When beauty insiders throw around the phrase "gel cream" they're not talking about a product or a texture—but a person. Or rather, an Instagram account run by a former magazine editor turned photographer Yana Sheptovetskaya. In just a few years, Sheptovetskaya (who we will refer to as Gelcream going forward) has turned the @GelCream account into a safe space for over 100,000 beauty enthusiasts looking for honest dialogue on buzzy products.
Gelcream's photography aesthetic is unmistakable: clean and crisp product shots posed weightlessly in a slender hand. Her photos are like a glass of cold water in a social feed dominated by faces heavy with contour. (If you've seen a photo of a skincare product held up to an airplane window—that is Gelcream's influence.)
One of the core pillar's of Gelcream is that she does not produce sponsored content or ads of any kind. That commitment to authenticity trickles down into the comments section, where beauty junkies can share their opinions on products or ask genuine questions in a manner you won't find anywhere else on the influenced internet. She often posts Insta Stories aimed at reminding her fans to drink some water, because from her minimalist product shots to her no-nonsense reviews, Gelcream is all about getting back to the basics of beauty.
What is your skin type? What are some of your concerns?
“I have normal skin, which looks and feels great when I’m on the right dose of spironolactone, but is my worst enemy when I am off it. Recently, I was traveling a lot and noticed it’s changing towards the drier side. I need to layer creams for it to feel good and drink even more water. I also have some scars and pigmentation after acne.
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@summerfridays — Jet Lag Mask. I got it a week ago and used twice. First time I really liked it, but then I used it again… and I really liked it! 🤷🏼♀️! Super simple mess-free application, soft velvet skin afterwards. No need to rinse it off – I just wiped the extra off my face in 15 minutes. I wonder if I can store it in the refrigerator – I think it might add some extra de-puffing value. $48 – 4/5. I will use it 5 more times and will update the rating. #gelcream_skincare #gelcream_mask