Some beauty and haircare brands that are excelling on Instagram include Rhode, Rare Beauty, and Amika. They stand out by blending visually appealing, polished content with authentic storytelling, tutorials, and tips. Their feeds are engaging and trend-driven, often featuring influencer collaborations and user-generated content that make their products feel both relatable and aspirational.

Five influencers I think would be great for your brand are Kendall Maynard, Demetra Dias, Avery Kroll, Brooklyn Bell, and Tilly Joann. They all have strong, engaged audiences who trust their recommendations, and their content is authentic, creative, and visually appealing perfect for showcasing beauty and lifestyle products in a relatable way.

Here are three TikTok trends I’d use for a niche beauty product: Before-and-After Transformations – Show the product in action with a quick, satisfying reveal that highlights its effect or results. “Day in My Life” / Routine Videos – Incorporate the product naturally into a morning or night routine to show how it fits into real life. Sound/Trend Challenges – Use a trending sound or challenge to creatively showcase the product’s benefits in a fun, shareable way that feels authentic.