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Five to Follow: Beauty Brands

TFD's Ruby Naldrett spotlights the five best beauty brands to follow on Instagram.



Navigating the world of beauty can seem like a minefield at times, especially considering the sheer volume of new brands popping up every week and competing for your attention on the Instagram Explore page. Finding the balance between aesthetically-pleasing product shots, inspiration posts that everyone will want to repost and relevant tongue-in-cheek memes is an art, but these brands manage it.

Here is our roundup of five of the very best social media stars within the beauty industry that deserve your follow.



If you’re not following Glossier yet, where have you been? The brainchild of former Teen Vogue staffer Emily Weiss, Glossier is the original millennial social media marketing success story, and it’s not hard to see why. Dreamy product shots are combined with customer images, celebrity make-up artist tutorials and inspiration images to create the feed of dreams. Follow them for a mix of inspiring content that'll you'll want to add to your saved folder.



Created by model and author Charli Howard, Squish Beauty is all about celebrating your 'squish'. A skincare brand, Squish currently offers a small selection of products, including super-cute floral 'zit stickers' and the ultra Instagram-worthy cherry shaped under-eye patches. Innovative products are combined with a gallery of un-retouched images that celebrate every aspect of loving who you are, and that's why this account is a must-follow.




Loved by everyone from Katie-Jane Hughes to Rosie Huntington-Whiteley, Sunnie's Face is the newest beauty brand name on everybody's lips (quite literally). The ridiculously instagrammable products started out in the Philippines and are slowly making their way worldwide, but until they hit the UK we can sit back and enjoy their dreamy, warm-toned Instagram feed.




If a trip to the beaches of Australia was a beauty brand, it would be Summer Fridays. Possibly the most aesthetically pleasing skincare brand to exist, their Instagram page gives the same soothing feeling that you get spending a week relaxing in the sunshine. Product pictures of their sleek, chic packaging are combined with dreamy beach landscapes to create a feed you'll feel compelled to follow.




Since its launch back in 2017, Rihanna's Fenty Beauty has well and truly changed the game in the beauty industry. Launching with 40 shades of foundation, Fenty Beauty disrupted the predominantly white-washed beauty sphere and has been making change ever since. The brand's Instagram page is as inclusive as its products, sharing a curated range of celebrity fans, influencers and customer posts mixed with expertly shot product images.



Words by Ruby Naldrett

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