How did a small beauty brand break into the crowded market to become a best-seller?

How did a small beauty brand break into the crowded market to become a best-seller? By making their products ultra-Instagrammable. Farsali’s moisturizers, Unicorn Essence and Rose Gold Elixir, don’t just tap into two established trends (rose gold obsession and unicorn product mania), but they made the process of applying moisturizer a social share moment as well. The products come in small dropper bottles and beauty influencers across social media are having fun with it, “shooting close-ups of the swirly gold bits dripping out of a glass dropper onto their lips, Beautyblenders” and more. (Racked)