Top Makeup Influencers: Best Choices For 2024

Collaborating with the top makeup and beauty influencers is one of the best ways for skincare brands to reach their target audience.  The highest number of makeup influencers are present on Instagram, followed by YouTube.  Source  Besides, beauty and makeup influencers have the highest impact on the minds of Gen Z and Millennials. Around 74% […]

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Brandon Shaks

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Collaborating with the top makeup and beauty influencers is one of the best ways for skincare brands to reach their target audience. 

The highest number of makeup influencers are present on Instagram, followed by YouTube. 


Besides, beauty and makeup influencers have the highest impact on the minds of Gen Z and Millennials. Around 74% of Gen Z audiences and 66% of Millennials are impacted by the posts shared by beauty influencers. 

Therefore, beauty influencer marketing remains the top choice for makeup and cosmetic businesses to elevate their branding within a short span of time.

In this article, I have carefully compiled a list of famous makeup influencers to spread the word about your skincare business. 

Here is what I have covered in this article:

  • Who is a makeup influencer?
  • What do makeup influencers do?
  • 100 leading makeup influencers to follow and collaborate with in 2024
  • Best platforms for makeup influencers
  • Makeup influencer pricing
  • Frequently asked questions on makeup and beauty influencers 

Who is a Makeup Influencer?

Makeup influencers are online beauty content creators who have a good social media follower base. Their recommendations and reviews can influence consumer purchasing decisions, and they often play a role in popularizing new makeup products and techniques. 

Advantages of Partnering With Beauty and Makeup Influencers

Here are some of the key benefits of working with makeup influencers: 

  • Targeted Audience: Influencers often have a niche or specific audience interested in beauty and makeup. Collaborating with influencers in your niche ensures that your products or services are promoted to a relevant and interested demographic. 
  • User-Generated Content: Partnering with influencers often leads to user-generated content (UGC). UGC can be a valuable asset for your brand as it provides authentic content created by satisfied customers. 
  • Influencer Expertise: Makeup influencers are experts in their field, and their expertise can benefit your brand. They can offer valuable insights into product development, marketing strategies, and the latest beauty trends. 
  • Measurable Results: Many influencer marketing campaigns offer measurable results, such as tracking clicks, conversions, and engagement metrics. This allows you to assess the effectiveness of your partnership. 
  • Diversity in Content: Influencers create various types of content, from tutorials and reviews to challenges and behind-the-scenes content. This diversity can help showcase your brand in different ways and keep the audience engaged. 
  • Agility and Adaptability: Influencer marketing allows brands to be more agile and adapt quickly to changing trends and consumer preferences. You can adjust your campaigns based on real-time feedback and data.

Top Makeup Influencers in 2024

Nikke De Jager

NameNikkie de Jager-Drossaers (née de Jager)
Date of BirthMarch 2, 1994
Instagram Followers18.8 Million
YouTube Followers14 Million
Career Highlights– Began uploading makeup videos to YouTube in 2008 at age 14. 
– Became a professional makeup artist after enrolling in makeup coursework. 
– Named one of the top ten beauty “influencers” by Forbes in 2017. 
– Awarded “YouTube Guru” at the Shorty Awards and “Choice Fashion/Beauty Web Star” at the Teen Choice Awards in 2017. 
– Became Global Beauty Adviser for Marc Jacobs Beauty in January 2019. 
– Became a goodwill ambassador at the United Nations in June 2020.
Collaborations– Collaborated with beauty brands like OFRA Cosmetics and Maybelline. 
– Collaborated with Lady Gaga to promote Haus Laboratories in December 2019. 
– Launched her own eyeshadow palette in collaboration with Beauty Bay in August 2020.

Nikkie de Jager was born on March 2, 1994, in the Netherlands. She began her journey into makeup and beauty at a young age. At the age of 14, she started uploading makeup tutorial videos to YouTube after being inspired by watching MTV’s “The Hills” and, in particular, the makeup of Lauren Conrad. 

Nikkie gained prominence in 2015 when she uploaded a video titled “The Power of Makeup.” This video showcased the transformative power of makeup and became viral. It inspired a trend of people sharing their faces with and without makeup, contributing to her growing popularity. 

Also See: Top-Rated Influencer Marketing Companies

While continuing her YouTube career, Nikkie de Jager also pursued formal makeup education. She enrolled in makeup coursework at B Academy in Amsterdam and later worked as a professional makeup artist. 

Forbes magazine recognized Nikkie as one of the top ten beauty “influencers.” She received several awards, including “YouTube Guru” at the Shorty Awards and “Choice Fashion/Beauty Web Star” at the Teen Choice Awards, both in 2017. 

Nikkie has collaborated with renowned beauty brands, such as OFRA Cosmetics and Maybelline. Her collaboration with OFRA Cosmetics included liquid lipsticks and a highlighter palette. She also collaborated with Lady Gaga to promote Haus Laboratories. 

In September 2021, Nikkie launched her own cosmetic brand, Nimya. The brand’s initial product lineup featured a Moisturizer/Primer Hybrid, Setting Spray, Cooling Ice Stick & Glow Serum, and a minifan.

James Charles

Full NameJames Charles Dickinson
Date of BirthMay 23, 1999
Instagram Followers21.2 Million
YouTube Followers23.9 Million
Career Highlights– Started uploading makeup videos to YouTube in 2015
– Became the first male brand ambassador for CoverGirl in 2016
– Hosted, directed, and co-produced the YouTube Originals series “Instant Influencer” in 2020
– Released an eyeshadow palette and created a makeup line with Morphe Cosmetics
Awards– Two People’s Choice Awards
– Three Streamy Awards
– One Shorty Award
– One Teen Choice Award
Early Life– Born in Bethlehem, New York
– Graduated from Bethlehem Central High School in 2017
– Started doing makeup professionally after teaching himself

James Charles was born in Bethlehem, New York, and attended Bethlehem Central High School, where he graduated in 2017. During his high school years, he faced bullying but eventually pursued his passion for makeup artistry. 

Charles started his YouTube channel in 2015, initially uploading makeup tutorials. His talent and creativity quickly gained attention, and he became a self-taught makeup artist. 

In a significant milestone, James Charles became the first male brand ambassador for CoverGirl in 2016. His appointment marked a turning point in the beauty industry’s inclusivity. 

In 2020, he hosted, directed, and co-produced the YouTube Originals reality competition series called “Instant Influencer,” where aspiring makeup artists competed for the title. 

Charles collaborated with Morphe Cosmetics to release an eyeshadow palette and created his own makeup line. He also collaborated with various beauty brands and even partnered with Lady Gaga to promote Haus Laboratories. 

Throughout his career, James Charles received numerous accolades, including People’s Choice Awards, Streamy Awards, a Shorty Award, and a Teen Choice Award.

Robert Welsh

Full NameRobert Welsh
YouTube SubscribersOver 1 Million
Career Highlights– Rose to fame as a makeup artist content creator on YouTube
– Reviewed Japanese beauty products in a late 2015 video
Family– Born in Surrey, England
– Twin brother is fellow YouTuber James Welsh

Robert Welsh is a content creator who gained popularity by sharing makeup artist work on the platform. His channel features in-depth makeup tutorials and routine videos, which have collectively garnered over 1 million subscribers. 

Before gaining recognition on YouTube, Robert worked as a professional makeup artist while residing in London. In late 2015, he expanded his content by reviewing Japanese beauty products in one of his videos. 

Notably, several of Robert’s reaction videos have attracted substantial attention, with some surpassing 1 million views. 

Robert’s YouTube content often involves reacting to makeup routines performed by notable figures such as Bella Thorne and Kylie Jenner.


Full NameEleanor Barnes
Instagram Followers1 Million
Origin of Screen NameInspired by a Nicki Minaj lyric, not Harry Potter
Content FocusMakeup tutorials, personal topics, beauty-based cosplay
Cosplay BeginningsStarted experimenting with pop culture-inspired looks in 2018
Anime EnthusiastFondness for anime, influenced by childhood exposure to Studio Ghibli films and love for “Hunter x Hunter”

Eleanor Barnes, popularly known as the Snitchery, is an active content creator on YouTube and other social media platforms. She gained popularity by sharing makeup tutorials and discussing personal topics. 

Barnes initially experimented with pop culture-inspired looks in 2018, which later evolved into “beauty-based cosplay.” Her love for anime, rooted in childhood exposure to Studio Ghibli films and her adult favorite, “Hunter x Hunter,” has been a significant influence on her content. 

Thefashionfreakk – Melly Sanchez

Full NameMelly Sánchez
Instagram FollowersMore than 1.5 million
YouTube SubscribersOver 500,000
BirthdayDecember 9, 1993
Age29 years old

Melly Sánchez is a popular makeup artist with a significant presence on both Instagram and YouTube. She is best known for her short-form makeup tutorials on Instagram under the account “thefashionfreakk,” where she has amassed more than 1.5 million followers. 

On YouTube, she has earned over 500,000 subscribers. Born on December 9, 1993, in the Dominican Republic, Melly moved to the United States when she was 8 years old and is currently based in New York. 

Related: Best Instagram Beauty Influencers

Before gaining fame as a beauty influencer, she worked at Bloomingdales full-time. Sánchez is associated with fellow Instagram stars Karla Jara and Gabriel Zamora. Her journey as a makeup artist and content creator has garnered her a dedicated following and a notable presence in the beauty and fashion community on social media.

Leah Halton

Full NameLeah Halton
Date of BirthJanuary 6, 2001
Instagram FollowersOver 640 thousand subscribers on Instagram
YouTube SubscribersOver 700 thousand subscribers on YouTube
Social Media Journey– Joined Instagram in 2014 and gained popularity
– Started YouTube channel in 2018
– Known for “Get Ready With Me” (GRWM) videos
– Enjoys imitating celebrities’ makeup looks

Leah Halton is an Australian beauty vlogger and content creator active on various social media platforms, including YouTube, Instagram, TikTok, and more. 

She was born on January 6, 2001, in Australia and is primarily known for sharing beauty-related content on her YouTube channel. 

After completing high school, Leah worked at a fish and chips store but didn’t find it enjoyable. Leah has always been passionate about beauty and makeup, and she taught herself makeup skills. To earn money, she started doing makeup for her friends on various occasions. Leah later enrolled in a local university to study Business but transitioned to online learning after the lockdown, allowing her to focus more on social media. 

Leah created her Instagram account in 2014 and quickly gained popularity due to her resemblance to Madison Beer, a comparison she doesn’t necessarily agree with but her fans often make. 

In 2018, she joined YouTube, where she began posting beauty and lifestyle videos. Leah enjoys making “Get Ready With Me” (GRWM) videos, where she chats with her audience while doing her makeup for various occasions.

Lisa Eldridge 

Full NameLisa Eldridge
Date of BirthJune 1966
BirthplaceAuckland, New Zealand
Instagram FollowersAround 1.9 Million 
YouTube SubscribersMore than 2 Million subscribers 
BooksPublished “Face Paint: The Story of Makeup” in October 2015
Early Interest in MakeupDiscovered vintage makeup as a child, deepened interest in theatrical makeup as a teenager

Lisa Eldridge is a highly accomplished makeup artist, businesswoman, author, and YouTuber known for her significant contributions to the beauty and fashion industry. Born in Auckland, New Zealand, she moved to Liverpool, where she began her professional career as a makeup artist. 

Her journey started with her work for Elle magazine, where she collaborated with supermodel Cindy Crawford. Eldridge’s work has graced the pages of numerous prestigious publications and she has worked with renowned photographers and fashion houses. 

Her television appearances include serving as the resident on-screen beauty expert for Channel 4’s “Ten Years Younger” series and hosting “Makeup: A Glamorous History” on BBC Two in 2021. 

She has a strong online presence with her makeup tutorials and beauty advice, and her collaborations with prestigious brands like Chanel and Lancôme have solidified her status as a leading figure in the beauty industry.

Top 3 Platforms for Makeup Influencers

Here are some of the most popular platforms for makeup influencers: 


Instagram is a go-to platform for many makeup influencers due to its visually oriented nature. Makeup artists and beauty enthusiasts can post photos and short videos showcasing their makeup looks, tutorials, and product recommendations. Features like Stories and IGTV allow for more interactive and in-depth content. 


YouTube is a powerhouse for makeup tutorials and in-depth beauty content. Makeup influencers can create longer-form videos that include step-by-step tutorials, product reviews, and makeup challenges. The platform’s search functionality makes it easy for users to find specific makeup content.


TikTok is known for its short-form videos, making it ideal for quick makeup tutorials, tips, and trends. Makeup influencers on TikTok often create engaging, visually appealing content that can quickly go viral and reach a broad audience.

Makeup & Beauty Influencer Marketing Pricing 

Here are some key considerations when determining influencer marketing pricing in the beauty industry: 

  • Influencer’s Follower Count: Generally, influencers with larger follower counts tend to charge higher rates. The more extensive their reach, the more exposure your brand can potentially get. 
  • Content Type: The type of content you want the influencer to create can affect pricing. For example, a single Instagram post may cost less than a comprehensive YouTube tutorial or a long-term partnership. 
  • Usage Rights: Clarify the rights you need for the influencer’s content. Exclusive rights or extended usage beyond the initial collaboration may lead to higher fees. 
  • Product Gifting: Some influencers may be willing to work in exchange for free products, while others expect monetary compensation in addition to product gifting. . 
  • Influencer’s Experience: Influencers with extensive experience and a proven track record of successful collaborations often charge higher rates. 
  • Location: Influencer pricing can also vary by location and market. Influencers in larger cities or regions with higher living costs may charge more. 
  • Campaign Goals: If you have specific goals for the campaign, such as driving sales, increasing website traffic, or generating leads, the pricing may be structured differently to align with these objectives. 
  • Contract Duration: Long-term partnerships may offer discounted rates compared to one-time collaborations. 
  • Measurement and Reporting: Consider whether you want the influencer to provide detailed metrics and reporting on the campaign’s performance. This additional service may come with an added cost. 
  • Negotiation: Be prepared to negotiate with influencers. Some may be flexible with their pricing, especially if they believe in your brand and its alignment with their values

Frequently Asked Questions About MakeUp & Beauty Influencers 

What should I consider when collaborating with a makeup influencer? 

Consider your goals, budget, the influencer’s audience, and the terms of the collaboration. Ensure there is clear communication and a formal agreement in place. 

How do makeup influencers build their following? 

Makeup influencers build their following through consistent content creation, engaging with their audience, using relevant hashtags, collaborating with others, and staying up-to-date with beauty trends. 

Are makeup influencers obligated to disclose sponsored content? 

Yes, many countries have regulations requiring influencers to disclose when content is sponsored or includes paid promotions. This transparency is essential for consumer trust and compliance with advertising guidelines. 

What are some common misconceptions about makeup influencers? 

One common misconception is that makeup influencers only promote products for money. While they do collaborate with brands, many are passionate about makeup and genuinely want to share their expertise and recommendations. 

Do makeup influencers need formal training or certification? 

Formal training or certification in makeup artistry is not always required, but many makeup influencers have received professional training or have extensive experience in the field. Expertise and skills often contribute to their success. 

Can beauty and makeup influencers collaborate with any brand or product? 

Influencers should be selective in their collaborations to maintain authenticity and align with their audience’s interests. They may choose to work with brands and products that fit their niche and values. 

Makeup influencers often stay informed by following industry news, attending beauty events, networking with other professionals, and continuously experimenting with new products and techniques. 

Begin Your Beauty Influencer Marketing Campaign With Brenton Way

Brenton Way is a top influencer marketing agency that can help you handle influencer outreach, including contacting and negotiating with potential influencers on your behalf. We will work to secure agreements that benefit both parties and ensure a successful partnership. Schedule a marketing call to upgrade your influencer marketing strategy.

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Brandon Shaks

Growth-focused marketing strategist working at Brenton Way helping scale DTC brands past $7-figure ARR
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