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Top 10 Skincare Brands Trending on Instagram September 2023

Top 10 Skincare Brands Trending on Instagram September 2023

Top 10 Skincare Brands Trending on Instagram September 2023

Instagram remains an indispensable tool for skincare brands, shaping consumer behavior and industry standards. For September 2023, a specific set of skincare brands have risen to the top, dominating Instagram metrics across the board. What makes these brands the absolute standouts for this month, and how do they leverage Instagram to its fullest potential?

In this post, we focus on the 10 highest-ranked skincare brands for September 2023, each demonstrating a mastery of engagement and influence on Instagram. Their varied but effective strategies offer valuable lessons in digital brand-building.

For those looking to expand their knowledge of the competitive landscape, my recently released report enumerates the top 700 skincare brands for the month. While this blog post zeroes in on the top 10, the report serves as a broader resource for anyone interested in the wider market dynamics.

Now, let’s unveil the brands that have, without question, mastered the Instagram arena this September.

Brands Featured:

Sol de Janeiro

Founded: 2015

Country: United States

Cruelty Free | Vegan

Founded by Marc Capra

Brand Type: Selfcare & Chill

Instagram Top Skincare Rank: 1

Inspired by Brazil's vibrant culture and natural beauty, Sol de Janeiro specializes in body care products that celebrate life. Their formulas often contain signature ingredients like cupuaçu butter and açaí oil, aiming to capture the essence of Rio's infectious energy and stunning landscapes.


2. Rhode

Founded: 2022

Country: United States

Cruelty Free | Vegan

Founded by Hailey Bieber

Brand Type: Modern Minimalist

Instagram Top Skincare Rank: 2

This premium skincare brand founded by Hailey Bieber is devoted to providing simplified yet effective skincare routines. With a focus on science-backed, multifunctional formulas, Rhode aims to streamline the often-complex skincare rituals many people are accustomed to, without compromising on quality or results. You can learn more about Rhode's success so far in my blog post about the brand.

Glow Recipe

Founded: 2017

Country: United States

Cruelty Free

Founded by Sarah Lee and Christine Chang

Instagram Top Skincare Rank: 3

A front-runner in making Korean beauty trends accessible in the Western market, Glow Recipe offers a curated selection of fruit-based skincare products. From their famed Watermelon Sleeping Mask to their Blueberry Cleanser, each product aims to deliver simplicity, efficacy, and sensorial enjoyment.

Tree Hut

Founded: 2002

Country: United States

Cruelty Free

Founded by Jin Song

Instagram Top Skincare Rank: 4

Operating on the belief that self-care should be affordable and indulgent, Tree Hut crafts luxurious body scrubs featuring natural ingredients. Their exfoliants come in a wide array of scents and textures, all aimed at providing a spa-like experience in the comfort of your home.

Le Labo

Founded: 2006

Country: United States

Founded by Eddie Roschi and Fabrice Penot

Brand Type: Apothecary Lab

Instagram Top Skincare Rank: 5

Known primarily for their artisanal fragrances, Le Labo extends their ethos of craftsmanship and personal touch to skincare. These offerings aim to provide a minimalist yet effective skincare regimen, emphasizing quality ingredients and thoughtful formulation. The brand invites consumers to experience skincare as an intimate, sensory-rich ritual, similar to how one would approach a fine fragrance.


6. Bubble

Founded: 2020

Country: United States

Cruelty Free | Vegan

Founded by Shai Eisenman

Brand Type: Pop Play

Instagram Top Skincare Rank: 6

Bubble is a fun skincare brand championing a "new-school" approach in a traditionally "old-school" skincare industry. Bubble aims to fill the gap in skincare tailored specifically for youthful skin. With plant-based ingredients that are backed by research, the brand emphasizes efficacy and health-conscious choices. Its unique selling points include affordability, inclusivity, and ease of use, aiming to democratize access to high-quality skincare. Through its mission, Bubble challenges outdated industry norms ranging from technology and science to ingredients, production practices, and pricing.


Founded: 2016

Country: United States

Cruelty Free | Vegan

Founded by Andrea Lisbona

Brand Type: Selfcare & Chill

Instagram Top Skincare Rank: 7

Challenging the norms of hand hygiene, Touchland presents hand sanitizers as stylish, desirable accessories. Their sleek packaging houses moisturizing and fragrant formulas, shifting the perception of sanitizers from being purely functional to something more aspirational.

Fenty Skin

Founded: 2020

Country: United States

Lead by Kristin Walcott

Instagram Top Skincare Rank: 8

An extension of Fenty Beauty by Rihanna, Fenty Skin offers a limited but targeted range of skincare products. Fenty Skin breaks down the barriers of conventional skincare, focusing on universal applicability and simplicity.


Founded: 2019

Country: United States

Cruelty Free | Vegan

Founded by Julie Schott and Brian Bordainick

Brand Type: Pop Play

Instagram Top Skincare Rank: 9

Targeting the younger demographic, this brand aims to shift perspectives on acne treatment. With its Insta-friendly packaging and clinically proven formulations, Starface turns acne care into a less daunting and more playful endeavor, featuring products like their popular Hydro-Stars.

Beauty of Joseon

Founded: 2018

Country: South Korea

Cruelty Free

Founded by Sumin Lee

Instagram Top Skincare Rank: 10

With a name that pays homage to the Joseon era of Korean history, Beauty of Joseon skincare brand fuses traditional Korean beauty principles with modern skincare science. They put a spotlight on ingredient integrity and historical beauty rituals, aiming to offer authenticity along with efficacy.

Thank you for reading! //Jennifer Carlsson


Portrait photo of Jennifer Carlsson, short neon green hair and rainbow colored eye makeup
Jennifer Carlsson
The Beauty Brand Expert

I'm Jennifer Carlsson, a 30 year old strategy consultant, competitive market researcher, data analyst and designer from Stockholm, Sweden. I know more about more beauty brands than anyone else and I'm an expert in what it takes for beauty brands to succeed.
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