The lasting power of the Euphoria beauty mania on Instagram

The brainchild of best friends Jules and Gebs, @RavveBeauty is the Instagram account dedicated to showcasing and celebrating all that is disturbing, disarming and alluring when it comes to underground beauty. Lending us their well-honed eye, here they pick their top beauty Instagrams of the month.

The first season of HBO’s Euphoria is long gone by now but the hype is here to stay. For sure the show was still on everybody’s mind during Fashion Week – with many designers and make-up artists surrendering to the visual spell of the teen drama.

And it’s not over. With 1.4 million Euphoria tags, a dedicated #euphoriamakeup hashtag and Euphoria make-up filters … Instagram’s obsession is just getting started.

Through the beauty, the show’s make-up artists Doniella Davy and Kirsten Sage Coleman tapped into the imperfections of high school make-up experimentations to depict the emotional rollercoaster that teenagehood is. Euphoria uses make-up in a way that challenges the very notion of make-up as a superficial cover, instead using it to capture the deeper truth of each character.

At @ravvebeauty, we started to wonder if Euphoria is to make-up what Juuls are to the tobacco industry: a sleek trick to recruit a whole new generation of addicts. Here are some of the accounts that already have us hooked.