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These 4 Instagram-Famous Beauty Brands Are Definitely Worth the Hype

Instagram made us buy it! We've partnered with Sephora to introduce you to four beauty brands that were born on social media.

Building a successful beauty brand is no easy feat. In 2019, it takes eye-catching packaging, inclusivity, and meticulously curated formulas to stand out from the crowd. Patrick Ta Beauty, Melt Cosmetics, Jouer Cosmetics, and Artist Couture — four red-hot brands in the beauty world right now — all have that down pat.

But while each is entirely unique and changing the beauty game in its own way, these brands all share one thing: they were born and bred on social media. Ahead, get acquainted with each one, and discover the products that have made them #famous.

What do you do when you’re a makeup artist with an A-list client roster and a reputation for creating some of the most glistening beauty looks in Hollywood? You create your own beauty brand. In April 2019, Patrick Ta launched his namesake brand, Patrick Ta Beauty, with a lineup that was 100 percent him.

Appropriately packaged in shades of rose gold and copper, the products range from shimmery face and body products to clever, multiuse tools. The stars of the line are the Major Glow Body Oil for all-over radiance and the Major Glow Lip Shine that makes lips appear full and moisturized.

Matte lipsticks and social media are what Melt Cosmetics founders Lora Arellano and Dana Bomar have to thank for the success of their brand. In 2013, the ambitious duo took their combined beauty and retail experience and life savings to create a five-shade range of bold and pigmented matte lipsticks. Ever since instantly selling out online, they’ve grown the brand’s product lineup and amassed an Instagram following of 2.7 million.

Today, Melt Cosmetics is known for its unique eye-shadow “stacks,” face products, liquid lipsticks, and, of course, the matte lipsticks it launched with. And its latest release is just as exciting: a colorful 18-shade eye-shadow palette, the Impulsive Pressed Pigment Palette. With a pigmented mix of foiled metallics and bold mattes, it's totally versatile and perfect for creating fun and fearless looks. The possibilities are truly endless.

No one knows the balance between an off-duty and full glam beauty look quite like a model. And as the daughter of one, Jouer Cosmetics founder Christina Zilber has used that approach to create makeup that’s equal parts natural looking, pigmented, and full coverage. It’s these very qualities that have made it a favorite of influencers, makeup artists, and beauty-lovers online.

Glosses, lip toppers, and a 50-shade-strong foundation are just a few of the brand’s most notable — and extremely versatile — products. The newest addition to that list is the Tan Lines Palette, designed to transition any look from day to night. With a mix of vibrant colors and gorgeous nudes, it’s the perfect Summer staple in your makeup bag.

As a celebrity makeup artist and beauty influencer, Artist Couture founder Angel Merino is well-versed in what it takes to be a social media success. This knowledge, combined with a goal of celebrating self-expression and individuality through makeup, is how the brand was born.

In an age where the most blinding cheekbones receive the most likes, Artist Couture’s lineup features powders, glosses, and luminizers that are designed to catch the light perfectly. The Diamond Lights Finishers are perfect examples, available in five prismatic shades to suit every skin tone.