Just as a fresh face of makeup can boost a person’s confidence, the right beauty creators can help brands boost their marketing efforts.
These creators have spent years building genuine connections with their fans, growing loyal fan bases, and perfecting their looks.
And by building a relationship with them, your brand can leverage their clout to increase brand awareness, strengthen your community, and supercharge sales.
Success Story: See how RoseSkinCo uses data and analytics to fine-tune its creator engine.
What is a beauty influencer?
A beauty influencer is a content creator who shares tutorials, reviews, tips, and/or advice about skin care, hair care, nails, and makeup. There are a ton of beauty influencers out there, so many choose a specific niche to focus on so they can stand out. These can include:
- Hair care influencers: Whether professional hairstylists or amateurs, hair care influencers help their fans get luscious locks and enviable styles.
- Skin care influencers: These creators love showcasing their favorite products, tips, and techniques for achieving glowing, healthy skin.
- Makeup influencers: This wide category can even be further divided by creators who focus on just one area of the face, whether it’s graphic eye looks or lip art.
Current social media trends among beauty gurus
Get ready with me (#GRWM)
@jessyhartel1 15 min video 👀👀👀👀🎀🤓 #grwm #makeup ♬ Originalton – Jessyhartel
#GRWM videos take viewers behind the scenes as a creator preps their skin, applies their makeup, and prepares for whatever the day ahead holds. Some creators take a teaching approach and describe what they’re doing and why they’re doing it, while others will talk about what they have planned or just their life in general, making them feel like close friends.
Brands can send products to creators to have them featured in #GRWM videos, which allows users to see both the application of the product and how it looks among a full face of makeup.
Sustainable, ethical, and clean makeup
One main cause on the minds of millennials and Gen Zers: Sustainability. They want to do better for the planet and preserve its beauty as much as possible. That’s why ethical and clean makeup is becoming a priority.
Brands can partner with creators to authentically showcase their efforts to reduce waste and use better ingredients.
Glass skin
Glass skin is a Korean beauty concept that involves using skincare products in an intentional way to achieve blemish-free, smooth, glowing skin that’s almost glass-like. This look is popular among Korean celebrities, and people are curious to find out how to do it.
Usually, multiple products are needed to get the glass skin look, giving brands plenty of chances to promote products. With glass skin being such a huge trend, it’s no surprise that beauty influencers who create videos about it are racking up views.
Glow up
The idea of a glow up is that you’re creating a fast transformation, making yourself feel more confident than ever. A person can glow up in any way they choose, whether it’s beauty, fashion, lifestyle, or self-care.
Glow up content is popular because people are excited to up their game and take their appearance to the next level. Brands can work with influencers to promote products that can help customers glow up and get a major confidence boost.
Clean girl makeup
@janelthebear ad Never thought I’d be making a clean girl makeup tutorial, but some things just had to be said #makeup @Maybelline NY eraser concealer @L’Oréal Paris true match skin tint @nyxcosmetics_uk the brow glue @rhode skin blush shade piggy @lorealparis blush of paradise shade 01 @Givenchy Beauty prisms libre powder @tomfordbeauty ♬ original sound – janelle zharmenova
Clean girl is a minimalist makeup style. Instead of heavy, bold colors, clean girl is all about soft and gentle tones with a neutral palette. Perfect for those days when you want to enhance your appearance but don’t want your makeup to be too noticeable.
It can be hard to pull off this style because you have to carefully put on soft layers of makeup without overdoing it. Influencers who make clean girl tutorials are helpful… and they can be helpful to brands, too.
Is running a beauty influencer program right for your brand?
What types of brands can benefit from partnering with beauty influencers?
While the most obvious answer would be skincare, makeup, haircare, and nail care brands, in reality, many verticals can partner with beauty influencers.
Supplement and health brands can partner with influencers to showcase how their products can promote healthy skin. On another note, home goods brands can work with creators to highlight how organization supplies help keep their palettes, lipsticks, and brushes neat and orderly.
The possibilities for working with beauty influencers are truly endless.
How to find the right beauty influencers for your brand
Beauty influencer hashtags
Searching hashtags is one of the best ways to find new beauty influencers for your brand. Here are some to get you started:
- #BeautyTips
- #BeautyBlogger
- #BeautyHacks
- #BeautyTutorial
- #MakeupTutorial
- #MakeupArtist
- #MakeupLook
- #MUA
- #EyeMakeupIdeas
- #BeautyInspo
- #NailsNailsNails
- #NailGoals
- #NailStagram
- #NailTok
- #HairStylist
- #HairTutorial
- #HairGoals
- #Eyebrows
- #BrowShaping
- #CleanBeauty
- #VeganBeauty
- #GreenBeauty
- #KBeauty
Lookalike creators
Once you find some creators you like, see who they’re following. You can also let the social media platform do the work. When you follow a creator on Instagram or TikTok, the app will recommend similar creators under a “Suggested” section.
Ask for recommendations
Ask friends, family, and coworkers which beauty creators they love to follow. Or, if you have strong creators in your program already, reach out and ask them if they have any recommendations. Often, they can suggest fellow creators they know will work hard and deliver excellent results for your brand.
Brands succeeding with the help of beauty influencers
Blume
Blume, a company setting out to create a new standard for skin, body, and period care, partners with influencers to showcase the benefits of their skin products. They also repurpose creator content on their own social channels. One of their main goals is to ensure that they are inclusive in their efforts and partner with a diverse range of people with various skin types.
“So I think it takes a lot of time. Our influencer marketing team spends a lot of time sourcing creators and making sure that they have an engaged audience and that what they represent and what they stand for is in line with Blume.” — Bunny Ghatrora, Co-Founder and COO of Blume
RoseSkinCo
@ch1msomaga the best results for permanent hair removal right in your fingertips, use my code CHIMSOMAGA @RoseSkinCo #lumi #iplathome #smoothskin ♬ MILLION DOLLAR BABY (VHS) – Tommy Richman
RoseSkinCo’s brand is all about making at-home permanent hair removal easy. The brand works with beauty influencers who demonstrate its hair removal products, building trust among potential customers who may be unsure about using the products. Thanks to GRIN’s creator discovery, ecommerce integration, and analytics tools, RoseSkinCo is able to use influencer marketing much more effectively, receiving around 5,000 engagements per month.
BoxyCharm
BoxyCharm is a subscription service that sends people 5-6 beauty products a month, and they partner with creators to drum up interest, showcase the month’s products, and develop tutorials for users to follow. They also repurpose creator content throughout their marketing mix to increase the value of their partnerships.
Top 45 beauty influencers across social media
Beauty influencers on TikTok
Ashley Quiroz
@ashleyquiroz_ AD Let me know which items you picked up and saved big on at the @CVS Beauty Epic Beauty Event! ❤️ #CVSBeauty ♬ Jupiter & Mars – ARDN
Ashley Quiroz is a macro influencer from Arizona who frequently shares ‘get ready with me’ content, drugstore makeup reviews, beauty hacks, and more.
You can find more of Ashley’s beauty advice on YouTube and Instagram.
Dasia Janae
@dajjrambo Whoever came up with this concept you’re a GENUIS 🤯 @ISEEHAIR ♬ Crybaby – SZA
Dasia Janae is a macro influencer and the self-proclaimed “Hair and Makeup Girl.” In addition to beauty tutorials, Dasia posts content showing her outfit of the day and highlighting her family and travels.
You can also find Dasia on Instagram, Twitter, and YouTube.
Monet McMichael
@monetmcmichael asmr volume UPPP 🔊 nothing more satisfying then a 🫧FRESH CANVAS 🫧 omg the makeup application is about to hit different. shave my face with me ty xo
♬ original sound – monet mcmichael 🤍
Monet McMichael is a 22-year-old mega influencer who posts a combination of #GRWM content, product recommendations, and skincare tips. She’s also earned a Silver Creator Award from YouTube due to her high follower count and loyal fan base.
Check out Monet’s latest posts on YouTube and Instagram.
Danielle Marcan
@daniellemarcan leaking the new @maccosmetics nudes 💋 #makeup #beauty ♬ original sound – DANIELLE
Danielle Marcan is a marketing student, but perhaps she could teach her professors a thing or two about social media engagement. With 3.2 million followers on TikTok and over a million fans on Instagram, Danielle delights audiences with various makeup styles.
Marcan is exceptionally skilled at comparing whole glam looks with a natural glow. She loves to collaborate with other influencers on new beauty experiments.
You can also find Danielle on Instagram and YouTube.
Kevin Kodra
@kevikodra Breaking the rules is ALWAYS more fun when you know what you’re doing 😌 @Nudestix @sephora A D #makeup #makeupartist #beauty #beautyhacks #makeuptutorial #blush ♬ original sound – kevikodra
Kevin Kodra is a 22-year-old makeup artist and macro creator in Toronto. Kevin went viral in 2018 for his glammed-up graduation photo, and now he focuses on educating people on how to look their best. In an interview with Paper Magazine, Kevin said, “My favorite part about beauty on TikTok is that we’ve finally gone back to teaching and educating like the good old days. I missed the feeling of sitting down and genuinely learning how to do makeup in a new way.”
You can also catch his latest advice on Instagram.
Emmy Combs
@emmycombss Getting ready for skiing 🎿 I decided to do a full face of makeup for skiing so I can take some cute photos 🤪 The Makeup: -For brows I used the Benefit Cosmetics Mighty Fine Brow Pen and the Precisely My Brow Detailer pencil @@Benefit Cosmetics -for eyeliner I am using the Benefit Cosmetics Roller liner -for lashes I am wearing the “Cash” lashes by Lilly Lashes @@Lilly Lashes -for the freckles im using the Urban Decay Brow Blade Pen in shade brown sugar @@urban decay -off camera, I did my face makeup but I used the Rare Beauty contour stick and the Huda Beauty Blush filter -for the lip gloss im using the ColourPop So Juicy lip plumping gloss @@ColourPop Cosmetics ♬ girls like me don't cry (Sped Up) – thuy
Emmy Combs is a professional makeup artist, hair stylist, and mega influencer. She has alopecia universalis, and she frequently talks about her experience with the condition. She’s accrued a large group of loyal followers over the years by posting relatable content, and she’s worked with brands like L’Oréal Paris, Benefit Cosmetics, and Urban Decay.
Find more of Emmy’s content on Instagram, YouTube, and her Snapchat show.
Sam Talu
@samtalu Replying to @Sassieredbone hungover, not only am I expired so is my make up so lets RESTOCK! ##fyp##makeup##beauty##grwm ♬ original sound – Sam Talu 🍒
Sam Talu is a mega influencer from Ontario who posts everything from drunk #GRWM videos to comedic looks into her life. Sam is also a member of the 2022 Sephora Squad, a group of 55 “inspiring artists, storytellers, and beauty enthusiasts with a diverse range of interests, points of view, and followers.”
Check out more of Sam’s makeup content on Instagram.
@makeupbyruthie
@makeuppbyruthie So TikTok is back up???? #sfxmakeup #makeupartist #fu ♬ I Love My Furby – Engelse Versie – The Furby Fans
Ruthie is a 19-year-old mega influencer who regularly shares videos where she transforms herself into brand mascots, cartoon characters, and more. Her artistry is unparalleled, even if it’s a bit frightening at times. You can also find Ruthie on YouTube.
Jose Miranda
@jmirame im so unserious 💀 🌳 #dollartree #makeup #dollartreefinds #cheap ♬ Storytelling – Adriel
Jose Miranda is a macro influencer providing reviews of drugstore and affordable makeup. In the past, he’s partnered with brands like hanni, INNBEAUTY PROJECT, and Miss A.
Aisha Nur
@_aishanuuur Gotta maintain this insane glow after getting rejuran done 🙂↕️ using the @KAHI US multi stick balm 💓#salmondna #pdrn #koreanskincare ♬ sonido original – 𝑀𝒶𝓃𝓊 𐙚 ⋅˚₊
Aisha Nur is a macro creator and Korean skincare enthusiast. She often showcases her skin routine, her picks when it comes to products, and recommendations when it comes to specific skin concerns.
You can also learn how to get the best skin of your life with Aisha on Instagram.
Ryan Palgrave
@palgravebeauty Trying the new Secure The Bag Collection from @PLOUISE – Makeup Melting Mist #makeupmeltingmist #plouise #securethebag #makeupremover #makeup ♬ original sound – Ryan
Ryan Palgrave is a micro creator who frequently posts #GRWM videos where he showcases what kind of makeup he wears to different activities, like paddleboarding or going to the carnival. He’s not afraid of a bold eyeshadow look, and he’s partnered with brands like Skin Proud.
You can also discover Ryan’s latest looks on Instagram.
Raquel Quinones
@raquelquinoness love a good glossy lippy 🤭 @Iconic London lip liner “material girl” @Anastasia Beverly Hills lip liner “cool brown” @pradabeauty lipstick “p159” @LAWLESS Beauty ♬ original sound – keki
Raquel Quinones is a micro influencer who focuses on educating her followers on how to do their makeup and hair. In the past, she’s partnered with brands like Moira Cosmetics and r.e.m. beauty.
Judy Lim
@judy.lim One of my favourite like skin care hacks is layering a matching serum with a face mask to make sure that the actives in my products are really working their magic! This way I can really make sure to see the skin brightening, pore and fine line reducing benefits of the @NEOGEN GLOBAL niacinimide serum and toner pads! #skincare #glassskin #kbeauty #neogenpartner ♬ original sound – Judy Lim | Makeup Artist
Judy Lim is a bridal makeup artist and hair stylist in Canada. She often showcases her bridal looks and introduces her clients in her videos, adding a nice personal touch. When she’s not posting wedding content, she’s sharing #GRWM posts and tutorials.
You can also find Judy’s latest content on Instagram.
Abby Roberts
@abbyroberts sitting on the best stuff i’ve ever written hehe 💋 combo: @Anastasia Beverly Hills rosewood liner @Clinique UK black honey #newmusic #altmusic #lipcombo ♬ original sound – Abby Roberts
Abby Roberts is a makeup artist, singer, and a shrewd investor. Thanks to her music and her eye for makeup aesthetics, this multi-talented star quickly surged to 16 million TikTok followers. She’s an investor in real estate and bitcoin and was recognized in Business Insider for building a “global beauty empire.”
You can also find Abby on YouTube, Instagram, Twitter, and Snapchat.
Sylvia Gani
@sylvia I was 🤏🏼 close to doing another slick back today and I’m so glad I tried this instead. It turned out so cuuute #greasyhairstyles #dirtyhairstyles #easyhairstyles ♬ rihanna breakin dishes speed up – idk
Sylvia Gani is a mega influencer, makeup lover, and fashion enthusiast. She posts everything from makeup and other product reviews to clothing hacks, viral trends, and more.
You can also find Sylvia on YouTube, Twitter, Instagram, Facebook, and her website.
Beauty influencers on Instagram
Giovanna Ferri
Giovanna Ferri is a micro creator known for her graphic eye looks that are almost as bright as her bubbly personality. She frequently posts about tutorials featuring Glisten Beauty, for whom she’s an affiliate.
You can also find Giovanna’s tutorials on YouTube.
Christen Dominique
Christen Dominique is a mega influencer and the founder of Dominique Cosmetics. She frequently posts makeup and hair tutorials, and when she’s not sharing her latest makeup look, she’s showcasing her amazing sense of style with #OOTD posts.
You can also find Christen’s latest content on Snapchat, Twitter, YouTube, and TikTok.
Chandni Maloo
Chandni is an Indian beauty influencer located in Seattle who’s passionate about clothes, home decor, and travel. Her most popular posts focus on skin care and henna art. In the past, she’s partnered with brands like Soleil Toujours and Bella Barnett.
You can also check out Chandni’s content on YouTube.
Mei Pang is a mega creator in Toronto, and she is known for her vibrant makeup looks and fun tutorials using unconventional materials. In an interview with Buzzfeed, Mei said,” So it’s been an absolute pleasure to put myself out there and to show people that, you know, you can look like this whilst, like, living in suburban Canada. And you can have a cat and have a shaved head; you can just live your life and be happy, and be at home.”
You can also find Mei’s latest graphic looks on YouTube.
Geena Hunt
Geena Hunt is a macro creator and makeup enthusiast who frequently share #GRWM videos and makeup tutorials. In the past, she’s worked with brands including Sephora, Hourglass Cosmetics, and Hydrafacial.
You can also find Geena’s latest content on YouTube and TikTok.
Crystal Nicole
Crystal Nicole is an Austin-based macro creator sharing beauty, fashion, and lifestyle content. She was a member of the 2021 Sephora Squad, and she frequently talks about her natural hair and teaches people about taking care of their own.
You can also find Crystal’s latest content on TikTok and YouTube.
Annie Grace
Annie, also known by her handle as @youglowgrrl, is a macro creator and self-described “friendly neighbourhood beauty fanatic.” She shares everyday looks, and she’s worked with several brands, including Face Halo, Fresh, Rare Beauty, and Estée Lauder.
You can also find Annie on TikTok.
Aoife Cullen
Aoife Cullen is an editorial makeup artist and a macro influencer focusing on “futuristic beauty.” She shares tutorials aimed at beginners and pros alike, and she never shies away from a bold color choice.
You can also check out Aoife’s tutorials on TikTok and Pinterest.
Sarah Jane
SJ is a micro influencer from Quebec City whose goal is to “teach you to create effortless makeup looks that are never boring and end with glowy skin.” Her content is easily digestible, and she’s worked with brands like Saie and SHISEIDO.
You can also find SJ on TikTok.
Nicole da Costa
Nicole da Costa is a micro influencer and makeup artist who isn’t afraid to try bold looks like striped lipstick or rhinestone accents on her eyes. Her focus lies in artistically photographing her makeup rather than tutorials, and she’s always certain to showcase a product in a stunning way.
You can also check out Nicole’s latest looks on TikTok.
Priscilla
Priscilla, also known as @prissyjnails, is a micro influencer in South LA who showcases the nails she does for her clients. Whether it’s a simple design in a natural color palette or bright blue flames, Priscilla is making nail dreams into reality.
You can find more of Priscilla’s nail art on TikTok.
Danessa Myricks
Danessa Myricks is a macro influencer, photographer, makeup artist, educator, and the founder and CEO of Danessa Myricks Beauty. Her personal goal is to reimagine beauty with multipurpose products for all.
You can catch up with Danessa on TikTok, YouTube, and her website.
Lala Fitriani
Lala is a micro influencer from The Netherlands who is here to help her viewers achieve healthy wavy and curly hair. She shares her hair routine, product recommendations, and tutorials and works to create a safe space for her fans.
You can also find Lala on YouTube, TikTok, and Pinterest.
Deepica Mutyala
Deepica Mutyala is a macro influencer in LA who, after finding success as a beauty vlogger, decided to create an online community called Live Tinted, which eventually evolved into a makeup brand.
Learn more from Deepica on TikTok and YouTube.
Beauty influencers on YouTube
Shannon Harris
Eyeshadow and nail artist Shannon Harris is among the most versatile beauty influencers. From blow-dry hair brushes to butt-lifting underwear, Shannon is delighted to test any product and offer straightforward advice to viewers. She also enjoys live streaming her gaming on Twitch.
Find more of Shannon’s content on Instagram, Twitch, Twitter, TikTok, and her vlogging YouTube.
Nikkie de Jager-Drossaers
Better known by her handle of NikkieTutorials, Nikkie is one of the best-known makeup influencers in the creator economy. She’s worked with several celebrities to make special content, including Adele, Jade Thirlwall, and GottMik, and her content is always fun and educational.
Check out more of Nikkie’s tutorials on Instagram, TikTok, Twitter, and Snapchat.
Huda Kattan
Huda Kattan is a mega influencer, the founder of Huda Beauty, and an avid NFT collector. In an interview with CNBC Make It, she said, “When people go through situations where it’s a little rough, they want to quickly Band-Aid it and go back to where they’re comfortable. It’s really important to lean into that discomfort and see what is there and pursue something that you never thought you can pursue.”
You can also find Huda on Instagram, TikTok, Snapchat, Facebook, Twitter, and her blog.
Wayne Goss
Wayne Goss is a makeup artist and beauty product tester who offers helpful tutorials for men and women alike. Also a brand ambassador for Beautylish, he designed his own exclusive line of makeup brushes because he “believes that everyone should have access to top-quality tools.”
Check out more of his tutorials on TikTok, Instagram, Facebook, Twitter, and Pinterest.
Michelle Phan
Michelle Phan is one of the co-founders of Ipsy and the current owner of Em Cosmetics. Michelle maintains her brand with surprising authenticity on YouTube and Instagram despite her corporate success.
Catch up with her latest content on Instagram and TikTok.
Atarah Mayhew
Atarah Mayhew is a mega influencer who brings her bold personality and willingness to try anything to her makeup videos, which often leads to a face of rainbow makeup after she lets TikTok filters choose what she should do.
Check out her latest content on Instagram, TikTok, Pinterest, Snapchat, and Twitter.
Mindy McKnight
Mindy McKnight is a mega influencer and “teacher of all hair tutorials.” She’s famous for her 5-minute hairstyles, and in addition to her stunning hair content, she also shares details about her family life.
Learn more about Mindy on TikTok, Facebook, Instagram, Twitter, and Pinterest.
Fiona Frills
Fiona Frills is a macro influencer and the founder and CEO of Frilliance, a makeup and skincare brand for teens. In an interview with BYRDIE, she said, “I fell in love with being on camera at a very young age … One day, I decided I would record videos on my Macbook. I had a lot of fun, and being on camera made me feel like myself.”
You can also check out Fiona’s latest content on TikTok, Instagram, Snapchat, Twitter, Pinterest, and Facebook.
Christxiee
Christxiee is a macro influencer who shares a variety of makeup-based content, including #GRWM videos, makeup reviews, and tutorials. In the past, she’s worked with brands like ONE/SIZE.
Check out Christxiee’s latest content on Instagram and TikTok.
Taylor Wynn
Taylor Wynn is a macro influencer who likes “makeup, traveling, eating burritos, and helping people embrace the skin they’re in.” She dealt with a lot of acne growing up and is now passionate about helping people find products that can help them with their own skin concerns.
You can also find Taylor on Instagram, Facebook, Twitter, and her website.
Sylvia Gani
Sylvia Gani is a mega influencer, makeup lover, and fashion enthusiast. She posts everything from makeup and other product reviews to clothing hacks, viral trends, and more.
You can also find Sylvia on TikTok, Twitter, Instagram, Facebook, and her website.
Alexandra Anele
Alexandra Anele is an artist turned makeup artist. She pulls her inspiration and techniques from her experience in oil painting, sculpture, and figure drawing, leading to some pretty stunning results.
Find more of Alexandra’s content on Instagram, Twitter, TikTok, and Facebook.
LongHairPrettyNails
Evie, better known by her username of LongHairPrettyNails, is a mega influencer and self-taught nail enthusiast. She films everything from nail product reviews to tutorials, and she’s even created Patty Gel, her own brand of polygel.
You can also find Evie on Instagram, Facebook, and her website.
Alessya Farrugia
Alessya Farrugia is a beauty and lifestyle influencer with over a million YouTube subscribers. She wants her audience to think of her as an “older sister” giving them tips to glow up with their makeup, hair, skincare, fashion, and day-to-day life.
You can catch more tips from Alessya on TikTok and Instagram.
Hyram
Hyram is a mega influencer whose content includes skincare recommendations as well as reactions to celebrity skincare routines. But that’s not all – he also has his own skincare line, Selfless by Hyram, which provides skincare solutions while helping environmental and social causes around the world.
See what other selfless things Hyram is up to on TikTok and Instagram.
Nicki Marie
Nicki Marie creates vlogs and tutorials about makeup, hair, fashion, fitness, and wellness. She describes her goal as wanting to help girls “elevate their lives,” helping them look good and feel good. Her most popular video, with over 2 million views, is her “look like a filter in real life” makeup tutorial.
See more content from Nicki on Snapchat, TikTok, and Instagram.
Key takeaway: Beauty influencers are essential for earning stunning content for your brand.
Level up your marketing strategy and find absolutely gorgeous results by partnering with beauty influencers and harnessing their skill for connecting with their audience, promoting products, and making everything a work of art.
Ready to learn more? See how beauty brands (and companies in other verticals) are running their influencer marketing programs with The Industry-Specific Approach to Influencer Marketing ebook.
