Beauty influencers have become an essential asset for beauty brands aiming to elevate their presence and business.

They can effectively target specific audiences, produce genuine content, and emerge as impactful user-generated content creators.

We have identified 74,000 beauty influencers on Instagram (last updated on October, 2023)

But who are the biggest beauty influencers? Don’t worry – out of these 74,000 beauty influencers, we listed for you the top 25 creators to follow. And not only that!

In this article, we will also cover:

👉 How to find beauty influencers?

👉 How are the top beauty brands working with creators?

👉  How much do beauty influencers make?

But first – the top 25 beauty influencers!

First – a recap is of the top 2023 Beauty Influencers:

25. @isabellekategm (273k followers)

24. @evyxo_ (272k followers)

23. @_byjessevans (287k followers)

22. @thetaleofaurors (288k followers)

21. @sthe_vick (294k followers)

20. @mayraritter_makeup (307k followers)

19. @hala.owais (328k followers)

18. @kristinadedwards_ (346k followers)

17. @elizabethkayeturner (384k followers)

16. @eukerensalles (392k followers)

15. @kseniasevrikeeva (400k followers)

14. @olsz_lena (423k followers)

13. @way_of_yaw (441k followers)

12. @missou_makeup (491k followers)

11. @colleen.makeupp (542k followers)

10. @paolaestrada.24 (549k followers)

9. @the_game_of_makeup (594k followers)

8. @andyrodriguesmakeup (597k followers)

7. @emsbymanal (650k followers)

6. @malvikasitlaniofficial (660k followers)

5. @kali.ledger (730k followers)

4. @erinparsonsmakeup (756k followers)

3. @lilajanowska (831k followers)

2. @brunaayraa (854k followers)

1. @karolresendee (876k followers)

Now – our full detailed ranking of our top 2023 beauty influencers (with detailed stats)  :

Isabelle Kate is one of the few British beauty influencers to be featured on our list, recommending the best cosmetics with how-to tutorials.  She is also a top makeup guru!

Isabelle is also a top makeup guru and even posts more unconventional beauty tutorials, posting reels such as get ‘unready’ with me’s.

Influencer Stats

+ 55% audience interest in beauty & cosmetics content

+ 48% Growth in the last 6 months

+ 191k Average Reels Plays

Evy is an American makeup guru, working with brands such as Nova Beauty as an ambassador for their program. 

She is one of the best beauty influencers for owning the most intensely beauty-passionate following, with an audience interest in beauty and cosmetics of a whopping 71%.

Influencer Stats

+ 71% audience interest in beauty & cosmetics content

+ 12% Growth in the last 6 months

+ 271k Average Reels Plays

Jessica is among the most famous UK beauty influencers with her 287k following.

Posting her beauty routines and fragrance recommendations, she is also a fashion influencer inspiring her audience with her classy ensembles. She works with both top fashion and beauty brands in the UK.

Influencer Stats

+ 54% audience interest in beauty & cosmetics content

+ 45% Growth in the last 6 months

+ 134k Average Reels Plays

Yanechko is a Russian TikTok content creator but also among the top  makeup artists through her beauty blog.

She has a high amount of average reel plays (719K,) which is a result reflecting her stunning and vibrant painted looks.

Influencer Stats

+ 51% audience interest in beauty & cosmetics content

+ 63% Growth in the last 6 months

+ 719k Average Reels Plays

Sthéfany is a Brazilian beauty creator and also considered in top skincare influencers rankings. She is sharing relaxing reels detailing her beauty routine.

If Sthéfany is also on our list of beauty influencers, it is also because she has worked with big brands like Nivea Brasil and has an impressive 84k engagements.

Influencer Stats

+ 67% audience interest in beauty & cosmetics content

+ 37% Growth in the last 6 months

+ 310k Average Reels Plays

Mayra might be a makeup guru through her make-up tips; she is also among the top beauty influencers. She is known for providing shocking makeup transformations as well as tutorials.

Her audience has a strong interest in beauty and cosmetics, scoring 52% for interest affinity.

Influencer Stats

+ 52% audience interest in beauty & cosmetics content

+ 46% Growth in the last 6 months

+ 191k Average Reels Plays

Hala is a super influencer from the UAE, and is one of several Instagram content creators on this list who cross-post in both fashion and beauty niches.

She has the greatest follower growth across the past 6 months out of all Instagram beauty influencers featured in our ranking, with a 96% increase in growth!

Influencer Stats

+ 53% audience interest in beauty & cosmetics content

+ 96% Growth in the last 6 months

+ 300k Average Reels Plays

Kristina is a US beauty blogger from Seattle, promoting beauty and haircare to her audience.

She is another famous beauty influencer who has seen significant growth in the past 6 months, gaining a 49% increase.

Influencer Stats

+ 51% audience interest in beauty & cosmetics content

+ 49% Growth in the last 6 months

+ 163k Average Reels Plays

Lizzy is a UK content creator known for posting some of the most authentic content around sans filters. She is among the top clean beauty influencers.

She pushes the ‘real skin’ agenda, creating a relatable and genuine feel through her work.

Lizzy boasts the highest engagement rate for a beauty influencer on Instagram, scoring 63%.

Influencer Stats

+ 52% audience interest in beauty & cosmetics content

+ 19% Growth in the last 6 months

+ 246k Average Reels Plays

Kéren takes a refreshingly different and humorous approach to beauty influencing through her content.

She might not be a makeup guru, she is definitely among the top beauty influencers.

Hailing from Brazil, her lively Instagram Reels are sure to bring a smile to any beauty fans face!

Influencer Stats

+ 67% audience interest in beauty & cosmetics content

+ 16% Growth in the last 6 months

+ 356k Average Reels Plays

As a makeup artist, Ksenia’s content focuses predominantly on tutorials that educate viewers with some of the best tips around.

She is one of the bigger beauty influencers featured on this list as we rapidly approach the giant macro influencer creators…

Influencer Stats

+ 58% audience interest in beauty & cosmetics content

+ 20% Growth in the last 6 months

+ 168k Average Reels Plays

Lena is a Polish beauty creator, and one of the Mom influencers featured on this ranking, posting fashionable and trendy shots and beauty tutorials on Instagram Reels.

She is additionally a skincare influencer, having partnered with La-Roche Posay, with an incredible 1.6M average views on Reels.

Influencer Stats

+ 52% audience interest in beauty and cosmetics content

+ 62% Growth in the last 6 months

+ 1.6M Average Reels Plays

On this list, we had a lot of UK beauty influencers and Way of Yaw is no exception. They are capable of creating bold makeup creations.

They draw inspiration from unique places for their content, and have their own addditional YouTube channel that sports a humble 17K subscribers.

Influencer Stats

+ 52% audience interest in beauty & cosmetics content

+ 11% Growth in the last 6 months

+ 350k Average Reels Plays

Missou is the first French content creator featured in this ranking of top beauty influencers.

Her content focuses on the funny and relatable side of beauty.

Influencer Stats

+ 51% audience interest in beauty & cosmetics content

+ 13% Growth in the last 6 months

+ 956k Average Reels Plays

Colleen is a hugely successful UK Instagram content creator known for her visual masterpieces that showcase the raw, artistic talent of beauty influencers.

Colleen earns the title of highest average reel plays on our list, with a staggering 2.4M plays under her belt – Impressive!

Influencer Stats

+ 64% audience interest in beauty & cosmetics content

+ 18% Growth in the last 6 months

+ 2.4M Average Reels Plays

Paola is a Mexican beauty creator and macro influencer, with an extra audience of +2M over on TikTok.

Influencers who take a multi-channel approach to content creation are doing it right!

Influencer Stats

+ 62% audience interest in beauty & cosmetics content

+ 19% Growth in the last 6 months

+ 177k Average Reels Plays

Sarah is a true professional in the field of makeup influencing, being part of the makeup artists club herself!

Hailing from India, beauty fans are sure to find a fabulous beauty buy directly from her tried and tested recommendations.

Influencer Stats

+ 67% audience interest in beauty & cosmetics content

+ 51% Growth in the last 6 months

+ 1.1M Average Reels Plays

Andy is another Brazilian beauty content creator to appear in our ranking.

Not only are they among the top beauty influencers, they are a trained makeup artist, providing knowledge and an established voice that is sure to capture the attention of budding beauty enthusiasts.

Influencer Stats

+ 64% audience interest in beauty & cosmetics content

+ 60% Growth in the last 6 months

+ 167k Average Reels Plays

Manal is a Los Angeles beauty influencer who has garnered an intensely skincare passionate audience (scoring 88% interest affinity in beauty and cosmetics).

With a clean and aesthetically pleasing feed, her collaborations shine among the masses of beauty content creators out there.

Influencer Stats

+ 88% audience interest in beauty & cosmetics content

+ 28% Growth in the last 6 months

+ 86k Average Reels Plays

Malvika is another one of the beauty influencers who hail from India, and has not just cultivated a huge 660K following on Instagram…

She also has an impressive 800K subscribers over on her YouTube channel, which provides helpful lifestyle and beauty content.

Influencer Stats

+ 52% audience interest in beauty & cosmetics content

+ 13% Growth in the last 6 months

+ 597k Average Reels Plays

Top 5! Here we go! Kali is an absolute unit of a macro influencer, with a significant following of 730K benefitting from her beauty hacks and recommendations.

If Kali is among the best beauty influencers in the world it’s almost due to her crazy views and passionate audience. 

Influencer Stats

+ 51% audience interest in beauty & cosmetics content

+ 25% Growth in the last 6 months

+ 151k Average Reels Plays

Erin Parsons is one of the top beauty influencers feeding into the vintage beauty niche.

She is a makeup artist as well, so she knows her stuff!

Her fascinating historical videos can also be found on TikTok, where she has a thriving following of 2 million followers!

Influencer Stats

+ 69% audience interest in beauty & cosmetics content

+ 30% Growth in the last 6 months

+ 151k Average Reels Plays

Lila is one of the biggest beauty influencers and entrepreneurs on Instagram!

Based in Poland, her brand Lila, provides gorgeous jewellery pieces, which has garnered an audience of 38K.

Influencer Stats

+ 50% audience interest in beauty & cosmetics content

+ 14% Growth in the last 6 months

+ 473k Average Reels Plays

Bruna has just been pipped to the post as number one of the top beauty influencers on Instagram…

A Brazilian creator and entrepreneur, Bruna shows her expertise in all things beauty with her own influencer makeup line: Bruna Ayra Beauty.

This establishes her business as one of the top influencer beauty brands to keep your eye on for future developments in 2023!

Influencer Stats

+ 60% audience interest in beauty & cosmetics content

+ 13% Growth in the last 6 months

+ 1.6M Average Reels Plays

And we’ve arrived! Brazilian beauty boss Karol is officially at the top of the beauty influencers realm, with a great 876K followers finding her tips and hacks to be the most useful in the beauty world!

Influencer Stats

+ 58% audience interest in beauty & cosmetics content

+ 13% Growth in the last 6 months

+ 539k Average Reels Plays

Well… I will have to be honest here.

Actually it was quite easy as we used AI to do it!

We utilised our extensive creator database of +250 million profiles and used precise filters to segment and find the ultimate beauty influencers.

We focused exclusively on Instagram content creators and considered a wide range of data points to ensure a comprehensive and accurate ranking.

This ranking included a diverse mix of Macro and super beauty influencers, providing you with only the top, on-the-rise creators.

(One might say Instagram’s cream of the crop when it comes to beauty influencing!)

ℹ️ Our criteria included:

> Eng. Rate: +2%
> Interests (audience): >50% (E.G Beauty and Cosmetics)
> +10% Follower growth (in the last 6 months)
> Last Post: 1 Month

Answering this question is not that easy!

Before giving you an answer, we need to clarify one important fact.

Where to find beauty influencers?

It’s mostly across 3 social media platforms:

1. Instagram (+74,000 beauty influencers)

2. TikTok (+47,000 beauty influencers)

3. YouTube (+13,000 beauty influencers)

But how can you find the best ones without losing hours?

Option 1:  Use influencer marketing tools such as Click Analytic (try it by starting a free trial)

Option 2:  More manual approach ; learn yourself how to find influencers on Instagram.

Easy right? 

Now, what are the next steps? Well, the best way to launch a successful marketing program with beauty influencers is to learn grom your competitors.

So, how are top beauty brands getting success with beauty influencers?

Well, let me give you 3 examples (and one bonus): 

1️⃣ Glossier ($180M annual revenues)

Results: +37,000 beauty influencers mentions

> Origin & Engagement: Evolved from the “Into the Gloss” blog, emphasizing deep audience connection.

> User-Generated Content: Actively reposts and promotes content from influencers and users.

> Influencer Collaboration: Partners with engaged users as brand ambassadors.

> Distinct Branding: Features “instagrammable” products with a signature millennial pink hue.

2️⃣ Kylie Cosmetics ($221M annual revenues)

Results: +73,000 beauty influencers mentions

> Founder as Influencer: Kylie Jenner, the founder, is a major influencer herself, leveraging her massive following to promote the brand.

> Organic Engagement: The brand achieves high social media engagement without spending on paid ads, relying on organic posts.

> Collaborations: Kylie Cosmetics often collaborates with other influencers to spread word of mouth and promote its products.

> Product Showcases: High-quality visuals and posts of their products, ensuring they capture audience attention.

3️⃣ MAC Cosmetics ($300M annual revenues)

Results: +223,000 beauty influencers mentions

> Limited Collaborations: Partnerships with both celebrities and beauty influencers for limited-edition collections.

> Diversity: Emphasis on inclusivity by working with influencers from varied backgrounds.

>Micro-Influencers: Engages with influencers having smaller but highly engaged audiences.

> Events & Digital Presence: Hosts product launches and masterclasses, and maintains a strong presence on platforms like Instagram, YouTube, and TikTok.

🎁 I also have a surprise for you. Check our recent case study with this US beauty brand and how they generated +900% of sales with beauty influencers.

Last question but not least!

Now that you have identified creators for your campaign know how to work with them – how much should you pay these beauty creators?

Here’s a quick summary:

💸 Nano influencers (<1,000 followers): Minimal earnings.

💸 Micro influencers (1,000 – 10,000 followers): $50 to $250/post.

💸 Mid-tier influencers (10,000 – 100,000 followers): $1,000 to $5,000/post.

💸 Mega influencers (1M+ followers): $5,000 to $25,000/post.