By 
Thank you so much to Lils, owner of ADewySciencist for letting me use her photo!
Instagram has inarguably become a ubiquitous part of our social culture and the way we communicate. Although I’m not a big fan of scrolling through other people’s lives or getting suck on the Explore page for hours, earlier this year I discovered the amazing skincare community of Instagram. You may not know this, I certainly didn’t, but there are countless skincare accounts, even skincare influencers (yes that’s a thing now) that take us through their skincare journey with alluring beautiful Instagram feeds like this:
…. introducing us to another dimension of endless indie skincare brands.
I definitely think that the negatives outweigh the positives of Instagram; I must say truthfully, that the fastest growing social network in the world has been my most influential skincare teacher. Long gone are the days when you walked into a beauty retail store asking the salesperson for guidance and knowledge on a specific product. The skincare niche in the Instagram community has also transformed the way brands market themselves. Skincare influencers are changing the game. Prestigious brands like Tatcha and Caudalie are sending out their new releases for these influencers to test and give their honest reviews. I’m always floored at how these completely unknown people (they’re not Youtube stars and they don’t have millions of followers) have completely transformed brand marketing. This is not to be confused with a Youtube influencer. Although these skincare influencers do get perks like free stuff from certain brands, it is very limited and they don’t profit from this by any means. If they’re writing a review on a product that was sent to them, they always disclose that in the caption. Still, I think it’s fascinating!
Here’s a list of the unknown brands I’ve come across on my feed and put to the test!
CosRX
This Korean brand has been making huge strides in the last year in the US. Thanks to the power of Instagram and my favorite skincare beauty gurus, I came across this Korean brand that has amassed an impressive cult-following and is relatively new in the American market.
Their packaging is as basic as it gets but that’s ok. CosRX’s main goal is to use a minimum amount of natural ingredients creating functional products that cater to all skin types at ridiculously low prices: cleansers, toners, pimple patches, sheet masks, AHAs…etc. COSRx is the best brand for those with problematic skin looking for effective results. If you want a complete breakdown on each of their products, click here to read a blog post from Nudie Glow help you navigate through their extensive array of products.
Overwhelmed with the amount of products, I decided to give the Ultimate Moisturizing Honey Overnight Mask. This mask is made of Propolis extract. I’ve been using it twice every week and there has definitely been a difference since the first use. It absorbs super quickly, feels super refreshing and you’ll wake up with a brighter, even complexion and skin as smooth as a baby’s butt.
Moreover, all the COSRx products are scent-free, so if you’re sensitive to smells or scented products make you gag, this is the perfect brand for you.
Korres Wild Rose Vitamin C Active Brightening Oil
Although my skincare regimen has improved drastically since the beginning of the year, I’ve never used vitamin C serums before. I know Glossier makes the super bounce serum but I’ve never felt the need to incorporate it into my routine. Boy, was I wrong! But before jumping into the benefits of Vitamin C, here’s a quick rundown on Korres:
This a Greek skincare brand founded by pharmacist George Korres on the island of Naxos in 1996. The brand is so pure and 100% natural that they employ a team of plant hunters on a quest to forage natural ingredients. Korres works in tandem with Greek communities to help protect endangered plant species.
If it weren’t for skinjolie and her amazing Instagram feed, I would never have given this brand a second look.
This vitamin C serum is a very potent skin brightener. I love it so much and I’ve already seen differences in my skin in very few uses. The only downside is the smell, which I’m not a big fan of. It’s too strong in my opinion, but some people are obsessed with it! The oil is also infused with real rose petals and is rich in omega 3,6 and 9. Months ago, before I bought this, I scoped the skincare market in search of a good affordable vitamin C serum. Some Vitamin C serums are over $100 and the cheap ones on Amazon don’t do much. Although this one is certainly not cheap, it won’t cost you an arm and a leg. Plus, compared to other brands, the container is 1 oz and you only need 3-4 drops. That’s it!
Another thing worth mentioning is that out of all my skincare oils, this product has the best dropper hands-down.
If you have problematic skin: dullness, dryness, hyperpigmentation, sun damage, scars you name it, vitamin C works wonders and will help you restore your skin in the most amazing ways.
I went to the mall and there were only 2 left of these left at Sunday Riley, and at Sephora, they were completely sold out. Korres is definitely something to write home about.
For best results, mix a few drops with your foundation for that extra healthy, dewy glow!
Kosas Cosmetics
No more chapped lips!! Speaking from experience, lipsticks with a matte finish aren’t really my thing but lo and behold, Kosas Cosmetics has bestowed a blessing upon us. The brand was founded in 2016 by Sheena Yaitanes. It uses clean ingredients and pigment that lasts longer than your average lipstick. The formula is also super buttery and soft. As opposed to your regular lipstick where companies use highly processed mineral oils, Kosas uses organic oils and botanical extracts. The colors are gorgeous and buildable. You can easily go from sheer to full coverage. The packaging is super sleek and elegant.
It looks like it’s not just me that is discovering these amazing brands. I went to The Detox Market on Beverly Blvd and their new shade “Violet Fury”, a gorgeous magenta hue, was almost sold out.
The sales person told me that Violet Fury was their best-selling lipstick at the moment. I tried it on and it automatically brightened my face despite my complete lack of makeup. Have you ever heard the phrase, “A bold lipstick will instantly make you look more put-together”? It is true!
This dreamy shade is limited edition, so if you want to get your hands on it, do it now before it’s too late! Regardless, the rest of their lipstick colors are also worth trying!
Sand And Sky
Another Australian product for the win!! This clay mask is very similar to the Australian brand ASARAI which I wrote about (click here to read it). Both are clay masks made out of natural organic ingredients. This one includes pomegranate, mangosteen and other fruit extracts. Sand and Sky pink clay mask promises to detoxify and brighten your skin in no time. It tightens your pores and it makes for an excellent exfoliator that will leave your face super invigorated and bright. Although my favorite is still the ASARAI red clay mask (but this one does not exfoliate), I felt like this discovery should be included on the list. Plus, the packaging is pink so it clearly speaks to me! For more info regarding the ingredients and the history of Sand and Sky, click here.
Summer Fridays
This skincare brand was founded by Youtube beauty/lifestyle influencer Marianna Hewitt. In spite of the fact that I’m not personally attracted to her brand, her makeup tutorials include stellar collaborations with A-list actors and models like Jessica Alba and Rosie Huntington.
Prior to buying the Jet Lag mask, I knew the hype Summer Fridays was getting, but I never really believed it. If you’re in the skincare/makeup community of IG, it’s almost impossible not to come across the baby blue wrinkly tube on one of the many aesthetically beautiful feeds on IG. With the 30% off Sephora sale that sent everyone into a frenzy, it was a perfect time to get my hands on it. There were only two left and the Sephora salesperson, assured me with certainty it was merely hype. Only 1 minute after I grabbed mine, a group of girls happily approached the display. One of them reached for the last mask and put it in the basket. “That is the best mask in the entire world”! said one girl to the other. Unlike other masks on the market, Jet Lag mask multi-purpose: it serves as a primer before makeup, overnight mask or moisturizer. If this is not enough, the mask is 100% safe to use under your eyes. I put it to the test and applied it under my own eyes. The difference was instant. My dark circles diminished significantly and my skin felt more supple and plumped. Jet lag mask contains sodium hyaluronate, a powerful booster for the skin’s moisture.
I don’t buy anything that’s on the market without doing thorough research first. Like I said before, I never believed the Instagram hype surrounding this mask, but Marianna Hewitt really knocked it out of the park with the Jet Lag mask. The hype has been such that Summer Fridays has spiced things up this fall season with their new pumpkin exfoliator mask.
This is it! I’m pretty sure the list will keep growing, but for now these are my favs! Go follow any influential skincare IG account and you’re guaranteed to get an instant answer regarding your skincare concerns. Who needs a dermatologist when you have Instagram?
What I love the most about these skincare accounts is that you can connect with like-minded people and share your love of skincare and makeup. Also, none of these influencers have perfect skin. They’re very open about their skin struggles and their experiences with the products that have worked for them.
Below are my fav skincare accounts:
SortOfObsessed with over 50k, this girl is pretty much the queen of the Instagram skincare community.
Traditionally brands have always led consumers, but now the roles are reversed and consumers are paving the way for brands. Direct-to-consumer beauty brands are becoming the new norm, as well as the utilization of natural ingredients.
What are your favorite non-mainstream skincare products?
