Top 15 Beauty Influencers You Should Follow in 2025
Social media has eclipsed mall store counter consultations as the primary catalyst for beauty discovery. Swipeable tutorials and ingredient explainers from beauty influencers now sit a few taps away from checkout, shortening the awareness‑to‑purchase journey to minutes.
Beauty influencers anchor that transition, blending professional expertise with peer‑level authenticity. Beauty influencer's content meets audiences where they already scroll, steering everything from mascara trends to sunscreen literacy. For marketers, the task is less about finding any influencer and more about decoding which creator’s voice, cadence and audience fit the brief.
How to Identify Suitable Beauty Influencers
When looking for a beauty influencer, a seasoned marketer begins with business objectives, not follower counts. Authenticity remains the non‑negotiable baseline. Creators who alternate enthusiasm with constructive critique hold greater sway when positive reviews land. High‑value engagement shows up in saves and shares as much as comments, while niche alignment ensures the right language speaks to the right problem. For example, a derm‑led channel will sell retinol credibility and a colour‑first makeup artist will sell chromatic experimentation.
Visual grammar matters, too. TikTok rewards tight vertical framing and immediate hooks, whereas YouTube still supports deep‑dive tutorials that build longer watch‑time and brand trust.
Finally, ensure any shortlist passes the platform‑fit test: a hair‑care brand chasing evergreen tutorials may find more ROI on YouTube than in fleeting TikTok trends. For a tactical checklist that explores the beauty influencer market and distils these variables, see our analysis of beauty marketing trends.
Spotlight on 15 Beauty Influencers to Watch in 2025
Below is a single, cross‑platform rundown of creators who set both consumer chatter and merchandising calendars. Follower counts are current as of June 2025.
1. Nikkie de Jager – 14.7 million followers
Nikkie’s channel popularised the split‑face “Power of Makeup” concept, demonstrating the artistry of full glam beside natural skin. Today she experiments with foundation chemistry, collaborates with legacy brands on palette development, and uses long‑form tutorials to demystify complex techniques for a mainstream audience. Her credibility with both professional artists and casual viewers positions her as a trusted bridge between formulators and consumers.
2. Jeffree Star – 15.7 million followers
Jeffree’s candid, often controversial reviews have the power to clear inventory within hours of upload. Recent content filmed on his Wyoming yak ranch adds an unexpected supply‑chain narrative, reinforcing his role as both creator and cosmetics entrepreneur. When he endorses a mascara or highlighter, the spike in retailer search volume is immediate and measurable.
3. Jackie Aina – 3.46 million followers
Jackie’s platform advocacy for shade inclusivity shifted industry norms, and her critiques continue to influence complexion range expansions. Beyond tutorials, she integrates cultural commentary and luxury lifestyle segments, offering brands insight into how beauty sits within broader conversations about representation and self‑expression.
4. Hyram Yarbro – 4.45 million followers
Hyram built a community by translating INCI lists into plain language, empowering viewers to shop ingredients over marketing claims. His product line, developed in partnership with established labs, serves as a test bed for transparent formulation. Brands collaborate with him to validate scientific messaging and reach ingredient‑savvy Gen‑Z buyers.
5. Robert Welsh – 1.09 million followers
A trained makeup artist, Robert critiques red‑carpet and editorial looks frame by frame, explaining decisions about texture, placement and lighting. His educational style attracts aspiring artists and detail‑oriented consumers who value technique over hype, making his recommendations particularly sticky for pro‑grade products.
6. Mario Dedivanovic – 14 million followers
Known for crafting Kim Kardashian’s signature glam, Mario distils runway‑level artistry into accessible Reels that double as mini masterclasses. Each post is meticulously lit, allowing textures and finishes to translate through mobile screens. A single product appearance on his grid often seeds Pinterest mood boards and influences seasonal colour stories.
7. Kylie Jenner – 393 million followers
Kylie merges lifestyle content with timed shade drops, driving immediate traffic to DTC checkout pages. Her user‑generated swatch challenges amplify reach while providing organic proof of performance. The scale of her following makes even limited‑edition runs sell out, offering brands a case study in scarcity marketing at mega‑influencer level.
8. Mikayla Nogueira – 16.7 million followers
Mikayla’s rapid delivery creates a sense of unfiltered authenticity. Her first‑impression tests, filmed inches from the camera, let viewers judge payoff and wear in real time. The conversational tone replicates a friend’s recommendation, boosting conversion for products that pass her scrutiny.
9. Dr. Muneeb Shah – 17.9 million followers
A board‑certified dermatologist, Dr. Shah dismantles viral skin care myths in thirty‑second clips, then backs corrective advice with clinical references. His medical authority coupled with approachable delivery makes him a gateway for science‑forward brands aiming to educate without alienating.
10. Danielle Marcan – 3.3 million followers
Danielle treats makeup as performance art, using stop‑motion transitions and unconventional palettes to challenge cosmetic boundaries. Her looks inspire editorial shoots and branded collabs that lean into bold colour, making her ideal for launches that prioritise visual impact over everyday wear.
11. Victoria Lyn – 5.1 million followers
Victoria reverse‑engineers trending TV and music moments into themed beauty hacks, positioning products within live cultural conversations. Her swift editing style keeps watch time high, and her ability to capitalise on shared nostalgia makes limited‑edition or co‑branded merchandise resonate fast.
12. Noor Dabash – 7.6 million followers
Noor’s feed oscillates between vivid hair transformations and matching makeup, giving brands dual category exposure. Her LA streetstyle backdrops maintain a lifestyle aesthetic that extends product relevance beyond the bathroom counter into fashion‑forward contexts.
13. Jeremy Fragrance – 6.2 million followers
Jeremy approaches scent review with kinetic energy, rating fragrances by occasion and personality rather than just note breakdowns. His charismatic delivery demystifies an often opaque category, driving interest for flankers and seasonal limited editions.
14. Katie Fang – 983 thousand followers
Katie’s Get‑Ready‑With‑Me reels feature punchy edits and looping mascara demos that viewers replay to catch technique details. Brands repurpose her assets as UGC because the framing feels spontaneous yet remains product‑centric, ideal for paid social amplification.
15. Rihanna – 149 million followers
Rihanna’s sparse but high‑impact posts keep Fenty Beauty launches shrouded in anticipation. Each reveal lands as a cultural event, collapsing awareness and desire into a single swipe. Her emphasis on inclusivity continues to define category standards for shade breadth and product positioning.
Collaborating With Beauty Influencers on Collabstr
Collabstr hosts more than 170, 000 influencers, making it the largest open influencer marketplace. Filter by niche, budget, engagement rate and platform to move from strategy to shortlist in minutes. Contracts, briefs and payments live in one workspace, while one‑click tracking pulls Instagram, TikTok and YouTube content into a single dashboard. Metrics refresh every 24 hours, allowing real‑time optimization, and exportable reports roll reach, engagement and cost‑per‑mile into board‑ready charts.
Ready to pair your next product drop with a creator whose audience is already in discovery mode? Browse top beauty influencers on Collabstr and turn swipe‑throughs into measurable sales lift.
For deeper context, our piece on best marketing practices for the beauty industry outlines campaign‑planning frameworks that align influencer narratives with retail cycles.
Frequently Asked Questions
How do we calculate ROI when partnering with beauty influencers?
Blend platform‑native analytics with third‑party tools such as Traackr and Collabstr’s influencer‑market platform dashboard. Track incremental sales, code redemptions and uplift in high‑intent behaviour (wishlist adds, shade‑finder completions). When Mario Dedivanovic features a palette on Instagram, or Mikayla Nogueira demos a mascara on TikTok, watch for a same‑day spike in PDP sessions. Collate that data with Google Analytics and compare against control periods to attribute revenue accurately.
Do micro‑influencers outperform mega‑creators in makeup and skincare?
Micro‑influencers (10, 000–250, 000 Instagram followers) often deliver stronger engagement‑to‑cost ratios because their audiences perceive them as peers rather than celebrities. A nano artist in LA who specialises in textured‑hair routines can move more units of a niche conditioner than a mega creator who covers multiple categories. That said, mega names such as Kylie Jenner or Badgalriri still dominate top‑beauty awareness plays when a brand needs mass reach in the first 48 hours. The optimal plan layers micro, macro and nano tiers across the funnel.
Which formats convert best by platform?
TikTok: fast‑cut product try‑ons and ingredient myth‑busting—see Dr. Muneeb Shah’s SPF explainers or Danielle Marcan’s stop‑motion colour stories.
Instagram: Reels that splice before‑and‑after clips with concise captions; Mario Dedivanovic’s 30‑second contour breakdown remains a masterclass.
YouTube: long‑form tutorials and “day‑in‑the‑lab” vlog content. Jeffree Star’s 20‑minute yak‑farm gloss reveal garnered more watch‑time than any single YouTube video in last quarter’s cosmetic category.
How do we handle disclosure, usage rights and privacy policy compliance?
FTC guidelines require that creators flag paid posts with "ad" or "sponsored" within the first three lines. Collabstr auto‑prompts this language during brief acceptance, while Traackr can monitor live feeds for compliance drift. Obtain written consent to white‑list content and list all anticipated paid uses in the contract; Instagram’s Branded Content toggle or TikTok Spark Ads IDs formalise those usage rights. Always mirror the brand’s privacy policy when collecting audience data from swipe‑up flows or shade‑match quizzes.
What role do vertical niches like fragrance or men’s grooming play?
Beauty influencers such as Jeremy Fragrance or UK barber Jade Kaur demonstrate that sub‑sectors scale quickly when content matches unmet need. Fragrance TikTok exploded after his signature rating scale went viral, while #menmakeup continues to grow thanks to creators like Vit Mia who show subtle concealer hacks. Brands entering these spaces should produce partnership briefs that respect niche vocabulary and avoid copy‑pasting skincare messaging onto scent or hair content.
How far in advance should we brief beauty influencers before a makeup launch?
Six to eight weeks remains the industry sweet spot. It allows enough time for creators to receive lab samples, film iterative looks, and align cross‑channel story arcs. Katie Fang’s looping mascara tests require multiple wear‑checks, while Noory (Noor Dabash) often schedules hair‑colour transformations around LA daylight for continuity. A rushed timeline risks inauthentic content and missed embargo dates.
