In the continuously evolving beauty world, influencers are taking the industry by storm. With their glamorous looks, admirable personalities, and undeniable sway over consumers, these beauty influencers are a force to be reckoned with.
“Infleucners can have a big impact on our self-esteem and confidence. They can help us feel seen and validated and encourage us to love and accept ourselves as we are,” says Emily Davis, a junior mechanical engineering major.
Makeup gurus like James Charles have gained large numbers of followers on social media platforms such as Instagram, YouTube, and TikTok. His YouTube channel helped him rise to fame and become the first male CoverGirl spokesmodel. Charles shares his beauty secrets and creative step-by-step tutorials for his innovative makeup looks with his 20.5 million followers. His videos are not just about sharing tips and steps but also about selling the products he uses.
According to Forbes magazine, influencers like Katie Jane Hughes, with almost 900,000 Instagram followers, are altering the beauty industry. With such a large social media following, they are winning over consumers who are increasingly rejecting traditional forms of marketing such as magazines and TV commercials.
Alix Earle, a 22-year-old content creator from New Jersey, has gained a massive following on social media platforms such as TikTok and Instagram. Earle started her social media journey in 2019, sharing makeup tutorials, skincare routines, and product reviews with her followers. Her authentic and relatable approach quickly gained her a loyal fanbase, with many praising her honesty and transparency.
But Earle is not alone in her success. By sharing their passion for all things beauty, talented creators make a name for themselves. From makeup artists to skincare enthusiasts, these influencers are now household names, inspiring their followers to try new products and techniques.
Another influencer is Hyram Yarbro, a 26-year-old skincare expert who gained fame on TikTok for his informative and entertaining videos. Yarbro, who has a background in esthetics, uses his platform to educate his followers on skincare ingredients, routines, and product recommendations.
In an interview with Cosmetic Design Europe, Traackr global professional services director Holly Jackson stated, “Beauty influencers still have an impact on Gen Z, but the type of beauty influencers has shifted. Gen Z wants more unfiltered, ‘real’ and educational content than their predecessors.”
These influencers and many others shape how we approach beauty. They make beauty more accessible, inclusive, and authentic. By sharing their own experiences and routines, they inspire their followers to embrace individuality and experiment with new products and techniques.
“I think that beauty influencers have a level of creativity that inspires their followers to think outside the box and express themselves through their beauty habits,” said freshman marketing major Olivia Thompson.
A Harvard Business School study found that 67% of consumers trust social media influencers when it comes to getting information about beauty products — easily outranking third-party reviews, beauty professionals, and company ads.
This shift in consumer behavior is challenging to many established beauty brands within the industry, as they are struggling to keep up with newer, more agile companies that partnered with influencers from the start. Legacy brands are now seeking partnerships with influencers who have a large following. Still, they compete with newer brands that are already building strong relationships with public figures.
The rise of influencers like Charles, Earle, and Hughes disrupted the traditional beauty industry, as many established brands struggled to keep up with the agility and authenticity of new players in the game. As consumers continue to seek relatable and trustworthy figures in makeup and skincare, the number of beauty influencers following will only continue to grow.