Top Beauty Influencers of 2020

Best beauty influencers of 2020

The beauty influencer space hosts some of the best consumer engagement in all of digital marketing. If your brand is considering working with a beauty influencer, here is our line-up for the top beauty influencers in 2020.

Beauty Influencers: Who Should Use Them?

Cosmetics companies are the most common brand category to hire beauty influencers. But those are not the only organizations that can benefit from these creative brand ambassadors. Hairstyle and nail care brands frequently enjoy profitable partnerships with beauty influencers.

If your brand is fashion, beauty and fashion usually overlap for these influencers. This overlap is especially true for fashion accessories like jewelry or headwear.

A number of our influencers listed below occasionally partner with non-beauty brands, including tech products like Apple. Because beauty influencers are first and foremost artists, their content is always dynamic and colorful. Any brands that wish to adorn their products with this artistry may be a good fit for beauty influencers.

Lastly, beauty influencers are advocates for self-esteem (regardless of size, color, age, or gender) and other social causes. When building relationships with these influencers, it will be important that the values of your influencers and your brand be compatible.

Choosing the Right Beauty Influencer

For the best campaign results, you should select your influencers carefully. To recruit a crack team of beauty influencers for your brand, you should answer the following questions.

  • What are your influencer marketing goals? Are you looking for more web visits, new product sales, general brand awareness, or a combination of the three? Your goals will determine what kind of beauty influencer is the best fit for your brand. Some of these influencers use exceptionally creative techniques for giveaways, product reviews, or tutorials. 
  • Does your audience align with the influencer’s audience? Most beauty influencers possess strong values and are not afraid to use their voice as advocates. Failing to find those influencers that align with your brand message could send mixed signals to customers and negatively impact campaign ROI.
  • Does the influencer have excellent engagement metrics or only vanity metrics? Just because an influencer has a high follower and like count doesn’t guarantee that that influencer is a good fit for your campaign. The reality is that vanity metrics (likes and followers) can be manufactured. Instead, focus on post comments and shares. By dividing the number of post comments and shares by an influencer’s total number of posts, you can achieve sound engagement metrics (with an influencer recruiting tool like GRIN, the software will calculate engagement for you). These engagement metrics will help you sort true influencers from fake influencers.

15 of the Best Beauty Influencers in 2020

Influencer #1: @ashghotcakess

best beauty influencers ashghotcakess

Image via Instagram

Ashley Quiroz is a fearless, accomplished makeup artist, beauty influencer, and mother of two. When she’s not turning back the clock on makeup styles from 5, 10, 15, and 30 years ago, Ashley is shaving her head to sample various bald and wig looks.

Quiroz delights her 300,000 Youtube subscribers from a humble, Arizona home studio. You can also find her on TikTok, Instagram, and Twitter.

Influencer #2: @glitterandlazers

best beauty influencers glitterandlazers

Image via Instagram

One of the hottest beauty TikTok influencers today is Anna O’Brien. She has over 5 million followers on TikTok (plus another 400,000 followers on Instagram) and a creative streak that will astound you. Her authenticity and makeup artistry endears audiences around the world.

O’Brien also recently published a book, A Life Full of Glitter: A Guide to Positive Thinking, Self-Acceptance, and Finding Your Sparkle in a (Sometimes) Negative World. She advocates for victims of fat-shaming and promotes fashion as a way to love one’s body regardless of size or age.

Influencer #3: @shaaanxo

best beauty influencers shaaanxo

Image via Instagram

Eye shadow and nail artist Shannon Harris is among the most versatile of beauty influencers. From blow-dry hair brushes to butt implant underwear, Shannon is delighted to test any product and offer straightforward advice to viewers.

While she enjoys over 3 million followers on YouTube, she is also active on Instagram and TikTok.

Influencer #4: @nikkietutorials

best beauty influencers nikkie

Image via Instagram

Nikkie de Jager is a Dutch beauty influencer famous for her informal makeup tutorials. Fans especially love when Nikkie teams up with her fiance for shared makeup experiences.

As a teenager, Nikkie struggled with gender identity and suffered ridicule from peers. Today, she is an advocate for the LGBTQ community and has used her business success to touch the lives of many. She connects with her audience via YouTube, Instagram, and Twitter.

Influencer #5: @dajjrambo

best beauty influencers dajjrambo

Image via Instagram

If you like glamour and cornrows, Dasia Janae is the best in the beauty influencer space. Her astonishingly beautiful eye shadow artistry showcases products in ways that few ambassadors can.

Most active on TikTok, Dasia also engages her followers on Pinterest, Instagram, YouTube, and Twitter.

Influencer #6: @jeffreestar

Image via Instagram

Among the most popular beauty and LGBTQ-advocate influencers is Jeffree Star. He is a self-professing “Makeup Magician” and engages more than 17 million followers on YouTube

Also the founder of Jeffree Star Cosmetics, Jeffree informs audience members about the benefits of cruelty-free beauty products. He showcases makeup and skincare tips on his social channels, including Instagram and Twitter.

Influencer #7: @cutcreaser

best beauty influencers cutcreaser

Image via Instagram

Vanessa says of her hobby-turned-career, “Makeup means an escape. An outlet. My own personal art form.” Her message of makeup as therapy resonates with thousands on TikTok, Instagram, Twitter, and YouTube.

Cutcreaser doesn’t just apply makeup, she’s an impressive artist. Her bold style makes her one of our favorite beauty influencers of the year.

Influencer #8: @hudabeauty

best beauty influencers hudabeauty

Image via Instagram

Huda Kattan left the finance industry to create her own makeup product line. After partnering with family members, Huda Beauty products now line the shelves of mainstream cosmetics retail stores around the world. 

Throughout her entrepreneurial journey, Huda also flourished as an influencer. As arguably the leading beauty celebrity influencer today, she continues to provide tutorials and product reviews on Instagram and YouTube.

Influencer #9: @ellieaddis

best beauty influencers ellieaddis

Image via Instagram

Ellie Addis doesn’t just “do makeup,” she paints pictures of flowers and paw prints on her face. She’s not afraid to use sparkly lime green colors against mesmerizing pink hair. According to Cosmopolitan, “it’s impossible to watch one of Ellie’s videos and not want to wear all the colourful makeup at once.”  

While she is most active on TikTok and Instagram, Ellie also engages her audience on Twitter and Pinterest.

Influencer #10: @gossmakeupartist

best beauty influencers gossmakeupartist

Image via Instagram

Wayne Goss is a makeup artist and beauty product tester. Though male, he offers helpful tutorials for men and women alike. Wayne spreads his British charm on YouTube, Instagram, and Twitter.

Also a brand ambassador for Brandylish, Mr. Goss designed his own exclusive line of makeup brushes.

Influencer #11: @ahliyahmichelle

best beauty influencers ahliyahmichelle

Image via TikTok

Well-known for her stylish headwraps, Bay Area’s Ahliyah Michelle is an accomplished makeup artist and fashion influencer. In addition to hundreds of makeup tutorials, Ahliyah shares practical tips for skin and hair care before, during, and after a makeover.

You can find Ahliyah on YouTube, Instagram, TikTok, Twitter, and Pinterest.

Influencer #12: @daniellemarcan

best beauty influencers daniellemarcan

Image via Instagram

Danielle Marcan is a marketing student, but perhaps she could teach her professors a thing or two about social media engagement. With over 500,000 followers on TikTok and nearly a million fans on Instagram, Danielle delights audiences with a wide variety of makeup styles.

Marcan is particularly skilled at comparing full glam looks with a natural glow. She loves to collaborate with other influencers with each new beauty experiment.

Influencer #13: @kandeejohnson

best beauty influencers kandeejohnson

Image via Instagram

Primarily a beauty and fashion influencer, Kandee Johnson is also an accomplished crafter. Most famous for her hair coloring and makeup tutorials, Kandee is a single mom and host to more than 3 million YouTube subscribers.

You can also find her Instagram, Twitter, and KandeeJ.com.

Influencer #14: @michellephan

best beauty influencers michellephan

Image via Instagram

Michelle Phan is a cofounder of Ipsy and the current owner of Em Cosmetics. Despite her corporate success, Michelle maintains her personal brand with surprising authenticity on YouTube and Instagram.

Sampling a host of makeup and nail products, Phan offers makeup tutorials, along with skincare and beauty tips.

Influencer #15: @christendominique

best beauty influencers christendominique

Image via Instagram

Christen Dominique is three parts cosmetics influencer, one part fashion influencer, and one part cosmetic product creator. She is also a full-time mom and founder of Dominique Cosmetics

Christen began providing makeup tutorials for her high school classmates. Later in life, she returned to college and began her beauty influencer career. Today, she enjoys over 4 million YouTube subscribers, plus a handsome following on Twitter and Instagram.

Final Thoughts on the Power of Beauty Influencers

As you build your all-star team of beauty influencers, don’t be afraid to think outside the box. Your influencers will be some of your best collaborators since they’ve built a career on creating compelling content.

For more tools to help you get your beauty influencer program underway, you can check out these additional resources:

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