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5 Female Founded Companies And How They Won Instagram

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There's no doubt that Instagram has solidified its position as everyone's favorite social media platform over the past year, and with good reason. The rate at which Instagram innovates and releases new interactive features for its users is unparalleled. The past two years alone we've been exposed to Instagram stories, Instagram Live, and just this summer, Instagram Shoppable media. All of this certainly benefits the everyday user, but if you're a business, adapting quickly and utilizing these features can help you build an incredible brand on the platform, and ultimately have a profound effect on the success and health of your business.


When it comes to Instagram, there's no “one size fits all" or “magic bullet" that results in success. Maintaining an authentic, interactive, and entertaining presence that showcases content that your target demographic will love, and be willing to share, is basically the path you want to take.

It sounds easy, but some brands do this better than others. So, below we've listed 5 female founded companies that have built an incredible brand on Instagram and outlined how they've done it.

1. The Sill

Founded in 2012 by Eliza Blank, The Sill is an online plant store that is a plant heaven for everyone that loves some greenery in their lives. The 6-year-old company has built one of the most authentic and engaged communities on Instagram over the past couple of years. The Sill now boasts more than 307,000 followers, gaining on average 770 followers per day according to Social Blade. You're probably wondering, how has an online plant store achieved such explosive growth? 3 words, “User-generated content".

The Sill has done what a lot of other great brands on Instagram have done, they've tapped into a fanatical community on the platform, and this community just happens to be a community of plant lovers. Eliza and the guys at the Sill have a slogan “Plants make people happy", and this is also their own branded hashtag. Thousands of people per week post pictures of their beloved plants under this hashtag. The Sill then picks the most beautiful images and reposts them on to their feed.

The takeaway? Consistently reposting your audiences content is one of the best ways to build an incredible brand and community on Instagram, and it's a win-win for everybody. The user gets their imagery exposed to a large audience, and the brand curates a beautiful feed. Even if you have a small audience on Instagram try building UGC into your strategy.

2. Away

Founded by Jen Rubio and Steph Korey, Away make suitcases and a range of travel accessories for the everyday traveler. A huge element of Away's success is a result of how they've built an incredible brand on social the past couple of years, and in particular, on Instagram. So, how does one make suitcases sexy in a way that results in hundreds of thousands of followers online? Well, Jen, Steph, and the guys have done two things extremely well.

1. They've tapped into a category of content that we all know and love, travel. Away's content doesn't just consist of their physicals products, but instead, their imagery takes their community on a journey around the world, showcasing the most beautiful locations that their customers visit.

2. We spoke earlier about how successful brands on Instagram utilize every new feature that the platform affords them, and Away is certainly one of the best at adapting early to every little feature Instagram release. From stories to highlights to polls to shoppable media. Away's Instagram account is not only set up to generate sales, but it is also optimized to take its followers on an interactive journey every single day, which is incredible for engagement.

Our takeaway? When Instagram brings out a new feature, don't be afraid to try it out, it might just be the thing that sets you apart from your competitors.

3. Glossier

Glossier is the beauty juggernaut founded by Emily Weiss back in 2010. Glossier came off the back of the success of Into the Gloss, a blog created by Weiss out of her New York City Apartment while interning at Vogue. Glossier has created one of the most successful brands on Instagram out of anyone in the beauty business. How have they done this? In a nutshell, their content is just oh so relatable. Below we've listed 3 things that make them a standout brand on Instagram

1. A relatable tone of voice. How does Glossier speak on Instagram? Quite simply, just like anyone who buys their products. Their casual, millennial oriented language speaks directly to their community. Whether it's a meme, a video, or the showcasing of a new product, you can be assured that the copy will be casual and authentic.

2. They showcase their community on their feed. When it comes to brands as big as Glossier, not many post their fans pics directly onto their main feed, but, glossier has garnered such a following, that their customers can't help but post before an after shots of their glistening, reinvigorated skin after they have used their products, and Glossier team is only happy to repost this on to their feed.

3. They have a very distinguishable aesthetic. When you're scrolling through your feed, you'll know a Glossier post when you see one. Their pastel palette is instantly recognizable and incredibly cohesive when looked at on their feed collectively. A pro tip for building a great brand on Instagram, create an aesthetic that is not only authentic but is cohesive, with so much content now vying for our attention on Instagram, having an instantly recognizable look will lend itself to people not “glossing" over your content in the main feed, but will have users subconsciously recognise your imagery, so they are much more likely to stop and engage.

Our takeaway? Take some time to establish an aesthetic that is unique to your brand. Whether it's a filter, a Lightroom preset, or a particular color scheme. Creating something that your audience can become more familiar with over time will pay dividends when it comes to increasing your engagement and growing your following.

4. Barkbox

Co-founded by Carly Strife, Barkbox is a monthly subscription box of toys, treats, and chews to thrill your dog. The guys at Barkbox have built one of the best brands over the years by primarily being a dominant force on Instagram. Now, you're probably thinking, well isn't it easier to be successful on Instagram when you've got a pool adorable dog content to play with? The answer is yes, but Barkbox has built a following of over 1.4 million by investing time in sourcing only the most comical canine content out there. From memes to viral videos, Barkbox differs greatly from the accounts that we mentioned above in that its primary purpose on Instagram is as a platform to entertain. Collectively, their feed isn't in the same league as Glossier or Away when it comes to being cohesively beautiful, but it's viral centric content will have you scrolling for hours, and will ensure that you come back for more.

Our biggest takeaway from this? If incorporating humor throughout your Instagram feed is viable, go for it, although it might not be directly tied to promoting your product or service. It will act as a brand building mechanism that will deepen your community on Instagram and enlarge your pool of potential customers.

5. Rent the Runway

Founded by Jennifer Hyman, Rent the Runway is also an online subscription-based service that allows women to rent clothing, instead of paying the hefty price that would be associated with purchasing the same item. Like a lot of fashion brands, Rent the Runway has turned to Instagram to foster their community of users online. To date, they have more than 236,000 followers on the platform and are picking up on average 330 more every day, according to Social Blade. So how have they managed to build such a rapid and interactive following? Well, similarly to The Sill, the guys at Rent the Runway have invested heavily in tapping into the lives of their customers on Instagram, and utilizing all the amazing user-generated content that their customers create for them.

Women travel all around the world in clothing that they have sourced from RTR, documenting their journeys along the way. From the streets of Soho to the rustic cobblestones of inner-city Paris, RTR clothing travels everywhere, and their Instagram is the location where they present all of it. In addition to beautiful clothing in breathtaking locations, Rent the Runway also taps into who their ideal customer is, and if you scroll through their feed, you will find images of Sarah Jessica Parker or Sofia Vergara, and in many ways, these women embody who the celebrity Rent the Runway customer is.

A takeaway from this? Find influential individuals who embody your philosophy, then showcase and champion them on Instagram. This will allow your customers to establish a much more tangible connection with your brand and what it represents.

Above are just a few female founded brands that are killing it on Instagram. If you know of more, head over to our Instagram and let us know there.

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Global Beauty: What's Trending In Aesthetic Medicine? With Dr. Rahi

I recently traveled to Paris to attend the International Master Course on Aging Science (IMCAS) and met with some incredible doctors from around the world to learn the latest trends in aesthetic medicine— the field of improving cosmetic appearance through medical procedures. My practice in Los Angeles serves a truly diverse and international clientele, and these conferences are a great way for me bring the latest global procedures and products back home for my patients.


Here are my three biggest global beauty takeaways from the trip! Face threads are an increasingly popular procedure to quickly and efficiently rejuvenate your look, and they can be easily tailored to your needs. The V-shape jawline contour is big in South Korea, if you're looking for something more transformative. Whereas women in Paris are embracing the art of aging naturally while still looking flawless with the help of minimally invasive threads.

Another big trend in global beauty is the process of utilizing radiofrequency therapy to heat the skin in order to reduce lines and loose skin. This incredibly advanced technology is now being used all over the body, especially on the face and vagina.

Finally, this may not be a specific global beauty trend, but the gender dynamics of beauty are majorly shifting in terms of both providers and patients. More women are entering aesthetics as providers and more men are utilizing aesthetics as patients. Italy has a quickly growing population of male patients, and in Brazil the gender breakdown is already 50/50!

Those were my major global beauty lessons from this trip, but I also spoke with several doctors directly about how their practices are shifting with the times. Here are some of the amazing doctors from all over the globe that I had the pleasure of meeting with in Paris, as well the latest products and therapies they recommend! The world of beauty is shifting, and we're going right to the source.

Dr. Rahi with Dr. Bernard Peyronnet

Dr. Bernard Peyronnet is a dermatologic surgeon whose patients include French celebrities and international royalty. He's based in the heart of Paris, working out of a gorgeous office that doubles as his home. Dr. Peyronnet revolutionized aesthetics by introducing the noninvasive chemical peel. He also loves adding subtle threads to a woman's face or body to create natural-looking improvements in contour, texture, or lift. French women never want to look like they've had work done. He calls his method the "French touch," which results in flawless results that keep everyone guessing.

As you can see, there have been some truly amazing global beauty advances in the field of aesthetic medicine, with doctors around the world continuing to innovate and refine their offerings. My time in Paris was so informative and inspiring, and I cannot wait to pass some of that knowledge on to my patients (and you!). If you would like to learn more about how the newest trends in aesthetics can help you achieve your desired look, please contact my office at doctorrahi.com to book a consultation!