The beauty industry is worth around $530 billion according to a 2019 report from analytics firm, Edited. And that figure is estimated to continue rising. The industry is experiencing explosive growth, in large part because of the power of influencer marketing and the beauty influencers exposing their audience to brands, techniques and ideas.
That underscores the impressive sway that influencers have over their followers. If you’re curious about who the best and brightest are right now, consider who is making the biggest impact. What do a young self-made billionaire, a New York Times branded “most influential beauty blogger in the world” and an R&B superstar have in common? They’re among the top female beauty influencers of 2019.
Although there was definitely controversy when Forbes named her the youngest “self-made” billionaire in 2019, one thing is incontrovertible – Kylie Jenner built a beauty empire. She’s also the highest paid Instagram influencer and one of the celebs that many young people turn to for the hottest looks and trends. Jenner created a profitable lip kits business and a strong following by sharing her lifestyle, family and beauty choices with the world. She has 148 million Instagram followers, 28.9 Twitter followers and 6.49 million YouTube subscribers.
With more than 39 million Instagram followers, 3.56 million YouTube subscribers and 185,000 Twitter followers, Huda Kattan has clearly built up a following. She was the subject of a recent New York Times article, “Is Huda Kattan the Most Influential Beauty Blogger in the World?” Although she doesn’t have the massive following of Kylie Jenner, this financier-turned-makeup artist-turned-blogger is a guru in her own right. She shares products shots from her own makeup line while highlighting the newest makeup trends, providing how-to videos and reviewing hot products.
According to Statista, this young beauty vlogger has the most YouTube subscribers. With 24 million followers on YouTube, along with another 15 million on Instagram, Yuya’s beauty and fashion content has earned her a spot among the top female beauty influencers. Followers tune in to see her latest looks, get honest recommendations and makeup tips. Yuya, who was born Mariand Castrejón, also published two books on beauty, fashion, self-care and positivity.
With 1.5 million Instagram followers and more than 1.6 million YouTube subscribers, this popular social media personality’s star has been on the rise since 2014. Fans are particularly wild about her beauty videos. But they also scroll to see her workout and wellness tips along with lifestyle shots and recipes. Her What I Eat in a Day video brought her acclaim and notoriety that continues growing.
Nikkie de Jager
Beauty and makeup have been a passion for Nikkie de Jager since 2008. After watching “The Hills” and being inspired by the glamorous makeup she saw. That set her onto the road for starting her own makeup tutorials. Her YouTube channel, which has more than 12 million subscribers, is a favorite destination for followers interested in everything from everyday looks to holiday glam.
She may not seem like an obvious choice as a female beauty influencer. But the recent launch of her Fenty Beauty line places her right in line to take the crown in future years. Rihanna already has a following of more than 76 million on Instagram and 94 million on Twitter. She’s also been a huge influencer in the fashion realm in years past and her current status as beauty mogul is set to increase her sway as a beauty influencer as well.
YouTube is where Estée Lalonde really shines. She has 1.16 million subscribers who follow her faithfully for her beauty reviews and makeup tutorials. Her content also delivers a scintillating behind the scenes look at many of her photo shoots and video filming. She also includes a hefty dose of travel and lifestyle images that give her followers an exclusive window into her life. Lalonde also has more than 700,000 Instagram followers.
Big name stars and beauty influencers with huge followings aren’t the only top female beauty influencers to mention. In fact, some micro influencers are effectively changing the beauty industry. They may have fewer followers, but they certainly aren’t short on clout. A few examples include:
- Cindy DiPrima Morisse and Kerrilynn Pamer: This dynamic duo are the co-founders of CAP Beauty, which has made natural beauty a cool topic of discussion. In addition to their NYC-based spa and shop, they also started making beauty-supportive nutritional supplements and snacks. They have 78,000 Instagram followers.
- Mata Marielle: She may only have 2,994 Instagram followers, but this beauty influencer is quickly getting noticed for her impressive resume. She’s worked with big names like Fenty and British Vogue. She’s also worked with brands like Ray BLK and Skepta for experience in experimental makeup techniques. Her brand, Mata Labs, offers unisex beauty products in a range of nude shades to provide a wider offering available to people of color.
- Georgie Eisdell: Rising stars like Anya Taylor-Joy and Sophie Turner regularly turn to this former Aussie turned Los Angeles resident for their red carpet looks. More than 50,000 people follow her on Instagram to keep up with the naturally glam looks she creates and product recommendations.
Big name celebs, beauty mavens and micro-influencers all play a unique role in beauty influencer marketing. Relying on the right tools for your own influencer discovery is the key to partnering with the right influencers for your brand.