Social beauty

Thanks to social media, any brand with a clear message and strong community can make it into the big leagues without spending a penny on marketing.

It’s not easy, but more emerging beauty brands are making the most of the digital space by neatly curating their feeds and getting their products into the hands of experts and influencers. Over time, these brands have managed to gain a cult status, but it will take more than pretty packaging to reach the top.

What looks great on Instagram doesn’t necessarily mean the product works, so we have decided to take a closer look into brands that are making Insta-waves and bring you a tried and tested edit of makeup, fragrance, hair and skincare brands to know.

Summer Friday available at Aspire Beauty Co



View this post on Instagram


A post shared by Summer Fridays (@summerfridays) on

We haven’t seen a single Bottega Veneta pouch bag flat lay without Summer Fridays Jet Lag mask or it’s Overtime mask. Both formulated with clean, vegan ingredients, founders Marianna Hewitt and Lauren Gores work closely with industry experts to create products that work for the skin.



View this post on Instagram


A post shared by OUAI (@theouai) on

Celebrity stylist Jen Atkin pictured a busy woman who wants to look flawless with minimum effort. Our top pick is ‘Finishing Crème’ which is a nourishing treatment that protects against the damaging effects of heat styling and smooths coarse ends.

Augustinus Bader on Net-A-Porter


View this post on Instagram


A post shared by Augustinus Bader (@augustinusbader) on

Loved by Victoria Beckham, pioneer in regenerative medicine Professor Augustinus Bader only has a handful of products in her range and The Cream is by far her most-loved product. Why? According to everyone who has tried it, it’s all you need, so forget extra serums and oils and invest in this one product instead.

By Terry at


View this post on Instagram


A post shared by BY TERRY: Skincare + Makeup (@byterryofficial) on

We first fell in love with By Terry after trying Lash Growth Mascara that healed and helped our lashes grow back after a few weeks with lash extensions. Innovator Terry de Gunzburg wanted to create a range of products that give you expert results with as little fuss as possible.

Byredo at Bloomingdale’s


View this post on Instagram


A post shared by BYREDO (@officialbyredo) on

We have lost count how many times we’ve seen a bottle of Gypsy Water on Instagram. The lifestyle brand has gained a cult following of beauty fans who love its minimalist and cool approach. Formulated using a select number of raw ingredients, each fragrance and candle is unusual and intriguing.

Milk Makeup at


View this post on Instagram


A post shared by Milk Makeup (@milkmakeup) on

Created by famed New York Milk Studios, Milk Makeup has finally made it’s way to the UAE and is available to shop at Sephora. The vegan brand uses the best formulations that delivers great results, it is cruelty-free, and paraben-free.



View this post on Instagram


A post shared by NUDESTIX (@nudestix) on

Who doesn’t love a multi-functional product that you can easily take anywhere with you. Nudestix focuses on simplifying your routine without compromising on the result.  Vegan, hypoallergenic, cruelty-free, and free of gluten and fragrance, our top pick is Nudies All Over Face Glow that has a brush on one end to help you blend out the product that adds luminosity to your complexion.

The Ordinary at Aspire Beauty Co

You don’t have to pay big to reap great rewards from a beauty product. The Ordinary delivers clinical formulations that perfect your complexion. If you’re new to the brand, we suggest getting its No Brainer Set that consists of bestselling “Buffet”, Granactive Retinoid 2% Emulsion and the Natural Moisturizing Factors + HA.

Dr. Barbara Sturm on Apotheca Beauty


View this post on Instagram


A post shared by Dr. Barbara Sturm (@drbarbarasturm) on

Skin healing is at the core of Dr. Barbara Sturm’s products. She is responsible for Kim Kardashian, Victoria Beckham, Huda Kattan and Irina Shayk’s glowing skin, and is known for her non-surgical anti-ageing treatments and methods.

Ex Nihilo Paris


View this post on Instagram


A post shared by EX NIHILO Paris Official (@exnihiloparis) on

The luxury fragrance brand is on a mission to bring back the French Avant-Garde in perfumery by any means, liberating creativity and using only the most exceptional materials. What we love is the way the scent dispenses like a mist rather than a spray, distributing the fragrance evenly.

– For more about Dubai’s lifestyle, news and fashion scene follow Emirates Woman on Facebook and Instagram