These are the 8 under-the-radar Instagram brands you need to know about before everyone else

Hoping to bring shopping on social media to life in time for Christmas, Shopping on Instagram is coming to Selfridges with an exclusive pop-up, The Instagram Edit, where a curated edit of the best undiscovered fashion, jewellery, beauty and homeware brands built on Instagram will have a presence on a shop floor for the first time. Think of it as new school shopping, the old school way.

As well as poring over pictures of your cousin’s baby, your best friend’s wedding and your favourite influencer’s envy-inducing trip to Bali, many people use Instagram as a place to discover little-known beauty and fashion brands.

In fact, a staggering 130m people a month now tap on the Shopping tags to find out more about a product on Instagram.

Speaking about the concept, Eva Chen, Fashion Director at Instagram, said: “Brands have been a key part of the Instagram community since our launch – Instagram has always been a place to discover and be inspired by businesses of all sizes. Today, 90 percent of people follow a brand or business. The Instagram Edit brings to life some of these beloved brands that were built on Instagram in an iconic setting just in time for Christmas.”

Whether you can make it along to the pop-up or not, here are the 8 Insta-famous brands that will be on offer. Basically, consider this your definitive list of the brands you need to know about RN.

The Frankie Shop

New York based on-trend, minimal pieces that will effortlessly slot into your capsule wardrobe. Spotted on fashion editors and influencers alike at Fashion Week, the Frankie Shop was set up to inspire the girl who enjoys affordable luxe-looking basics that connect with her city and lifestyle.


Independently owned, emerging designer label One DNA offers gender-neutral apparel made in New York City. The designer duo behind the brand put inclusivity at the core of their designs, creating a product for people stepping out of the binary – designing for body type and not gender identity.

Kim Shui

Named to Forbes’ 30 under 30 list, NYC Kim Shui’s sexy, the eccentric aesthetic has made her a favourite amongst celebrities like Kylie Jenner, Gigi Hadid, Bella Hadid and Cardi B.


A collection of multi-taskers, designed to simplify your routine, while still targeting skin concerns. The formulas combine the most skin-beneficial natural and organic ingredients, boosted by proven clinical actives, into the fewest number of products.


Experience ethically sourced, pure 24 karat gold and platinum jewellery. Sold by gram weight, Menē pieces marry enduring value and timeless design. The Menē Guarantee allows you to sell or exchange your jewellery at the daily precious metal value (less a 10% fee), and their dashboard keeps track of your collection’s real-time value.

Ammé London

Ammé is a trend-led, ethical, handmade jewellery company based in London. ​Approximately 95% of founder Emma’s trade comes directly through Instagram and she has a passion for creating ​uniquely individual demi-fine jewellery pieces for the sentimentalist, with a sassy, modern edge. All metal is sourced and made in the UK.

Atelier Stella

Female founder Stella Baggott creates unique stoneware ceramics with a distinct sense of character. The UK handmade ceramics have a signature style of cute but sophisticated smiling faces. Long noses and stamped markings adorn each pot.

Hopscotch London

Minimally designed vegan soy candles and all natural beauty products, handmade in East London. Taking pride in using no mass production every product is carefully designed formulated and produced by hand in small batches.

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