Online beauty start-up Julep is an internet phenomenon, targeting women of all ages who are genuinely passionate about beauty products and want their opinions and expertise to count. But what’s attracting so many women to sign up?

Supportive online beauty communities like How to be a Redhead are changing how young women see themselves and the products they buy. With over 100,000 followers and major brands queuing up for the 'Redhead Friendly' rating, could this be the most successful beauty tribe of all?

While it may seem that paying for celebrity endorsements will instantly make an item popular, many people actually distrust celeb campaigns, especially when it comes to beauty products. Instead people are more likely to buy a lipstick if family and friends recommend it.

From ‘gothic pinup’ to ‘date night’ to ‘bengali party look’, Sephora’s new homepage is a cornucopia of user-generated creativity. Hundreds of selfies show off Sephora fans’ favourite beauty looks in a Pinterest-style format. And the best part? Each one is totally shoppable.