The beauty of online platforms.
From face packs that satisfyingly peel off to lipsticks that change colour based on the pH of your lips, Instagram has started its fair share of beauty cults.
As a result, the beauty industry appears to have reached new levels of vanity. It’s not just about your looks anymore – but the sensorial appeal of the product itself.
For example, take Kailijumei Cosmetics – followers were pretty made up when their clear, gold specked florally lipsticks hit Instagram.