People love makeup, and they love discovering new products and techniques even more. Whether they’re professional makeup artists or self-taught DIYers, the top beauty influencers on social media have mastered the art of sharing their knowledge with the world. Explore the most-followed and popular beauty influencers who are shaping the industry today.
Top 25 beauty influencers
Huda Kattan
Huda is a beauty blogger, makeup artist and founder of the highly successful cosmetics brand Huda Beauty. With a dedicated community of 4.2M Instagram followers, she shares easy-to-follow tutorials and product reviews from her brand. Her commitment to authenticity, avoiding edits and filters in her posts, resonates with her audience and highlights the true quality of her products.
Michelle Phan
Michelle has been in the beauty industry for years, launching her career on YouTube over a decade ago. Since then, she has transitioned into the entrepreneurial space, founding the beauty subscription service IPSY and the beauty brand EM Cosmetics. With 1.8M Instagram followers, she has built a loyal following by sharing her essential beauty products and simple yet detailed makeup looks that enhance natural features.
Shannon Harris
New Zealand beauty influencer Shannon has 2.97M YouTube subscribers. Her videos feature trying viral beauty products, testing new releases and getting ready while sharing her makeup routines. Shannon’s reviews are known for being realistic and honest, giving her audience trustworthy insights into the products she uses.
Nikkie de Jager
Dutch beauty influencer Nikkie de Jager has over 19.4M Instagram followers and nearly 15M YouTube subscribers. She is the founder of Nimya, a beauty brand known for its innovative products, and also hosts the podcast Lightless Lounge. A strong advocate for the LGBTQ+ community, Nikkie publicly came out as transgender in 2020.
Manny Guitierrez
Manny rose to fame on YouTube by posting makeup tutorials, beauty tips and product reviews, ranging from drugstore to high-end brands. With 4.84M subscribers, his audience eagerly tunes in for his makeup hauls and shopping sprees, where he shares his thoughts on product quality.
Christen Dominique
Beauty vlogger Christen has 4.64M YouTube subscribers. Her content features videos like “Everyday Natural Fall Makeup” and “Trendy Vs. Timeless Makeup.” She has also collaborated with major beauty brands such as d’Alba and Smashbox Cosmetics.
Shayla Mitchell
Shayla is a beauty and lifestyle influencer with 3.3M Instagram followers. Her content includes makeup tutorials showcasing her favorite lipstick combos and eyeshadow looks. She also explores fitness content and runs her own fitness clothing brand.
Karen Sarahi Gonzalez
Karen has 6.7M Instagram followers who love her vibrant makeup looks and easy-to-follow tutorials. Throughout her career, she has partnered with major brands like Smashbox Cosmetics and Benefit Cosmetics.
Samantha Ravndahl
Samantha is a beauty influencer and entrepreneur with 2.1M Instagram followers. She owns Auric Cosmetics, a makeup brand dedicated to inclusivity, quality, and sustainability. On her platform, she promotes her products, shares insights into her skincare journey and gives a glimpse into her life as a mom.
James Charles
With 20.2M Instagram followers, James is one of the most popular beauty influencers online. He shares a wide variety of colorful and unique makeup looks, from cloud-inspired designs to the glass skin trend. He is also the founder of Painted, a makeup brand inspired by art palettes.
Amanda Steele
Amanda is a beauty YouTuber with 2.56M subscribers. For over ten years, she has been creating videos centered around makeup and fashion. Her subscribers have witnessed her beauty skills grow and her makeup looks evolve through various stages of her life.
Marianna Hewitt
Lifestyle blogger and beauty influencer Marianna Hewitt has 1.1M Instagram followers. As the co-founder of the hybrid skincare and makeup brand Summer Fridays, her posts are both inspirational and informative. She was recently a speaker at the WWD Beauty CEO Summit.
Mina
Mina is a beauty, lifestyle, and fashion influencer with 691.1K TikTok followers. Her content offers a mix of daily life vlogs, where she gives her audience a peek into her routines, along with in-depth makeup reviews and tutorials. She also shares clothing hauls, showcasing her unique fashion sense and regularly posts her take on trending makeup looks, making her a go-to source for beauty and style inspiration.
@minaamouse016 Happens everytime ib: @c ♬ original sound - c
Jackie Aina
Jackie is a beauty influencer known for her focus on high-end and luxury products. Embracing the “soft life” lifestyle, she showcases her extensive perfume collection and the elegant soirées she hosts. Alongside her lifestyle content, Jackie regularly shares her thoughts on popular makeup products and provides insights into her makeup routine. She has 3M TikTok followers.
@jackieaina this is my 5 minute makeup routine #cleangirlmakeup #5minutemakeup #saiebeauty #summerfridays ♬ Chopin Nocturne No. 2 Piano Mono - moshimo sound design
Toni Bravo
Toni is one of the top skincare and beauty product reviewers on TikTok with 595.1K followers. She posts in-depth reviews of products ranging from drugstore to high-end brands. In addition to her reviews, she also shares her favorite makeup products and techniques.
@bonitravo (finally) trying the VIRAL tir tir foundation⭐️ okay was not expecting this one to preform the way it did…#tirtir #blackgirlmakeup #foundation ♬ original sound - Toni Bravo
Golloria
Golloria is a beauty influencer committed to holding brands accountable for ensuring their products are inclusive of all skin tones, particularly darker shades. She has reviewed products from brands like Rhode, ColourPop and Fenty Beauty, sharing her candid opinions on what works and what doesn’t. Her honest reviews and try-ons have garnered her a dedicated following of 1.9M TikTok followers.
@golloria every beauty brand come to the front.. what is going on
♬ original sound - golloria
Jaclyn Hill
Professional makeup artist and beauty influencer Jaclyn has cultivated a community of 5.49M YouTube subscribers by sharing her signature Glowy Glam looks and current beauty favorites. Her content also features makeup reviews, tutorials and themed makeup looks, attracting a global audience.
Maryam Maquillage
Maryam, with 826K Instagram followers, frequently collaborates with makeup moguls like Patrick Ta. Her content covers all things beauty, from hairstyle tutorials and nail art inspiration to makeup look tutorials.
Mikayala Nogueira
Mikayla is a beauty influencer known for her distinctive rural Massachusetts accent. She has grown a massive following of 15.8M TikTok followers, thanks to her creative makeup looks and honest product recommendations. Mikayla has collaborated with top brands like Benefit Cosmetics and e.l.f. Cosmetics.
@mikaylanogueira FULL FACE OF SHEGLAM 😳😳 #makeup #beauty #shein #sheglam #affordablemakeup ♬ original sound - Mikayla Nogueira
Monet McMichael
Monet’s content spans beauty, lifestyle and fashion, making her a versatile influencer. She offers her 3.8M TikTok followers a closer look into her daily life, sharing everything from creative makeup looks to stylish outfit ideas. Beyond beauty and fashion, Monet also inspires her audience with workout routines and healthy living tips, creating a well-rounded content experience that resonates with her engaged community.
@monetmcmichael tw VERY DEMURE !!!! no but this is actually me every 5 seconds. 😭 someone help #cutesy ♬ original sound - Jools Lebron
Monica Ravichandran
Monica is a beauty influencer with 624.2K TikTok followers, known for sharing honest reviews on new makeup collections and recommending products that are truly worth the investment. In addition to her product insights, she also provides beginner-friendly makeup tips, like how to properly layer makeup for a flawless finish.
@makeupbymonicaa How you layer your skincare is probably the MOST important thing. If you use retinoids like I do for acne, discoloration, or wrinkles it’s key to keep the skin barrier healthy and you can do so by adding the milky toner before and hydrating serums after! 🤎 my fave sensitive skin @cocokind is having a 20% off friends and family sale so if you’re looking for a new retinol, discoloration serum, or barrier serum I’d definitely recommend checking it out! All my faves are linked in my bio‼️🤎 AD #cocokindpartner #skincare#howtolayerskincare#browngirlskincare#skinpositivity #sensitiveskin #cocokindskincare #acnepositivity #skincarejunkie #skincareroutin ♬ original sound - Monica Ravichandran ✨
Rachel Carlisle
Rachel is known for her unique makeup technique of using face oil and liquid blush as her base, which has sparked both praise and controversy among her followers. While some applaud the innovation, others find it unconventional—yet everyone agrees the end result is stunning. Her distinctive approach has earned her 73.7K TikTok followers.
@rachelmadisoncarlisle But most of all, I do my makeup my way, lots of love, lots of blush #makeup #makeuproutine #makeupartist ♬ My Way - 2008 Remastered - Frank Sinatra
Kendra
Kendra is a beauty and lifestyle influencer known for her “Makeup for Dummies” series, where she breaks down essential techniques like bronzing and blush placement, setting your face and prepping your skin before makeup application. Her easy-to-follow tutorials have earned her 57.4K TikTok followers.
@kendra.ngouari Do my Makeup with me 🩷 @Fenty Skin SPF Moisturizer @e.l.f. Cosmetics Power Grip Primer, Liquid Blush (Comin in hot) @Fenty Beauty Soft’ Lit Luminous foundation (430), Match stick (Espresso), Bronzer (Mocha mami) @Too Faced Concealer (Chestnut) @L’Oréal Paris Concealer (Honey) @maccosmetics Studio fix Powder (NW45) @Huda Beauty Baking powder (Banana Bread), (Kunafa) @Juvia’s Place Blush (Volume 4) @Charlotte Tilbury Setting spray @Morphe Cosmetics Continuous setting spray #makeup #makeuptutorial #blackgirlmakeup #blackgirltiktok #beginnermakeup ♬ Summer Too Hot - OJ The DJ
Nyane
Nyane is one of the most creative beauty influencers on TikTok, known for her vibrant and high-quality makeup looks that span the entire color spectrum. She takes her craft seriously, producing videos with impressive graphics and well-thought-out transitions. Her dedication to her artistry has garnered her a following of 2.8M TikTok followers.
@nyane Hey! It’s been a while 🥰 Glass skin - Let’s do my makeup - inspired by @Pat McGrath Labs , what did you think of the final look? Stay tuned for part two (remove my makeup) 💄 #fyp #glassskin #patmcgrath #letsdomymakeup ♬ Relaxation Music - eas Ratta
Hanna
Hanna, the self-proclaimed “queen of cool-toned makeup,” shares her expertise through a variety of content, including her favorite makeup products, chatty get-ready-with-me videos and makeup hauls. Her engaging content has earned her 66.9K TikTok followers.
@not_another_hanna In no particular order @NYX Professional Makeup @Maybelline NY @Unearthly Cosmetics @ColourPop Cosmetics @KIKO Milano @Kylie Cosmetics #beauty #makeup #makeupfavorites #lipliner ♬ original sound - Another Hanna
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