Beauty brands have been increasingly clearing their long-established Instagram grids in a bid to generate buzz, promote a new campaign or direct attention to a revamped product line. The latest player to tap into this marketing move is The Inkey List, which wiped its Instagram grid in September to promote the launch of its ‘No BS’ campaign. The Inkey List is not the only one taking a gamble though, as hair care brand Amika also recently wiped its Instagram feed in August to promote a new category launch. Looking back even further, Kylie Jenner’s Kylie Cosmetics cleared all but one of its Instagram posts in 2021 to prepare for a brand revamp announcement. While the drastic marketing method can generate hype in the moment, are the long-term risks worth the immediate media buzz?