It’s not every day that we see a new beauty launch with the potential to flood our social media feeds. The latest line to hit the market is poised to join the ranks of It-girl favorites like Glossier, Milk Makeup and our beloved Ouai. Decked out in Instagram-worthy packaging with a minimal color palette and cheeky product names like the “Selfie Pout Kit”, Missguided is the latest retailer to expand their offerings into the beauty category. With a range of products from color cosmetics to body care—and items starting at under $10—the line has all the makings to be a new cult-followed beauty brand. Get a first look here.