Makeup creators are a match made in heaven for influencer marketers. Whether it’s through tutorials, “get ready with me” videos, or product reviews, these creators rack up as much online engagement (and style points) as any other influencer on social media.
Partnering with your very own beauty guru could be just what your brand needs to reach an engaged audience eager to try new products and take recommendations from their favorite creators.
But first, let’s start with the basics.
What is a makeup influencer?
A makeup influencer is an online creator who publishes beauty content related to makeup and makeup accessories. Makeup influencers fall within different niches. For example, some focus on product reviews and style inspiration, while others are experts on makeup for specific skin tones or various skin conditions.
Top makeup influencers to follow
Top 5 makeup influencers on Instagram
1. Gabriel Zamora
Gabriel is a makeup artist known for tutorials, beauty tips, product reviews, and vlogs. He is the first male artist to sign with the beauty company Ipsy, owned by Michelle Phan. Aside from makeup techniques, viewers can tune into Gabriel’s channels for style tips, cooking content, and plenty of lively conversation with fans.
2. Jenny Moon
Jenny Moon is a NYC-based beauty vlogger who’s always up on the latest Korean beauty trends. Her makeup is often inspired by Kpop idols, and she makes fun and simple tutorials for her audience to get that celebrity look.
3. Eloise Dutton
Eloise Dutton is the contour queen. Most of her content revolves around showing her audience how to use contouring and highlighting to enhance the natural shapes of their faces. She has collaborated with many beauty brands, especially Edition Cosmetics.
See more tips from Eloise on TikTok.
4. GlamByMeli
Melissa, aka @GlamByMeli, is a makeup enthusiast living in Florida. Calling her audience her amigas, she inspires women in their 40s (and all other ages) to glam up with bold lipsticks and other fresh makeup styles. She often recommends drugstore brands, proving that you can look amazing on a budget.
5. Jasmin Saario
Jasmin Saario is a Finnish model and beauty influencer with over one million Instagram followers. Her content is about skincare, makeup, hair, and fashion, all with an elegant, luxurious vibe. She is especially good at blending skincare with makeup, showing her audience that beautiful makeup starts with beautiful skin underneath.
Check out Jasmin’s feature in Vogue Scandinavia.
Top 5 makeup influencers on YouTube
1. AlexandrasGirlyTalk
Alexandra uploads makeup, hair, and lifestyle videos “specifically to make life easier.” As one of the most veteran beauty influencers on our list, Alexandra released her first videos in 2010 to inspire people impacted by body image and self-confidence issues. Today, her content is about “helping other girls who have felt less than perfect more often than not.”
You can also follow Alexandra on Instagram and Facebook.
2. Briana Marie
Briana is a self-taught makeup artist and fashionista who produces fashion tips and makeup lessons to help her “doll team” feel fabulous and confident. Briana’s most popular videos feature colorful eyeshadow tutorials and “get ready with me” before a night on the town.
You can also find Briana’s makeup content on Facebook and Instagram.
3. Deepica Mutyala
Deepica takes her content beyond makeup tutorials and focuses on empowerment and family content in hopes of creating a conversation that is “bigger than her.” Deepica went viral for a red lipstick hack video in 2015 to help show that all people have more in common than they realize. She launched her beauty brand Live Tinted three years later to “empower all shades in between.”
You can follow Deepica on Instagram and Twitter.
4. Marlena Stell
Marlena’s mission is to “inspire everyone of all ages, sizes, skin color, and ethnicities to feel their best on the inside and out.” As a mom, CEO, and business owner, the 40-something makeup artist strives to help women on the go look their best without having to spend too much precious time getting ready in the morning.
Marlena Stell is also on Instagram, Twitter, and LinkedIn.
5. Kathleen Lights
With over four million YouTube subscribers, Kathleen Lights is a beauty powerhouse. She likes vlogging about the latest makeup and skincare products she’s tried, and she spills her honest opinions in her lighthearted, casual style. Kathleen is also a fan of nail art, and she created her own vegan lacquer brand, Lights Lacquer.
See more of Kathleen’s content on Instagram.
Top 5 makeup influencers on TikTok
1. Nyma Tang
@nymatang Grwm because seasonal depression tried to take your girl out
♬ sonido original – 𝕭𝖆𝖗𝖗𝖎𝖔 𝖔𝖑𝖉𝖎𝖊𝖘🎭
Nyma is one of the online beauty industry’s most well-known inclusivity advocates. She has nurtured a dedicated community and regularly engages more than 1.5 million collective followers. Nyma has collaborated with many major brands, including Dior, Estée Lauder, and CVS.
You can also follow Nyma on Instagram, YouTube, and Facebook.
2. Rose Gallagher
@rosegallagherbeauty Beginner’s guide to bright colours ???????? try this tip with any bright colour you already have at home! Here’s what I used (and was already wearing)… MAC by Richard Quinn Quinning Eyeshadow Palette shadow in Lemon Fizz Lisa Eldridge Seamless Skin Foundation in shade 10 L’Oreal Pro XXL Lift Mascara Half Magic Beauty Grippie Brow Charlotte Tilbury Lip Liner in Pillow Talk Lisa Eldridge Lip Gloss in Blush Lightly Chantecaille Radiance Gel Bronzer Charlotte Tilbury Matte Beauty Blush Wand in Pink Pop MAC by Richard Quinn Extra Dimension Skin Finish in Day Glow Sarah Keary double ended eyeshadow brush AD info: no paid or sponsored content. Items featured are gifted press samples. #learnwithrose #learnontiktok #macxrichardquinn #macrichardquinn #richardquinn #halfmagicbeauty #grippiebrow #sarahkearymakeup #maccosmetics #makeup #easymakeup #yellowmakeup #brightmakeup ♬ Sixty Second Commercial 1 by Michael Reynolds – malcolm
Rose is a British makeup artist offering daily quick makeup tips like covering redness and rosacea with foundation. She is a brand ambassador for IT Cosmetics and presented at the NYX Professional Make-Up UK Face Awards and the La Roche Posay Skin Clinic.
You can also follow Rose on YouTube and Instagram.
3. Char Barker
@charbarker ad Matching my lip combo to my outfit 🕯️👄🎀🪞🍇 @rimmellondon 580 bitten red lip liner @lorealparisuk matte resistance 150 lazy Sunday @YSL Beauty 150 loveshine lipstick @Armani beauty 08 prisma glass lip gloss #darklips #lipcombo #lipcombos #datenightmakeup #ombrelips #pinklips #berrylips #berrylipcombo #makeup ♬ original sound – Char Barker
Char describes her beauty aesthetic as “editorial and glossy with a touch of avant-garde.” She is a master of eyeshadow and has recently created a series of videos recreating the looks of characters from the popular show Euphoria.
You can also follow Char on Instagram.
4. Dasia Janae
@dajjrambo Lawless why did you make these shades so prettyyy 🎀😍 @LAWLESS Beauty ♬ original sound – SojEdits – Seizch
Dasia is a hair and makeup expert. The mother of two got her start creating detailed beauty tutorials but is also known for DIY videos, including room renovations and sneaker art.
You can also follow Dasia on YouTube and Instagram.
5. Sandy Diana Bang
@sandydianabang A good mascara is essential in my daily makeup routine🩷 @Lord & Berry US @Lord&Berry #mascara #makeup ♬ original sound – Sandy Diana Bang 💌
Sandy Diana Bang is a beauty, fashion, and lifestyle influencer, and she also hosts the Hot Girl Philosophies podcast. Her content inspires her audience to look good on the outside and feel good on the inside. Her makeup style fits into her overall aesthetic: polished, feminine, and fun.
You can also follow Sandy on Youtube and Instagram.
Top 5 makeup blogs
1. Lisa Eldridge
Lisa is one of the top makeup artists in the world, creating iconic looks for celebrities like Dua Lipa, Kate Winslet, Nicole Kidman, and countless others. She is one of the leading collectors of vintage makeup, which inspires her signature “dewy, fresh, and flawless” look. Lisa’s blog provides tips and recommendations to inspire others to look and feel beautiful.
2. Lab Muffin
The Lab Muffin blog was started by Michelle Wong—a chemistry Ph.D., cosmetic chemist, and science educator. Her mission is to help her readers decide which beauty products are (and aren’t) worth buying using science.
3. Brushed Up by Robert Welsh
Robert Welsh is a makeup artist known for his glittery, colorful eye makeup and shiny lip gloss. He loves giving tips for how to apply and blend makeup precisely, as well as opinions on things going on in the beauty industry. He collaborated with Blend Bunny Cosmetics to create his own eyeshadow palette full of vibrant colors.
See more from Robert on Instagram, Facebook, YouTube, and X.
4. Wendy Rowe
Wendy Rowe is a celebrity makeup artist who has collaborated with many luxury brands like Chanel and Hermes. Her blog contains makeup tips, fashion tips, and more, all inspired by runway looks. Because of Wendy’s extensive experience in the beauty industry, her blog is a must-see for anyone who wants high-end makeup tips.
Browse more content from Wendy on Instagram and Facebook.
5. The Beauty Look Book
The Beauty Look Book is a blog created by Sabrina Shorb in 2009. She created the blog out of a genuine passion for all things beauty, and that passion shines through in the way she describes her favorite makeup products and perfumes. She takes great care to use only the highest quality products, and she takes high quality photos as well.
Check out more from The Beauty Look Book on Facebook, X, Instagram, and Pinterest.
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Why influencer marketing works for makeup brands
Influencer marketing works well for beauty brands because they can use skilled creators to showcase their products and inspire people to try new techniques and trends. Makeup influencers are experts in their field and extremely passionate about the products they promote. If a brand can find a creator that genuinely loves their product, that influencer will have no trouble giving an honest endorsement and encouraging their followers to try the product for themselves.
Top content for makeup creators
Tutorials
Tutorials are valuable tools for influencer marketers because they allow creators to show off their skills while subtly promoting a product.
Creators usually leave a list in the caption or video description of all the products they used during the tutorial. Some influencers may post an image of the “final look” or create a before-and-after video.
This type of influencer content is effective because it uses the creator’s skillset to showcase how stunning the result can be when using a particular product. Brands are instantly validated when an influencer uses their products in a tutorial.
Favorites
Many creators promote multiple brands at once when they release their top makeup or beauty products in a “favorites” post.
Even though these posts don’t promote your brand exclusively, they are still helpful for generating brand awareness and conversions. Plus, the complete list feels more organic to consumers and less like a traditional ad.
Giveaways
Creators generate massive reach and engagement when they offer products as prizes. Followers can enter to win giveaways by sharing a post, commenting, tagging, or all of the above.
Not only will people join for a chance to win, but the winners also get to try your product, increasing the chances of converting them into long-term customers.
Best platforms for makeup influencers
Instagram is the most popular channel for makeup influencers to show their work. The Instagram feed is perfect for posting static images of finished looks or before-and-after shots. Instagram Reels are a great tool for posting quick tutorials and makeup hacks.
As home to more influencers than any other platform, Instagram is ideal for brands looking to cash in on influencer marketing. And with its instant shopping feature, users can buy products via clickable ads without even leaving the platform.
YouTube
YouTube is where it all began for makeup influencers. Although short-form videos are quickly becoming the most popular form of social media content, YouTube remains unmatched for tutorials, product reviews, and day-in-the-life videos.
Because the videos that YouTube makeup influencers post are longer than most videos on other channels, audiences can spend more time developing a deeper connection with their favorite creators. Many YouTube creators also post videos on a schedule, so followers know exactly when to expect the latest content drop.
TikTok
TikTok is the fastest-growing social media platform and the ultimate destination for younger social media users. Its short-form video format is perfect for quick how-to videos, makeup hacks, and glamor shots.
The seemingly never-ending stream of viral TikTok trends should make partnering with savvy creators a no-brainer for makeup brands. And as the home to the largest number of young users, TikTok is the perfect platform for brands hoping to catch consumers before their brand affinities become exclusive.
Pinterest’s visual focus and creative user base make it a darkhorse choice as one of the top platforms for makeup influencers. Pinterest is a source of inspiration and education for its users. Makeup brands considering Pinterest should use the platform to inform their audiences but allow their creators to set the mood for the page’s aesthetic.
Brands can use Pinterest to create “beauty boards” to inspire various makeup styles and use image pins to showcase product lines. Pinterest is also adding more video content, allowing users to share more cross-platform content.
How to find your new beauty guru
Finding your next beauty guru isn’t as intimidating as it might seem. There are millions of creators on social media, and the vast majority of them are actively looking for their next favorite product to promote.
Your job is to find the creators who best fit your brand’s mission and values. Make sure any potential partner regularly engages fans, has a look and vibe that fits your own, has strong communication skills, and has a creative mindset.
Here is what to do when it’s time to reach out.
- Follow them on social media.
- Drop a comment or two under one of their posts to engage with their content.
- Dig deeper on the creator (other platforms, Google search, etc.) to get to know them better.
- Send them a DM to introduce your brand and express interest in a collaboration.
Or let technology do the heavy lifting. Tools like GRIN’s Creator Discovery Suite can filter through millions of creators by demographics, performance metrics, and content style — helping you find creators who are the right fit without the manual search. And with Gia, GRIN’s AI-powered discovery agent, you can describe exactly what you’re looking for and get matched to creators who align with your brand and actually drive results.
Brand-creator partnerships work best when an influencer genuinely enjoys the products they promote. Consider sending your prospects some products ahead of time to build brand affinity. The influencers’ promotions will be much higher quality in the long run.
Pro Tip: It’s a bad look to offer a collaboration publicly in post comments. Make sure your first pitch occurs privately in a DM or email.
Brands using creators for successful makeup collaborations
1. Glossy Pops
Glossy Pops is a two-in-one lip gloss and lip balm combo brand that refers to its influencer team as the #glossyposse. The brand recruits young influencers that post the kind of vibrant, fun content that aligns with the company’s aesthetic. Glossy Pops uses several other hashtags to help collect user-generated content and encourage engagement among their followers.
2. UOMA Beauty
UOMA is an inclusive beauty, cosmetic, and personal care brand created “for all who have been left out.” The brand created the popular hashtag #uomatribe for its affiliates and fans to post their favorite beauty looks. UOMA recently started a “Make It Black” initiative with the organization Pull Up for Change to help uplift Black voices and businesses.
3. Well People
Well People is a vegan beauty brand that is Environmental Working Group-verified for creating clean, plant-powered products without harmful chemicals. The brand partners with beauty influencers who believe in its mission to raise the standards for ingredients in beauty products.
Key takeaway: Partnering with top makeup influencers is a must for any cosmetics brand.
These creators can use their artistic skills and industry knowledge to inform your audience and prove how beautiful your products can make them look and feel. If you can win over the right makeup influencers for your brand, you’ll have no trouble winning over their audience and converting a whole new crop of loyal brand fans.
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