Introducing Gelcream, The Instagram Account That’s Redefining Beauty Blogging

by Souzan Michael December 8, 2017

It’s a weird time to be a beauty blogger. It’s an even weirder time to be a fan of beauty bloggers. With new regulations about sponsored posts, a constant stream of brand and blogger collaborations, and the OGs (like Michelle Phan) speaking out about the emotionally draining nature of the beast, it’s hard to navigate between what’s real and what isn’t, and figure out what you should buy into (and, well, buy).

Then there’s, of course, the fact that these days many of the big beauty blogger accounts look the same. How much or how little makeup one chooses to wear has become a real topic of discussion and division and as a result, we’ve started craving Instagram makeup artists who offer something, anything, different.

And that craving doesn’t just apply to bloggers who do makeup. Meet Yana Sheptovetskaya, the LA-based blogger behind @gelcream, the buzziest Instagram account in the beautysphere ATM. With just over 200 posts on her account (she posted her first one on May 20th, 2016), Sheptovetskaya has racked up almost 30,000 followers. But her premise her simple. Like, really simple. She takes photos holding a product in natural light and captions each one with a straightforward review and a rating out of five.

And right up at the top of the page, in her Instagram bio: “No ads.” That’s right, none of Gelcream’s posts are sponsored. And you can tell. Here’s an example of one of her reviews (this one’s of Milk Makeup’s Ubame Mascara):

“I have mixed feelings about this mascara. I like it for making my short lashes look longer but still natural. I like it for the pretty tube. The brush is bulky and it flakes a bit under the eye. It is not my every-day option but I keep it close. Have you tried it? What do you think? $24 for full size—3/5.”

Who knew something so simple could be so, so good? Below, a selection of some of our favourite Gelcream posts.

@narsissist — Velvet Matte Lip Pencil in Dolce Vita. This is my daily favorite. I don't use much make up and this pencil is one of a very few lip products i can handle during the day. Dolce Vita is a perfect shade, so easy to put on – no mirror needed (suggested for better results, tho!) and you don't feel it on the lips, such a light texture! I love it. I bought two mini pencils for $20 at @sephora — 5/5. #gctop20 #gc_nars #gc_lips

A post shared by GELCREAM (@gelcream) on May 21, 2017 at 9:48am PDT

@hylamide — SubQ Eye Serum. This is the hardest review ever, because I don't know what to say. I have 0 feelings about this product. It's not bad, solid packaging, nice thick texture, reasonable price. It's not great either, some products deliver an amazing result or you just enjoy using them — i did not see any difference after a month of use and I can't say the application experience makes me want to use it daily… Since my review is kinda useless I would love to hear your opinions, please comment if you hate it or love it to help others decide. $32 – ?/5

A post shared by GELCREAM (@gelcream) on May 15, 2017 at 12:55pm PDT

@bumbleandbumble — Hairdressers Invisible Oil, Cleansing Oil-Creme Duo. This cleanser you should use once a week instead of a normal shampoo. I love the double packaging: you get both oil and cream and mix it on your hair. It is a low foam cleanser, I would say no foam at all, so it is not easy to move it around your hair. I already used a similar cleansing product #gc_kevinmurphy (re:store) and the result is the same: very smooth, soft hair, no need to apply conditioner after. It is not a must have product but if you want to try something new and your hair is super dry, it is a good start. What is exciting is the Invisible Oil Collection itself – i really liked the oil effect and now I want to try the shampoo and the conditioner too! $38 — 4/5. #gc_hair #gc_bumbleandbumble

A post shared by GELCREAM (@gelcream) on Apr 22, 2017 at 10:18am PDT

@clinique — Fresh Pressed Vitamin C Daily Booster. It's probably me but when I opened the box and started to read the "how to use" part I could not understand anything and needed to go online for the video tutorial. First, you open the sachet and instead of pouring water into the powder on your hand, just add the powder onto wet hands (good luck!). Cleanse your face with the powder that melted into a weird substance, rinse. Then take the bottle, shake well and add two drops to moisturizer. Phew! I am on my 5th day and even though the application is a bit high maintenance I really love the result. It tightens the skin, making it feel very smooth. My boyfriend noticed the change and it almost never happens… if you are into vitamin C, it is definitely worth trying. $75 for a 7 day pack — 4/5. UPDATE: i finished 7 days and i totally loved it 5/5

A post shared by GELCREAM (@gelcream) on Apr 4, 2017 at 10:34am PDT

@theouai — Dry Shampoo Foam. Despite many negative reviews, I like it. I may sound weird but I enjoy foams in general ☁️… And here, the key is the right amount and patient rubbing. It does give a nice volume, it smells good and does it's job. $28 — 4/5. #gc_hair #gc_theouai

A post shared by GELCREAM (@gelcream) on Feb 18, 2017 at 10:32am PST

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