#Instafamous: Beauty Brands That Got Their Start on Instagram

InstaFamous: [adjective] to be famous and have thousands upon thousands of followers on Instagram. Some might say this isn’t a real thing, but it’s hard to argue with numbers—especially when they reach the millions. In relation to the beauty industry, social media (and Instagram, specifically) has largely democratized the space and made it that much easier for up-and-coming brands to build an audience and tell their stories. Today, we’re shining the light on some niche #InstaFamous beauty brands that blew up on Instagram and used the platform to bring their brand to the next level. Warning: may cause a strong urge to buy all the makeup.

Keep scrolling for nine Instagram-famous beauty brands!



Followers: 8M

There’s something about L.A.-based makeup brand ColourPop’s brightly colored shadows, silky blushes, and velvet lip colors that cause the strong urge to double-tap. We’re fans of the brand’s marshmallow-scented Lippie Stix ($6) and love the brand's constant collections and influencer collaborations with individuals like KathleenLights. The best part? Everything is so wallet-friendly and available via their site and Ulta.

Sugarpill Cosmetics


Followers: 2M

It’s hard to deny the pull of adorable packaging—especially when said packaging is a lipstick that comes in the form of a pink-and-white pill. The brand’s Pretty Poison has legions of InstaFans, all swearing by the color payoff and smooth consistency. The brand is also known for its intense Liquid Lip Colors ($18) that are matte yet comfortable on the lips.

LA Girl Cosmetics


Followers: 2.7M

L.A. Girl took off on Instagram with a pro-inspired line of products that tout HD Concealer ($5) and Velvet Contour Sticks ($6). Fans of NYX or NYC Cosmetics will love this affordable cruelty-free line—and find plenty of makeup inspiration on the L.A. Girl Instagram page.

Jeffree Star Cosmetics


Followers: 6.2M

Once upon a time, there was such a thing as a MySpace celebrity—and Jeffree Star was one, and then some. The glam-rock model, personality, and makeup icon launched a namesake line of products, much to the delight of his legions of followers. Standouts include the Velour Liquid Lipstick ($18) and his highly pigmented eye shadow palettes. Both come in every color imaginable!


Melt Cosmetics


Followers: 2.7M

When two celebrity makeup artists (one of whom used to work with Rihanna) launch a line of lip colors, you can expect two things: high-pigment color and long-lasting formula. Melt’s cult lippies ($19) coat your lips in vibrant color in one sweep and leave an ultra-matte finish not to mention their best selling eyeshadow stacks. Let's just say that if they are good enough for Sephora, they are good enough for us.



Followers: 9.7M

A quick scroll through Morphe’s Instagram will yield plenty of poreless, perfectly sculpted faces—all achieved using the brand’s freak-out–worthy line of brushes. Followers love the brushes for the quality, variety, and price tag—most ring in at under $15, with some in the $3 range. Since then they have grown to include shadows, liners, and base products.

Have you heard of or tried any of these lines? Sound off below!


Related Stories