Discovering new beauty brands is one of our absolute favourite things—especially when they come packing enough sheer awesomeness to earn cult status straight off the bat. So it's no wonder that Instagram, as flooded with makeup ideas and beauty tips as it is, has become our go-to when hunting for exciting new hair, skin and makeup products to try.
With a solid track record in turning little-known lines into world-dominating beauty empires (Anastasia Beverly Hills, Huda Beauty and Jaclyn Hill all kicked things off via Instagram, remember), we've come to rely on the Insta-buzz for a handy tip-off about the next big thing.
So what's the word on the Insta-vine about the British beauty brands about to take over?From luxe skincare to the pro makeup brushes you should be shopping now, keep scrolling for our pick of the best Brit brands about to blow up.
From the founders of 100% natural skincare line Clean Beauty Co comes Hero Beauty—a collection of products focused on blurring the lines between makeup and skincare, using only gentle, botanical ingredients. The debut product, Babe Balm, is fast doing the rounds on social media, with top beauty editors all professing their love for the multipurpose balm. Is it a highlighter? Is it a salve? Is it a moisturiser? A cuticle treatment? Well, in fact, it's all of that and more.
When it comes to pro-level makeup brushes, My Kit is all over it. The grey and blue handles are already becoming an Instagram "thing," with the different shades denoting the level of speciality of each brush.
Hint: If your kit is all-blue, you're definitely in the advanced category.
Guy Morgan Apothecary
A love of nature, the English countryside and a background in design, have all come together in the creation of Guy Morgan's aesthetically pleasing skin and body products. You'll find the Himalayan Bathing Salts snapped on many top beauty blogger's Insta feeds, while the sturdy jars are a permanent fixture on the shelves of all the chicest bathrooms.
When it comes to highlighters and illuminators, Iconic London is changing the game. Mario Dedivanovic, Kim Kardashian West's number one makeup artist, and supermodel Jourdan Dunn are already big fans, not to mention over 360,000 Instagram followers.
Sister & Co. Skin Food
Natural skincare is a huge trend among Brit beauty brands right now, and Sister & Co. Skin Food is right at the forefront. Along with packaging that's super Instagrammable, the small-batch approach ensures that every new product drop is likely to be a sellout.
The folks at Nanshy take makeup brushes seriously—and so do the brand's 22,000 followers. Whether you're into creams or powders, minimal makeup or a full face every day, the range has been designed to make everything easier. Each brush comes helpfully labelled, while the handles are super easy to grip and manoeuvre, too.
The best-kept secret among makeup gurus in Scotland, Sara Hill cosmetics is now slowly being discovered by the masses. A pro MUA and beauty editor for 17 years, Sara decided to pour her own love of individual beauty, fashion-led looks and club culture into her own independent makeup collection. The results are impressive, highly pigmented and very wearable.
Skin & Tonic London
Sarah Hancock founded Skin & Tonic London after she was diagnosed with endometriosis. Longing for products that were, in her own words, "simple, straight-talking, organic and cool," she set about making her own—minus the frills, fuss and potentially harmful ingredients.
Those rainbow-coloured makeup brushes you've seen on blogs, Instagram feeds and makeup tutorials? They're the handy work of two sisters from Wales who wanted to inject a little fun into our makeup bags. The unicorn-inspired Spectrum Collections tools have (unsurprisingly) amassed a cult following, not least thanks to the witty names they've given each brush, such as Cut Crease Police (a flat precision crease brush) and Feeling Fancy (a light fan brush).
The Afro Hair & Skin Co
Powered by plants, The Afro Hair & Skin Co. uses only ethically sourced botanicals in its formulations, which focus on nourishing and fortifying dry or damaged textured hair and rebalancing dry or combination skin. Already championed by Vogue, you'll likely be seeing these a lot more in your Insta feed thanks to a loyal blogger following, too.
Already an award-winner with just one product in the range, Vanderohe is the name in luxe skincare you need to keep an eye on. Praised by beauty editors at the top of their game, the No.1 Nourishing Face Serum has a cult following that's only set to grow.