Instagram continues to reign as the top platform for beauty marketing, with over 80% of users following at least one brand and beauty-related content generating billions of views each month. The app has become a hub for trends, inspiration, and consumer discovery, from viral makeup tutorials to skincare product reviews.
For brands aiming to stand out, beauty influencers on Instagram offer an authentic, visual-first way to reach engaged audiences and drive real results. Whether you’re launching a new product or trying to boost brand visibility, working with the right influencers can be a game-changer.
Hiring influencers is just the beginning — real success comes from smart strategies.
Discover 7 proven tactics in our Influencer Marketing Strategies: 7 Data-Backed Tactics for 2025 guide and take your campaigns even further.
Top 20 Beauty Influencers on Instagram
Partnering with the right beauty influencers on Instagram can make or break your campaign. Here’s a breakdown of the top creators, from mega-influencers to rising micro-influencers, and why they’re valuable for brands.
1. Huda Kattan
Account: @hudabeauty
Followers: 56.9M
Who she is: Huda Kattan is an Iraqi-American makeup artist, beauty blogger, and entrepreneur.
Niche: Makeup, beauty tutorials, product reviews, and entrepreneurship.
Engagement Rate: 1.8% (lower due to massive following)
Demographics: 68% female, 25-34 age group
Why she stands out: Founder of Huda Beauty, a globally recognized cosmetics brand. Known for detailed makeup tutorials and transformations. Regularly features product launches, beauty hacks, and industry insights. Blends influencer content with business leadership, making her a trusted voice in both beauty and branding.
2. Addison Rae
Account: @addisonraee
Followers: 34M
Who she is: Addison Rae is an American social media personality, dancer, actress, and singer who rose to fame on TikTok.
Niche: Lifestyle, beauty, fashion, pop culture.
Why she stands out: Co-founded her own beauty line, Item Beauty. Shares beauty routines, GRWM (Get Ready With Me) content, and fashion looks. Leverages her celebrity status and mainstream media presence to promote beauty and lifestyle brands.
Engagement Rate: 3.2% (peak during brand launches)
Demographics: 82% under 24, 55% US-based
3. Nikkie de Jager
Account: @nikkietutorials
Followers: 19.1M
Who she is: A Dutch makeup artist and beauty YouTuber known for her educational and empowering beauty content.
Niche: High-impact makeup tutorials, beauty transformations, LGBTQ+ advocacy.
Why she stands out: Known for her powerful video “I’m Coming Out” in 2020. Collaborated with major brands like Too Faced and Maybelline. Emphasizes inclusivity and authenticity in beauty. Often features bold and technical looks with professional production quality.
Engagement Rate: 5.2% (above industry avg)
Demographics: 74% LGBTQ+ followers
4. Bretman Rock
Account: @bretmanrock
Followers: 18.8M
Who he is: Filipino-American social media star and beauty guru with a bold, humorous personality.
Niche: Beauty, skincare, lifestyle, and comedy.
Why he stands out: Combines makeup artistry with an unapologetic personality and humor. Offers skincare routines, makeup transformations, and product reviews. Authored a memoir and starred in his own reality series. Known for breaking gender norms in the beauty industry.
Engagement Rate: 4.9%
Demographics: 62% Southeast Asian audience
5. Jeffree Star
Account: @jeffreestar
Followers: 13.5M
Who he is: An American entrepreneur, makeup artist, and internet personality.
Niche: Beauty, cosmetics, brand ownership, luxury lifestyle.
Why he stands out: Founder of Jeffree Star Cosmetics, known for highly opinionated reviews and industry commentary. Combines dramatic makeup looks with luxury branding and a controversial presence. One of the first influencers to build a billion-dollar cosmetics empire from YouTube.
Engagement Rate: 2.1% (declining due to controversies)
Demographics: 58% male (unusual for beauty space)
6. Jaclyn Hill
Account: @jaclynhill
Followers: 8.7M
Who she is: Jaclyn Hill is a renowned beauty influencer and entrepreneur.
Niche: Makeup tutorials, product reviews, and beauty entrepreneurship.
Why she stands out: Jaclyn gained popularity through her YouTube makeup tutorials and collaborations with major beauty brands. She later launched her own cosmetics line, Jaclyn Cosmetics, offering a range of beauty products.
Engagement Rate: 2.3% (lower due to past scandals)
Demographics: 85% female, 25-45 age group
7. Amra Olevic Reyes
Account: @amrezy
Followers: 5.3M
Who she is: Amra Olević Reyes is a digital creator based in NYC.
Niche: Beauty, fashion, and lifestyle content.
Why she stands out: Known for her glamorous style, Amra shares beauty tips, fashion inspiration, and lifestyle content, establishing herself as a prominent figure in the beauty community. Frequent Dubai luxury hotel partnerships.
Engagement Rate: 1.9%
Demographics: 70% Middle Eastern/Eastern European
8. Desi Perkins
Account: @desiperkins
Followers: 4.2M
Who she is: Desi Perkins is a Mexican-American beauty influencer and entrepreneur.
Niche: Makeup tutorials, skincare, and lifestyle content.
Why she stands out: Desi co-founded DEZI, a sunglasses brand, and DEZI SKIN, a skincare line. Her engaging content and entrepreneurial ventures have solidified her status in the beauty industry.
Engagement Rate: 4.1%
Demographics: 68% Latina moms
9. Manny Gutierrez
Account: @mannymua733
Followers: 3.9M
Who he is: Manny Gutierrez, known as Manny MUA, is a makeup artist and beauty influencer.
Niche: Makeup tutorials, product reviews, and beauty commentary.
Why he stands out: Manny was the first male ambassador for Maybelline and founded Lunar Beauty, his own cosmetics line. He is recognized for his advocacy for inclusivity in the beauty industry.
Engagement Rate: 3.8%
Demographics: 55% LGBTQ+ audience
10. Sadaf Beauty
Account: @sadaf_beauty
Followers: 4.1M
Who she is: Sadaf is a beauty influencer and content creator.
Niche: Skincare routines, beauty product reviews, and lifestyle content. South Asian Beauty.
Why she stands out: Sadaf shares authentic beauty content, focusing on skincare and makeup, resonating with a diverse audience seeking relatable beauty advice. Collaborates with Indian/Pakistani brands like Sugar Cosmetics.
11. Shayla
Account: @makeupshayla
Followers: 3.4M
Who she is: Shayla Mitchell, known as Makeup Shayla, is a beauty influencer and entrepreneur. Former Maybelline global makeup artist turned influencer
Niche: Makeup tutorials, fitness, and lifestyle content.
Why she stands out: Shayla gained fame through her makeup tutorials and has collaborated with major beauty brands. She also shares fitness journeys, promoting a holistic lifestyle. Signature Style: “Quick 5-Minute Office Makeup” series.
12. Chloe Morello
Account: @chloemorello
Followers: 1.1M
Who she is: Chloe Morello is an Australian beauty influencer and YouTuber.
Niche: Makeup tutorials, beauty reviews, and lifestyle content.
Why she stands out: Chloe is known for her engaging makeup tutorials and honest product reviews, making her a trusted voice in the beauty community. Founder of the Sireni Beauty brand.
Engagement Rate: 6.2% (high for her follower count)
13. Camila Coelho
Account: @camilacoelho
Followers: 10.3M
Who she is: Camila Coelho is a Brazilian-American fashion and beauty influencer. Founder of Elaluz and Camila Coelho Collection, worked with Dior.
Niche: Fashion, beauty, and lifestyle content.
Why she stands out: Camila is the founder of Elaluz, a beauty brand, and shares high-quality content that blends fashion and beauty, appealing to a global audience.
14. Carli Bybel
Account: @carlibel
Followers: 4.7M
Who she is: Carli Bybel is a beauty influencer and YouTuber.
Niche: Makeup tutorials, fashion hauls, and lifestyle content.
Why she stands out: Carli’s in-depth tutorials and fashion content have garnered her a loyal following, and she has collaborated with various beauty brands. Signature Series: “Under $15 Makeup Challenges”.
15. Kandee Johnson
Account: @kandeejohnson
Followers: 2.5M
Who she is: Kandee Johnson is a veteran beauty influencer and YouTuber. Celebrity makeup artist and TV personality
Niche: Makeup transformations, beauty tips, and motivational content. Disney-Inspired Looks.
Why she stands out: Kandee is known for her transformative makeup looks and positive messaging, inspiring her audience through beauty.
16. Bambi
Account: @bambidoesbeauty
Followers: 738K
Who she is: Bambi is a beauty influencer focusing on minimalist beauty routines. Shares realistic and affordable beauty tips, often focused on budget-friendly products and everyday makeup routines.
Niche: Skincare, makeup tips, and lifestyle content.
Why she stands out: Bambi shares practical beauty advice and product recommendations, appealing to those seeking straightforward beauty routines.
17. Ava
Account: @glowwithava
Followers: 789K
Who she is: Ava Lee is a beauty influencer and entrepreneur.
Niche: Skincare, wellness, and lifestyle content, teen skincare routines.
Why she stands out: Ava is the founder of By Ava, a skincare brand, and promotes the “Jello Skin” lifestyle, focusing on achieving healthy, glowing skin from within.
18. Krishna Patel
Account: @lavishkrish
Followers: 679K
Who she is: Krishna Patel is a Toronto-based beauty and self-care influencer.
Niche: Haircare, skincare, and self-care routines. Indian-American beauty fusion.
Why she stands out: Krishna shares comprehensive beauty routines and self-care tips, encouraging her audience to prioritize personal well-being.
19. Audrey Victoria
Account: @audreyvictoriax
Followers: 1.4M
Who is she: Quick beauty hacks, hair care tips, and simple skincare routines that appeal to a wide audience
Niche: Hairstyles & Hair Care Tips
Why she stands out: Advice on all things beauty- skincare, hair, body hair, shaving, and everything in between. Also, loves testing out new products and showing how they’ve worked for her.
20. Jasmin Saario
Account: @jasminlily
Followers: 1M
Who she is: Beauty tutorials, product reviews, and skincare insights
Niche: UK-based professional MUA
Why she stands out: Brand Collabs – Charlotte Tilbury, NARS
Read our full guide and learn how to find influencers on Instagram quickly & effectively.
Why Instagram is Essential for Beauty Industry Brands
Instagram’s beauty community wields incredible influence, with top creators driving trends, purchases, and brand loyalty. Here’s why partnering with beauty influencers on Instagram delivers unmatched results:
1. Authentic Engagement That Builds Trust
One of the biggest strengths of beauty influencers on Instagram is their ability to connect with followers in a personal, relatable way. Unlike traditional advertising, their content feels genuine, whether it’s sharing daily routines, honest reviews, or behind-the-scenes moments. This authenticity builds trust and fosters loyalty, making their recommendations far more persuasive than a sponsored ad.
2. Visual Storytelling That Sells
Instagram’s image and video-first format is tailor-made for the beauty industry. Influencers use visually engaging content like tutorials, product demos, and dramatic before-and-after transformations to highlight product performance. This kind of storytelling helps brands communicate value and results in a compelling and memorable way.
3. Trendsetting Power
Influencers are not just creators, they’re trendsetters who guide consumer preferences. Brands that collaborate with the right beauty influencers gain valuable insights into what their audience wants, staying ahead of trends, and maintaining a competitive edge.
Beauty influencers often dictate viral trends before they hit the mainstream. For example:
- #CleanGirlAesthetic (2.3B+ views) started with micro-influencers
- “Skin Cycling” exploded after dermatologist influencers promoted it
- Fenty Beauty’s success was fueled by creator buzz
Why does this matter for brands? By aligning with the right beauty influencers, you gain:
- Higher credibility than traditional advertising,
- Ready-made content for your own channels,
- Early access to emerging trends.
Benefits of the Instagram Platform for the Beauty Industry
Instagram has become the #1 platform for beauty creators and brands alike. Here’s why beauty influencers on Instagram dominate the industry, and how you can leverage its unique advantages:
1. Visual-centric platform ideal for makeup, skincare, and tutorials
Instagram is built around photos and videos, which makes it well-suited for showcasing beauty products and techniques. Whether it’s makeup application, skincare steps, or product comparisons, the platform allows beauty influencers to present clear, easy-to-follow visual content that helps followers understand how a product works.
- Makeup tutorials: Step-by-step looks with product close-ups
- Skincare routines: Morning/night regimens with visible results
- Swipe-worthy transformations: Before/after comparisons that highlight product efficacy
- Flat lays & aesthetics: Curated product shots that inspire purchases
Example: A viral “5-Product Face” Reel can generate 500K+ views for a mid-sized influencer.
2. High engagement from beauty-loving demographics (Gen Z & Millennials)
Instagram continues to attract a large number of users interested in beauty, especially among Millennials and Gen Z. These age groups are highly active on the platform and often follow influencers to discover new products, learn about trends, and get honest feedback. This makes Instagram a strong channel for reaching potential customers who are already interested in beauty content.
- 70% of beauty shoppers discover products through Instagram
- Beauty posts get 2x more comments than other niches
- Hashtags like #MakeupTutorial (250M+ posts) drive discovery
Data Point: Millennials are 3x more likely to buy from brands recommended by beauty influencers vs. celebrities.
3. Features like Reels, Stories, and shoppable posts boost conversions
Instagram offers several features that help influencers support brand goals. Reels and Stories allow for short, informative videos, while shoppable posts make it easier for users to explore and buy products directly from a post. These tools help connect content with results, whether the goal is visibility, engagement, or sales.
Final Thought
Collaborating with beauty influencers on Instagram continues to be a valuable strategy for brands looking to grow their presence. With a highly engaged audience, a platform built for visual content, and a wide range of influencer talent, Instagram remains one of the most effective channels for beauty marketing.
By clearly defining campaign goals, choosing influencers who align with your brand, and tracking performance through key metrics, companies can build meaningful partnerships that lead to stronger brand awareness, increased trust, and measurable business results.
Need help finding and managing the right beauty influencers? Hypefy makes influencer discovery, campaign management, and performance tracking simple, all in one platform. Start building impactful influencer campaigns today.
