Does Instagram still matter for beauty brands?

Is it a temporary glitch or a sign that Instagram’s glory days are waning? Beauty brands, including Jones Road Beauty and Frank Body, give their take on both Instagram and TikTok.
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It’s the hypocentre of countless trends and the birthplace of the influencer — Instagram has changed how younger generations interact and network. In the 2010s, it was a kingmaker for beauty brands, boosting the direct-to-consumer boom by offering indie companies a fast, easy way to widen their customer base. Early adopters, including Glossier, Anastasia Beverly Hills and Frank Body, built their businesses using the platform.

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