Instagram throws open @shop doors to showcase the latest beauty trends

The social media site is offering consumers a one-stop shop to discover products from the likes of Glossier and Mented Cosmetics

Instagram is helping social-savvy consumers discover a plethora of trending products with the opening of its @shop account.

Opening its digital doors today, the account is said to celebrate small businesses and their creators, and showcases content from brands across a variety of categories including beauty, fashion and home décor.

Shoppers can explore the latest looks from brands including Glossier and Mented Cosmetics, while all posts will feature shopping tags so consumers can purchase products with one tap.

The new discovery platform comes hot on the heels of the image sharing site's Checkout Instagram feature, which allows consumers in the US to buy from brands without leaving the app.

Stars including Kylie Jenner, Kim Kardashian West, Huda Kattan and Gigi Hadid were among the first high profile Instagrammers to be able to share their looks with fans, with the ability to tag the brands they are wearing and link directly to products so consumers can shop with ease.

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