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Most estimates put the beauty industry’s global worth at more than $500 billion, encompassing everything from makeup and skincare products to haircare and products that straighten teeth. The future of beauty influencers looks brighter than their smiles. 

Beauty standards are shifting, too. One glance at old advertisements for beauty-related products reminds us that “ideal” beauty has gradually made room for “authentic” beauty. 

Product lines have expanded to include a wider variety of skin tones and hair types. Beauty influencers of all genders are welcomed as makeup spokespeople. Natural characteristics such as freckles, gapped smiles, and unibrows are now often seen as unique and beautiful traits rather than flaws.

While the industry will continue to evolve, these TikTok influencers — some of whom you can work with on Shake — are doing their part to keep the topic entertaining, informational, and inspirational for their followers.

Top 10 TikTok beauty influencers to check out

Razzle Holly

Known to her 1.4 million followers as “Dimple Queen,” Razzle Holly is a self-taught special-effects makeup artist. Her transformations to terrifying clown and zombie are as impressive as they are frightening. Not every look leans toward the occult, however. Her “Bratz Challenge” garnered 12.4K likes and her big-game cat face was ferocious.


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♬ Tiptoe Through the Tulips Type Beat - Ne Skazhu

Lady Annty

Rap star and entrepreneur Lady Annty is the CEO of a line of beauty products called Pink Desire’s, which she showcases in her videos. Her Halloween looks include the Joker and a blue skeleton, but she still manages to prioritize glamour and beauty over fright. Her followers tune in for the step-by-step tutorials but sometimes get serenaded by solos or duets


One day ima do it real big 🙏🏼🥺

♬ Real Big (feat. Marsha Ambrosius) - Nipsey Hussle

Nina Ward

Nina’s quirky beauty videos are a mix of tutorials and playful clips of her matching her eyeshadow to her shoes, phone case, and outfit of the day. Even despite being a beauty influencer, her palette collection is insane, which is part of her appeal as a trusted makeup expert. But her 41.7K TikTok followers benefit from her extensive makeup stash as they learn about products and application techniques.

Eva Rankin

If you’ve ever wondered what products a model uses for scalp care, glowy skin, and long lashes, just join Eva’s 562.5K followers on TikTok. Her model makeup routine garnered 107.7K likes and even her nail gel videos leave fans asking for the brands and colors. There’s even a glimpse into what foods Eva eats to stay in top shape.

Huda Kattan

It’s no surprise that the founder of Huda Beauty would have 7.1 million followers on TikTok. But the makeup and skincare expert doesn’t just promote her products. There are videos testing eyeshadow hacks and tips for cleaning your false lashes, as well as satisfying hacks for makeup storage. Don’t miss the hair-removal throwback to “The 40-Year-Old Virgin.” 

Hyram Yarbo

Hyram posts entertaining and helpful videos on everything from “drunk skincare routines” to the importance of reapplying sunscreen. But he’s particularly adept at promoting products in non-traditional ways, like with this video on skincare products he’d give each zodiac sign.

Rowi Singh

As Rowi says in her bio, she’s all about “lots of color.” From her fiery hair to her stunning eye shadow and accessories, nothing about Rowi’s playful and stylish looks is ever boring. Her Winx Club cosplay was a favorite among her 206.8K TikTok followers, but it was her pearl wig clip that grabbed the attention of 243.1K viewers.

Rose Gallagher

Ranked as No. 1 on Cosmo’s TikTok list, Rose is a makeup artist who shares daily quick tips on everything from false eyelash hacks to creating fuller-looking lips. Her tips are short and punchy, but truly helpful for those looking to avoid patchy foundation or cover pigmentation, among other makeup trials. Sometimes she promotes specific products, like a lipstick that supports the LGBTQ+ community.

Charlotte Barker

Char is a natural beauty but that doesn’t stop her from enjoying makeup. Her video tutorials on easy bronzy glam eye looks and grungy glam show off her versatility. She’s also a master of cosplay, reincarnating Jessica Rabbit and Poison Ivy. The Cruella De Vil video is a must-see too.


Easy bronzey glam with just 2 products 🤎 #makeuptutorial


Ashley Quiroz

You don’t need to shave your head to get 1.6 million likes on TikTok, but that’s exactly what happened when Ashley did it. It made for some great wig videos and allowed her fans to really focus on her beautiful face during makeup tutorials. Sometimes she asks for feedback from her followers regarding lipstick shades or tests products, too.   


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