According to an eMarketer survey in March 2024, 49.8% of social media users have purchased beauty products because of content from an influencer or creator. Instagram is the perfect outlet for consumers who want to learn more about trending makeup and skincare. Makeup influencers influence their followers to try the products they use in their content, showcasing the looks they love and setting new trends. The beauty industry on social media is constantly changing as creators share their own unique and creative styles. Here are the top beauty influencers doing just that on Instagram.
Top beauty influencers on Instagram in 2024
Huda Kattan — hudabeauty
Huda Kattan is a big name in beauty. Her Instagram account has an impressive 4.1M followers, but that’s just the start. She’s best known as the founder of the beauty and cosmetics brand Huda Beauty, and the company’s official Instagram has over 54M followers. She’s appeared in high-profile publications such as Vogue and Cosmopolitan and is one of the most influential voices in the beauty industry.
James Charles
With over 20.3M Instagram followers, James is a force to be reckoned with. He is an entirely self-taught makeup artist who gained fame by becoming the first male brand ambassador for CoverGirl. His feed is an explosion of vibrant, artistic looks, and he’s particularly famous for his glamorous eye makeup.
Nikki de Jager — nikkietutorials
While Nikki originally gained her stardom through her YouTube channel, she is also influential on Instagram, with over 19.5M followers. Her content is inspirational and educational, and she isn’t afraid to keep it real and take the makeup off. Her new posts feature her reactions to people using her line of products called Nimya.
Eleanor Barnes
While many beauty influencers focus on glamorous makeup or skincare, Eleanor Barnes, aka Snitchery, has a different approach. Her content consists predominantly of outlandish cosplay ideas. She uses makeup and costumes to recreate everyone’s favorite characters from video games and anime. This has earned her over 1.3M followers and many brand deals.
Jackie Aina — jackieaina
Jackie Aina is an influencer who believes in positivity and inclusivity. It’s an approach to beauty that has earned her over 1.9M Instagram followers. In 2018 she won a National Association for the Advancement of Colored People (NAACP) image award. She also claimed the title of Women’s Wear Daily (WWD) Influencer of the Year. She continues to share beauty content.
Manny Gutierrez — mannymua733
Manny is another influencer breaking down barriers. He believes “boys deserve just as much cosmetic recognition,” and he showcases stunning looks on his Instagram page as well as his YouTube channel. Despite the beautiful and feminine makeup, he’s always rocking stubble, giving him an exciting and distinctive style. His bold approach has made him a sensation, and he now has over 4M followers. He also cohosts a podcast with Laura Lee, another beauty influencer.
Kandee Johnson
Kandee is another influencer who rose to prominence on YouTube where she has over 3.63M subscribers. She’s fully embraced Instagram as a way to connect with fans to be their “virtual BFF.” Beautiful makeup, stunning outfits and the occasional positivity quote have earned her over 2.5M Instagram followers. She has partnered with various beauty brands over the years, including Ipsy.
Jeffree Star
Jeffree Star is a self-made businessperson and Instagram star with over 13.7M followers. He’s loud and proud, and his personal feed is a colorful mix of stunning selfies and snaps of a celebrity lifestyle lived to the max. Jeffree is the brains behind the Jeffree Star Cosmetics range, which has its own Instagram account with more than 6M followers.
Shayla Mitchell — makeupshayla
Shayla uses Instagram to keep over 3.3M followers engaged. Her beautiful selfies are inspiring, and the images are carefully constructed to promote customer interaction and sales. Many Instagram posts direct followers to her TikTok, where she runs tutorials for over 1M followers.
Mikayla Nogueira Hawken — mikaylajmakeup
Mikayla is among the most well-known makeup gurus on social media. She is know for her Boston accent and product reviews, which have attracted more than 2.9M Instagram followers’ feeds. She continues to highlight her knowledge of beauty trends and showcase her professional recommendations.
Monet McMichael
Monet originally began her claim to fame on TikTok where she shares her “get ready with me” tutorials that have also carried through to her Instagram platform. She continues to inspire and entertain over 1.3M followers with her makeup content, fashionable outfits and more.
Kylie Jenner
Kylie remains one of the most followed beauty influencers on Instagram with over 399M followers. Her cosmetic brand still catches the attention of 25.1M followers as it highlights new releases and Kylie often shows herself using the products.
Lindsey Rowley — linsmakeuplooks
Lindsey has 688K followers on Instagram who see content that shows how fun makeup can be. Lindsey is all about maximum slays and showcases her passion and talent for bright and colorful looks.
Sol Pena — sollpenamakeup
Sol is a 24-year-old makeup vlogger with a passion for sharing her favorite brands with her 1.1M followers on Instagram. She shares how she achieves her flawless looks and her experiences meeting other makeup gurus like Selena Gomez.
Mario Dedivanovic
You may know him as the popular celebrity makeup artist that he is; however, his personal brand has helped him make his way to the top of the Instagram beauty influencers. Today Mario’s brand has 13.9M followers, which allows him to showcase his best products, which often go viral.
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