A decade ago, Instagram-fuelled beauty brands rewrote the rules of cosmetics — but not all of 2016's viral favourites survived the spotlight. In an era when social media hype could turn a niche palette into a global obsession, a wave of buzzy labels stormed the industry, powered by influencer tutorials, limited-edition drops, and the promise of insider access.
Overnight, products were selling out, founders were becoming personalities, and indie brands were landing billion-dollar buyouts from global conglomerates eager to capture the momentum.
Yet the beautiful landscape of 2026 looks very different. Consumer tastes have shifted from full-glam palettes to skincare-first routines and minimalist aesthetics. TikTok now drives trends faster than Instagram ever did, and shoppers expect inclusivity, sustainability, and constant innovation. In that environment, viral fame alone hasn't guaranteed longevity.
Some of those once-unstoppable brands remain household names, others are being repositioned or quietly put up for sale, and a few have slipped from cultural relevance altogether.
Here's the story of how brands that once defined a generation of beauty lovers have fared over the past decade — and what their trajectories reveal about how quickly the cosmetics industry reinvents itself.
When Viral Buzz Turned Small Labels Into Beauty Powerhouses
By 2016, beauty culture was undergoing a profound transformation. YouTube vloggers, Instagram influencers, and direct-to-consumer brands made what were once insider products into viral must-haves overnight. Limited-edition launches sold out within hours, and loyal fan communities formed around everything from primers to lip kits, often amplifying products through tutorials, reviews, and unboxing videos.
This new model didn't just change how people shopped— it reshaped the entire industry. Beauty buzz became faster, louder, and more democratic than ever, giving small labels unprecedented visibility and making social media influence as powerful as traditional advertising. Brands that mastered this model could grow from bedroom operations to global sensations, while those that couldn't risked fading into obscurity.
Too Faced: Billion-Dollar Buyout, but Hype Didn't Last
Too Faced exploded onto the scene with playful branding and cult staples like Better Than Sex mascara and ultra-themed palettes that were Instagram gold. It was so successful, Estée Lauder Companies acquired it in 2016 for an estimated $1.45 billion (£1.16 billion) — one of the biggest beauty deals at the time.
However, in recent years, the brand has struggled to maintain the same cultural pull it once had. Declining sales and shifting consumer tastes have reportedly led Estée Lauder to explore selling Too Faced alongside other legacy brands as part of a broader effort to refresh its portfolio and focus on higher-growth segments.
Smashbox: The Studio Favourite That Lost Its Spotlight
Smashbox was born out of Hollywood's photography studios, and its primers, lip palettes, and contour kits felt like an insider secret made public. Its early popularity was built on artistry credibility, not just trendiness.
But in the post-2010s world of ever-faster trends, its core identity hasn't resonated as strongly with newer generations. Alongside Too Faced and Dr. Jart+, Smashbox is reportedly part of a package of brands Estée Lauder may sell off, signalling that its momentum has slowed relative to indie upstarts and TikTok-native challengers.
Dr. Jart+: The K-Beauty Pioneer Searching for a New Era
Long before K-beauty became a global phenomenon, Dr. Jart+ was one of the first brands to introduce Western audiences to innovative formulas like Cicapair and Ceramidin. Its early years felt cutting-edge, with products that blended skincare science and cosmetic appeal.
Yet its halo has dimmed in the crowded skincare category, and like Too Faced and Smashbox, it has been included in reports about possible divestment by Estée Lauder. The reshuffling reflects both changing consumer interests and the conglomerate's effort to sharpen its long-term growth strategy.
Milk Makeup: One of the Few That Stayed Cool
Some brands from that era have fared better. Milk Makeup, launched in early 2016 and built on a vegan, creative ethos with a bold, minimalist aesthetic, has continued to adapt and collaborate in ways that keep it relevant. It was acquired in 2022 as part of a multi-brand deal with Waldencast — alongside Obagi — and it continues to attract attention through strategic drops and lifestyle partnerships.
Unlike many of its contemporaries, Milk has maintained visibility in physical retailers and online, riding a wave of loyal fans and ongoing product buzz.
ColourPop: Affordable, Viral and Still Going Strong
Founded in 2014 but rising rapidly in the mid-2010s, ColourPop built its reputation on affordable prices and social-media-driven collaborations. The brand's focus on trend-led products and accessibility helped it endure where others have struggled.
Now sold widely through retailers such as Ulta Beauty and Target, ColourPop has expanded into skincare (Fourth Ray Beauty) and body products (Sol Body), reinforcing its staying power. This ability to stay visible and expansive contrasts with the decline in relevance seen at some once-soaring labels.
Glossier: The DTC Darling Evolving for a New Age
Glossier's journey stands out as one of the most notable stories of the last decade. Born from the beauty blog Into the Gloss, the brand built an intensely loyal community around minimalist, skin-first products and slick millennial-pink branding. It raised significant capital, achieved unicorn status with a $1.2 billion (£960 million) valuation, and opened physical stores while expanding its line.
However, its trajectory hasn't been without challenges. Leadership changes and evolving consumer tastes have lessened some of its early hype. Still, Glossier remains a recognisable name that continues to innovate and reposition itself in the crowded beauty ecosystem.
Why Some Brands Faded While Others Reinvented
What explains such divergent paths? A few key trends have reshaped the industry:
- Trend Cycles Shift Fast: What was viral in the Instagram era doesn't always translate to TikTok's rapid churn of interests and aesthetics.
- Corporate Priorities Change: Conglomerates that acquired indie darlings may prioritise profitability and scalability over niche community culture.
- Competition Intensified: New challengers — from celebrity-backed labels to TikTok-native brands — have also siphoned attention from older names, forcing incumbents to reinvent, reposition, or stall.
What the Rise and Fall of Fan-Favourite Brands Says About Beauty Today
Brands that once defined a moment in beauty can be quickly repositioned, sold, or lose relevance — while a few have successfully adapted and maintained loyal audiences.
Consumer tastes continue to shift — from minimalist, 'clean' formulas to bold, hyper-expressive trends — proving that in beauty, nostalgia alone isn't enough. Virality may launch a brand, but longevity requires evolving formulas, expanded shade ranges, refreshed branding, and meeting shoppers where they buy — whether on TikTok, the high street, or global e-commerce.
The mid-2010s showed that social buzz could build brands at record speed. The years since have highlighted a harsher reality: scale brings profitability pressures, retail demands, supply chain challenges, and global market shifts, all of which can reshape a brand's direction. Even a beloved viral favourite may change ownership, reformulate hero products, or quietly disappear.
Yet the constant churn keeps beauty exciting. As some former It-brands reinvent themselves, new labels rise through the same cycle of hype, disruption, and consolidation. The names dominating feeds today may face similar turning points in the next decade.
One thing is clear: in the beauty industry, relevance isn't a one-time achievement — it's a moving target.
