Top 20 Makeup Influencers: How They’re Changing the Beauty Industry in 2024

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Social media has given rise to a new generation of beauty experts – makeup influencers, also known as beauty bloggers. As their name indicates, these personalities have a passion for cosmetics, which is a huge industry. With a keen eye for innovation and a pulse on the latest trends, they have become the go-to sources for beauty lovers worldwide.

The influence of these people shape the beauty industry and can drive more demands for new products. To improve their online presence, cosmetic brands can join influencer marketing platforms to find the best makeup influencers for collaboration.   Let’s get to know more about makeup influencers and their impact on this industry.

What is a makeup influencer?

Among all types of influencers, makeup influencers are the most popular ones who have gained a massive following by sharing their passion for beauty products and makeup application techniques. Using platforms like YouTube, Instagram, and TikTok, these influencers create video tutorials, product reviews, and behind-the-scenes vlogs to engage with their audiences.

Some of the most popular makeup influencers have millions of followers and work with major beauty brands to promote new product launches. Since they sound credible and trustworthy among their followers, they can easily popularize particular looks, brands, and products by sharing their recommendations.

How to Find Makeup Influencers? 

There are thousands of influencers on social media, making it challenging to find the perfect influencer for your brand. Whether you search on Google for the top makeup influencers or follow different related hashtags on social media, finding the ideal influencer for your brand may take a lot of time.

But, there is also a quicker method for brands to find influencers in their niche, using an influencer marketplace like Ainfluencer. 

Let’s see how Ainfluencer can help cosmetic and beauty brands find makeup influencers. 

Ainfluencer: The Best Influencer Marketing Platform 

Ainfluencer is a 100% free marketplace that can easily connect brands with influencers on TikTok and Instagram. Brands can join Ainfluencer for free and create as many campaigns as they like. 

Then, they can use the ‘Find Influencers’ tool to search for influencers based on different criteria such as category, location, language, gender, hashtags, and number of followers. They can also allocate their budget so that only the influencers in that range will be listed. As you can see, with only a few clicks, you can find influencers aligned with your preferences.

Consequently, if you look for makeup influencers, you can filter your search and change the category to cosmetics, beauty, or other related categories. Furthermore, you can also find male makeup influencers by changing the gender to ‘Males.’

Best Makeup Influencers for Collaboration

Whether you are a top makeup brand or a small business in this field, collaborating with influencers can help you increase brand awareness and boost your sales. 

Here is the list of best makeup influencers on different social media platforms. 

Top Makeup Influencers on Instagram

Undoubtedly, Instagram is one of the best platforms for makeup artists; they can offer new products and teach new makeup techniques. If you are looking for makeup influencers on Instagram, the following list can be helpful.

1-Huda Kattan – (@huda)

In the world of beauty and cosmetics, Huda Kattan is one of the most popular influencers. Huda is an American makeup artist who started her career by promoting other brands’ products and sharing makeup tutorials. Now, she is the founder of her own brand called ‘Huda Beauty,’ which is one of the most popular cosmetic brands on Instagram. 

Although Huda is active on other social media platforms, her Instagram account is more popular, with 3.8M followers. Her brand’s account also has 54M followers on Instagram.

2- James Charles – (@jamescharles)

Makeup products are not just for women. James is a male makeup influencer whose creativity has made him very popular on social media. He makes fun video tutorials and shares unusual makeup that attracts people who enjoy being new! James tutorials are all about blending different shades and being more colorful. 

As a popular makeup blogger on Instagram, he has 21M followers. Furthermore, he has become the brand ambassador of a makeup brand called

3- Marlena Stell – (@marlenastell)

Like other makeup influencers, Marlena shares video tutorials about different makeup trends. But that’s not the end because Marlena’s main idea while creating this account was to inspire all women to feel their best regardless of their age or skin color. Marlena is also an active content creator on TikTok and YouTube. However, the content she shares usually gets more views on Instagram.

4- Rose Gallagher – (@rosegallagher)

Although the list of top makeup influencers is usually filled with bloggers with millions of followers, small businesses consider micro influencers to be more effective in promoting their brands. So, if you are looking for a micro influencer to promote your cosmetic products, Rose can be a great option. 

Since Rose shares easy makeup tutorials for her 78.6K followers, she gives the message to all women that they don’t need to be a model to follow a makeup routine and feel good about themselves. 

5-  Katie Jane Hughes – (@katiejanehughes)

The NY-based influencer, Katie, is a makeup artist on Instagram and other social media platforms. She usually shares makeup tips to help her 884K followers to look their best. 

Furthermore, unlike most celebrity makeup influencers who use several makeup products to change their faces, Katie only uses a few products that almost every woman can have in their house. So, her tutorials seem more practical to her followers.

Find More Instagram Makeup Influencer

Top Makeup Influencers on TikTok 

Another popular platform for makeup artists is TikTok, where they can share short videos about their tutorials or tips. Here is the list of top 5 makeup influencers on TikTok. 

1-Makeup by Analiza – (@makeupby_analiza)

Makeup products are not only used for beauty; some makeup artists use them to change their faces for different occasions, such as Christmas or Halloween. That’s exactly how Analiza shows her creativity to her 990K followers on TikTok. 

Her makeup videos get thousands of views on TikTok, and her followers really like the products she uses. She usually tags the cosmetic brands she uses, so her followers can use them, too.

2- Tao – (@taontm)

Sharing a short video about makeup tutorials is not easy, but Tao can do it perfectly. That’s why she is a popular makeup influencer on TikTok. You can see several videos of one makeup on her TikTok account. Therefore, it’s easier for her followers to do whatever she does step by step. 

See also  15 Top Influencer Marketing Tools To Grow Your Brand In 2024

Tao shares daily makeup videos and has 989K followers on TikTok. 

3- Saqarmodir – (@ makeupamurder)


Replying to @alexianicholesmith Fun Fact: TOXIC WASTE EYELINER IS NOT TOXIC ☢️ #makeupamurder #toxicwasteliner #eyeliner #liner #graphicliner #creativemakeup #howto #makeup

♬ Smoked out Phonk – TREVASPURA

Love vibrant colors? Then, Saqar should be the person to follow on TikTok. She has a gothic style and enjoys sharing unique makeup ideas. However, unlike her own style, she loves to use colorful products, from neon eye shadows to pastel hair colors. Saqar has 882.5K followers on TikTok.  

4- Jannica Sherry – (@ jannicass)

With 768K followers on TikTok, Jannica is a young girl from Finland who lives in Milan. She is not only a makeup influencer but also an artist who loves acting. Therefore, she copies actresses’ makeup in different movies and then plays their roles in a short video. Sounds interesting, isn’t it?

5- Lisette – (@luhhsetty)

The first thing that may grab your attention on Lisette’s social media accounts is her wonderful curly hair. In fact, apart from being a makeup influencer who shares makeup tips and tricks, Lisette is known as a hair influencer who shares tips about proper caring of curly hair. Lisette has 214.5K followers on TikTok. 

Find More TikTokers on Ainfluencer

Best Makeup Influencers on YouTube

With over 2.7 billion active users, YouTube is the second most prominent social media platform. Although most makeup influencers started creating videos on YouTube, with the rise of other social media platforms, most decided to be active on Instagram or TikTok. But, YouTube is still a popular platform for people who want to see longer videos or vlogs. Let’s meet some makeup YouTubers.

1- Ahliyah Michelle – (@Ahliyahmichelle)

Ahliyah shares quick but descriptive tips about makeup products and trends on her YouTube channel, where she has 67.9K subscribers. Apart from being a makeup influencer, Ahliyah is a lifestyle influencer, too. She knows that most women don’t have much time to do all the time-consuming makeup celebrities do, so she shares beauty tips they can follow with the least effort.

2- Maria Maria – (@MariMaria)

This Spanish-speaking YouTuber with 10.6M followers is a popular makeup influencer known for actively engaging with her audience on social media. Furthermore, she doesn’t stick to one platform; she is an active user on Instagram and TikTok. Therefore, beauty brands can benefit from collaborating with her.

3- Giorgina Juanita – (@GiorginaJuanita)

The best thing about social media is that you can find influencers in any country you like. With 150K subscribers on her YouTube channel, Giorgina is a well-known model, TikToker, and Instagram makeup influencer who creates wonderful makeup videos for her social media accounts. 

Find More Influencers on Netherlands

4- Michelle Wong – (@LabMuffinBeautyScience)

Being beautiful is not all about what makeup you put on your face. It’s important to care about your skin besides using makeup products. Michelle is a makeup influencer with a Ph.D. in cosmetic products. This means she knows what’s inside each product and how you should use them and care for your skin from the damage that they may bring. 

Michelle has 455K subscribers on her YouTube channel, showing how much people care about their skin and health. Although this channel doesn’t feature makeup tutorials, you can learn more about each product here. Therefore, her account can be a great place to promote non-toxic, sustainable, and organic cosmetic products.

5- Edward Avila – (@ EdwardAvila)

Korean makeup products are so famous among people because they can actually change people’s face. In order to learn more about these products, people follow Edward Avila, a Korean beauty YouTuber with 1.55M subscribers. Although you may think that Edward is a local influencer, he collaborates with different cosmetic brands around the world. 

Collaborate with Korean Influencers

Popular Makeup Influencers on Facebook 

As of my last update, Facebook had reported almost 3 billion monthly active users, making it the first most-used social media platform. However, the purpose of creating a Facebook account might be different from other channels. Yet, this platform is still a great place for online stores, especially beauty brands. Here is the list of the top makeup influencers on Facebook. 

1-Nikkie de Jager- (@NikkieTutorials)

Facebook Influencers

With 1.7M followers on Facebook, Nikkie is one of the top makeup content creators. She has a great talent for developing custom makeup and using vibrant colors together. Most of her makeup is avant-garde and modern. So, she has specific followers on her social media accounts.

2- Michelle Phan – (@MichellePhanOfficial)

Facebook Makeup Influencers

Although she doesn’t share videos on Facebook regularly, her 2.9M followers on this platform makes Michelle a great makeup influencer for brands who want to promote themselves on Facebook. 

3- Nyane Lebajoa – (@Nyane)

Facebook Makeup Influencer

Nyane has gained social media fame with her unique style and occasional vibrant hair color changes. She is an active user on all platforms. Unlike most influencers, Nyane didn’t forget about Facebook, where she has 326K followers. As a makeup influencer, she creates Facebook reels about makeup tips. This talented influencer knows how to make money on Facebook.

4. Bretman Rock – (@thebretmanrock)

Facebook influencers

With 4.3M followers on Facebook, Bretman is a well-known makeup content creator on social media. Although his Facebook account is more personal, where he shares about his lifestyle, the number of his followers shows how powerful he can be for brands who want to grow on this platform. 

5- Letícia Gomes – (@leticiafgoomes)

Facebook Influencers

This Brazilian influencer is an expert in face-off challenges. One day she is a pirate and the other day turns into a princess. She has 339K followers on her Facebook account. However, she posts her content directly from Instagram by linking these platforms together. 

How to Collaborate with Makeup Influencers

Undoubtedly, collaborating with makeup influencers is a smarter method of promotion for beauty brands than traditional advertising. If you wonder how to make the most out of your collaboration with top influencers, here are some ideas.

How to Collaborate with Makeup Influencers
How to Collaborate with Makeup Influencers

1-Create Authentic Content 

Content is the most valuable asset for promoting a brand, especially in the makeup and cosmetics field. Makeup bloggers can produce this content in a way that their followers find your product perfect for their needs. Therefore, just give them some space to test your product and share their opinions.

User-generated content cuts through the noise on social media. This type of content is real and reflects authentic customer experiences. Beauty influencers provide this type of content through reviews, tips, and tutorials that engage audiences and make them feel like part of the conversation. 

2- Partner with Local or Global Movements

Improve your brand’s loyalty by participating in different global movements. You can find influencers who follow a specific movement that can relate to your products, such as sustainability or not testing chemical products on animals. Then, you can make a name among people with this attitude, making you more popular among them. 

3- Use Instagram Shopping

Have you ever used Instagram shopping features that allow users to buy a product directly from Instagram? This feature is available for influencers, too. Therefore, you can ask them to add this feature to make purchasing your products simpler for their followers.

When selecting an influencer, make sure to choose someone who’s familiar with the latest Instagram features and updates to make the most of this platform and bring more traffic to your website or boost your sales. 

4- Run a Contest or Giveaway

One of the best methods of collaborating with makeup influencers on Instagram is running contests or giveaways. You can ask them to repost the giveaway campaign on your account or give them the giveaway code to share with their followers.

Giveaway campaigns are among the most effective Instagram marketing strategies that not only can increase sales but it can generate leads and enhance engagement.  

Bottom Line

Collaborating with makeup influencers is a compelling strategy for brands to pursue. When done right, these partnerships can be a game-changer. Influencers have direct access to an engaged audience that trusts their opinion. Therefore, they can seamlessly spread brand messaging or introduce their products with resonating content. This native approach is far more impactful than traditional advertising.

Don’t waste your time, you can make the most out of influencer marketing. Join Ainfluencer Now and create your influencer marketing campaign for free. 


1-Who Is the Highest Paid Makeup Influencer on YouTube?

Safiya Nygaard is one of the top YouTubers with 9.9M subscribers on this channel. The latest records show she receives an average of $196,877 per post

2- Who Is the Biggest Makeup Artist Influencer on TikTok?

The biggest makeup artist on TikTok is often considered to be Charli D’Amelio. She holds the top spot in various rankings and is widely recognized for her lifestyle, makeup content, and dancing posts. With her popularity stemming from TikTok, Charlie has gained 151.M followers on TikTok with billions of likes. 

3- Who Is the Most Expensive Makeup Artist Influencer in the World?

Renowned as a beauty influencer, Huda Kattan is one of the most expensive makeup artists on social media.  

4- How Do Makeup Influencers Make Money?

Makeup influencers primarily make money through a combination of sponsored content, affiliate marketing, brand collaborations, and ownership or shares in makeup lines.

Cyrus Nambakhsh

Cyrus is a serial entrepreneur, product-led-growth expert, a product visionary who launched 7 startups. He has built scalable platforms to help businesses and entrepreneurs. Contact: