Measured success isn’t just about numbers. Everyone wants tons of followers, but powerful audience engagement and community building is the real magic formula. In the beauty world, millions of brands are all vying for consumer attention, so it’s no mean feat to stand out from the Instagram crowd. how are they winning? Here are six accounts to be inspired by…
@HERBIVOREBOTANICALS // FOLLOWER COUNT: 257k
By regramming images from their loyal audience, often including a mix of brands in the line-up, seems less of a hard sell. Team this with regular donations to charities marking special events, simplistic photography utilising the softness of natural light, and it's a winning combination.
@GLOSSIER // FOLLOWER COUNT: 1.1m
Always championing equal representation, Glossier relate to every REAL woman. An interesting account to observe, learning how to expertly communicate. They even concentrate on details such as packaging, with little pink bubble wrap pouches becoming as cult as the products.
@FRESHBEAUTY // FOLLOWER COUNT: 344k
Taking ingredient shots to new and beautiful heights, Fresh blend lifestyle (usually located in an amazing bathroom) with innovative video animations that always focus on the key, product ingredients.
@THEOUAI // FOLLOWER COUNT: 446k
From expert ‘shelfies’ to crisp table top scenes, this haircare brand curates a feed that’s aspirational, yet light hearted. They intertwine and repost content from influencers who share a similar aesthetic, and who are also of interest to their core audience.
@MILKMAKEUP // FOLLOWER COUNT: 466k
Insta-famous beauty brands are now leaning towards the disruptive nature, making statements rather than the perfection of the Instagram grid, popularised a few years back. Milk Makeup also use #milkmakeup in their bio, encouraging followers to tag the brand to be featured, enhancing community.
@OFFICIALBYREDO // FOLLOWER COUNT: 99.2k
Slick, artistic and sometimes gritty, you won’t see any blogger blooms, here. Instead, the creative team focus on bold graphics, amongst industrial architecture. Considering they’ve currently only posted 99 times, they have quite the following.