With international fashion brands making competition on the Australian high street even more intense, a new generation of home-grown brands are building fiercely loyal style tribes both online and off. But can these emerging fashion cults fend off global competition?

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.

One in ten women can’t go a day without using an exfoliating product. Frank is a coffee body scrub born in Australia, with natural credentials and a ‘cheeky personality’ that encourages its fans to post semi-naked selfies. But can it become a hit with Gen Y women worldwide?