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15 min read | March 6, 2024

Beauty Influencers: What They Are and Top Influencers to Strengthen Your Brand

If you work in the beauty and cosmetics industry, then you might be wondering if it’s worth collaborating with a beauty influencer to enhance the reach and influence of your brand

Wonder no more. We’re here to answer all your questions.

In today’s short post, we will explain what a beauty influencer is and how working with the right niche content creator can strengthen your brand’s image. We will also share everything you need to know in order to identify the right beauty influencer for your brand and build an effective working relationship.

Struggling to find the right influencers for your campaigns? Discover how to select the absolute best person for your brand and product  with our free guide.

What Is a Beauty Influencer?

A beauty influencer is a social media personality who creates and shares content related to makeup, skincare, haircare, and other beauty-related topics. They often have a large following on platforms like Instagram, YouTube, and TikTok, and are considered experts in the beauty industry

Beauty influencers typically share their favorite products, offer tutorials and reviews, and provide tips and advice to their audience. Because they are viewed as experts in their field, they often have a significant impact on consumer behavior and play a key role in shaping beauty trends and preferences. As a result, brands working in this industry often collaborate with beauty influencers to promote new products and, overall, to enhance brand reach and credibility.

How Can a Beauty Influencer Strengthen Your Brand Image?

Collaborating with a beauty influencer on an influencer marketing campaign can strengthen your brand image in a number of ways. For one thing, it can expose your brand to a wider audience and increase your visibility on social media. Moreover, because an established beauty influencer has developed a reputation as being an expert in their field, their endorsement of your brand or products can enhance your own credibility and reputation. Their followers believe that if the beauty influencer sees value in your brand, then it must be worthwhile. 

Another important benefit is that, because beauty influencers work in a specific niche, their followers tend to view their content as being authentic and relatable. Your campaign is therefore far more likely to resonate with their audience, provided they create content that aligns with your brand's values and appeals to your target market.

In terms of sales and conversions, beauty influencers tend to have a strong influence over their followers' purchasing decisions, and their endorsement of your products can drive sales and revenue growth. All this can help you establish a strong brand image and reach and connect with a loyal and engaged audience.

How to Identify Suitable Beauty Influencers 

As we mentioned above, with so many different types of influencers out there, it’s important to make sure you pick a beauty influencer who is a good fit for your brand and product. The right fit will enable you to create an effective campaign that resonates with online users so that you can obtain all the benefits that we just discussed.

Here are a few tips to help you identify suitable beauty influencers for your brand:

  • Define your target audience: Determine the demographics, interests, and behavior of your target audience to find influencers whose audience aligns with your own.
  • Research potential influencers: Look for beauty influencers who create content in your niche and have a significant following and engagement rate.
  • Review their content: Evaluate their content and determine if it aligns with your brand's values and messaging.
  • Analyze their engagement metrics: Look at their engagement rate, reach, and audience demographics to determine if they are a suitable fit for your brand.
  • Evaluate their reputation: Check their reputation, credibility, and past collaborations.
  • Contact influencers in the right way: When you reach out to a beauty influencer, make sure your message is clear, direct, and personalized. You also need to clearly communicate your goals and what you can offer an influencer in return for their endorsement. This will help you develop a mutually beneficial partnership that helps you achieve your specific influencer marketing objectives.

Top 5 Beauty Influencers to Look Out For

We've explored what beauty influencers are and how collaborating with these trendsetters can enhance your brand image. However, identifying the right influencer for your brand is crucial, so you need to make sure the individual you pick is capable of enhancing your brand image. The right partnership can catapult your brand into the spotlight, creating authentic connections with your target audience

In the following section, we will explore 5 top beauty influencers who are known for their unique style, innovative content, and ability to resonate deeply with diverse demographics. These influencers are not just shaping the current beauty trends; they are redefining them, offering brands an opportunity to be at the forefront of the industry's future.

Note: Although the following beauty influencers are likely to exceed the marketing budgets of most brands, thankfully there are tools out there that can help you identify "lookalike" influencers who mirror the attributes of these macro and mega influencers at a fraction of the cost. For example, with Influencity’s Discover feature you can search for profiles that align with established major players in the industry. For more detailed information on how to use this feature to enhance your influencer marketing strategy, visit Influencity's guide to finding lookalike influencers.

Kylie Jenner

Kylie Jenner, the biggest beauty influencer on TikTok in 2023 with 54.4 million followers, is a world-famous American media personality and businesswoman who has revolutionized the beauty industry with her influential presence on social media and successful entrepreneurial ventures, notably Kylie Cosmetics. Renowned for her expertise in makeup trends and beauty tips, Kylie targets a young, fashion-forward demographic keen on luxury and trendsetting beauty products. She has collaborated with numerous high-profile brands, enhancing their visibility and appeal among younger consumers.

Aside from TikTok, Kylie also maintains a massive presence on Instagram, with 400.48M followers and an Earned Media Value of $1,053,667. As a result, companies in the beauty sector can benefit significantly from collaborating with Kylie due to her massive, engaged follower base and her ability to set and predict beauty trends. Her endorsement can lead to increased brand awareness, credibility, and direct access to a lucrative market segment that values her recommendations and personal brand association, making her an invaluable partner for brands looking to elevate their market position and connect with a younger, trend-conscious audience.

Alix Earle

Alix Earle is a beauty influencer who skyrocketed to fame on TikTok, captivating audiences with her authentic "Get Ready With Me" (GRWM) videos, beauty tutorials, and lifestyle content. Her transparency and relatability have attracted over 3.51M followers on Instagram and 6.40M followers on TikTok, primarily consisting of Gen Z and young millennials interested in beauty, fashion, and day-to-day college life

With an Earned Media Value of $155,617.14 on Instagram and $825,465.02 on TikTok, Alix has partnered with numerous brands, including the skincare line CeraVe, where her genuine use and endorsement of their products in her skincare routine videos have proven to be highly successful. These collaborations resonate well with her audience, often leading to visible spikes in sales for featured products. 

Companies in the beauty industry can greatly benefit from partnering with Alix due to her influence and the trust she has built with her followers. Collaborating with her can provide brands with access to a younger demographic, enhance brand visibility, and help them foster a genuine connection with potential customers, leveraging her ability to turn product recommendations into consumer actions.

Emilie Kiser

Emilie Kiser is a rising beauty influencer known for her engaging content on makeup and skincare across platforms like Instagram (where she has 625.38k followers) and TikTok (where she has 2.70M followers). Specializing in genuine product reviews, tutorials, and beauty tips, Emilie has cultivated a community of beauty enthusiasts who value her honest opinions and expertise. Her content primarily appeals to a young demographic interested in affordable and high-end beauty solutions

With an Earned Media Value of $17,871.76 on Instagram and $184,558.84 on TikTok, Emilie has collaborated with several beauty brands. One notable partnership was with e.l.f. Cosmetics, where her promotion of their skincare line resonated well with her audience, showcasing her ability to authentically integrate products into her content

Companies in the beauty industry can leverage Emilie's credibility and relatable approach to effectively reach and influence a targeted audience. Collaborating with Emilie can lead to increased brand visibility, engagement, and trust among consumers, especially those seeking recommendations from a trusted and relatable source within the beauty community.

Aysha Harun

Aysha Harun is a prominent beauty and lifestyle influencer who has made significant strides in representing Muslim women in the beauty industry. Through her YouTube channel (where she has 485.42k followers) and Instagram (where she has 524.00k followers), Aysha shares makeup tutorials, skincare routines, and hijab styling tips, targeting a diverse audience that includes Muslim women seeking beauty and fashion inspiration that aligns with their values

With an Earned Media Value of $8,777.08 on Instagram and $1,857.55 on YouTube, Aysha has collaborated with several brands, including Sephora and Fenty Beauty, highlighting their commitment to diversity and inclusion. A successful campaign example is her partnership with Fenty Beauty, where her promotion of their inclusive foundation range showcased the brand's dedication to catering to all skin tones

Companies in the beauty industry can benefit from collaborating with Aysha by tapping into a niche but sizable market segment, enhancing their brand's diversity and inclusivity. Brands can also reach a broader audience, build trust within underrepresented communities, and demonstrate a commitment to catering to diverse beauty needs and preferences.

Nikita Dragun

Nikita Dragun, a transgender beauty influencer and entrepreneur, has been a trailblazer for inclusivity within the beauty industry. Through her engaging content on YouTube (where she has 3.44M followers) and Instagram (where she has 8.64M followers), Nikita showcases makeup tutorials and beauty tips, and shares her journey as a transgender woman. She targets a young, diverse demographic that values inclusivity, self-expression, and bold beauty choices

Nikita founded her beauty brand, Dragun Beauty, catering specifically to the needs of the transgender community and those seeking transformative makeup products. With an Earned Media Value of $145,358.73 on Instagram and $713,424.11 on YouTube, her collaborations extend beyond her brand, including a notable campaign with Morphe, highlighting their commitment to diversity by featuring her in a Pride collection. This collaboration not only increased Morphe's visibility but also underscored their inclusivity efforts

Collaborating with Nikita can enhance a brand's reputation for diversity and inclusivity, attract a loyal customer base, and drive meaningful engagement in the beauty community.

How To Build an Effective Relationship with a Beauty Influencer

In this final section of today’s post, we are going to share a few  influencer marketing best practices to help you build an effective relationship once you have reached out to a beauty influencer and negotiated a collaboration. 

The following tips will help you maximize your collaboration so that you can build a solid influencer marketing campaign and strengthen your brand:

  • Promote clear and open communication. Be transparent about your goals and expectations for the partnership and ask the beauty influencer about their goals, preferences, and expectations.
  • Design unique and appealing content. You want your content to stand out so that online users take an interest in your brand. Check out this post on influencer collaboration ideas and examples for inspiration. 
  • Provide creative freedom. Allow the beauty influencer to express their creativity and create content that resonates with their followers while ensuring that it aligns with your brand's values and messaging.
  • Compensate fairly. Offer fair compensation for their work and time, based on their experience, expertise, and deliverables.
  • Show appreciation. Show appreciation for their work by sharing their content, acknowledging their efforts, and providing feedback and constructive criticism.
  • Keep in touch: Touch base with the beauty influencer regularly and maintain a positive and professional relationship by providing updates, asking for feedback, and expressing an interest in their work.
  • Use an IRM: An influencer relationship management tool (IRM), such as the one included in Influencity’s platform, can help you build a solid relationship with your beauty influencer. You can use it to streamline your communications, access data and analytics to help you make informed decisions, and efficiently manage your campaigns end-to-end. That way, you can build a solid and effective partnership that strengthens your brand and helps you reach a loyal and engaged audience with each online campaign that you launch.

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