From transformation videos and live product testing to how-tos and viral makeup trends, countless beauty influencers have successfully built, curated, and maintained engaged audiences. Let’s check out some of the common (and not-so-common) things they’ve done to achieve online success, so you, too, can become a successful social media influencer.
Many of today’s top beauty influencers started with a narrow focus and scaled up over time. By intentionally going deep before going wide, you build credibility with your followers and allow yourself to get your bearings before taking on more. You also have a better chance at becoming the go-to person for your particular area of focus.
1. Hyram Yarbro
Known as an OG “skinfluencer,” Yarbro initially focused solely on skincare product ingredients, consulting with scientists and positioning himself as an expert in the field. Despite his ample experience as a makeup artist and his ultimate expansion into mental health advocacy, it was skincare ingredients that got him started as an influencer.
2. Nyma Tang
A prominent beauty influencer with plenty of brand collaborations, Tang began with a very specific and deep focus on content related to darker complexions and brand inclusivity. Her “darkest shade” series led her to secure multiple partnerships with companies creating products for dark skin.
Having a distinct voice, humor, or aesthetic makes you memorable, which is important in a highly saturated market. Maybe you stick with the clean girl aesthetic, specialize in dramatic transformations, or always style your videos with the same color palette. The goal is that whenever your followers see, hear, or experience your brand, they know it’s you.
3. Desi Perkins
Perkins is a popular Mexican-American beauty influencer who built her personal brand on authenticity, inclusivity, and a curated feed that blends beauty, fashion, and lifestyle while leaning into her Latina heritage.
4. Bretman Rock
When it comes to creating a memorable personal brand, Rock is a shining example. He fosters a deep and loyal connection with his followers through comedy, candor, and fearless self-expression while bending the rules of gender and style with a mix of glam and chaos.
Successful beauty influencers keep it real—they teach us the benefits of being honest about products and brands they work with because they know that’s how you build trust for the long haul. Many influencers also show authenticity by sharing unfiltered moments, talking openly about struggles, and prioritizing honesty over hype.
5. Jackie Asamoah
Asamoah (also known as Jackie Aina) is renowned for her honest product reviews, in which she doesn’t shy away from critiquing brands. Her followers trust her because she is unfiltered, consistent in her values, and not afraid to call out the industry when they fall short—even brands she’s worked with before.
6. Golloria
TikTok’s champion of color inclusivity tests the darkest shades of products across brands. Golloria frames each review and brand deal through the lens of accountability and in accordance with her values—which makes her widely respected by her followers.
7. Lauren Curtis
Australian influencer Curtis often uses her platform to talk about the pressure of being an influencer and to share her difficult personal experiences. She shows unedited videos in an effort to increase conversations around mental health and self-image related to beauty.
Many of the most influential content creators with highly engaged followers build connections by showing their more human side.
8. Nikkie de Jager
De Jager (also known as NikkieTutorials) has been an expert at weaving her personal story into her online presence with honesty and transparency from the beginning. One of her most notable moments took place when she came out to her followers as transgender in 2020.
9. Samantha Ravndahl
A regular in sharing her personal story alongside beauty content, Ravndahl often speaks candidly about life events, professional milestones, or personal challenges related to body image, anxiety, and her life as a mom. She connects to her audience by showing that she is a real person with relatable struggles and experiences, strengthening their trust with her vulnerability.
Adapting to changes early is one of the biggest differentiators between influencers who stay relevant and those who fade over time. We can learn a lot from beauty creators who were among the first to master TikTok transitions, Duets, and short-form storytelling. Evolving with changing landscapes, trends, and features gives you a competitive edge online. Once you’ve curated an engaged following, you can move into other areas to amplify your success—think developing product lines, offering professional services, or even modeling and acting.
10. Michelle Phan
Early beauty influencer Phan found a way to remain relevant from day one. From trailblazing the beauty side of YouTube to leveraging new formats and styles and eventually launching Ipsy (one of the first-ever beauty subscription brands), she exemplifies the benefits of pivoting and remaining flexible in order to grow.
11. Huda Kattan
Kattan began with a focus on lashes but eventually built a billion-dollar empire in cosmetics, which now includes foundations, eyeshadow palettes, and lip kits. She’s become a CEO, investor, entrepreneur, and media figure and continues to build and grow her empire today.
12. Patrick Starrr
Starrr has used his social media presence to start all kinds of new ventures, including launching his brand One/Size Beauty and becoming a CEO, appearing on talk shows and podcasts, becoming a public speaker, and making music. His trajectory makes him a prime example of expanding beyond being a beauty influencer.
Working together with other influencers or collaborating with brands extends your audience, lends credibility to your brand, increases creativity, and strengthens your community of followers.
13. Katy DeGroot
In 2017, DeGroot worked with friend and influencer Desi Perkins to launch the iconic and wildly successful Desi x Katy collection for Dose of Colors. The collection celebrated their genuine friendship, and the two continue to collaborate regularly on content, showing up in each other’s videos and tutorials, delighting fans, and building hype for upcoming products.
14. Mikayla Nogueira
Nogueira is a huge presence in the beauty influencing community who regularly teams up with other famous influencers (like NikkieTutorials) to create buzz across their accounts and platforms. She also films Duets, genuine reactions to brand partnerships, and even celebrity collabs.
If you’re ready to take the next step toward becoming an influencer and growing your online audience, check out our casting call page for upcoming opportunities for content creators.