It’s safe to say I spend a good chunk of my time scrolling through Instagram. I know, I know, it’s bad for my mental health but I’m a sucker for imagery and it makes my eyes happy to see beautifully photographed pictures and swot up on the latest it girl dress everyone’s wearing. My current obsession though? That, my friends, would be Gelcream.
If you don’t know Gelcream’s Instagram account, get your phone out immediately and find it. The beautifully curated concept account goes beyond the ‘GRWMs’ and the standard selfie in a way no account has gone before – to our knowledge, anyway, and I like to think I know a lot about Instagram accounts. Gelcream ignores the faff and focuses on the products by capturing beautiful shots (taken on an iPhone FYI) of her favourite beauty products of the moment. Captioned with honest reviews and marks out of 5, we’re hooked.
Created by Moscow born Yana Sheptovetskaya – who has previously worked at Russian Vogue, and AnOther magazine, Yana is currently based in Los Angeles. Her vision for Gelcream was to ‘serve as an eye to see the beauty of the skin-care products and stop time for a second,’ something it definitely does. I myself spent a good hour or so scrolling, reading and getting lost in the delicate imagery. Go forth and follow, you won't regret it.
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This article originally appeared on The Debrief.