In our latest report on the top 10 fastest-growing beauty brands on Instagram, we tracked which brands saw the biggest follower increases from March 2024 to March 2025. These are the names gaining unprecedented traction, not just from posting more, but from creating content and community that actually connect.
Among the standouts was Wepink, a Brazilian skincare and personal care brand co-founded by influencer Virginia Fonseca. The brand may not have global reach (yet), but it’s building something powerful by staying focused on home ground and doing it very, very well.
With 1.8 million new followers in a single year, Wepink ranked second on our list. And when you look at how they’ve approached Instagram, the growth makes perfect sense.
A Brazil-first beauty brand with influencer roots
Wepink was built around a clear idea: local connection comes first. While many brands aim to scale globally from day one, Wepink has focused almost entirely on the Brazilian market, growing from the inside out.
A big part of this is the influence of co-founder Virginia Fonseca, one of Brazil’s top digital creators. Her tone, style, and presence are everywhere in the brand’s Instagram presence – from captions and hashtags to product launch moments and community engagement.
That personal link gives the brand an edge. It feels familiar, grounded, and trustworthy, and that’s helped Wepink build a loyal audience fast.
All-in on Reels
Wepink has fully embraced short-form video as its primary content type. In fact, 100% of the brand’s analyzed Instagram posts were Reels.
These aren’t overly polished or editorial. Instead, they feel personal, often shot on phones, and typically centred around creators showcasing real-life usage, skincare routines, product unboxings, or even everyday outings (like visiting a Wepink kiosk in a mall).
You’ll see content like:
Personal product routines and testimonials
Quick skincare or beauty demos
UGC-style storytelling filmed in casual settings
Creator Reels that feel more like diary entries than ads
Using short-form video this way helps Wepink keep their content feeling authentic and accessible, while still staying visible in the algorithm.
A local influencer network that builds trust
Wepink has built its strategy around micro and nano creators in Brazil, many of whom are not widely known outside of their niche communities. These aren’t fame-focused influencers. They’re people who feel relatable, real, and aligned with the audience’s lifestyle.
That’s helped the brand develop what’s best described as a grassroots influencer network. Rather than relying on a few high-profile partnerships, Wepink works with a larger group of creators who post regularly, feature products naturally, and contribute to a shared brand tone.
The overall volume of content is smaller than a brand like SHEGLAM, but the focus is tighter and hyper-localised to Brazilian culture and consumer habits.
Wepink’s Instagram performance by the numbers
Here’s how the brand performed from March 2024 to March 2025, based on data from our report and analytics:
Follower growth: +1.8 million
Reach: 151 million
Engagement rate: 3.41%
Influencers engaged: 1,613
Posts featured: 2,516
Primary content type: Reels (100% of analyzed posts)
Average views per post: ~16,991
Average likes per post: ~5,383
Average comments per post: ~94
Top market: Brazil (nearly exclusive focus)
A 3.41% engagement rate is well above industry averages, especially for a brand working mostly with micro and nano creators. That suggests the content is not just being seen, but being interacted with and shared.
What Wepink is doing right
Wepink’s growth shows that you don’t need global campaigns to see big Instagram wins. Here’s what stands out in their approach:
1. Local before global
Wepink is a Brazil-first brand, and that’s by design. They’ve focused almost entirely on their home market, and it’s paid off with cultural relevance and audience loyalty. For many brands, especially in early stages, this is a smarter play than spreading thin across multiple markets.
2. Reels are the content engine
Every post in the analysis was a Reel, not just for visibility, but because short-form video is ideal for storytelling, product education, and building connections quickly. Their content isn’t flashy; it’s real, quick, and consistent.
3. A face people trust
Virginia Fonseca is more than a co-founder – she’s the face of the brand. Her influence shapes the voice, tone, and positioning of Wepink. Even if you don’t know her by name, the brand feels like it has a personality. That kind of identity makes a big difference, especially in a crowded category.
4. Community-first influencer marketing
By focusing on small creators and real people, Wepink has built a content ecosystem that doesn’t feel overly polished or brand-directed. It feels like a community. That level of authenticity translates to higher engagement and deeper trust.
Final thoughts
Wepink might not be a global name yet, but it’s setting the bar high when it comes to Instagram growth in a local market. The brand has done it by keeping things simple: short-form content, relatable creators, and a clear cultural focus.
It’s a strong reminder that you don’t have to go wide to go deep. Focused strategy, consistency, and authentic connections can lead to serious results, especially when the brand has a strong identity and a clear voice.
Want to see more brand breakdowns like this?
Download the full Top Beauty Brands on Instagram 2025 report to get all 10 and explore what’s driving growth on the platform this year.
