Makeup creators are a match made in heaven for influencer marketers. Whether it’s through tutorials, “get ready with me” videos, or product reviews, these creators rack up as much online engagement (and style points) as any other influencer on social media.
Partnering with your very own beauty guru could be just what your brand needs to reach an engaged audience eager to try new products and take recommendations from their favorite creators.
But first, let’s start with the basics.
A makeup influencer is an online creator who publishes beauty content related to makeup and makeup accessories. Makeup influencers fall within different niches. For example, some focus on product reviews and style inspiration, while others are experts on makeup for specific skin tones or various skin conditions.
Influencer marketing works well for beauty brands because they can use skilled creators to showcase their products and inspire people to try new techniques and trends. Makeup influencers are experts in their field and extremely passionate about the products they promote. If a brand can find a creator that genuinely loves their product, that influencer will have no trouble giving an honest endorsement and encouraging their followers to try the product for themselves.
Tutorials are valuable tools for influencer marketers because they allow creators to show off their skills while subtly promoting a product.
Creators usually leave a list in the caption or video description of all the products they used during the tutorial. Some influencers may post an image of the “final look” or create a before-and-after video.
This type of influencer content is effective because it uses the creator’s skillset to showcase how stunning the result can be when using a particular product. Brands are instantly validated when an influencer uses their products in a tutorial.
Many creators promote multiple brands at once when they release their top makeup or beauty products in a “favorites” post.
Even though these posts don’t promote your brand exclusively, they are still helpful for generating brand awareness and conversions. Plus, the complete list feels more organic to consumers and less like a traditional ad.
Creators generate massive reach and engagement when they offer products as prizes. Followers can enter to win giveaways by sharing a post, commenting, tagging, or all of the above.
Not only will people join for a chance to win, but the winners also get to try your product, increasing the chances of converting them into long-term customers.
Instagram is the most popular channel for makeup influencers to show their work. The Instagram feed is perfect for posting static images of finished looks or before-and-after shots. Instagram Reels are a great tool for posting quick tutorials and makeup hacks.
As home to more influencers than any other platform, Instagram is ideal for brands looking to cash in on influencer marketing. And with its instant shopping feature, users can buy products via clickable ads without even leaving the platform.
YouTube is where it all began for makeup influencers. Although short-form videos are quickly becoming the most popular form of social media content, YouTube remains unmatched for tutorials, product reviews, and day-in-the-life videos.
Because the videos that YouTube makeup influencers post are longer than most videos on other channels, audiences can spend more time developing a deeper connection with their favorite creators. Many YouTube creators also post videos on a schedule, so followers know exactly when to expect the latest content drop.
TikTok is the fastest-growing social media platform and the ultimate destination for younger social media users. Its short-form video format is perfect for quick how-to videos, makeup hacks, and glamor shots.
The seemingly never-ending stream of viral TikTok trends should make partnering with savvy creators a no-brainer for makeup brands. And as the home to the largest number of young users, TikTok is the perfect platform for brands hoping to catch consumers before their brand affinities become exclusive.
Pinterest’s visual focus and creative user base make it a darkhorse choice as one of the top platforms for makeup influencers. Pinterest is a source of inspiration and education for its users. Makeup brands considering Pinterest should use the platform to inform their audiences but allow their creators to set the mood for the page’s aesthetic.
Brands can use Pinterest to create “beauty boards” to inspire various makeup styles and use image pins to showcase product lines. Pinterest is also adding more video content, allowing users to share more cross-platform content.
Finding your next beauty guru isn’t as intimidating as it might seem. There are millions of creators on social media, and the vast majority of them are actively looking for their next favorite product to promote.
Your job is to find the creators who best fit your brand’s mission and values. Make sure any potential partner regularly engages fans, has a look and vibe that fits your own, has strong communication skills, and has a creative mindset.
Here is what to do when it’s time to reach out.
Brand-creator partnerships work best when an influencer genuinely enjoys the products they promote. Consider sending your prospects some products ahead of time to build brand affinity. The influencers’ promotions will be much higher quality in the long run.
Glossy Pops is a two-in-one lip gloss and lip balm combo brand that refers to its influencer team as the #glossyposse. The brand recruits young influencers that post the kind of vibrant, fun content that aligns with the company’s aesthetic. Glossy Pops uses several other hashtags to help collect user-generated content and encourage engagement among their followers.
UOMA is an inclusive beauty, cosmetic, and personal care brand created “for all who have been left out.” The brand created the popular hashtag #uomatribe for its affiliates and fans to post their favorite beauty looks. UOMA recently started a “Make It Black” initiative with the organization Pull Up for Change to help uplift Black voices and businesses.
NOTO Botanics is a beauty brand that creates clean, vegan products. The brand partners with artistic creators and promotes active engagement with an audience that shares its passion for a cruelty-free lifestyle.
Roro is a self-taught makeup artist known for her colorful eyeshadow blends and signature star designs. She has struggled with cystic acne her whole life, but instead of trying to hide her blemishes, Roro embraces them and even incorporates them into her makeup designs. Her channels aim to inspire viewers to feel comfortable in their skin, telling Teen Vogue in 2018, “I hope anyone dealing with any skin condition can know they are not alone.”
Gabriel is a makeup artist known for tutorials, beauty tips, product reviews, and vlogs. He is the brother of television personality Kristin Cavallari and the first male artist to sign with the beauty company Ipsy, owned by Michelle Phan. Aside from makeup techniques, viewers can tune into Gabriel’s channels for style tips, cooking content, and plenty of lively conversation with fans.
Marlena’s mission is to “inspire everyone of all ages, sizes, skin color, and ethnicities to feel their best on the inside and out.” As a mom, CEO, and business owner, the 40-something makeup artist strives to help women on the go look their best without having to spend too much precious time getting ready in the morning.
Aside from posting stunning makeup and hair tutorials, Cydnee uses her platform to share her self-development journey and inspire her followers through peace, love, and positivity. She thrives on relating to her fans on a personal level and loves hearing comments about how her videos have helped them feel beautiful and more confident.
Cohl is a makeup artist and entrepreneur working to make the beauty world more accepting of everyone. He was named as the emerging makeup artist of the year in 2019 at the American Influencer Awards. He launched a lip gloss with Sephora later that year and his own company, SOHL Lashes, in 2020.
You can find more of Cohl’s content on YouTube.
Alexandra uploads makeup, hair, and lifestyle videos “specifically to make life easier.” As one of the most veteran beauty influencers on our list, Alexandra released her first videos in 2010 to inspire people impacted by body image and self-confidence issues. Today, her content is about “helping other girls who have felt less than perfect more often than not.”
Eman is an Egyptian beauty guru who left behind a career in finance to become one of the most popular makeup artists on social media. Growing up in a strict household, Eman said her parents didn’t always allow her to use makeup as a form of self-expression. Now she inspires her 1 million YouTube subscribers to feel beautiful with clever beauty tricks and makeup tutorials.
Briana is a self-taught makeup artist and fashionista who produces fashion tips and makeup lessons to help her “doll team” feel fabulous and confident. Briana’s most popular videos feature colorful eyeshadow tutorials and “get ready with me” before a night on the town.
Deepica takes her content beyond makeup tutorials and focuses on empowerment and family content in hopes of creating a conversation that is “bigger than her.” Deepica went viral for a red lipstick hack video in 2015 to help show that all people have more in common than they realize. She launched her beauty brand Live Tinted three years later to “empower all shades in between.”
Meghan is an actress, podcaster, vlogger, and prolific YouTuber. She starred in the Hulu series Freakish and recently released a book titled You’re Not Special: A (Sort-of) Memoir. She has an extensive library of YouTube content featuring everything from makeup tutorials to dating advice and conversations related to mental health.
pretend 👏🏽♬ Pretend TheBossWives – szgcouture
Lisette debuted on social media when she was just 15 years old and has since become one of the internet’s most popular names in lifestyle, makeup, and beauty. Aside from her popular makeup tutorials, Lisette is perhaps best known for her tips on taking proper care of curly hair. She won the Seventeen Magazine Beauty Smartie Contest and was one of the top 12 contestants at the 2015 NYX Face Awards.
@nymatang Tried this new lip combo and it’s 🔥 #nudelip #makeupinspo ♬ original sound – nyma
Nyma is one of the online beauty industry’s most well-known inclusivity advocates. She has nurtured a dedicated community and regularly engages more than 1.5 million collective followers. Nyma has collaborated with many major brands, including Dior, Estée Lauder, and CVS.
@rosegallagherbeauty Beginner’s guide to bright colours 🌈💘 try this tip with any bright colour you already have at home! Here’s what I used (and was already wearing)… MAC by Richard Quinn Quinning Eyeshadow Palette shadow in Lemon Fizz Lisa Eldridge Seamless Skin Foundation in shade 10 L’Oreal Pro XXL Lift Mascara Half Magic Beauty Grippie Brow Charlotte Tilbury Lip Liner in Pillow Talk Lisa Eldridge Lip Gloss in Blush Lightly Chantecaille Radiance Gel Bronzer Charlotte Tilbury Matte Beauty Blush Wand in Pink Pop MAC by Richard Quinn Extra Dimension Skin Finish in Day Glow Sarah Keary double ended eyeshadow brush AD info: no paid or sponsored content. Items featured are gifted press samples. #learnwithrose #learnontiktok #macxrichardquinn #macrichardquinn #richardquinn #halfmagicbeauty #grippiebrow #sarahkearymakeup #maccosmetics #makeup #easymakeup #yellowmakeup #brightmakeup ♬ Sixty Second Commercial 1 by Michael Reynolds – malcolm
Rose is a British makeup artist offering daily quick makeup tips like covering redness and rosacea with foundation. She is a brand ambassador for IT Cosmetics and presented at the NYX Professional Make-Up UK Face Awards and the La Roche Posay Skin Clinic.
@charbarker Simple date night ideas #makeup ♬ Naughty girl Alex Chapman remix – Alex Chapman
Char describes her beauty aesthetic as “editorial and glossy with a touch of avant-garde.” She is a master of eyeshadow and has recently created a series of videos recreating the looks of characters from the popular show Euphoria.
You can also follow Char on Instagram.
💗🧞♀️🦄☂️🔮💕👩🏽🎤♬ original sound – santxnny
Dasia is a 21-year-old hair and makeup expert. The mother of two got her start creating detailed beauty tutorials but is also known for DIY videos, including room renovations and sneaker art.
BEAUTY IS BORING was created in 2012 by celebrity makeup artist and photographer Robin Black. Robin photographs models, artists, musicians, and actors to help showcase her unique makeup aesthetic. The blog is a space for inspiration, inclusivity, and fun.
Amber started her blog as a diary to document her life with her husband and three kids. She occasionally posted a makeup tutorial or an outfit initially, but her site grew into a full-blown lifestyle and beauty blog over time. Amber now travels the world with her family and promotes her favorite brands like BFB Hair and Dae.
Lisa is one of the top makeup artists in the world, creating iconic looks for celebrities like Dua Lipa, Kate Winslet, Nicole Kidman, and countless others. She is one of the leading collectors of vintage makeup, which inspires her signature “dewy, fresh, and flawless” look. Lisa’s blog provides tips and recommendations to inspire others to look and feel beautiful.
The Huda Beauty brand was started by makeup artist and beauty blogger Huda Kattan. The Huda Beauty blog is a goldmine of resources for everything from “jawline snatching” makeup tips to the easiest ways to look “expensive.”
The Lab Muffin blog was started about 10 years ago by Michelle Wong—a chemistry Ph.D., cosmetic chemist, and science educator. Her mission is to help her readers decide which beauty products are (and aren’t) worth buying using science.
Partnering with makeup influencers is a must for any cosmetic brand. These creators can use their artistic skills and industry knowledge to inform your audience and prove how beautiful your products can make them look and feel. If you can win over the right makeup influencers for your brand, you’ll have no trouble winning over their audience and converting a whole new crop of loyal brand fans.
Learn more about influencer marketing: Influencer Marketing 101
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