11 Insta-Famous Australian Beauty Brands You Haven't Heard of

Lisa Patulny

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.


Have you shopped any of these local Insta-famous brands? Have we missed any? Share your favourites with us below. 


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