A photo posted by King Kylie (@kyliejenner) on

We did it for the 'gram...well, actually, because of the 'gram.

Paying celebrities to endorse beauty products isn't a new concept (shout-out to all our CoverGirls), but them banding together to push the same merchandise is rare—and it's got our attention. A social media platform notorious for this kind of advertising is Instagram and, thus, this series was born. We'll be trying lots of these celeb-loved (or so they post) goods to see if they're actually worth the hype.

First up: SugarBearHair Gummy Hair Vitamins.

Kylie Jenner, Vanessa Hudgens, Khloe Kardashian and Emily Ratajkowski are just a few celebs who have long raved about these Tiffany-blue, gummy bear-shaped vitamins. But what are they? And why are so many people talking about them? All good questions.

They're sweet-tasting gummies formulated using "clinically proven ingredients that have been shown to promote faster hair growth, increased hair shine and reduce hair breakage." The hope is that because they're so delicious (note: they actually really are, but more about that later), you'll never forget to take your daily vitamins again—as you probably do your not-so-great tasting ones. Each gummy contains your heavy-hitting vitamins (A, C, D and E), Biotin, B12 and folic acid are in there too, which promote cell regeneration a.k.a. they're great for hair growth.   

Wondering if they really work? So were we, so here's what happened when three E! Style Collective editors tried them for 30 days.

Kailey's Findings: "It's hard to take a bottle of blue gummies seriously, and it's even harder to take the website seriously. It greets you with, "Hello, my name is SugarBear. I'm a bear, who loves hair." There's a reason Goldfish crackers aren't advertised from the point of view of the cracker you're about to eat…

With much cynicism, I tried my first electric-blue bear. I chewed only to find the most delightful sweetness. Unlike other vitamins, this had no chemical aftertaste. It simply tasted like dessert.

Over the course of 30 days, I looked forward to taking two blue gummies every day, and if I skipped a day, I made sure to have four the following day. Either the timing of this SugarBear experiment coincided with a growth spurt or my hair actually grew because of the vitamins. I've been growing out a bob since November 2014 and have desperately been awaiting the day my hair officially crossed over from medium to long, and I swear it just crossed that threshold. It wasn't just me who noticed this. Several times throughout the month of SugarBear, I received comments from friends and coworkers along the lines of, 'Whoa, your hair is so long? When did it get long?'

I seriously can't tell whether it was the gummies or just good timing, but I'm still taking two SugarBearHair bites every day and the experimental 30 days has long passed."

Taylor's Findings: "I'm not going to lie: I ate the contents of two full bottles in the time span of a week and a half. I know By overdosing on gummies, I totally ruined any chance of seeing results, but what can I say? They tasted so good...I don't even care. Let's just say everyone else in the office has to keep their stash under lock and key when I'm around."

A photo posted by Khlo (@khloekardashian) on

Raleigh's Findings: "By now, you know how delicious the vitamins were/are. And if it wasn't clear enough...they're delicious.

I, unlike Taylor, stuck to a strict two gummies a day diet and I can honestly say they work. It's been over 30 days now (I'm still taking them) and my hair hasn't been this healthy, shiny or thick since before I started dying my hair, which was 10+ years ago.

I, like Kailey, recently chopped off my long locks (I gave into the lob), but I'm ready for them to grow back and judging by the insane amount of baby hairs I now have, it's going to happen sooner than I thought. Bless you, tiny blue bears, bless you."

A photo posted by Emily Ratajkowski (@emrata) on

Conclusion: Our faith is restored in the celebs endorsing SugarBearHair. Big thumbs-up for the flavor and another big thumbs-up for the effects they really do have on your hair. 

Is there a certain product trending on your IG that's got you curious? Let us know what in the comments below, so we can try it!

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