Influencer marketing is a type of social media marketing that relies on endorsements and product mentions from influencers–individuals who have a large social following and are regarded as experts in their field. Influencer marketing works because social influencers have a high level of trust with their followers, and recommendations from them act as a sort of social proof to your brand’s potential consumers.
Influencer marketing has grown in popularity in recent years and shows no signs of abating in India. Instagram influencers are what Yin-Yang to the world of influencer marketing. Any discussion is incomplete unless influencers are mentioned. According to Convince and Convert, influencer marketing has 11x the ROI of typical display advertisements as a channel.
As in other sectors of digital influence, beauty influencers feature prominently in the marketing strategies of the cosmetics industry. Regular advertising is now eclipsed by sponsorships and collaborations with these new ambassadors of beauty and personal care. Undeniable opinion leaders and market maverick, beauty influencers have emerged as the industry’s spokespeople in recent years.
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NikkieTutorials – Nikkie de Jager became the most powerful internet sensation through her viral video titled “The Power of Makeup”. She posts truly transformative makeup tutorials and makeovers channeling celebrity looks. Often partnering with top brands the likes of Maybelline and Marc Jacobs Beauty. She sometimes works with her better half for some beauty tutorials. As a trendsetter and a winner of the Shorty Awards for Best YouTube Guru, she is also known for her bubbly personality which helps her connect with her audience.
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Dajjrambo – This makeup artist and young mum started her YouTube channel back in 2015 because she loved doing hair and makeup, and she was also a big fan of fashion. Despite being active on other platforms like Pinterest, Twitter, and Instagram Dasia Janae has really made her mark with her product lists through Tik Tok videos. She is also passionate about the representation of people of color and vocal about racism when it comes to being a black woman
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Huda Beauty – When it comes to beauty blogging Huda Kattan is at the top of the chart. In 2013 Huda launched her own cosmetic company after leaving her job as a finance professional to start with a blog followed by YouTube Channel. A big reason Huda Beauty’s page has been so popular is the fact that it regularly features other beauty influencers, giving them a platform for visibility that boosts engagement and benefits both. In addition to shopping for her products, you can also find DIY beauty recipes on her website.
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Lauren Gores – Lauren’s page stands out by focusing on natural beauty and healthy habits that keep it radiant, unlike most beauty influencers. Lauren is the co-founder of Summer Friday, a vegan, cruelty-free, and eco-friendly beauty brand that’s all about self-care. The photos on her Instagram reflect the effortless beauty that comes with natural looks, such as lifestyle, family, and makeup shots.
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James Charles – There is no need to be a woman to create amazing makeup looks. James Charles lives by the motto “Blend, but don’t blend in”. In addition to becoming one of the top male beauty influencers, and among the biggest influencers generally, he recently made headlines as the first-ever boy on CoverGirl. With his YouTube tutorials, including collaborations with other influencers, makeup reviews, advocacy for LGTBQ+ issues, a bit of drama, and (rare for a beauty influencer) an engaging Twitter feed, he has grown his following to several million. In one of his latest collaborations, he launched a makeup palette with Morphe.
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Cutcreaser- There is something special about Vanessa’s symmetrical eye designs. She truly knows how to think outside the box with makeup: when she walks around her eyes with her multicolored lines, you’re never quite sure where they’ll end up. At 15, she started her makeup account as a way of dealing with her anxiety, and now it has become a creative outlet inspiring thousands of fans on TikTok, Instagram, YouTube, and Twitter. Her looks are often inspired by films, with a futuristic feel. She is a big fan of Marvel and Star Wars.
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Kelseyanna Fitzpatrick – Kelseyanna is a makeup artist who likes to take risks and reject conventional beauty standards. Studying art history has given this creative Canadian the ability to approach faces as blank canvases. In addition to her mythical and abstract style, she is also minimalist, grunge, goth, and sometimes even edging on macabre, and always experiments boldly. This cat lover and now veterinary assistant is a cruelty-free beauty advocate who also supports autism awareness.
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Em Ford – Em launched her blog, My Pale Skin, in 2014 as a way to share beauty ideas and engage with a digital community interested in self-esteem and skin positivity. Before and after celebrity makeup looks, as well as other cosmetic looks, earned her a following. But it is also her ‘flawed’ skin that distinguishes her. Em was inspired to start the #redefinepretty initiative after suffering from acne her entire life. She’s dedicated to eradicating the stigma associated with skin issues and blemishes, and she uploads no-makeup images on a regular basis.
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Danielle Marcan – Danielle is a beauty artist and model who is also known for being one of the coolest makeup girls on social media. Her simple yet rich looks make you want to try it too, serving lavish Gatsby-Esque to a natural shine. The American influencer, who is now pursuing a degree in marketing, is well-versed in the art of generating social media interaction. Danielle’s TikTok lesson technique for explaining how she makes her looks vibrant and enjoyable. She represents a diverse range of companies, from well-known names like Asos to premium staples like Dior Makeup.
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Alexandra Anele – Although you’ll find plenty of sexy, incredibly smooth eye makeup pages it’s not the only thing you’ll discover on her blog Alex. She has a calm demeanor that complements her elegant, refined appearance. Her YouTube channel features video instructions for her styles. However, she just launched a new channel to actually interact with her audience on a deeper level, knowing how cruel the Internet can be. She discusses all of the mental health difficulties linked to the beauty business and social media, including plastic surgery, anxieties, and confidence… all while wearing a ‘bare’ face