When it comes to fashion and beauty, YouTube completely changed the way consumers shopped. Instead of walking blindly into the mall and looking for a new outfit or lipstick shade, people began turning to vloggers to get the inside scoop on what’s hot and what’s not.

These fashion and beauty influencers do everything from offer makeup tips to partner with major brands in the industry to create their own lines and products. But there’s one thing they do that’s even more important: They earn their follower’s trust. This is how they become the most sought-after influencers in the fashion and beauty niches.

And working with one of them can mean a huge boost to your own brand.

Michelle Phan

With 8.9 million YouTube subscribers, Michelle Phan is one of the hottest names in beauty and fashion influencing. She started a blog in 2005 and eventually, she turned to YouTube in 2007. She hasn’t stopped posting makeup tutorials and fashion how-tos since. Even if you aren’t familiar with Phan herself, you may have heard of her popular makeup subscription service Ipsy.

Samantha Maria

Based in London, Samantha Maria has a passion for fashion and 1.8 million subscribers who love watching her haul videos. She’s worked with top brands in the industry, like Urban Outfitter, and she even launched her own clothing line a few years ago.

Ingrid Nilsen

Ingrid Nilsen began her YouTube channel in 2009, and today, she has over 3.7 million subscribers. While she posts makeup tutorials, fashion hauls and other fun health and beauty tips, she tends to take things a little deeper than some other YouTube vloggers. In 2016, she interviewed President Barack Obama, and that same year she earned a spot on Oprah’s SuperSoul100 list. Nilsen is also a champion for LBTQ+ rights.

Tess Christine

According to Tess Christine, she’s “just a girl who loves makeup and shopping.” That love for fashion and beauty has earned her over 2.4 million subscribers since she launched her YouTube channel in 2011. Based in New York City, this popular YouTube influencer loves showing off her hometown and her travels as well. And, upon getting married earlier in 2019, she’s added a selection of wedding vlogs to her repertoire.

Bethany Mota

Bethany Mota started her YouTube channel back in 2009, and 10.2 million subscribers later, she’s one of the hottest — and funniest — influencers in the beauty and fashion niches. She’s been featured in publications like Teen Vogue, and in 2014, she launched her own clothing line with retailer Aéropostale.  Mota’s videos include hauls, DIY tips and general humor.

Dulce Candy

Based in Los Angeles, Dulce Candy started her YouTube channel in 2008. Today, she has over 2.2 million subscribers who tune in to watch her videos in both English and Spanish. Candy’s channel covers hair, makeup and fashion, along with real-life stuff, like her journey to becoming a mom.

Carli Bybel

29-year-old Carli Bybel lives in New Jersey, and since starting her YouTube channel in 2011, she’s earned 6.2 million subscribers. Her makeup tutorials include tips like how to look like Kim Kardashian and how to look your best with drugstore makeup. Bybel partnered with Anastasia Beverly Hills to create her own eyeshadow palette.

Lisa Elridge

Lisa Elridge has 1.95 million YouTube subscribers and dozens of celebrity friends, like Victoria Beckham, Cara Delevingne and Emma Watson. That’s because Elridge is a makeup artist to the stars. You’ve probably seen her work on red carpets and magazine covers. Luckily for fans, she replicates those famous looks via makeup tutorials. Elridge is also an author, and a beauty historian with a passion for vintage makeup, another popular topic on her YouTube channel.

Patrick Starrr

Los Angeles-based Patrick Starrr may be the only male on the list, but he’s one of the most popular “boys in beauty” on YouTube. Starrr has 4.43 million subscribers, and one glance at his channel will help you understand why. It’s fun, it’s colorful and it’s filled with dozens of makeup tutorials, many of which feature celebrities like Paris Hilton, Raven Symone, Naomi Campbell and Karrueche Tran. Starrr began his YouTube channel in 2013.


KathleenLights also started her YouTube channel in 2013, and she’s grown it so much that she now has over 4.1 million followers. She likes “keep it simple” and “stay pretty old school” by sticking to makeup and hair tutorials and product reviews with the occasional fun video thrown into the mix. In 2015, she even launched her own liquid lipstick line.

Youtube vloggers help people who are beauty and fashion-conscious make decisions about what to buy. Partnering with one could be what sends your sales over the edge. Check out the IZEA Influencer Discovery Tool to search for influencers in fashion, beauty and any other niche.