October 6, 2022

I’m not sure about you, but I honestly feel like there’s a new beauty brand launching every week at the moment. It can be so overwhelming and sometimes it leads me to playing it safe with things I know and love, not wanted to budge from my classic picks whether that’s clinging onto my Cera Ve Cleanser or sticking to basic but beautiful Kiehls Ultra Facial Cream. However, that doesn’t mean that I don’t fall prey to Insta-hype at times. In fact, I follow accounts that are known for getting the scoop on beauty drops before they launch and subsequently I am served so many Instagram ads on aesthetically-pleasing brands. If I didn’t have a little self-restraint (and take comfort in my old favourites) my credit card would be taking a constant bashing. I do credit Instagram with alerting me to some of my now favourite brands though. Yes, they all have huge online followings and stunning packaging but once I actually tried them, I immediately understood the cult popularity that surrounds them each isn’t just fluff and followers it’s amazing quality too. Here are the brands that Instagram made me by but I instantly loved.

Beauty brands on Instagram

Over the past few years, the beauty world has focussed way more on ‘clean’ products. As amazing as this has been sometimes it does feel like you have to sacrifice trend-led aesthetic to tap into ‘clean’ beauty. Saie is a brand that’s putting a stop to that. The quality of products is top tier plus they are leaping bunny certified, plastic negative and stick to a rigid formulation standard for all their products.

Saie Glowy Super Gel
Saie Glowy Super Gel
Saie
Glowy Super Gel
£22

As an oilier skin type I often have to avoid dewy textured bases as they slip and slide throughout the day. This gel gives the skin a lustre without a balmy or creamy texture. I like to mix it with my primer or moisturiser for a pre-base glow.

Saie Hydrabeam Sheer Brightening Under Eye Concealer
Saie Hydrabeam Sheer Brightening Under Eye Concealer 6ml (Various Shades)
Saie
Hydrabeam Sheer Brightening Under Eye Concealer 6ml (Various Shades)
£20

The newest addition to the Saie line-up, this concealer melts into skin easily and brightens tired undereyes without the need for a heavy formula. It also contains cucumber extract, squalane, glycerin and tomato extract for added hydration.

Next up, the 58 best balayage looks.