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FUN FACT: Less than 50% of Gen Z consumers say they trust companies!
So, what do we do about this? How do we advertize to a whole generation of people who simply don’t want to be advertized to?
Maybe they don’t trust brands, but they trust beauty influencers, and that’s where UGC comes in.
User-generated content (UGC) can be any type of content – reviews, photos, videos, or testimonials – as long as it’s created by consumers rather than brands.
The goal is to make it as authentic as possible, sort of like a digital word-of-mouth approach, where real experiences with a product count the most.
This has been proven a useful tactic time and time again (as can be seen on our testimonial page), but you have to know who you’re working with first.
So, the point of this article is to show you who the top beauty influencers are right now.
Before we get to the list, let’s elaborate on how we ranked them.
VIT, or the Visibility-Impact-Trust score, is a metric used to evaluate influencers based on their overall effectiveness in marketing campaigns.
This score considers an influencer’s reach (visibility), engagement (impact), and audience sentiment (trust). A higher VIT score indicates a stronger connection between the influencer and their audience, making them a valuable partner for brands.
Now, onto the meat and potatoes of the article – the ranking. For your convenience, all the influencers are divided into four neat categories – skincare, makeup, haircare, and fragrance.
So, who are the biggest beauty influencers right now?
Hailey Rhode Baldwin Bieber
VIT: 133K
Specialty: Skincare and effortless beauty
Hailey is the founder of Rhode Skin, a brand best known for its simplicity and effectiveness. Her minimalist and chic aesthetic has made her into a modern beauty icon, but be mindful of her polarizing relationships with other celebrities and influencers in the space.
2. Kim Kardashian
VIT: 106K
Specialty: Luxury beauty and wellness
What’s there to say? It’s Kim K, you know who she is.
3. Dr. Muneeb Shah
VIT: 96K
Specialty: Dermatology education
Known as the Derm Doctor, Dr. Shah creates science-backed content about skincare but makes it really digestible for his audience. He’s best known for his reaction videos and honest reviews.
4. Dr. Dustin Portela
VIT: 72.4K
Specialty: Skincare advice and dermatology
Dr. Portela shares tips on everything from acne treatment to anti-aging strategies. His friendly tone and thorough explanations resonate with a pretty big audience, and he’s widely regarded as a trustworthy source.
5. Dr. Angelo Landriscina
VIT: 70.1K
Specialty: Skincare education and product reviews
Dr. Angelo’s content is equal parts candid and informative, so it counts as both entertaining and educational.
6. Dr. Daniel Sugai
VIT: 62.3K
Specialty: Everyday skincare advice
Dr. Sugai focuses on sharing tips for maintaining healthy skin. His style is to take complex subjects and explain them in a really approachable way, so he’s basically everyone’s go-to influencer for the hard questions.
7. Ava Lee
VIT: 60.1K
Specialty: Skincare routines and wellness
Ava’s main motto is glow from within, which is exactly why she focuses on both skincare and healthy lifestyle choices. She also has her own brand, JELLOSKIN by Ava.
8. Kat Stickler
VIT: 57.9K
Specialty: Relatable beauty and humor
You’ve probably seen her on your For You page – she’s the girl who does funny skits with her family. But she also shares tips and tricks for keeping your skin healthy and fresh! When it comes to TikTok beauty influencers, Kat’s your top choice if you want both reach and relatability.
9. Sonya Styles
VIT: 56.7K
Specialty: Haircare and fashion
Sonya does a little bit of everything – from fashion to fragrances to skincare. So, if your goal is to reach a wide audience, she’s your girl!
10. Dr. Lindsey Zubritsky
VIT: 55K
Specialty: Dermatology and skincare advice
Dr. Zubritsky shares expert skincare recommendations with a calm, personable touch. She’s warm and educational, which makes her content so easy to follow and trust.
1. Kylie Jenner
VIT: 427K
Specialty: Beauty entrepreneurship and cosmetics
Kylie is the founder of Kylie Cosmetics, one of the most successful influencer beauty brands. Her following is massive, but she’s known for collaborating with other brands and influencers.
EXAMPLE VIDEO: https://www.instagram.com/p/DCsAF5bTWHf/
2. Selena Gomez
VIT: 337K
Specialty: Clean beauty and advocacy
Selena, on top of being a singer & actress, is the creator of Rare Beauty. Her whole brand is focused on self-expression and mental health awareness, so she’s a great partner for brands with similar values.
3. Jennifer Lopez
VIT: 242K
Specialty: Luxury beauty and skincare
Who doesn’t know JLo? Her approach to beauty content is to talk about achieving a timeless glow with effective skincare and her brand, JLo Beauty.
4. Ariana Grande
VIT: 208K
Specialty: Pop culture-inspired beauty
Ariana, famous for her music career and recent role as Glinda in Wicked, is one of those people who is just widely loved and trusted. She has her own line of fragrances but often makes videos talking about skincare, makeup, and other forms of cosmetics.
5. Sol Pena
VIT: 130K
Specialty: Fun product reviews
Sol is known for her love for fun novelty products and pop culture collabs. She’s from the Dominican Republic, so her content is mostly in Spanish – perfect for local brands or those looking to spread to the market.
6. Jeffree Star
VIT: 124K
Specialty: High-impact beauty and entrepreneurship
Jeffree has amassed a large following on various channels and has worked with countless huge brands in the past. That being said, keep in mind that Jeffree is somewhat of a polarizing and controversial figure, so he’s a good option for bold brands with bold marketing.
7. Mario Dedivanovic
VIT: 123K
Specialty: Celebrity makeup artistry
Known as Makeup by Mario, he’s the expert behind iconic celebrity looks, including Kim Kardashian’s signature glam! Mario is also known for working with various brands both as an ambassador and as a designer for new products.
8. Mikayla Nogueira
VIT: 88.4K
Specialty: Viral makeup reviews
Mikayla’s TikTok content is best characterized as honest and authentic. On top of reviews, she also does tutorials, and this versatility is what earned her such a large following.
9. Lindsey Rowley
VIT: 86.9K
Specialty: Relatable makeup content
Lindsey creates accessible and fun makeup tutorials that appeal to beauty lovers of all skill levels. She’s best known for her warm personality and very colorful, creative looks.
10. Pamela Brooks Pedraza
VIT: 83.5K
Specialty: Glamorous and modern beauty looks
Pamela is famous for her wearable glam but also for very honest product reviews formatted in very entertaining ways. For example, she does ‘battles’ where she tests out multiple brands offering the same kind of product.
1. Zeph Sanders
VIT: 78K
Specialty: Lifestyle and grooming
Zeph combines grooming tutorials with lifestyle content, and his biggest focus is on making self-care accessible for men.
2. Anthony Claxton
VIT: 38.8K
Specialty: Haircuts and barbering
Anthony uses his platform to show off his expertise through often very touching transformation videos. His forte are sharp, professional looks.
3. Daryl Ann Denner
VIT: 38K
Specialty: Everyday beauty and lifestyle
Daryl Ann does a little bit of everything – from beauty to family life to fashion – through relatable content that has earned her a real connection with her audience.
4. Chris Olsen
VIT: 34.4K
Specialty: Skincare and humor
Chris’ content is nothing if not engaging. It’s a nice mix of informative and comedic, so it’s no wonder he managed to amass over 12 million followers (+ another 6 on a ‘private’ account!)
EXAMPLE VIDEO: https://www.tiktok.com/@chris/video/7427710529264782622
5. Destiny Lashae
VIT: 34.3K
Specialty: Bold artistry
Destiny is known for her colorful makeup designs as much as she is for fun haircare content. On top of regular product reviews, she shares tutorials for all different skill levels.
6. Abigail Goodman
VIT: 34.2K
Specialty: Natural beauty and wellness
Abigail focuses on holistic beauty and gives tips on everything from skincare to self-care. Her content is very warm and calming and it focuses on the importance of balance in the beauty world.
7. Sharon Brianna
VIT: 31.6K
Specialty: Unique and edgy beauty
Sharon stands out for her very upbeat and fun salon-style videos, where she talks about hair care and styling. But other than that, she also shares GRWMs and quirky story times.
EXAMPLE VIDEO: https://www.tiktok.com/@sharon.simplyinsane/video/7445345408026479903
8. Amela Glavatovic
VIT: 31.3K
Specialty: Haircare and styling
As you’ll see on her profile, Amela is a master at her craft and has the title of hair educator. Her forte is the currently huge blow-out, but she does everything from balayages to simple trims.
EXAMPLE VIDEO: https://www.instagram.com/p/DDsnQXmOccs/
9. Jennifer Aniston
VIT: 29.5K
Specialty: Classic beauty and haircare
Jennifer is a timeless beauty icon who has been known for her effortlessly chic hair and natural look since the early 90s. So, of course, this success translates to her social media presence as well!
EXAMPLE VIDEO: https://www.instagram.com/p/C6Y4U6DrFzM/
10. Audry Boos
VIT: 28.1K
Specialty: Artistic expression, volume
Audry’s hair truly is something. The volume, the perfect curls, the shine… It’s no wonder she has so many followers who trust her advice!
EXAMPLE VIDEO: https://www.tiktok.com/@audboos/video/7449808718625164590
1. Billie Eilish
VIT: 66.2K
Specialty: Bold aesthetics and self-expression
Billie, famous for her music career, has a brand of her own fragrances – Eilish Fragrances – which are both edgy and sensual in their notes. So, if that’s something your brand aligns with, you should consider working with her!
EXAMPLE VIDEO: https://www.instagram.com/reel/CzbsiXyJzqX/
2. Lina Noory
VIT: 45.7K
Specialty: Glam beauty and lifestyle
With millions of followers across various platforms, Lina shares content regarding style, fashion, and everything that goes along with it. Her focus is mainly on put-together, elegant looks.
EXAMPLE VIDEO: https://www.instagram.com/reel/DD0MBwuTcgF/
3. Emma Watson
VIT: 32.4K
Specialty: Sustainable beauty and minimalism
On top of being the beloved and highly esteemed actress that she is, Emma uses her platform to advocate for ethical beauty choices. Her approach to beauty is both elegant and impactful but never dull.
EXAMPLE VIDEO: https://www.instagram.com/reel/Chhwoh6Du0h/
4. Paul Fino
VIT: 22.5K
Specialty: Product reviews and reactions
Paul’s candid product reviews make his content fun even for those not looking to buy the products he’s reviewing. His approach is to be bold, honest, and, above all, very entertaining.
EXAMPLE VIDEO: https://www.tiktok.com/@paulreactss/video/7450972965090626862
5. Sofia Richie Grainge
VIT: 19.4K
Specialty: Modern luxury and effortless beauty
Sofia’s style is the very definition of luxurious yet understated. Among other things, she shares lifestyle and fashion content, and has been known to work with high-end brands that align with her style.
EXAMPLE VIDEO: https://www.instagram.com/reel/Cz4KzjpPRPN/?hl=en
6. Ijé Simon
VIT: 10.9K
Specialty: Natural beauty and wellness
Ijé promotes embracing natural beauty and a healthy lifestyle. Her content is all about beauty, skincare, and self-care – all presented in a bright and positive tone that perfectly reflects her personality.
EXAMPLE VIDEO: https://www.instagram.com/p/DD27dmypT6h/
7. Yasmin Maya
VIT: 10.2K
Specialty: Beauty & family life
Yasmin, AKA Beauty Bird, shares her life with the audience – including family moments, her style, and her thoughts on various products. Her approach can be described as aspirational yet achievable.
EXAMPLE VIDEO: https://www.tiktok.com/@beautyybird/video/7432460948499123487
8. Jacquelyn Aina
VIT: 9.09K
Specialty: Diversity and luxury beauty
Jackie’s luxury reviews and bold content celebrate individuality and self-expression. She keeps it down to Earth and relatable, but her loveable and entertaining personality makes it a beyond-entertaining watch!
EXAMPLE VIDEO: https://www.tiktok.com/@jackieaina/video/7444408264135036190
9. Petra Mocanu
VIT: 8.83K
Specialty: Fragrance & lifestyle
Petra Mocanu loves sharing her passion for fragrances, skincare, and fashion with her numerous followers. Her content is all about making beauty approachable, with honest reviews and helpful tips that her followers trust.
EXAMPLE VIDEO: https://www.instagram.com/p/DB-BXH0opeS/
10. Maksims Kirhensteins
VIT: 7.01K
Specialty: Fragrance reviews & recommendations
Maksims, AKA MaxMan, is a fragrance enthusiast who reviews and provides recommendations for perfumes for various occasions. His content is fast-paced, digestible, and trusted by half a million followers.
EXAMPLE VIDEO: https://www.tiktok.com/@maxmanscents/video/7442785104507833622
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