Ricky’s NYC Is Opening a New Store Dedicated to Instagram’s Favorite Products

Victoria Moorhouse

Purchasing all of those obscure but cult-favorite products that pop into your Instagram feed is about to get a lot easier: Beauty superstore Ricky’s NYC is opening a shop dedicated to brands that get a lot of love on the social platform.

According to Racked, the store will be called Instaglam and sell a mix of established names and “up and comers” that currently don’t have much distribution. While details are scarce, some of the confirmed labels include makeup artist–founded cosmetics brand Dose of Colors, hair tools line Nume and Morphe Brushes.

The megastore also touted its new initiative—where else?—on Instagram, giving us a peek at what we can only assume is future merch. We spotted lip gloss by Coloured Raine, lipstick from cruelty-free brand Gerard Cosmetics, a turquoise curling wand from Leyla Milani Hair, and even those Hairfinity growth supplements you’ve likely seen in Nicki Minaj‘s feed.

Not only will the store save us hours of online searching, it also serves as a brand incubator, providing lesser-known makeup companies with some well-deserved attention. We’ll double-tap to that.