Is your beauty cupboard on trend? Is your shelfie fully stocked?


How to get the Perfect Shelfie.

Ashleigh Kybert

Every product is millennial pink, expensive and oh-so-gorgeous. Welcome to the shelfie trend.

You can picture it right now, can’t you? Luxurious lotions and potions stacked neatly on bathroom shelves with a pile of strategically placed greenery. Yep, this is the latest Instagram trend of sharing your beauty stash with the world.

Selfie was the word of the year in 2013 and now we’re five years on, things are looking rather different… it’s all about the shelfies now. Although it may sound bizarre to the uninitiated, the results are a gorgeous mix of colour co-ordinated skincare saviours and organised beauty bits.

Taking an artfully-arranged shelfie is an intimate act – well, it would be for me because you’d spot the greying cream at the back, a stack of threadbare hairbands and far too many products I’ve barely used. However, the norm for the Insta-elite is very different. Hundreds spent at Space NK on the latest releases, just to share their discoveries with online audiences.

This way of discovering new products or remembering old favourites isn’t niche, #shelfie has over 1.2 million posts on Instagram and is increasing every day. It seems that social media is the key marketing tool for brands these days whether you’re a new launch or a respectable company that has existed for decades. Instagram posts create a stir, a surge in sales and talk between beauty boffs.

So, now you know all about shelfies and their purpose, here’s some of the cult brands that always make an envy-inducing appearance:


The IT brand of 2018 is always featuring in the best shelfies. Whether that’s their Cloud Paint - a dewy cream blush, the Glossier Solution – a chemical exfoliator or the Milky Jelly Cleanser – a gel face wash. A lot of the time it’s all of the above.


This natural botanical company was founded in 2011 but has recently been appearing in shelfies around the world. Our top picks? Lapis – a blue-coloured facial oil or Moon Fruit – a rejuvenating night treatment. Don’t you worry, the packaging is gorgeous.


Again, it’s the millennial pink bottles that always tempt us, isn’t it? This up-and-coming brand focuses on universal products that can be used all over the skin and we love their Electrogel Cleanser and Universal Emulsion.


All beauty fans will know that the most coveted fragrances of Diptyque candles include Baies and Figuier. But your chosen fragrance doesn’t matter too much for your shelfie as you’ll be removing every scrap of candle wax to neatly store small beauty products or cotton buds inside – chic, right?

Drunk Elephant

The must-have brand that is thankfully launching in the UK this year is another shelfie contender. The clean beauty company is mostly known for their B-Hydra Intensive Hydration Serum which is fantastic for dry skin as well as their C-Firma Day Serum that includes brightening vitamin C. Although a little on the pricey side, just look at the colourful packaging!

The Ordinary

Who wouldn’t include the go-to brand for affordable skincare in their shelfie? It’s impossible to choose a handful of products that are their most popular because it seems every single one is a sell-out with an extremely long waiting list. But we think you should try their Salicylic Acid 2% if you struggle with spots and their Hyaluronic Acid 2% if your skin is thirsty.

You can always chuck in some Khiel’s, Origins and Mario Badescu for good measure too.

Brb, we’re off to sort out our beauty cupboard.