11 Insta-Famous Australian Beauty Brands You Haven't Heard of
Instagram is undoubtedly responsible for the huge popularity (we're talking 673k followers, huge) many independent beauty brands enjoy today. For a local example of the success a social media-savvy brand can find, look no further than Frank. Where once upon a time this humble coffee scrub would have stayed under the radar for years, Instagram has helped it find worldwide exposure (and sales!) in a very short period of time. Frank's story is incredibly inspiring, and excitedly, it's not the only one like it. Beauty entrepreneurs globally are flocking to Instagram in droves, taking their offerings direct to consumers.
Yep, it's a very exciting time to be in the market for beauty products. (Which we always are, obvs.) As customers not only do we have access to mega brands like Chanel, Lancôme and Estee Lauder, who each have decades-worth of scientific learnings on everything from product formulation to scent, but we also get to play with the little guys who are passionately bringing their beauty dreams to market. We're spoiled for choice, and we love it.
In celebration of Australia Day (#straya) we wanted to shine the spotlight on some of the up-and-coming local brands killing it on Instagram. Keep scrolling for our pick of what to shop now.
How to describe Kester Black? Fashion forward, environmentally friendly and pretty damn cool. Created to fill a gap in market for nail polish both "morally and style conscious", the entire range is vegan and made locally using sustainable production methods. The formula and colour range are great and the brand often releases epic collaborations. (We love Peach Melba, $20).
This beautiful skincare and haircare range hails from New Zealand so it's not exactly local but we'll allow it. Based on the idea that luxury products should leave out anything unnecessary or harmful, all ingredients used are natural except for retinyl palmitate (a synthetic form of vitamin A used for controlled potency). Also, the unisex packaging is glorious and everything smells amazing, especially the Goji Cleansing Oil ($50).
In a world where most of us already own far too many lipsticks, what is it about this range that sets it apart? Fans love the limited-edition seasonal colour stories, the sweet grape scent and the vegan formulas. Created by a former cosmetics marketing executive, Shanghai Suzy is like fast fashion for your lips. Whatever shades are trending trend right.this.second, you'll find them here.
Proud to be Australia's first Fairtrade-certified skincare line, Humanite is all about quality products made from ethical ingredients that support the communities who provide them. We love an approach to beauty that gives back—the only thing better than finding a stellar hand balm ($45), is finding one that supports the livelihoods of over 5,000 women.
Introducing the natural, oil-based hair masks you didn't know you needed. Formulated to moisturise and strengthen strands both immediately and over time, they're based largely on coconut oil (which as we know, is basically beauty gold). They're also completely natural, vegan and cruelty-free.
This collection of 2-in-1 oils is made from a cocktail of plant-based ingredients with each version featuring a certain oil and scent. While we can't encourage you to use them for tanning we can vouch for their efficacy as reparative body oils. They leave skin silky and sheeny, and trust—the range of scents is amazing.
What happens when a pharmacist sets out to formulate an "organic skinfood" using ingredients like lemon oil, aloe vera and raw brown sugar? You end up with a pretty extensive family of products that aim to serve as both skincare and a tool of holistic wellbeing, that's what. The Silica Mask ($30) is the perfect mix-it-yourself fix for dull skin.
Atom was born from a trip to Morocco on which the founders took a deep dive into the traditional beauty treatments and practices of Berber women. Enter: argan oil. You're probably familiar, and may have even tried it. If you haven't, you're missing out. This one is top-notch, unadulterated and a joy to use. Put it on your face/body/hair/wishlist.
It's hard not to love a brand that takes Australian botanicals and turns them into products that are good for you, your home, and your pets (check out Hudson in the snap above). The scents are beautiful and come courtesy of fragrant bush oils, some of which deliver additional beauty benefits. The brand even does an anti-bacterial yoga mat spray ($25) in three different perfume profiles.
Unisex doesn't have to mean basic, as this gluten-free, vegan and PETA-accredited brand originally out of Melbourne proves. Its offering is huge—choose from makeup, skincare, beauty tools and candles—so it really is a one-stop shop. Click with caution, everything is so well priced you could do your savings some serious damage.