The beauty brands that are popular on Instagram and TikTok

Maybe it was due to the fact that we lived in our pajamas 24 hours a day. Or that, having more time to look in the mirror, we realized that our face deserves the best treatments, to be protected from the endless hours we spend at all. per-tu with blue light. The fact is that it has been a great year for beauty brands – and specifically those of skincare and smart make-up – during the pandemic, especially on Instagram and TikTok. It is precisely on social networks that people are informed and the great search for brands has also led to (beautiful) discoveries.

Some brands, in fact, were born during the lockdown, as in the case of the Italian Francine Haircare specialized in silk products, while others have become very popular thanks to generation Z who, between one tutorial and another, intrigued, leading beauty lovers to experiment with them. This is the (curious) case of the new Good Apple Skin-Perfecting Foundation Balm of KVD Vegan Beauty, already beloved by Italians, despite the fact that the product will physically arrive in our stores next September.

In the gallery we have collected the 30 most clicked brands that you absolutely must followare. The list does not include the now beauty pillars, such as Sephora, Gucci or MAC Cosmetics. Rather brands that, from their birth, have made themselves noticed first with hashtags and then on the shelves. He was absolute leader Glossier which, with its all pink packaging and social inclusive campaigns, has conquered the whole world.

The attention then passed to the great make-up artists, of the caliber of Pat McGrath, to very powerful women, like Kylie Jenner, and to innovative brands, as it was in 2000 Tarte Cosmetics, which among the first spoke of vegan and cruel-free formulas and which today, finally, has landed at Sephora Italia.

Today all eyes are on two irreverent collections: the first, very colorful, signed by the makeup guru Isamaya Ffrench per Byredo, and the second is from the low cost giant Zara. We have also included high-performance brands in the list tiktoktiane, come Cerava e Paula’s Choice, and other very Italian like Espressoh, Darling and the Cynical Beautician.

The secret of success, on the other hand, is revealed to us by Maureen Kelly, founder of Tarte Cosmetics in 2000, among the first social-first brands. “We’ve always gotten into trying new platforms and testing different things to see what works. The secret is to always make available authentic, real-life content, with which our people can relate. At Tarte, we don’t have influencers filming IG stories or IGTVs, we instead feature our staff in daily content. We perceive it as more intimate and relatable, our followers feel as if they were part of the team ».

So what must a brand have to be virtually captivating? “It must be authentic, show itself for what it is. If you try too hard or jump to a trending topic that isn’t in line with the rest of the content, followers will see it right away – Maureen Kelly continues – It is also important to focus on giving followers what they want, listening to their comments and questions, adapting the content to their needs. We’ve been doing a lot more quick and easy tutorials lately because we’ve found that’s what our followers really love right now. We have this incredible, committed and super loyal fanbase; we call them tartlet. We always look to them for feedback and inspiration, and we always create products thinking about what they ask of us ».

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