The user engagement for a new social media platform today usually goes something like this: teens become the early adopters, millennials eventually follow, and brands—later than sooner—follow the latter customer base.

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That’s been the case for Snapchat. The video-sharing app, which first made headlines as a teen sexting tool, is now counting fashion brands among its users 6 years later.

They want to tap into Snapchat’s 100 million user database. But the voyeurism and immediacy of the video app also makes it a fresher and more direct way for brands to engage customers compared to Instagram and Facebook. Think instant unedited fashion week runway shots and backstage antics.

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Fashion brands have been slow to adopt the new tool, as always, but there are a few that are snapping and crushing it! Check out the list below for the best fashion and beauty companies you should be following. 

Everlane – Uses it to continue company commitment to transparency and regularly responds to their users

ASOS – Snaps everything from outfit ideas and office tours to discount codes and BTS shots

Alexanderwangny – Snaps giveaways, news, and girl squads

Burberry – One of the early adopters, even though their snaps are polished expect the unexpected Ana Wintour appearance or staged store break-in

Gucci – Always creates a buzz by hosting A-list celebrity takeovers

Sephorasnaps – Set up geofilters at all of their locations so users can tag on-site snaps, but look out for sweepstakes and influencer takeovers too

Maisonvalentino – Snaps the most frequently with an informal touch you wouldn’t expect from a luxury brand

Stellasnapping (Stella McCartney) – Surprises followers with cameos from big names like Kanye and Pat McGrath

Michaelkors – Follow for supermodels and front row views from fashion week

T.ibi – Follow for BTS looks at the design and production process, and cool styling tips

Pixie Market – Always shares BTS of photo shoots, their cute clothes, and answers inquiries about item availability

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