13 of the most Instagrammable make-up & beauty brands

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As bonafide beauty addicts, we’ve tried nearly every eyeshadow palette, moisturiser, blush and body scrub out there, and while our decisions are mostly dictated by great reviews and prices, we are suckers for a great looking product, too.

Glossier’s clean monochrome colour palette, with its pops of pink and fun emoji stickers, makes for an amazing #shelfie, and when combined with a few of Lush’s colourful bath bombs, Herbivore’s pastel-hued products and a Becca highlighter palette, well, your Instagram grid is about to get pretty.

So, which of the hundreds of beauty and make-up brands actually hold the crown for most Instagrammable? Read on for our humble opinion on the top 13…


Founded by ex-Vogue fashion assistant, Emily Weiss, in October 2014, Glossier is the ultimate cool-girl beauty and make-up brand. We frequently restock our milk jelly cleanser, balm dotcom and boy brow, because 1) they work and 2) the lil pink pouch they come in is cute as hell.

Drunk Elephant

Cute, colourful and petite, Drunk Elephant was only launched in the UK in late 2018, but by that point it had already gained cult status in the beauty industry. Adorbs packaging aside – obsessed with the colour-pop lids – Drunk Elephant have a ‘zero toxins’ policy in their products, and claim to create ‘clinical-clean’ skincare – natural ingredients, but with clinical-level results.  


What even was bath time before we had Lush’s bath bombs? Best known for these fantastical fizzers, Lush also create amazing packaging-free, vegan skincare and make-up that quickly gained as cult a following as their bath bombs.


If colourful skincare is what you’re after, you can’t find better than Herbivore. Created from highly concentrated, organic, food-grade ingredients, Herbivore is an American brand, founded in 2011. We’ve heard good things about the Pink Cloud moisture cream, Lapis face oil and Coco Rose body polish.  

Kevin Murphy

Unlike Ouai’s sleek and minimal packaging, Kevin Murphy’s line is all about colour and shape. One of Australia’s biggest editorial hair stylists, he became the go-to guy for ‘beachy waves’. Kevin Murphy products are all sulphate, paraben and cruelty-free, so you’ll feel pretty smug popping these beauties in your shower.

Too Faced

Better Than Sex mascara? Check. Pretty Rich diamond highlighter? Check. Too Faced are the masters of kitsch, slightly naughty product names, and when that’s combined with cute, quirky packaging, well, it’s a match made in Instagram heaven.  


Stila have been huge in the US for decades, and we can see why. Its chic gold packaging is opulent but not OTT, the perfect touch of glam every make-up organiser needs. Product-wise, invest in their cult Convertible Colour compacts and Shimmer and Glow liquid eyeshadows.


From their gleaming silver, rose gold and copper packaging to their highlighter palettes and bronzers, Becca is all about the GLOW, and who loves shimmer and shine more than the Instagram set?


Founded by A-list hair stylist, Jen Atkins, Ouai is probably the most photographic haircare we’ve ever seen! We can vouch for the wave spray, scalp and body scrub, and the iconic dry shampoo foam.

Eve Lom

Regularly praised as ‘the best cleanser in the world’, Eve Lom’s balm cleanser is the dinky white and gold pot you’ve seen sitting pretty on influencer’s tables and basins. As stylish as the ingredients are effective, buying Eve Lom definitely makes you feel like you’re making a smart choice for your skin.


If you haven’t photographed one of Byredo’s ultra chic perfume bottles alongside your fave make-up and candles, are you even using Instagram? One of the true originators of the minimalistic branding that so many are now copying, Byredo’s Gypsy Water is a cult favourite, here at Inside Source and across the world.


Probably best known for their cult candles – of which Baise is arguably the most popular – Diptyque also create delish perfumes and home fragrance. But let’s be honest, we all buy a Diptyque candle to first enjoy the scent, but then quickly wash it out and reuse it as make-up brush holder, no?


With their focus on ingredient transparency and gender-neutral packaging, Aesop is the skincare brand to pick up if you care about seriously great smelling products, made with plant-based and man-made ingredients. This is also the brand you’ll find at only the coolest of restaurants and hotels, so you know, standards.

Image credit: @collectionofvials