The Lion's Den

Who Are The Top Makeup Influencers?

What is a KOL (Key Opinion Leader)
It’s difficult to say exactly who is the most popular influencer in a given niche because several different factors play a role.

From the early days of social media, people have posted their skincare routines, makeup tutorials, and other beauty content. Today, the top makeup influencers are hugely popular on social media and significantly impact the broader beauty industry. When popular makeup influencers on YouTube, for example, share positive reviews of makeup products with their audience, those followers take the recommendations to heart. 

This power influencers have to influence consumer choices is the reason why beauty brands partner with makeup influencers on Instagram and other platforms for influencer marketing campaigns. Makeup influencers on Facebook and makeup influencers on TikTok likewise make excellent partners for brands looking to promote their products in the beauty space. 

So, what is a KOL (key opinion leader), and how do you find one for your brand? Find out below. 

Who Is The Most Popular Makeup Influencer?

It’s difficult to say exactly who is the most popular influencer in a given niche because several different factors play a role. Looking at each influencer’s follower count is a simple measure of their popularity. Still, you also need to consider other factors like the influencers’ engagement rate, the quality of their content, and their overall reputation. 

Considering all these factors, the current most popular makeup influencer is probably Huda Kattan. Huda Kattan has over 50 million followers on her Huda Beauty Instagram account and 4 million followers on her personal Instagram. Huda Beauty is Kattan’s cosmetics brand, which has been hugely successful. Other top makeup influencers include Jeffree Star and Nikkie de Jager. 

Who Is The Biggest Makeup Influencer on TikTok?

TikTok has quickly become one of the most important social media platforms, and beauty influencers took notice. The makeup influencer community on TikTok grew very quickly and is distinct from the communities on Instagram and YouTube. TikTok’s emphasis on short-form video means makeup influencers on the platform need to create compelling content that gets a message across quickly. 

The influencer currently doing this the best is Kylie Jenner. Jenner has more than 50 million followers on TikTok and over 1 billion total likes on the platform, making her one of the top makeup influencers on TikTok. There are also plenty of up-and-coming beauty influencers on TikTok, such as Alexandra Anele and Holly Murray. 

Who Is The Richest Makeup Influencer?

It’s no secret that influencers can earn impressive income from social media. The most popular influencers enjoy great financial success by monetizing their videos, working with brands, and selling their own products. Adding all these income streams together, the richest makeup influencer is Huda Kattan, who is worth more than half a billion dollars thanks to her Huda Beauty cosmetics brand. Other top makeup influencers include James Charles, Chiara Ferragni, Nikkie de Jager, and Bretman Rock have also made millions of dollars from their social media success.

Who Is The Most Followed Makeup Artist on YouTube?

YouTube emerged as one of the best platforms for makeup influencers because it allows them to show their skills and personality in longer videos. To determine the most followed makeup artist on the platform, you need to consider each influencer’s subscriber count, video views, and content variety. 

Across these factors, Sandra Cires Art is the most-followed makeup influencer on YouTube, with over 16 million subscribers. Other top makeup influencers on YouTube include Nikkie de Jager and Safiya Nygaard. Learn more about who are the top YouTube beauty influencers in 2024?

Explore More Leading Makeup Influencers Across Platforms

There are wonderful makeup influencers on every social media platform. Let’s break down some influencers to watch:

Notable Makeup Influencers on Instagram

Instagram has a booming makeup community full of influencers who would make excellent partners for beauty brands. The top makeup influencers on Instagram include people like Shayla Mitchell and Mari Maria. 

Prominent Makeup Influencers on Facebook

Top makeup influencers can use Facebook to engage with large, varied audiences since the platform is still the most popular worldwide. Noteworthy makeup influencers on Facebook include Makeup by Mikala and Amy Doan. 

Rising Stars: Up-And-Coming Beauty Influencers to Watch

The top makeup influencers get the most attention but don’t ignore emerging talents in the makeup industry who may make even better brand partners. Some up-and-coming beauty influencers to note include Karen Yueng (@Iamkareno) and Vincent Ford. 


Makeup influencers are hugely popular on social media and, through their audiences, have the power to impact consumer choices and the beauty industry. Though some top makeup influencers have been popular for years, social media popularity is always shifting, and new influencers are rising all the time. 

Follow and engage with the makeup influencers on this list, both makeup influencers male and makeup influencers female, for inspiration. And keep an eye on the beauty influencer landscape since it’s always evolving. You never know when you might find the perfect influencer partner for your brand in this niche. 

To learn more about beauty influencers’ power and how they can boost your brand, try Lionize. This all-in-one influencer marketing platform can transform the way you approach influencer marketing.