Instagram is having a major impact on the beauty industry, making stars of makeup artists and enthusiasts alike, including Jeffree Starr, James Vincent, Tamanna Roashan of Dress Your Face, and haute couture darling and Vogue favorite Pat McGrath to name of few. It has also launched the popularity of online-only beauty brands, and none have reached greater heights than ColourPop. The Los Angeles-based beauty brand is taking Insta-famous to another level with more than 1.7 million followers on Instagram alone. With such a strong and passionate following, the brand is poised to push the beauty business in a new direction.
A strong social strategy is critical to the success of online-only brands. ColourPop’s social media posts feature glamorous images of beautiful faces and product swatches on multiple skin tones, to give potential customers a better idea of how the color will translate to their individual look. These images coupled with a strong hashtag strategy has been instrumental in getting in front of prominent beauty bloggers and writers.
Among ColourPop’s biggest fans is Boxy Ladies founder and blogger Lauren Guzman. The brand’s eye shadow collection has changed her makeup routine.
“The ColourPop Super Shock eye shadow formula is really special. It isn’t quite a powder or a cream– it’s something sort of in between but magical. I haven’t touched my Urban Decay or other high-end palettes in months because I only reach for ColourPop.” she said. “I’ve even made ColourPop converts out of most of my friends because I won’t stop raving about it!
ColourPop is also leveraging the popularity of other social media stars, like popular vlogger Kathleen Lights. Her “Where the night is” eye shadow collection features four pigmented colors:
- Telepathy– a bright gold with a ultra-metallic finish
- Weenie – a rose gold with a pearlized finish
- Porter – a warm burgundy with gold glitter on top and a metallic finish
- Midnight – Black with a ton of gold glitter on top
Up next is the highly anticipated collaboration with model/actress Karrueche Tran. Her #KaePop collection from ColourPop launches on the site February 4th.
For the latest product offerings, collections, collaborations and specials, find ColourPop on Facebook, and follow them on Twitter at @ColourPopCo. Find them on Instagram, and tag your photos with the hashtag #ColourPopMe for a chance to be featured in the brand’s online gallery.