INSTAGRAM LIKES: HOW BEAUTY BRANDS MAKE MONEY TODAY
Beauty brands targeting millennials are revolutionising the beauty industry on social media, one click at a time
You click on your Instagram explore. Scrolling through, you come across a super-speed video of a woman transforming her face. Foundation, concealer, bake, contour, highlight. She's finished her makeup, and now she's posing smugly for you to see. You've learnt how to do this all even if you didn't want to, just because you've seen it so many times before.
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The influence of social media is real. The hypnotising videos, backed by peppy pop music really has an effect on us. 61% of females have now started wearing makeup by the time they're 15, and they're spending an average £1,759 a year on it too.
Cosmetic companies have built their multimillion-pound businesses predominantly through their online presence. Instagram is their most widely used platform, with demographics showing that 59% of users are 18-29-year olds, of which 42% follow makeup brands.
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Beauty guru turned businesswoman Huda Kattan topped Cosmopolitan’s ‘The 2017 Influencer Instagram Rich List’, earning £14,000 per post to her 23.1 million followers.
Kattan’s company, HudaBeauty, had its breakthrough in 2013, with the launch of a line of false lashes. She has since expanded her empire internationally, with a complete makeup line and counters in the UK, US, Europe and the Middle East.
