Our brands

Instagram is a treasure trove for beauty finds that are both offbeat and high-performance. So much so that these days, instead of browsing aisles and logging on to e-commerce sites, people are increasingly using a mix of great hashtags and following flatlays to discover a wide selection of popular beauty products. In 2017, influencers Marianna Hewitt and Lauren Gores Ireland used Summer Fridays, their unique line with a multi-purpose face mask, to start an Instagram revolution. In minutes, every beauty blogger worth her salt had it on their feed with interesting captions and innovative punchlines. Their motto: If it didn’t photograph well, it won’t be shared.

Visual appeal juxtaposed with filters and just a dash of Kira Kira (the app that knows how to keep things glam) is sure to make anyone swoon over a product these days. But the products also need to work because it’s social media and no one’s afraid of giving an honest review. Here are the seven products that we found on Instagram that are truly beauty with a purpose.

Huda Beauty Power Bullet Lipstick

Huda Beauty Power Bullet Lipstick

These came towards the end of 2018 and made sure the metallic glitter lip trend is here to stay. The multi-reflective glitter, rich pearl pigments, and iridescent shimmers are all about that satin effect.

Dr. Sheth’s Basic Brightening Daily Sunscreen

Dr. Sheths Basic Brightening Daily Sunscreen

This one’s been recommended by nearly every blogger we know and to see an Indian label comes up with this kind of quality is applaudable. This beauty not only protects you against UVA and UVB rays but also leaves no white cast.

Purearth Sitara Strobelighter Serum

Purearth Sitara Strobelighter Serum

The highlighter is made with the purest of ingredients formulated with wild harvest, supercritical and certified organic oils, macerated Ayurvedic botanicals, and natural minerals, so your shine lives on.

Glam Glow Glitter Mask

Every blogger has a video with this beauty on. The glitter mask is a peel-off mask that contains a combination of algae, glacial clay, and licorice leaf that makes sure your skin is softer and firmer.

Clinique Hydrating Jelly with a custom-blend hydrator

Clinique Hydrating Jelly

A transparent jelly that stops you in your Instagram-story tracks? Yes, that’s the magic of this beautiful formulation that’s a staple in every beauty closet. The Clinique iD is a customised hydration system that meets specific skin needs

Yu Ling Jade Facial Roller

Yu Ling Jade Facial Roller

Officially, the cult product of the year, Jade rollers have taught us the many ways you can strengthen your skin by stimulating lymph drainage while massaging skin and underlying muscles.

Stila Glitter and Glow Eyeshadow

Stila Glitter & Glow Liquid Eye Shadow

Goodbye eyeshadow palette and welcome glitter pigments in liquid form. And no one did it better than Stila. It comes in 13 hues and is a perfect mix of pearl and glitter.

All images: Courtesy brands

Latha Sunadh
Deputy Editor
When she's not trying on a new serum, researching on yet another classic fragrance and sharing lip balms with her 5-year old daughter, Latha Sunadh keeps it reined in with a nice song and a good book. Special skills include obsessing over handmade, home-made and handcrafted luxuries.