Who is Anna Sheri?

A qualified beauty therapist who grew up in Greece

Anna Sheri is a beauty creator based in the United Kingdom. She grew up in Greece, moved to the UK at 21 and turned 30 in January 2026. Before posting full time she qualified as a beauty therapist, a career she chose at 18, and worked in the beauty industry for close to ten years. She posts as @annasbeautyworld_ on Instagram and as @annasbeautyworld96 on YouTube, and both bios carry the same line: healthy hair & skin vibes.

A lockdown hobby that became a full-time job

She started her beauty account as a hobby during the Covid lockdown and ran it alongside her job as a beauty therapist for about two years, then left to create content full time. In September 2025 she posted an 18-minute question and answer video on YouTube, and by then she had been a full-time creator for almost two years. The earliest paid Instagram post we can see is from October 2023, a routine for the French skincare brand Avène.

Hair, skin and shower routines in a marble-tiled bathroom

Her videos cover hair washing and blow-drys, hair oiling, face masks, shower routines and morning skincare, with the title written on screen and the products listed in the caption. Her most used Instagram hashtags are #skincare, #haircare and #selfcare, then #hair, #showerroutine and #cleangirl. Most of the posts we can see are filmed in the same marble-tiled bathroom, with shelves of products behind her, and so are most of her paid posts, rather than a separate studio.

Ranked second for UK hair care in January 2025

In January 2025 an influencer marketing platform ranked her second among UK hair care creators and seventh for skincare, on posts from January to November 2024. CreatorFest, a two-day creator conference, then put her on its July 2026 agenda for a fireside chat titled Conquering BeautyTok: Standing Out In An Overcrowded Market. The most-watched paid post we can see is also a hair routine: an Elvive Hydra Pure video for L'Oréal Paris from February 2024, at 15,527,173 views.

The paid posts we can see from Anna Sheri are all beauty and wellness: skincare, hair care, body care and nails, plus two retailers, Space NK and Holland & Barrett, and the supplement brand Perfectil. This section names the brands behind 30 flagged posts and the 2026 captions marked ad, then sets their likes against her other posts from the same months.

The 30 sponsored Instagram posts we can see start with Avène in October 2023, then The Inkey List, Face Theory, Elemis and Space NK in November. In 2024 the list widens to L'Oréal Paris, Youth To The People, The Ordinary, Simple, L'Occitane, Nip+Fab, Mixsoon, CeraVe, Clarins, Gallinée, Perfectil, Essie and Garnier, 23 flagged posts in that year alone.

L'Oréal Paris is the brand that recurs, in four flagged posts: two in early 2024, including an Elvive Hydra Pure hair post with 15,527,173 views, an Elnett and Elvive blow-dry in December 2024 that drew 201,666 likes, the most of any sponsored post we can see, and a Revitalift serum routine in August 2026.

Only two posts carry the sponsored flag in 2026, but her captions mark more. Posts marked ad name Holland & Barrett in March and August, Essie in April and August, Dove in April and August, La Roche-Posay in May and Isntree in August, with Isntree sold through YesStyle under a discount code in her name. The August Dove post, for its body+mind range, carries #dovepartner.

Across the 30 flagged posts the average is 17,704 likes, and the December 2024 Elnett video lifts it: the other 29 average 11,360. The 23 from 2024 average 21,604 likes and the two from 2026 average 5,077. Her account-wide average fell over 2026 as well, from 20,095 likes in March to 8,278 in September.

The 12 posts we can see from August 2026 allow a same-month comparison. The five marked as ads, for Essie, L'Oréal Paris, Isntree, Holland & Barrett and Dove, drew between 3,668 and 8,858 likes, an average of 5,970. The other seven averaged 7,877, or 4,646 without a Sunday morning skincare routine that reached 27,264 likes.

Anna Sheri's Instagram audience, measured in September 2026, is almost entirely women, mostly between 18 and 34, and led by the United States rather than the United Kingdom, where she is based.

92.1% women, and 83.5% aged 18 to 34

The split is 92.1% women and 7.9% men, which still leaves about 92,600 men among 1,166,787 followers. The 25 to 34 bracket is the largest at 49.1%, followed by 18 to 24 at 34.4%, and only 12.2% are 35 or older. The 13 to 17 bracket holds 4.4%, about 51,100 accounts, which an alcohol, gambling or other age-gated brief has to plan around.

The United States leads at 23.5%, the United Kingdom follows at 13.4%

The United States holds 23.5% of the audience and the United Kingdom 13.4%, followed by Canada at 4.2%, Italy at 3.3%, India at 2.9% and France at 2.5%. The United States, the UK, Canada and Australia add up to 43.6%, and English is the language of 72.1% of followers. Greece, where she grew up, holds 1.7%. For a UK-only brief, the UK share comes to about 156,000 followers, and by city Greater London leads at 5.4%, ahead of New York City at 2.6%.

About 322,000 followers fall outside the credibility screen

Her Instagram credibility score of 72.4% means 27.6% of the 1,166,787 followers, about 322,000 accounts, do not pass the screen. Counted by follower type instead, 53.1%, about 620,000, are real accounts and 26.3%, about 306,000, are mass followers. Suspicious accounts make up 13.5% of the following, about 157,000, and other influencers 7.2%, about 84,000.

Beauty and cosmetics lead her audience's interests at 61.6%

Her audience's measured interests put beauty and cosmetics first at 61.6%, then clothing and accessories at 39.7%, restaurants and food at 31.4% and shopping and retail at 29.3%. Its brand affinities rank Sephora, Amazon, La Roche-Posay, Maybelline and Christian Dior first, so La Roche-Posay, whose sunscreen she promoted in an ad-marked post in May 2026, is third among the brands her followers are drawn to.