Who to Follow on Instagram: Cool Girl Beauty

Instagram is a bottomless well of inspiration: the categories are multiple and most of the players are MVPs. If you're feeling woozy from all the options of beautiful accounts at your fingertips, hit the refresh button with the must-follow galleries we've identified in our aptly named Who to Follow on Instagram series.

This is your guide to the best Instagram accounts. Prepare for sensory overload.


Tap the link in my bio for my latest fakeup tutorial!!!! Don't forget to subscribe

A post shared by Claudia Oshry (@girlwithnojob) on

We've all been sucked in by the Instagram vortex. But when it's part of your job description, like yours truly, the hours spent on the daily scrolling through the photo-sharing app are completely justified. At least that's what I like to tell myself 🤔. For those of you whose livelihood does not depend on your Instagram savviness, it can be a real counter-productive wormhole. The struggle is indeed real.

Struggle no more: I'm here to save you some precious clock ticks by identifying the best accounts in every category to help you avoid the, um, less savory. Welcome to the Who to Follow on Instagram series, where we surface the best brands on Instagram in various categories.

Scrolling through Insta can make for an explosion of the senses — Models? Check! Dreamy blooms? Check. Home decor? Check and check! Fashun? You got it! Heck, we even got athleisure. Today we're doing one for the ladies, particularly those that don't necessarily feel like they can relate to mass makeup Instagram trends. We've identified the coolest beauty brands for the new wave gal.

We've all seen her, the girl who looks like maybe she could be French. She looks fresh, perfectly disheveled, has a flawless complexion and an inexplicable glow despite the apparent lack of much makeup on her face. She doesn't subscribe to the Kardashian aesthetic —although there is nothing wrong with those that do!— and isn't really familiar with the fine art of contouring. If you're looking for her to spill her beauty secrets (maybe she's born with it?), we've got you.

For years, those girls were ignored by the top cosmetics brands pushing only a mainstream look in their branding. The revolution has happened, and a handful of indie beauty startups have popped up to finally cater to the segment that isn't really into eyeshadow. We're putting these nouveau skincare and makeup lines in the spotlight today because let's face it: they've been able to build amazing brands by imparting a really specific point of view through beautiful and interesting visuals. And for good measure, we threw in some other v rad cosmetic brands into the mix.

Go for the glow and never look back. ✨

@bitebeauty

bite beauty beauty brands makeup brands list instagram beauty brands to follow on instagram

@beccacosmetics

becca cosmetics beauty brands makeup brands list instagram beauty brands to follow on instagram

@milkmakeup

milk makeup beauty brands makeup brands list instagram beauty brands to follow on instagram

@narsissist

nars narsissist beauty brands makeup brands list instagram beauty brands to follow on instagram

@drunkelephantskincare

drunk elephant beauty brands makeup brands list instagram beauty brands to follow on instagram

@farmacybeauty

farmacy beauty beauty brands makeup brands list instagram beauty brands to follow on instagram

@pixibeauty

pixi beauty brands makeup brands list instagram beauty brands to follow on instagram

@glossier

glossier beauty brands makeup brands list instagram beauty brands to follow on instagram

@herbivorebotanicals

@lauramercier

@theouai

ouai makeup beauty brands makeup brands list instagram beauty brands to follow on instagram

@sundayriley

sunday riley beauty brands makeup brands list instagram beauty brands to follow on instagram

@saturday_skin

saturday skin beauty brands makeup brands list instagram beauty brands to follow on instagram

@tataharperskincare

tata harper skincare beauty brands makeup brands list instagram beauty brands to follow on instagram

@katesomervilleskincare

kate sommerville beauty brands makeup brands list instagram beauty brands to follow on instagram


Want to learn more about social media and visual intelligence? Get in touch today (right after you sign up for our weekly newsletter👇).
@theouai