In recent years, beauty influencers have become some of the most influential voices in the beauty industry. They’ve revolutionized the way we think about beauty products, self-care routines, and even societal standards of beauty. With their vast followings on social media platforms like Instagram, YouTube, TikTok, and more, beauty influencers have the power to shape trends, launch new products, and influence the purchasing decisions of millions. Here are some of the top beauty influencers who are not only shaping the beauty industry but also challenging traditional beauty norms and making a significant impact.

1. Huda Kattan (@huda)

Huda Kattan is a global beauty mogul and the founder of the immensely popular beauty brand Huda Beauty. What started as a beauty blog and YouTube channel quickly exploded into a multi-million dollar brand known for its high-quality cosmetics. Huda is known for her dramatic makeup looks, expert tutorials, and honest product reviews.

• Impact on the industry: Huda’s influence has been transformative, especially in the realm of makeup. She was one of the first beauty influencers to create a brand that resonated with both professional makeup artists and beauty enthusiasts alike. Her emphasis on inclusivity has changed the way brands approach shade ranges in products like foundations and concealers, setting a new standard for diversity in the beauty industry.
• Why she’s changing the industry: Huda’s commitment to inclusivity, high-quality products, and strong social media presence has reshaped how makeup is marketed and sold. Her brand also highlights the importance of influencer-driven brands in the beauty space, showing that social media can be a powerful tool for entrepreneurship.

2. James Charles (@jamescharles)

James Charles is one of the most prominent beauty influencers, known for his makeup artistry and transformative makeup tutorials. With a massive following on YouTube and Instagram, James has become a household name in the beauty industry, especially for his bold and colorful makeup looks.

• Impact on the industry: James Charles was one of the first male beauty influencers to achieve mainstream success in an industry traditionally dominated by women. He’s been instrumental in breaking down gender norms in beauty, showing that makeup isn’t limited to any specific gender or age group. His influence has helped push for more inclusivity, particularly for the LGBTQ+ community, in the beauty world.
• Why he’s changing the industry: James Charles is redefining what it means to be a beauty influencer by encouraging self-expression through makeup, regardless of gender. His collaborations with major brands like Morphe and his own brand launch have shown that beauty influencers can create successful, sustainable businesses.

3. Jackie Aina (@jackieaina)

Jackie Aina is a beauty influencer and activist who has made a significant impact on the beauty industry by advocating for diversity and inclusivity. Known for her outspoken views on racism in beauty, Jackie has become a trusted voice for people of color in the beauty community. She often reviews products for darker skin tones and emphasizes the importance of representation in beauty.

• Impact on the industry: Jackie Aina’s advocacy for diversity has forced beauty brands to take a closer look at their product ranges, particularly when it comes to foundation shades and undertones. She has worked with brands like Too Faced to create more inclusive products, and her influence has led to a greater focus on offering products for all skin tones.
• Why she’s changing the industry: Jackie’s influence goes beyond just makeup tutorials. Her activism has prompted the beauty industry to be more mindful of the importance of representation. She continues to push for inclusivity and diversity both in product offerings and advertising, making her a leading figure in the fight for better representation in beauty.

4. NikkieTutorials (@nikkietutorials)

Nikkie de Jager, better known as NikkieTutorials, is one of the biggest beauty YouTubers in the world. Nikkie has gained widespread recognition for her bold makeup looks, transformative skills, and honest product reviews. She has also become known for sharing her personal story, including her journey to coming out as a transgender woman.

• Impact on the industry: Nikkie’s coming-out story was a powerful moment in the beauty industry, as she used her platform to show that makeup is for everyone, regardless of gender identity. She has used her voice to advocate for acceptance and authenticity, becoming an inspiration for many people in the LGBTQ+ community. Nikkie also broke barriers with her brand collaborations, such as her successful collection with Too Faced.
• Why she’s changing the industry: Nikkie has challenged the industry’s perceptions of beauty by advocating for inclusivity and encouraging people to embrace their authentic selves. She has also helped normalize makeup artistry for all genders and continues to be a champion of self-expression in beauty.

5. Marianna Hewitt (@marianna_hewitt)

Marianna Hewitt is a beauty influencer and co-founder of the skincare brand Summer Fridays. Known for her clean beauty recommendations and lifestyle content, Marianna has built a loyal following thanks to her approachable beauty tips and focus on self-care and wellness.

• Impact on the industry: Marianna has created a successful beauty brand that focuses on clean, effective ingredients and a minimalist approach to skincare. Summer Fridays has become a beloved brand for those seeking luxury skincare that is both ethical and effective. Marianna’s focus on wellness and clean beauty has contributed to the growing trend of clean and sustainable beauty products.
• Why she’s changing the industry: Marianna is leading the way in clean beauty and wellness, highlighting the importance of natural, ethically sourced ingredients. Her success as a founder and influencer shows how beauty influencers can create brands that align with the values of modern consumers, particularly those interested in transparency and sustainability.

6. Nikita Dragun (@nikitadragun)

Nikita Dragun is a beauty influencer and entrepreneur who gained fame for her makeup tutorials, bold looks, and unapologetic personality. Nikita has also made waves in the beauty industry as a transgender woman, using her platform to advocate for the transgender community and promote inclusivity.

• Impact on the industry: Nikita has helped change the beauty industry’s perceptions of gender, bringing attention to the intersection of beauty and transgender visibility. Her makeup looks have inspired many, and she’s been outspoken about her journey and the challenges faced by transgender people. Nikita also launched her own makeup line, Dragun Beauty, which focuses on offering products for all skin tones and genders.
• Why she’s changing the industry: Nikita Dragun is challenging beauty norms by promoting gender fluidity and encouraging everyone to express themselves through makeup. As a transgender beauty mogul, she is also bringing greater representation to the LGBTQ+ community in the beauty industry, encouraging inclusivity and diversity.

7. Bretman Rock (@bretmanrock)

Bretman Rock is a beauty influencer and social media personality known for his humorous and charismatic approach to makeup tutorials. With his infectious personality and exceptional skills, Bretman has become a beloved figure in the beauty world, especially among younger audiences.

• Impact on the industry: Bretman Rock has played a crucial role in breaking down gender stereotypes in beauty, showing that makeup is for everyone, regardless of gender. His fun and bold approach to beauty has helped normalize makeup for men and non-binary individuals, pushing for more inclusivity in the industry.
• Why he’s changing the industry: Bretman Rock is challenging traditional gender norms in beauty and using his platform to make beauty more inclusive and accessible. His unapologetic approach to makeup has made him a role model for many aspiring beauty enthusiasts, especially those from marginalized communities.

8. Teni Panosian (@tenipanosian)

Teni Panosian is a beauty influencer, content creator, and founder of the clean beauty brand Impress Nails. She shares beauty tutorials, skincare tips, and wellness content with a focus on natural beauty and minimalism. Teni has built a following thanks to her relatable and authentic approach to beauty.

• Impact on the industry: Teni has championed clean beauty and self-care, offering her followers tips on how to adopt a more natural and sustainable beauty routine. Her work with the Impress Nails brand focuses on creating beauty products that are easy to use and cruelty-free.
• Why she’s changing the industry: Teni is using her platform to promote clean, natural beauty and wellness, making her a trusted voice in the movement towards ethical and sustainable beauty products.

Conclusion

Beauty influencers have transformed the beauty industry in many ways, from challenging traditional beauty standards to advocating for inclusivity and sustainability. These influencers are using their platforms to promote diverse beauty, self-expression, and ethical practices, while also shaping trends and introducing innovative products. By supporting influencers who align with your values, you contribute to a more inclusive and responsible beauty industry, helping to shape a future where beauty is accessible to everyone.