Flower Is aware of, Uncommon Magnificence Amongst Prime 10 Make-up Manufacturers on Instagram

Name it the cutie patootie-fication of make-up.

Knowledge from Mintoiro exhibits make-up manufacturers earmarked by ultra-colorful packaging and playful codecs are seeing swift following and engagement development on Instagram.

In actual fact, the highest make-up model by mentioned metrics in November 2024 was China-based Flower Is aware of, which is finest identified for its clever, fairytale-inspired packaging and — working example — is slated to launch a cake-inspired Strawberry Cupid assortment on Wednesday.

Based in 2016 by Yang Zifeng and Zhou Tiancheng, the model made its U.S. retail foray final yr through City Outfitters and counts 1.3 million followers for its world Instagram account, far outpacing the 154,000 and 41,000 followers its designated Japan and China accounts respectively have.

Flower Is aware of shouldn’t be the one worldwide make-up model making waves within the West: Korea’s Romand, which has gone viral for its lip tints and Glasting Melting Balms, ranks number-five, whereas Fwee — additionally based mostly in Korea — is equally making waves for its distinctive, enjoyable codecs.

Chief amongst them: the model’s “fluffy” Lip & Cheek Blurry Pudding Pots, accessible on Amazon, TikTok Store and e-tailers like YesStyle and Olive Younger.

“It’s plenty of the ‘cute’ manufacturers which can be doing effectively on social media with regards to make-up — those which have cool — in some instances avant-garde — packaging, progressive formulation and so forth,” mentioned Mintoiro founder Jennifer Carlsson, including that aside from Flower Is aware of, which sits at a extra status value level, lots of the Asia-based manufacturers seeing world development “are very high-quality at a really reasonably priced value level.”

This checks out with the broader resurgence of Okay-beauty within the U.S., which over the previous yr has meaningfully introduced Korean make-up and hair care manufacturers in entrance of worldwide shoppers, versus simply skincare manufacturers.

Additionally seeing persistent development is Shein-owned Sheglam, finest identified for buzzy collaborations like its latest Harry Potter and Hiya Kitty collections. The 2019-founded make-up model, which expanded into hair final fall, has been quickly making inroads within the U.S. — the place it operates one in every of its three places of work — and is posited by sources to be doing effectively above $200 million in annual gross sales.

Selena Gomez’s Uncommon Magnificence and Ariana Grande’s R.e.m. Magnificence, too, are prime performers on Instagram, with the latter being boosted by its “Depraved” collaboration and promotion for the movie-musical adaptation that includes Grande as Glinda. And on the subject of star founders: Brazil-based influencer Franciny Ehlke is equally seeing fast development for her three-year-old eponymous make-up vary.

The model’s newest viral launch? A honey-infused lip gloss that includes a honeycomb-shaped cap.

The highest 10 trending make-up manufacturers on Instagram in November 2024, per Mintoiro.

1. Flower Is aware of

@FlowerKnows_Global

2. Love Potion

@lovepotion.official

3. Sheglam

@Sheglam_Official

4. Fran by Franciny Ehlke

@FranByFr

5. Romand

@RomandYou

6. Uncommon Magnificence

@RareBeauty

7. Fwee

@Fwee_Makeup

8. Make-up a Homicide

@MakeupAMurder

9. Dasique

@Dasique_Official

10. R.e.m. Magnificence

@R.e.m.magnificence