The global beauty industry has transformed dramatically over the past decade and no group has driven that change more than beauty influencers. Whether it’s product reviews, GRWM routines, skincare tutorials, or discussing the latest trending aesthetics, today’s top beauty influencers shape consumer behavior more than traditional advertising ever did.

Beauty creators have become cultural icons, trusted educators, celebrity collaborators and trendsetters with the power to reshape entire product categories. From TikTok’s short-form testing videos to Instagram’s aesthetic visuals and YouTube’s in-depth reviews, these creators dominate every platform.

In this long-form guide, we explore the top beauty influencers redefining beauty in 2025, why they remain industry leaders and what makes their content so influential. We also cover the top beauty influencers on Instagram, highlight industry stats and answer audience FAQs.

📊 Key Stats: Beauty Influencer Industry in 2025

• The global beauty creator market is now valued at $21.4 billion in 2025. 
• Beauty influencers influence 78% of Gen Z and Millennials in purchase decisions. 
• Over 65% of beauty product searches on Google start with influencer recommendations. 
• Short-form video platforms like TikTok and Instagram Reels contribute to 3× higher engagement for beauty content compared to other niches. 
• The top beauty influencers collectively generate over 3.2 billion monthly views across platforms. 
• “Top beauty influencers on Instagram” remains one of the fastest-growing search queries for brands. 

Why Beauty Influencers Matter in 2025

Beauty content has become a lifestyle category that blends skincare, cosmetics, wellness, self-care, dermatology awareness, and personal identity. In 2025:

• Consumers trust influencers more than brand ads 
• Authenticity > perfection — raw skin content is trending 
• Inclusivity drives engagement 
• Influencer-founded beauty brands outperform celebrity brands 

Brands now see beauty influencers not just as collaborators but as long-term partners capable of viral product moments.

Top 15 Beauty Influencers Dominating 2025

Below are the top beauty influencers you need to know. We’ve focused on reach, engagement, authenticity, niche specialty, and relevance in 2025.

1. Huda Kattan

Platforms: Instagram, YouTube, TikTok
Followers: 60M+
Known For: Makeup mastery, beauty entrepreneurship, brand-building

Huda Kattan remains the world’s most powerful beauty influencer, and her influence extends far beyond content creation. As the founder of Huda Beauty, she has transformed her passion for makeup artistry into one of the highest-grossing beauty brands globally. Her Instagram is a mix of glam tutorials, honest product talks, business insights, and behind-the-scenes moments from her brand.

Why She’s a Top Beauty Influencer

• Built a multibillion-dollar beauty empire 
• Frequently sets global makeup trends (baking, full glam, luminous skin) 
• Her Reels regularly cross 10M+ views 
• Her product recommendations often sell out within hours 

Her authenticity, cultural representation, and innovative beauty education make her a benchmark in the industry.

2. NikkieTutorials (Nikkie de Jager)

Platforms: YouTube, Instagram
Followers: 40M+
Known For: Extreme transformations, high glam looks, celebrity collaborations

Nikkie started her YouTube journey as a teenager and became one of the most respected voices in the beauty community. Her “Power of Makeup” series went viral worldwide and changed how creators talk about makeup confidence.

Why She’s a Top Beauty Influencer

• Collaborated with Lady Gaga, Kim Kardashian, Euphoria cast, and more 
• Worked with brands like Too Faced, Maybelline, and OFRA 
• Hosted major events including Eurovision 
• Known for clean, crisp, flawless glam 

Her storytelling style and precision artistry keep her relevant year after year.

3. James Charles

Platforms: YouTube, Instagram, TikTok
Followers: 70M+
Known For: Challenge videos, artistic makeup, trend-driven content

James Charles is one of the most followed beauty influencers globally, especially among Gen Z. His bold makeup looks and viral challenge formats generate massive engagement.

Why He’s a Top Beauty Influencer

• A trend machine — his challenges regularly dominate TikTok 
• Known for bright, editorial, high-impact looks 
• His product collabs generate millions in sales 
• Large influence on brush techniques and face shape sculpting trends 

James continues to shape youth-oriented beauty aesthetics.

4. Jeffree Star

Platforms: YouTube, Instagram
Followers: 45M+
Known For: Brutally honest reviews, luxury lifestyle, Star Cosmetics

Jeffree is known for his fearless commentary and deep product knowledge. His makeup brand, Jeffree Star Cosmetics, has a cult following and releases some of the most iconic palettes in beauty history.

Why He’s a Top Beauty Influencer

• Reviews can dramatically shift industry hype 
• Known for quality-focused makeup line 
• One of the longest-standing beauty creators 
• Creates detailed comparison reviews that help consumers make decisions 

Even after years in the spotlight, Jeffree remains a dominant voice in product critique.

5. Safiya Nygaard

Platforms: YouTube
Followers: 15M+
Known For: Experimental beauty content, long-form engaging videos

Safiya became famous for her investigative-style beauty videos — melting makeup, mixing products, trying odd beauty trends, and reviewing viral items.

Why She’s a Top Beauty Influencer

• Her videos are evergreen, often reaching millions even years later 
• Known for making beauty fun, scientific, and relatable 
• Showcases cross-cultural beauty trends 
• Extremely trusted due to transparency 

Her “melting lipsticks” video helped shape a new era of quirky beauty experiments on YouTube.

6. Patricia Bright

Platforms: YouTube, Instagram
Followers: 10M+
Known For: Luxury makeup reviews, honest shopping hauls, lifestyle

Patricia blends beauty with lifestyle, offering elevated yet relatable content. She is well-known for her luxury product reviews and high-value educational content.

Why She’s a Top Beauty Influencer

• Strong credibility for honest luxury reviews 
• Has built multiple successful businesses 
• Known for polished content and warm presentation 
• Appeals to both beauty and lifestyle audiences 

Patricia’s voice is one of maturity, elegance, and real-world value.

7. Jackie Aina

Platforms: YouTube, Instagram
Followers: 8M+
Known For: Inclusive beauty advocacy, luxury skincare, high-production videos

Jackie Aina has spent years pushing mainstream beauty brands toward inclusivity. She is a trendsetter who merges glam with activism.

Why She’s a Top Beauty Influencer

• Influenced shade expansion across multiple brands 
• One of the strongest voices for representation 
• High-end tutorials with cinematic lighting 
• Founder of FORVR Moood (luxury candles + beauty lifestyle) 

Jackie remains essential in shaping the industry’s inclusive direction.

8. Desi Perkins

Platforms: Instagram, YouTube
Followers: 12M+
Known For: Glam makeup, skincare education, motherhood content

Desi Perkins has evolved from a glam queen to a beauty entrepreneur with her brands Dezi Skin and Dezi Eyewear.

Why She’s a Top Beauty Influencer

• Creates TV-quality tutorials 
• One of the leading Latinas in beauty influence 
• Highly trusted for skincare breakdowns 
• Known for soft glam and bronzy signature looks 

Desi’s transition into brand ownership made her influence even stronger.

9. Michelle Phan

Platforms: YouTube, Instagram
Followers: 15M+
Known For: Beauty philosophy, raw storytelling, minimal makeup aesthetic

Michelle Phan is an OG beauty pioneer who shaped modern beauty YouTube. Her content now blends wellness, spirituality, minimal beauty, and entrepreneurship.

Why She’s a Top Beauty Influencer

• Founded EM Cosmetics 
• Revolutionized short aesthetic tutorials 
• Known for thoughtful, calm, almost poetic content 
• Trusted educator with deep product understanding 

Michelle’s influence is foundational and long-lasting.

10. Mari Maria

Platforms: Instagram, TikTok
Followers: 30M+
Known For: Full-glam makeup, Latin beauty trends, high-coverage routines

Mari Maria is one of the biggest beauty creators from Brazil, with a massive cross-platform presence built on her dramatic glam tutorials.

Why She’s a Top Beauty Influencer

• Influences global “Latina glam” trends 
• Known for signature foundation routines 
• Huge engagement on Reels and TikTok 
• Multilingual reach 

She is a favorite for dramatic transformations and trending glam looks.

11. Bretman Rock

Platforms: TikTok, Instagram
Followers: 50M+
Known For: Beauty comedy, bold personality, tropical glam aesthetic

Bretman Rock blends humor with beauty, making his videos highly shareable and trend-breaking.

Why He’s a Top Beauty Influencer

• Strong Gen Z appeal 
• Creates iconic, personality-driven beauty content 
• Known for skin-first looks and Hawaiian lifestyle aesthetic 
• Has done campaigns with major brands (Nike, Morphe, etc.) 

Bretman’s unique personality sets him apart from every other creator.

12. Chloe Morello

Platforms: YouTube, Instagram
Followers: 8M+
Known For: Bridal makeup tutorials, affordable beauty education

Chloe Morello offers detailed tutorials that help users recreate looks step by step. She is especially followed by brides-to-be and minimal glam lovers.

Why She’s a Top Beauty Influencer

• Expert in soft glam and bridal beauty 
• Combines education with easy-to-follow steps 
• Known for honest drugstore recommendations 
• Launched Face Halo (massive success) 

Her tutorials remain evergreen, often resurfacing during wedding seasons.

13. RawBeautyKristi

Platforms: YouTube, Instagram
Followers: 5M+
Known For: Real skin content, emotional storytelling, honest reviews

Kristi is known for her raw, vulnerable style. Her content resonates deeply with viewers seeking real-skin beauty and mental health support.

Why She’s a Top Beauty Influencer

• Strong authenticity reputation 
• Breaks unrealistic beauty standards 
• Viral “full face of…” videos 
• Has collaborations with brands like ColourPop 

She represents the shift toward authentic, skin-positive beauty.

14. Kaushal Beauty

Platforms: YouTube, Instagram
Followers: 6M+
Known For: Indian bridal makeup, cultural beauty traditions

Kaushal is one of the leading voices in South Asian beauty, known for her bridal looks, mehendi prep tutorials, and ethnic glam.

Why She’s a Top Beauty Influencer

• A go-to creator for Desi bridal makeup 
• Promotes Indian and South Asian beauty rituals 
• Known for soft-glam + bold-eyes combo 
• Inspires millions of South Asian women globally 

Her cultural representation makes her vital in global beauty conversations.

15. Lexi Rivera

Platforms: Instagram, TikTok
Followers: 30M+
Known For: Gen Z soft-glam aesthetics, beauty lifestyle and relatable short videos

Though originally a lifestyle creator, Lexi has emerged as a new beauty favorite among teen and young adult audiences.

Why She’s a Top Beauty Influencer

• Influences “clean girl” and soft-glam trends 
• Strong presence on Reels and TikTok 
• Collaborates with skincare and wellness brands 
• Represents relatable, everyday beauty 

Her shift from lifestyle to beauty has increased her brand value in the teen market.

Comparison Table: Top Beauty Influencers (2025)

What Makes These the Top Beauty Influencers in 2025?

These creators lead because they:

✔ Create high-quality tutorials

✔ Drive viral beauty trends

✔ Influence consumer purchasing

✔ Represent diverse backgrounds

✔ Maintain authenticity

✔ Collaborate with the biggest brands

✔ Shape Instagram’s beauty aesthetics

✔ Build beauty product empires

Their content influences both everyday routines and global beauty culture.

Top Beauty Influencers on Instagram (Why IG Still Matters)

Instagram remains a leading beauty hub because:

• It’s highly visual
• Reels drive viral product moments
• Close-up photography highlights textures and swatches
• Influencers use IG for before-and-after comparisons
• Beauty brands rely heavily on IG for launches and PR

Reels campaigns featuring the top beauty influencers on Instagram convert 2× more than static posts.

FAQs on Top Beauty Influencers (2025)

1. Who is the number 1 beauty influencer in 2025?

Huda Kattan remains the most influential beauty creator worldwide due to her brand empire and multi-platform reach.

2. Who are the top beauty influencers on Instagram?

Huda Kattan, Mari Maria, Bretman Rock, NikkieTutorials, and Desi Perkins dominate Instagram beauty engagement.

3. What type of beauty content performs best?

• Skincare routines 
• GRWM videos 
• New product reviews 
• Aesthetic transformations 
• Dermatologist-approved content 
• Before/after looks 
• Short-form Reels and TikToks 

4. How do beauty influencers make money?

• Brand partnerships 
• Sponsored posts 
• Affiliate sales 
• Personal beauty brands 
• YouTube ad revenue 
• Live shopping 

5. What is the future of beauty influencers?

AI skincare diagnostics, VR try-ons, and influencer-led beauty brands will dominate the next five years.

Final Thoughts

The beauty industry continues to evolve at a remarkable pace, driven by constant innovation, shifting consumer preferences and the rise of creator-led trends. Today, the top beauty influencers are at the centre of this transformation, shaping everything from product launches to viral makeup techniques. Their influence extends far beyond social platforms impacting brand strategies, purchasing decisions and the global beauty landscape.

From Instagram powerhouses who curate flawless aesthetics, to YouTube experts known for long-form tutorials, to TikTok creators who spark overnight trends, these influencers have become trusted voices for millions. Their reviews, routines, and creative looks guide what people buy, try and ultimately fall in love with. As the beauty space becomes increasingly competitive, creators hold unmatched power in driving conversations and consumer trust.

Whether you’re a brand aiming to collaborate, a marketer studying audience behaviour or a beauty enthusiast looking for inspiration, keeping up with the top beauty influencers on Instagram and on other platforms is essential. Understanding who they are, how they shape culture and why they resonate offers valuable insight into the future of modern beauty.