By 
Thank you so much to Lils, owner of ADewySciencist for letting me use her photo!
Instagram has inevitably changed the way we communicate and consume things. 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 and beautiful Instagram feeds like this:
…. introducing us to another dimension of endless indie skincare brands.
I definitely think that the positives outweigh the negatives 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 macro 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 branding marketing. Although these skincare macro influencers get perks like free stuff from certain brands, creating content like this is not their full-time job.
Here’s a list of the unknown brands I’ve come across on my feed and put to the test thanks to these skincare macro influencers!
CosRX
This Korean brand has been making huge strides in the US. Thanks to the power of Instagram and my favorite skincare beauty gurus, I came across this brand that has amassed an impressive cult following and is relatively new in the American market.
Just like most Korean skincare products, the packaging is as basic as it gets. CosRX’s main goal is to use a few effective ingredients. Their products cater to all skin types and they’re ridiculously low priced: 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 line.
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 my 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 don’t know what’s taken me so long! 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 who go 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 with just a 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 it’s rich in omega 3,6 and 9. Months ago, before I bought it, I scoped the skincare market in search of an effective and 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 at Sunday Riley, and at Sephora, they were completely sold out. All in all, 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 personal 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 in just a few swipes. The packaging is super sleek and elegant.
It looks like it’s not just me that has discovered these amazing brands. I went to The Detox Market on Beverly Blvd and their newly released shade, Violet Fury, a gorgeous magenta hue, was almost sold out.
The salesperson told me that Violet Fury was their best-selling lipstick at the moment. I tried it on and it automatically brightened my face, despite being bare-faced. Have you ever heard the saying, “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 here. Both clay masks are made out of natural and 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 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 (my favorite color). 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. Despite the fact that I don’t feel a personal connection 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% discount from the Sephora sale that sent everyone into a frenzy, it was a perfect time to get my hands on it.
Although there were only two left, the Sephora salesperson assured me with an unwavering certainty it was merely hype. Only 1 minute after I grabbed the second to last Jet Lag mask, a group of girls happily made their way to the Summer Friday beauty display. One of them reached for the last mask and put it in her 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, and moisturizes. 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 eyes. The difference was instant. My dark circles diminished significantly and my skin felt more supple and plumped. The Jet lag mask contains sodium hyaluronate, a powerful booster for the skin’s moisture.
I don’t get easily swayed by trends, which is I don’t buy anything without doing a 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’ll be guaranteed to get an immediate 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 trial-and-error phase before finding a skincare routine that 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 thriving growth of natural ingredients in skincare.
What are your favorite non-mainstream skincare products?
