Over the last decade, the beauty niche in the influencer industry has blown up. Many of our favorite beauty influencers who started their careers by posting how-to makeup tutorials on YouTube have managed to build large fan bases and multi-million dollar businesses. They are some of the most famous and successful influencers in the world. 

From super-influencers with their own cosmetic lines to celebrity makeup artists, we’ve listed our favorite beauty influencers below.

Farah Dhukai

IG: @farahdhukai


Farah Dhukai is a Canadian beauty influencer and the Co-Founder of Farsali Cosmetics. She mostly posts videos of her beauty tips and tricks, including DIY beauty products and makeup looks on her Instagram page (@farahdhukai).

Over the last few years, she has become one of the most popular beauty influencers in the world. She now has 6.3 million followers on Instagram, and even has her own cosmetics line, Farsali, which has been picked up by Sephora and online cosmetic retailer Cult Beauty.

As a beauty influencer, Farah has certainly set herself apart from the crowd. Like most other Instagram beauty influencers, you’ll find plenty of videos of her applying makeup that’s absolutely swoon-worthy. What makes her content unique are her DIY product videos.

On her Instagram page, you’ll find videos of Farah using all kinds of colorful gooey products that she makes from scratch. These products are typically all natural using ingredients that are readily available at grocery stores or pharmacies, such as aloe vera and vitamin E.

Moreover, her videos are entertaining to watch. She has a bit of a silly side that she shows her followers, which gives off an authentic image

Huda Kattan

IG: @hudabeauty

Huda Kattan is probably the most successful beauty influencer of all time. With 28.8 million followers on Instagram, she is the most followed beauty influencer and the highest earning influencer, in any industry, on the platform. Not to mention, she also founded Huda Beauty cosmetics, which makeup lovers around the world swear by. In just a few years, Huda has built a beauty empire.

Huda began beauty blogging in 2010 and quickly gained fame in the industry after her beauty tips and tricks went viral.

On her Instagram page, you’ll find a ton of makeup looks created by Huda, but you’ll also see many reposts of other makeup artists’ looks. She’s big on supporting other influencers in the beauty space, which is great considering the fierce competition among beauty influencers.

Huda Kattan beauty influencer

Carli Bybel

IG: @carlibel
YouTube: Carli Bybel

Famous YouTuber, Carli Bybel, has been beauty vlogging for just over 7 years now. While she still creates weekly videos for her YouTube channel, Carli is also very active on Instagram.

Carli’s YouTube channel really took off after she posted a now infamous Megan Fox makeup tutorial. Today, she has 6.1 million YouTube channel subscribers and 4.9 million Instagram followers on her personal account.

The YouTube star has a super girly style that her followers love. Her makeup looks are always glam and flawless, and her video content is very casual and conversational.

Although beauty vlogging may have been Carli’s claim to fame, in recent years, she has also delved into the fashion influencer world. She posts photos of her outfits and clothing & accessory hauls on a separate Instagram account for her fashion-loving followers (@thefashionbybel). She has garnered 2.2 million followers on her fashion Instagram page.

Credit: Bikini Luxe

Nikkie de Jager

IG: @nikkietutorials
YouTube: nikkietutorials

At only 24 years old, Nikkie de Jager (also known by her YouTube and Instagram handles “nikkietutorials”) takes the term ‘super influencer’ to the next level. With 11.2 million followers on Instagram and 11.1 million YouTube subscribers, Nikkie is the 2nd most popular beauty influencer on Instagram (right behind Huda Kattan).

She started creating makeup tutorials for her YouTube channel in 2008 when she was just 14 years old. According to Nikkie, she was inspired to create her own channel after seeing other people’s makeup tutorials. Just like that, she posted her first YouTube makeup tutorial and continued to post every week after that. Not long after, her YouTube channel became the most watched channel in the Netherlands.

When looking at her beauty videos and photos, it’s easy to see how Nikkie became so successful. Her makeup looks are transformative and flawless. There aren’t many beauty influencers out there with the same degree of detail and artistry.

James Charles

IG: @jamescharles
YouTube: James Charles

James Charles is one of the most familiar faces in the beauty influencer industry. Not only is he an incredible makeup artist, but he also became the first male CoverGirl at only 17 years old. He’s also a celebrity favorite. You’ll frequently see appearances from mega-celebrities like Kylie Jenner and Kim Kardashian on James’ Instagram account.

James’ career as a beauty influencer began when he created his YouTube channel in 2015. In only three years, he has gained a loyal following of 9.2 million on Instagram and 9.7 million on YouTube. Additionally, he has also launched his first collaboration with Morphe cosmetics earlier this week, which has been a huge hit.

What’s special about James’ content is that he makes it look like pure art. The way James Charles uses color is different to what most beauty influencers are doing – his photos look like they’re straight out of a contemporary art gallery.

Mario Dedivanovic (AKA Makeup by Mario)

IG: @makeupbymario

It’s no surprise that Mario Dedicanovic has become one of the most famous and sought-after makeup artists in the world. After all, he is the king of contour and Kim Kardashian’s longtime makeup artist.

Mario has been Kim Kardashian’s makeup artist for roughly a decade now. Over the last few years, he started making a name for himself as a makeup artist to the stars. He has beautified some of the biggest celebrities in the world, including Gabrielle Union, Demi Lovato, Priyanka Chopra, Jennifer Lopez, and of course Kim Kardashian.

Mario has 5.5 million Instagram followers, making him one of the most popular beauty influencers in the world. He has launched several makeup collaborations over the last few years, including one with Anastasia Beverly Hills, and one with Kim Kardashian in April 2018.

What we (and millions of others) love about Mario’s content is that he shares the makeup tips and tricks that he actually uses on our favorite celebrities. Ordinarily, we admire celebrities and assume they woke up looking perfect. Mario’s beauty tips show us how we can recreate these perfect looks on ourselves too.

Author: Daniella K.

Daniella is a marketing professional who specializes in business development and advertising sales. She has helped with the growth of several companies by curating original content, leading brand development initiatives, and driving business objectives.