in hair perfume form.  

Must buy: Rose Hair and Body Oil, £25,

Consumer-conscious, this oil can do it all. Not only excellent for smoothing hair, it also should be your go-to alternative to a body moisturiser. Whatever you use it for, this oil will leave you feeling and smelling divine. It gave us a radiant glow from head to toe.

8) ByBi Beauty

Purely using ingredients that directly benefit the skin, this 100% natural, vegan and cruelty free beauty brand was founded by beauty bloggers Elsie and Dominika last year. Previously, founders of Clean Beauty Co, the girls believe in sharing the full details of the ingredients they use with their customers – refreshing.

Must buy: Buffer Lip Scrub, £9,

A must-have in any girl’s handbag is the Bybi Beauty lip scrub. It harnesses sugar and strawberry extract to rid lips of dry skin, sweet almond oil to restore moisture in them and a touch of cinnamon for natural volume – it smells incredible, too.  

9) Emulsion

It’s the monochrome packaging that first caught our attention but the mix and match format of each product in the collection has kept it. Essentials like shower gels and lotions come with beautiful fragrance ‘add-ons’ and ingredient boosters, which you can add freely to each base product for a truly bespoke skincare arsenal. 

Must buy: Seed Exfoliant Mix, £15,

Seeds and coffee granules make this one of the most invigorating natural body scrubs out there. Add it to your chosen base product (we recommend the Cream Scrub) to slough away dead skin cells and grime. Our limbs have never felt smoother. 

Images: Francesco Mazzoli / Instagram