Beauty influencers continue to shape trends, launch brands, and connect with millions of followers across Instagram, TikTok, and YouTube. Their content, from makeup tutorials to product reviews, often influences what audiences buy, try, and trust. For brands looking to reach beauty-focused communities, partnering with the right creators can lead to strong visibility and authentic engagement.
In 2025, the landscape is more dynamic than ever. From Instagram glam artists to TikTok’s viral skincare gurus and YouTube’s long-form educators, beauty influencers wield unparalleled power over consumer decisions. But with millions of creators out there, how do brands identify the best partners?
Many of today’s beauty influencers started by learning how to become an influencer and slowly building their online presence with consistent content and clear branding.
This list highlights 15 top beauty influencers to watch in 2025. Each one brings a unique voice, audience, and creative approach. Whether the goal is building awareness or driving product interest, these creators are worth knowing for any beauty-related campaign.
Top 15 Beauty Influencers Across Platforms
1. Huda Kattan
- Bio: Founder of Huda Beauty, Huda is a makeup artist turned entrepreneur known for her beauty tutorials and product reviews.
- Why She Stands Out: Her brand, Huda Beauty, has become a global sensation, making her a trusted voice in the beauty community.
- Followers: Instagram: 56.9M
- Profile: @hudabeauty
2. Nikkie de Jager (NikkieTutorials)
- Bio: Dutch makeup artist and beauty vlogger known for her YouTube channel, NikkieTutorials.
- Why She Stands Out: Gained fame with her “Power of Makeup” video, promoting self-expression through makeup.
- Followers: Instagram: 21.6M & YouTube 14.7M
- Profiles: @nikkietutorials & @nikkietutorials
3. James Charles
- Bio: Makeup artist and beauty YouTuber who became the first male ambassador for CoverGirl.
- Why He Stands Out: Known for his artistic makeup looks and engaging tutorials.
- Followers: Instagram: 20.2M
- Profile: @jamescharles
4. Jeffree Star
- Bio: Entrepreneur and founder of Jeffree Star Cosmetics, known for his bold makeup looks.
- Why He Stands Out: His brand and personality have made significant impacts in the beauty industry.
- Followers: Instagram: 13.4M
- Profile: @jeffreestar
5. Bretman Rock
- Bio: Social media personality and beauty influencer known for his humorous content and makeup tutorials.
- Why He Stands Out: Combines comedy with beauty, appealing to a broad audience.
- Followers: Instagram: 18.9M
- Profile: @bretmanrock
6. Jackie Asamoah
- Bio: Advocate for diversity in the beauty industry, known for her honest product reviews.
- Why She Stands Out: Promotes inclusivity and has a strong voice in the beauty community.
- Followers: Instagram: 1.9M
- Profile: @jackieaina
7. Mikayla Nogueira
- Bio: TikTok beauty influencer known for her makeup tutorials and product reviews.
- Why She Stands Out: Her authentic and relatable content resonates with a wide audience.
- Followers: TikTok: 16.7M
- Profile: @mikaylanogueira
8. Nyane Lebajoa
- Bio: Beauty and fashion influencer known for her bold hairstyles and makeup looks.
- Why She Stands Out: Her unique style and creativity set her apart in the beauty space.
- Followers: Instagram: 3M
- Profile: @nyane
9. Desi Perkins
- Bio: Makeup artist and lifestyle influencer who shares beauty tutorials and personal vlogs.
- Why She Stands Out: Her professional makeup skills and engaging content have built a loyal following.
- Followers: Instagram: 4.3M
- Profile: @desiperkins
10. Patrick Starrr
- Bio: Makeup artist and beauty influencer known for his transformative makeup looks.
- Why He Stands Out: His inclusive approach to beauty and collaborations with major brands.
- Followers: Instagram: 4.3M
- Profile: @patrickstarrr
11. Tati Westbrook
- Bio: YouTube beauty guru and founder of Halo Beauty supplements.
- Why She Stands Out: Known for her in-depth product reviews and beauty tips.
- Followers: YouTube: 8.07M
- Profile: Tati
12. Nikita Dragun
- Bio: Transgender beauty influencer and founder of Dragun Beauty.
- Why She Stands Out: Advocates for LGBTQ+ representation in the beauty industry.
- Followers: Instagram: 7.9M
- Profile: @nikitadragun
13. Ivana Alawi
- Bio: Filipino actress and beauty influencer with a strong YouTube presence.
- Why She Stands Out: Combines entertainment with beauty content, appealing to a broad audience.
- Followers: YouTube: 19.2M
- Profile: Ivana Alawi
14. Sophie Hannah
- Bio: British beauty influencer known for her colorful makeup tutorials and creative looks.
- Why She Stands Out: Her vibrant and artistic approach to makeup sets her apart.
- Followers: Instagram: 1.7M
- Profile: @sophiehannah
15. Yeri MUA
- Bio: Mexican beauty influencer and singer known for her bold makeup looks.
- Why She Stands Out: Combines beauty content with music, offering a unique blend of entertainment.
- Followers: TikTok: 27.5M
- Profile: @yerimuaa
The Impact of Influencer Marketing in the Beauty Industry
The beauty industry moves fast, trends explode overnight, and trust is everything. That’s why influencer marketing has become the secret weapon for brands looking to connect with today’s audiences.
Unlike traditional ads, beauty influencers bring something priceless: authenticity. Their followers don’t just see another product, they see a real person testing, reviewing, and loving (or sometimes hating) what’s out there. This genuine approach reshapes how people shop for beauty, turning casual viewers into loyal customers.
Here’s how influencer marketing is changing the game:
1. Trust Over Traditional Advertising. Consumers, especially younger generations, skip ads but engage deeply with influencers. A relatable creator’s recommendation often carries more weight than a celebrity endorsement or glossy campaign.
2. A Launchpad for Emerging Brands. Smaller beauty brands are often able to break through crowded markets by partnering with the right influencers. A product review or tutorial from a respected creator can build momentum and drive demand faster than many paid ads.
3. Influencer-Driven Trend Cycles. Platforms like TikTok and Instagram don’t just spread trends, they create them. From skincare routines to viral makeup looks, influencers are often the first to test and popularize what’s next.
4. Beyond One-Time Posts. The most successful brand collaborations aren’t just sponsored posts, they’re ongoing relationships. When influencers genuinely love a product and share it over time, their audience takes notice.
For brands in the beauty space, working with influencers isn’t just a trend, it’s a proven strategy for building brand equity and driving measurable results.
Why Beauty Influencers Matter for Brands
Standing out in the beauty industry today takes more than product innovation. It requires a connection. Beauty influencers excel at building communities around shared values, personal experiences, and creative expression. For brands, this creates an opportunity to tap into trust and attention that’s already been earned.
For brands new to this space, our influencer marketing guide for beginners explains how to set goals, choose platforms, and structure your first outreach.
Here’s what makes beauty influencers so valuable for brands:
- They Speak Like Consumers, Not Marketers – Unlike traditional ads that talk at consumers, influencers chat with them. They answer questions, share personal stories, and show products in real-life situations, exactly how their followers will use them.
- They Provide Visual Product Context – A flat product photo can’t show how foundation looks after 8 hours or how skincare absorbs on different skin types. Influencers bridge that gap by demonstrating everything from application to long-term results.
- They Build Authenticity Through Honest Reviews – Today’s consumers can spot inauthenticity instantly. The best influencers maintain credibility by giving honest reviews, even when it means saying something didn’t work for them. This honesty makes their recommendations more powerful.
- They Drive Emotional Loyalty, Not Just Sales – When an influencer loves a brand, they don’t just promote it, they bring their whole audience along for the journey. This creates emotional connections that turn casual buyers into devoted fans.
For beauty brands looking to grow, influencers offer something no billboard or magazine ad ever could: a real, trusted voice that can introduce products to exactly the right people.
How Brands Can Partner With Beauty Influencers
Influencer marketing works best when it’s built on strategy and collaboration. Successful partnerships are not just transactional, they’re creative, aligned, and built to last. Here’s how to approach working with beauty influencers effectively:
1. Create Authentic Sponsored Content
Let creators tell your brand story in a way that fits their voice. Offer clear direction, but allow room for personal experience and honesty. Audiences respond to content that feels real, not rehearsed.
2. Build Long-Term Ambassadorships
Move beyond one-off posts and invest in partnerships that grow over time. Collaborate on recurring content, co-branded product launches, or routines that evolve with your brand.
3. Involve Creators Behind the Scenes
Invite influencers into product development, events, or exclusive launches. This adds depth to the partnership and gives them a stronger story to tell.
4. Activate User-Generated Campaigns
Encourage fans and micro-influencers to create unboxing, tutorial, or review content. Leverage branded hashtags and showcase top posts across your own channels.
5. Incentivize with Performance-Based Models
Implement affiliate programs and trackable discount codes to reward influencers for driving real business results. This performance layer aligns your goals with theirs.
The most impactful campaigns happen when influencers are treated as strategic partners, not just media placements. Build trust, support creative freedom, and align on shared goals to generate stronger engagement and brand growth.
Before launching a campaign, reviewing this influencer collaboration checklist can help ensure alignment on deliverables, goals, and communication plans.
Conclusion: Leveraging Beauty Influencers for Brand Growth
Influencers continue to transform how beauty products are discovered, tested, and talked about. Their unique ability to build trust and create momentum makes them a critical channel for modern brand growth. Whether you’re looking for wide reach with a macro creator or precise targeting through micro-influencers, success comes from thoughtful collaboration and the right tools to support it.
If you’re ready to explore influencer partnerships in the beauty space:
- Visit the Hypefy Influencer Marketplace to discover verified creators and launch tailored campaigns.
- Simplify payments and tracking through our Influencer Payment Platform.
- Or partner with our Influencer Marketing Agency for full-service strategy, management, and scale.
Effective influencer marketing starts with the right plan, and the right people to help you execute it.
