Make-up creators are a match made in heaven for influencer entrepreneurs. Whether or not it’s by tutorials, “prepare with me” movies, or product critiques, these creators rack up as a lot on-line engagement (and elegance factors) as another influencer on social media.
Partnering along with your very personal magnificence guru might be simply what your model wants to achieve an engaged viewers desirous to strive new merchandise and take suggestions from their favourite creators.
However first, let’s begin with the fundamentals.
What’s a make-up influencer?
A make-up influencer is a web-based creator who publishes magnificence content material associated to make-up and make-up equipment. Make-up influencers fall inside totally different niches. For instance, some deal with product critiques and elegance inspiration, whereas others are specialists on make-up for particular pores and skin tones or varied pores and skin situations.
Prime 20 make-up influencers to observe in 2025
Prime 5 make-up influencers on Instagram
1. Gabriel Zamora
Gabriel is a make-up artist identified for tutorials, magnificence suggestions, product critiques, and vlogs. He’s the brother of tv character Kristin Cavallari and the primary male artist to signal with the wonder firm Ipsy, owned by Michelle Phan. Other than make-up methods, viewers can tune into Gabriel’s channels for type suggestions, cooking content material, and loads of vigorous dialog with followers.
You may also discover Gabriel on Twitter, Fb, and YouTube.
2. Jenny Moon
Jenny Moon is a NYC-based magnificence vlogger who’s at all times up on the newest Korean magnificence developments. Her make-up is commonly impressed by Kpop idols, and she or he makes enjoyable and easy tutorials for her viewers to get that superstar look.
See extra from Jenny on YouTube and TikTok.
3. Eloise Dutton
Eloise Dutton is the contour queen. Most of her content material revolves round displaying her viewers find out how to use contouring and highlighting to reinforce the pure shapes of their faces. She has collaborated with many magnificence manufacturers, particularly Version Cosmetics.
See extra suggestions from Eloise on TikTok.
4. GlamByMeli
Melissa, aka @GlamByMeli, is a make-up fanatic residing in Florida. Calling her viewers her amigas, she conjures up ladies of their 40s (and all different ages) to glam up with daring lipsticks and different contemporary make-up types. She usually recommends drugstore manufacturers, proving that you could look wonderful on a finances.
Catch extra of Meli’s content material on Snapchat and Fb.
5. Jasmin Saario
Jasmin Saario is a Finnish mannequin and wonder influencer with over a million Instagram followers. Her content material is about skincare, make-up, hair, and style, all with a chic, luxurious vibe. She is very good at mixing skincare with make-up, displaying her viewers that stunning make-up begins with lovely pores and skin beneath.
Take a look at Jasmin’s function in Vogue Scandinavia.
Prime 5 make-up influencers on YouTube
1. AlexandrasGirlyTalk
Alexandra uploads make-up, hair, and way of life movies “particularly to make life simpler.” As one of the crucial veteran magnificence influencers on our listing, Alexandra launched her first movies in 2010 to encourage individuals impacted by physique picture and self-confidence points. At the moment, her content material is about “serving to different women who’ve felt lower than excellent as a rule.”
You may also observe Alexandra on Instagram and Fb.
2. Briana Marie
Briana is a self-taught make-up artist and fashionista who produces style suggestions and make-up classes to assist her “doll crew” really feel fabulous and assured. Briana’s hottest movies function colourful eyeshadow tutorials and “prepare with me” earlier than an evening in town.
You may also discover Briana’s make-up content material on Fb and Instagram.
3. Deepica Mutyala
Deepica takes her content material past make-up tutorials and focuses on empowerment and household content material in hopes of making a dialog that’s “greater than her.” Deepica went viral for a purple lipstick hack video in 2015 to assist present that each one individuals have extra in widespread than they notice. She launched her magnificence model Reside Tinted three years later to “empower all shades in between.”
You’ll be able to observe Deepica on Instagram and Twitter.
4. Marlena Stell
Marlena’s mission is to “encourage everybody of all ages, sizes, pores and skin colour, and ethnicities to really feel their greatest on the in and out.” As a mother, CEO, and enterprise proprietor, the 40-something make-up artist strives to assist ladies on the go look their greatest with out having to spend an excessive amount of treasured time preparing within the morning.
Marlena Stell can be on Instagram, Twitter, and LinkedIn.
5. Kathleen Lights
With over 4 million YouTube subscribers, Kathleen Lights is a magnificence powerhouse. She likes vlogging concerning the newest make-up and skincare merchandise she’s tried, and she or he spills her sincere opinions in her lighthearted, informal type. Kathleen can be a fan of nail artwork, and she or he created her personal vegan lacquer model, Lights Lacquer.
See extra of Kathleen’s content material on Instagram.
Prime 5 make-up influencers on TikTok
1. Nyma Tang
@nymatang Grwm as a result of seasonal despair tried to take your woman out
♬ sonido unique – 𝕭𝖆𝖗𝖗𝖎𝖔 𝖔𝖑𝖉𝖎𝖊𝖘🎭
Nyma is among the on-line magnificence business’s most well-known inclusivity advocates. She has nurtured a devoted neighborhood and commonly engages greater than 1.5 million collective followers. Nyma has collaborated with many main manufacturers, together with Dior, Estée Lauder, and CVS.
You may also observe Nyma on Instagram, YouTube, and Fb.
2. Rose Gallagher
@rosegallagherbeauty Newbie’s information to brilliant colors ???????? do this tip with any brilliant color you have already got at house! Right here’s what I used (and was already carrying)… MAC by Richard Quinn Quinning Eyeshadow Palette shadow in Lemon Fizz Lisa Eldridge Seamless Pores and skin Basis in shade 10 L’Oreal Professional XXL Raise Mascara Half Magic Magnificence Grippie Forehead Charlotte Tilbury Lip Liner in Pillow Speak Lisa Eldridge Lip Gloss in Blush Evenly Chantecaille Radiance Gel Bronzer Charlotte Tilbury Matte Magnificence Blush Wand in Pink Pop MAC by Richard Quinn Additional Dimension Pores and skin End in Day Glow Sarah Keary double ended eyeshadow brush AD information: no paid or sponsored content material. Objects featured are gifted press samples. #learnwithrose #learnontiktok #macxrichardquinn #macrichardquinn #richardquinn #halfmagicbeauty #grippiebrow #sarahkearymakeup #maccosmetics #make-up #easymakeup #yellowmakeup #brightmakeup ♬ Sixty Second Business 1 by Michael Reynolds – malcolm
Rose is a British make-up artist providing each day fast make-up suggestions like masking redness and rosacea with basis. She is a model ambassador for IT Cosmetics and introduced on the NYX Skilled Make-Up UK Face Awards and the La Roche Posay Pores and skin Clinic.
You may also observe Rose on YouTube and Instagram.
3. Char Barker
@charbarker advert Matching my lip combo to my outfit 🕯️👄🎀🪞🍇 @rimmellondon 580 bitten purple lip liner @lorealparisuk matte resistance 150 lazy Sunday @YSL Magnificence 150 loveshine lipstick @Armani magnificence 08 prisma glass lip gloss #darklips #lipcombo #lipcombos #datenightmakeup #ombrelips #pinklips #berrylips #berrylipcombo #make-up ♬ unique sound – Char Barker
Char describes her magnificence aesthetic as “editorial and shiny with a contact of avant-garde.” She is a grasp of eyeshadow and has just lately created a collection of movies recreating the appears of characters from the favored present Euphoria.
You may also observe Char on Instagram.
4. Dasia Janae
@dajjrambo Lawless why did you make these shades so prettyyy 🎀😍 @LAWLESS Magnificence ♬ unique sound – SojEdits – Seizch
Dasia is a 21-year-old hair and make-up professional. The mom of two obtained her begin creating detailed magnificence tutorials however can be identified for DIY movies, together with room renovations and sneaker artwork.
You may also observe Dasia on YouTube and Instagram.
5. Sandy Diana Bang
@sandydianabang A great mascara is important in my each day make-up routine🩷 @Lord & Berry US @Lord&Berry #mascara #make-up ♬ unique sound – Sandy Diana Bang 💌
Sandy Diana Bang is a magnificence, style, and way of life influencer, and she or he additionally hosts the Scorching Woman Philosophies podcast. Her content material conjures up her viewers to look good on the skin and really feel good on the within. Her make-up type suits into her general aesthetic: polished, female, and enjoyable.
You may also observe Sandy on Youtube and Instagram.
Prime 5 make-up blogs
1. Lisa Eldridge
Lisa is among the high make-up artists on the earth, creating iconic appears for celebrities like Dua Lipa, Kate Winslet, Nicole Kidman, and numerous others. She is among the main collectors of classic make-up, which conjures up her signature “dewy, contemporary, and flawless” look. Lisa’s weblog gives suggestions and proposals to encourage others to feel and appear lovely.
2. Lab Muffin
The Lab Muffin weblog was began about 10 years in the past by Michelle Wong—a chemistry Ph.D., beauty chemist, and science educator. Her mission is to assist her readers determine which magnificence merchandise are (and aren’t) value shopping for utilizing science.
3. Brushed Up by Robert Welsh
Robert Welsh is a make-up artist identified for his glittery, colourful eye make-up and glossy lip gloss. He loves giving suggestions for find out how to apply and mix make-up exactly, in addition to opinions on issues occurring within the magnificence business. He collaborated with Mix Bunny Cosmetics to create his personal eyeshadow palette filled with vibrant colours.
See extra from Robert on Instagram, Fb, YouTube, and X.
4. Wendy Rowe
Wendy Rowe is a star make-up artist who has collaborated with many luxurious manufacturers like Chanel and Hermes. Her weblog incorporates make-up suggestions, style suggestions, and extra, all impressed by runway appears. Due to Wendy’s in depth expertise within the magnificence business, her weblog is a must-see for anybody who desires high-end make-up suggestions.
Browse extra content material from Wendy on Instagram and Fb.
5. The Magnificence Look E book
The Magnificence Look E book is a weblog created by Sabrina Shorb in 2009. She created the weblog out of a real ardour for all issues magnificence, and that zeal shines by in the best way she describes her favourite make-up merchandise and perfumes. She takes nice care to make use of solely the very best high quality merchandise, and she or he takes prime quality images as nicely.
Take a look at extra from The Magnificence Look E book on Fb, X, Instagram, and Pinterest.
Why influencer advertising works for make-up manufacturers
Influencer advertising works nicely for magnificence manufacturers as a result of they will use expert creators to showcase their merchandise and encourage individuals to strive new methods and developments. Make-up influencers are specialists of their area and intensely passionate concerning the merchandise they promote. If a model can discover a creator that genuinely loves their product, that influencer could have no bother giving an sincere endorsement and inspiring their followers to strive the product for themselves.
Prime content material for make-up creators
Tutorials
Tutorials are invaluable instruments for influencer entrepreneurs as a result of they permit creators to point out off their abilities whereas subtly selling a product.
Creators normally go away a listing within the caption or video description of all of the merchandise they used through the tutorial. Some influencers might submit a picture of the “last look” or create a before-and-after video.
Any such influencer content material is efficient as a result of it makes use of the creator’s skillset to showcase how gorgeous the consequence may be when utilizing a specific product. Manufacturers are immediately validated when an influencer makes use of their merchandise in a tutorial.
Favorites
Many creators promote a number of manufacturers directly after they launch their high make-up or magnificence merchandise in a “favorites” submit.
Although these posts don’t promote your model solely, they’re nonetheless useful for producing model consciousness and conversions. Plus, the entire listing feels extra natural to shoppers and fewer like a standard advert.
Giveaways
Creators generate huge attain and engagement after they supply merchandise as prizes. Followers can enter to win giveaways by sharing a submit, commenting, tagging, or the entire above.
Not solely will individuals be part of for an opportunity to win, however the winners additionally get to strive your product, growing the possibilities of changing them into long-term prospects.
Greatest platforms for make-up influencers
Instagram is the preferred channel for make-up influencers to point out their work. The Instagram feed is ideal for posting static pictures of completed appears or before-and-after photographs. Instagram Reels are an excellent instrument for posting fast tutorials and make-up hacks.
As house to extra influencers than another platform, Instagram is good for manufacturers trying to money in on influencer advertising. And with its instantaneous purchasing function, customers can purchase merchandise by way of clickable advertisements with out even leaving the platform.
YouTube
YouTube is the place all of it started for make-up influencers. Though short-form movies are rapidly changing into the preferred type of social media content material, YouTube stays unmatched for tutorials, product critiques, and day-in-the-life movies.
As a result of the movies that YouTube make-up influencers submit are longer than most movies on different channels, audiences can spend extra time growing a deeper reference to their favourite creators. Many YouTube creators additionally submit movies on a schedule, so followers know precisely when to anticipate the newest content material drop.
TikTok
TikTok is the fastest-growing social media platform and the last word vacation spot for youthful social media customers. Its short-form video format is ideal for fast how-to movies, make-up hacks, and glamor photographs.
The seemingly endless stream of viral TikTok developments ought to make partnering with savvy creators a no brainer for make-up manufacturers. And because the house to the most important variety of younger customers, TikTok is the right platform for manufacturers hoping to catch shoppers earlier than their model affinities develop into unique.
Pinterest’s visible focus and inventive person base make it a darkhorse selection as one of many high platforms for make-up influencers. Pinterest is a supply of inspiration and schooling for its customers. Make-up manufacturers contemplating Pinterest ought to use the platform to tell their audiences however enable their creators to set the temper for the web page’s aesthetic.
Manufacturers can use Pinterest to create “magnificence boards” to encourage varied make-up types and use picture pins to showcase product traces. Pinterest can be including extra video content material, permitting customers to share extra cross-platform content material.
Easy methods to discover your new magnificence guru
Discovering your subsequent magnificence guru isn’t as intimidating because it may appear. There are hundreds of thousands of creators on social media, and the overwhelming majority of them are actively on the lookout for their subsequent favourite product to advertise.
Your job is to search out the creators who greatest suit your model’s mission and values. Make certain any potential companion commonly engages followers, has a glance and vibe that matches your individual, has sturdy communication abilities, and has a inventive mindset.
Here’s what to do when it’s time to achieve out.
- Comply with them on social media.
- Drop a remark or two below one among their posts to interact with their content material.
- Dig deeper on the creator (different platforms, Google search, and so forth.) to get to know them higher.
- Ship them a DM to introduce your model and specific curiosity in a collaboration.
Model-creator partnerships work greatest when an influencer genuinely enjoys the merchandise they promote. Contemplate sending your prospects some merchandise forward of time to construct model affinity. The influencers’ promotions will likely be a lot larger high quality in the long term.
Professional Tip: It’s a nasty look to supply a collaboration publicly in submit feedback. Make certain your first pitch happens privately in a DM or e mail.
Manufacturers utilizing creators for profitable make-up collaborations
1. Shiny Pops
Shiny Pops is a two-in-one lip gloss and lip balm combo model that refers to its influencer crew because the #glossyposse. The model recruits younger influencers that submit the form of vibrant, enjoyable content material that aligns with the corporate’s aesthetic. Shiny Pops makes use of a number of different hashtags to assist gather user-generated content material and encourage engagement amongst their followers.
2. UOMA Magnificence
UOMA is an inclusive magnificence, beauty, and private care model created “for all who’ve been disregarded.” The model created the favored hashtag #uomatribe for its associates and followers to submit their favourite magnificence appears. UOMA just lately began a “Make It Black” initiative with the group Pull Up for Change to assist uplift Black voices and companies.
3. Nicely Folks
Nicely Folks is a vegan magnificence model that’s Environmental Working Group-verified for creating clear, plant-powered merchandise with out dangerous chemical substances. The model companions with magnificence influencers who imagine in its mission to boost the requirements for substances in magnificence merchandise.
Key takeaway: Partnering with high make-up influencers is a should for any cosmetics model.
These creators can use their creative abilities and business data to tell your viewers and show how lovely your merchandise could make them feel and appear. In case you can win over the fitting make-up influencers in your model, you’ll haven’t any bother profitable over their viewers and changing a complete new crop of loyal model followers.
