Thea Green, British entrepreneur and founder of cult nail empire Nails Inc. has launched a colour cosmetics line that takes inspiration from Instagram – banking on the social-media platform’s catalytic turnover of beauty and product trends.
Using Instagram as a primary resource for Inc.redible’s vision, Green understands the importance of social media’s influence on millennials and Gen Z: 80% of Gen Z and 74% of millennials’ purchases are influenced by social media (Retail Dive, 2017). In an interview with British Vogue, Green said: “The idea is for the brand to tap into those social-media trends like foil lips, strobe lips, things like that, but to offer wearability as well as creating great swatchability.”
The line encompasses 54 lip products, from matte liquid lipsticks to lip primers. Altogether, the range offers high-gloss textures, pigmented metallic finishes and vibrant colours, as seen on Instagram – a platform that’s emerging as key for a new era of make-up artists (see Instagangs: Make-Up Experimentalists).
This fast-acting brand follows in the footsteps of London-based 3INA, which releases new products every month based on catwalk beauty trends.
For its campaign, Inc.redible enlisted four ethnically diverse international YouTube beauty bloggers including Nyané Lebajoa from Germany and US-based Vivian Vo-Farmer. It shrewdly uses the hashtag #BeYourIncredibleSelf to promote messages of self-love and empowerment – an incredibly important strategy for connecting with young consumers (see Empowering Beauty).