Have you ever layered up a few coats of Trust Fund Beauty nail polish? It comes in plenty of shades, from ‘Boy Tears’ to ‘Insta-famous’. It's one in a number of Insta-born beauty brands that are stocked at # – a New York-based beauty store that only stocks products sourced on Instagram.

In a rush? No make-up brush? No worries. Milk understands the way young women think about and use beauty products. Sold as ‘high concept, low maintenance’, it's inspired by and designed for creative, cool girls – providing mascara that’ll stay on all weekend and lipstick that’s actually kiss-proof.

In a connected world, it doesn’t take much for like-minded groups to develop. But while most are held together by a metaphorical glue, the online community that’s formed around Sugru – a mouldable substance that’s used to fix or customise almost anything – is held together by the real thing.

The average woman spends £18,000 on make-up in a lifetime. Beauty Pie – a ‘buyers’ club for beauty addicts’ – aims to help them make the most of their money, delivering products to buyers hot off the factory floor. But can an online shop with no ad budget hope to topple industry giants?