Some of the industry’s most popular and widely sought-out products aren’t necessarily sold at a department store and they didn’t get their start with regular marketing tactics. Instagram and YouTube have become the ultimate beauty destinations for start-up makeup brands. These seven companies have made a real name for themselves in a short period of time thanks to the power of social media.
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Super-pigmented shadows and lipsticks are the mainstay of this 11-year-old LA-based beauty brand. When Sugarpill was founded, every single color in the line was custom-developed in such a way so that it was up to par in terms of wearability and concentrated color that really lasted. Once the brand made its debut online, an immediate buzz was created, namely on YouTube, and it quickly became one of the most coveted indie brands in the makeup world.Image/Sugarpill
Best known for its matte lip colors and eye pigments, Dose of Colors can be seen on nearly every makeup maven’s Instagram and YouTube accounts. The reason why: serious color, superior formulas and more color choices than you can possibly imagine.
Image/Dose of Colors
It’s pretty hard to watch a YouTube tutorial without seeing some mention of a Morphe brush—it’s become the beauty blogger standard for getting chiseled cheeks and perfectly smoky eyes. Expect high-quality products at no more than $20 a pop.Image/Morphe Brushes
Just as popular as Morphe brushes is the Sigma brush line. Founded in 2009, the line grew almost overnight thanks to Internet sales, and has a huge, devoted following of professional and amateur makeup artists. With countless different brush offerings available, each is made with luxe bristles for high performance that just doesn’t quit.
Middle Eastern beauty aficionado Huda Kattan had established a pretty good following for herself—think a few million fans through her blog—before she even launched her line of false lashes. But once they debuted, celebrities and their makeup artists couldn’t get enough of them.
NYX was a totally viable company with presence in stores like Target before it exploded and become what it is today. The reason why makeup artists and beauty bloggers are so obsessed with the line: amazing shades, stay-put color and the most flattering textures that really complete a makeup look.Image/NYX Instagram
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