Beauty creators have transformed from mere influencers into tastemakers and entrepreneurs, driving overnight sales of cult-favorite products. In 2025, consumers prioritize trust, consistency, and personality when making purchasing decisions. These creators wield significant influence through their authentic content, whether showcasing a $6 drugstore concealer or a luxury serum. Each creator brings a unique element to the table, be it humor, education, drama, or simply a knack for achieving flawless skin.
The Rise of Beauty Influencers
Amra and Elma highlight how these creators turn personal favorites into iconic beauty products. A product gains immense popularity when endorsed by one of these influencers. This article will spotlight top beauty creators known for transforming their must-haves into cult obsessions.
Top Beauty Creators and Their Cult-Favorite Products
Huda Kattan
Huda Kattan, a beauty mogul and founder of Huda Beauty, began with her iconic false lashes. With over 56 million Instagram followers, she is renowned for her bold looks and Middle Eastern-inspired glam. Originally a makeup artist in Dubai, Huda launched her blog and product line. Her cult-favorite Liquid Matte Lipstick is celebrated for its staying power and intense color. She also advocates for self-confidence and authenticity in beauty.
Nikkie de Jager
Nikkie de Jager, known as NikkieTutorials, is a Dutch beauty YouTuber famous for her video "The Power of Makeup." Her glowing skin and expert transformations have led to collaborations with brands like Too Faced and Ofra. Nikkie came out as transgender in 2020 and is an advocate for LGBTQ+ visibility in the beauty space. Her cult-favorite is the Too Faced Born This Way Foundation, consistently praised for its coverage. She continues to dominate glam tutorials and social impact with millions of fans across platforms.
Bretman Rock
Bretman Rock is a Filipino-American beauty influencer and content creator based in Hawaii, known for blending makeup with unfiltered comedy. He gained early fame on Vine and YouTube, quickly growing a loyal fanbase on Instagram. His magnetic personality earned him collaborations with brands like Morphe and Nike. A long-time favorite is the Benefit Hoola Bronzer, used in countless bronzing tutorials. Bretman also challenges gender norms in beauty and fashion.
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Mikayla
Mikayla is known for using a lot of foundation, and her tutorials often showcase dramatic before-and-after results. Her cult-favorite product is the e.l.f. Camo Concealer, which she raved about for its affordability and full coverage. She’s built trust by being brutally honest in her reviews.
Jeffree Star
Jeffree Star, a makeup artist, YouTuber, and cosmetics CEO, helped pioneer the beauty influencer economy. Known for his flamboyant style and high-drama persona, he built a billion-dollar brand off his signature Velour Liquid Lipsticks. With over 15 million subscribers on YouTube, Jeffree’s makeup reviews have been both feared and praised in the industry. His products, especially Skin Frost highlighters and liquid lips, have a cult-like following. Despite controversies, he continues to dominate the luxury indie cosmetics scene.
Safiya Nygaard
Safiya Nygaard is a beauty YouTuber known for her quirky experiments, like melting together every lipstick at Sephora. She blends science, satire, and style in her videos, creating a niche that appeals to both beauty fans and casual viewers. With over 9 million subscribers, she’s explored everything from haunted makeup to Franken-products. Her favorite cult product is Essence’s advent calendar, featured in several videos for its affordability and surprise factor. Safiya’s background at BuzzFeed helped launch her solo career with a loyal, nerdy-chic audience.
Zoë Sugg
Zoë Sugg is one of the original YouTube beauty influencers, rising to fame in the early 2010s with her charming British style. She built an empire with her Zoella Beauty line, book series, and lifestyle content. Though she’s stepped back from YouTube, her legacy in the beauty space remains strong. Her go-to cult product has been the Lush British Rose Bath Bomb, often seen in her relaxing pamper routines. Zoë helped normalize cozy, girly self-care in online content.
Michelle Phan
Michelle Phan is widely regarded as the OG beauty YouTuber, who helped shape the platform in its early days. She created ethereal makeup tutorials and introduced a generation to products like Urban Decay and Lancôme. Her cult product is from her own line, EM Cosmetics - especially the lip cushion tints. Michelle took a long break from YouTube but returned with a renewed focus on entrepreneurship and clean beauty. She’s also been a key figure in merging tech with beauty through her involvement in blockchain projects.
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Jaclyn Hill
Jaclyn Hill is a makeup artist and YouTuber who rose to fame with her in-depth tutorials and iconic collaborations. Her partnership with Morphe launched one of the most talked-about eyeshadow palettes in the beauty community. Her cult-favorite product is the original Jaclyn Hill x Morphe palette, known for its blendability and shade variety. Jaclyn is known for her glam aesthetic and glowing complexion tutorials. Despite navigating public criticism and product drama, she’s built a strong community of loyal followers.
Tati Westbrook
Tati Westbrook, also known as GlamLifeGuru, is a longtime beauty YouTuber recognized for her in-depth reviews and high production value. Her cult-favorite product is her own Tati Beauty Textured Neutrals Palette, loved for its pigmentation and versatility. She began as a drugstore reviewer and gradually transitioned into full luxury and indie coverage. Tati has been involved in several high-profile controversies but maintains a large and loyal subscriber base. Her calm delivery and professional tone make her reviews feel like expert consultations.
Aimee Song
Aimee Song is a fashion and beauty influencer who gained early fame through her blog, “Song of Style.” With over 7 million Instagram followers, she often shares glowy makeup looks, skincare routines, and chic outfits. Her cult-favorite product is the Charlotte Tilbury Hollywood Flawless Filter, which she swears by for her signature dewy complexion. Aimee has collaborated with brands like Laura Mercier, Dior, and Summer Fridays. She brings a minimalist but luxe aesthetic to everything she touches.
Amra Olevic Reyes (Amrezy)
Amra Olevic Reyes, known as Amrezy, is an Instagram beauty icon celebrated for her ultra-glam looks and immaculate brow game. With nearly 6 million followers, she was one of the first influencers to be seen as a muse for brands like Anastasia Beverly Hills. Her cult-favorite product is the Stila Stay All Day Liquid Lipstick, which she’s praised for years. Amrezy helped pioneer the contour-and-highlight aesthetic that swept Instagram. She’s also collaborated on several palettes that sold out instantly.
Hyram
His content focuses on accessibility and education, particularly for Gen Z audiences. His cult-favorite recommendation is The Ordinary’s Niacinamide 10% + Zinc 1%, which he frequently calls a “game changer” for acne-prone skin. Hyram is known for his “ingredient first” approach and his dislike for fragrance in skincare. He’s also launched his own brand, Selfless by Hyram, in partnership with The Inkey List.
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Manny Gutierrez (Manny MUA)
Manny Gutierrez, known online as Manny MUA, is one of the first male beauty influencers to break into the mainstream. He’s known for glam tutorials, unfiltered reviews, and an inclusive approach to beauty. His cult-favorite product is Jeffree Star’s Skin Frost highlighter, which he used frequently before launching his own brand, Lunar Beauty. Manny was also Maybelline’s first male ambassador. His sense of humor and drama-free content have earned him a devoted fanbase.
Desi Perkins
Desi Perkins is a beauty YouTuber and entrepreneur known for her radiant skin, sharp brows, and effortless tutorials. She’s collaborated with brands like Dose of Colors and launched her own skincare line, Dezi Skin. Her cult-favorite is Rare Beauty’s Liquid Blush, which she uses in her signature natural-glam looks. Desi brings warmth and relatability to her videos, often including family life and behind-the-scenes moments. She’s helped redefine “everyday glam” with a West Coast feel.
Jackie Aina
Jackie Aina is a beauty influencer and advocate for diversity who’s been instrumental in pushing the industry toward broader shade ranges and representation. Her YouTube videos blend humor, honesty, and deep knowledge of product formulas. Her cult-favorite product is the Anastasia Beverly Hills x Jackie Aina Palette, designed to suit deeper skin tones. Jackie is unapologetically outspoken and often uses her platform to discuss inclusion and brand accountability. She’s collaborated with Too Faced, e.l.f., and launched her own brand, FORVR Mood.
Shannon Harris (Shaaanxo)
Shannon Harris, known as Shaaanxo, is a New Zealand-based beauty YouTuber who’s gained a loyal following for her laid-back yet glam tutorials. She’s created her own line, xoBeauty, featuring brushes and lashes beloved by her fans. Her cult-favorite product is the Essence Lash Princess Mascara, a drugstore staple she’s recommended multiple times. Shannon’s videos often include product testing, hauls, and GRWMs with a down-to-earth tone. Her consistency and calm demeanor make her content easy to trust and binge-watch.
Shayla Mitchell (MakeupShayla)
Shayla Mitchell, or MakeupShayla, is an Instagram and YouTube creator known for bold, beat-face makeup and fierce confidence. She’s been a key voice for women of color in the beauty space, working with MAC, ColourPop, and Fenty. Her cult-favorite is Fenty Beauty’s Match Stix, especially for contouring. Shayla’s tutorials are both glam and empowering, with a vibe that feels equal parts boss and best friend. She’s walked NYFW runways and appeared in major brand campaigns.
Camila Coelho
Camila Coelho is a Brazilian-American influencer and fashion icon who’s carved a niche in luxury beauty. With over 3 million followers, she’s known for her polished looks and flawless skin. Her cult-favorite is the Dior Addict Lip Glow, which she features in nearly all her travel-ready beauty routines. Camila’s content bridges fashion and beauty seamlessly. She’s also launched her own brand, Elaluz, focused on clean, glowing makeup.
Meredith Duxbury
She turned that viral gimmick into a full-on career, now working with top fashion houses and makeup brands. Her cult-favorite is Armani’s Luminous Silk Foundation, which she layers for her signature flawless look. Meredith’s style is maximalist and unapologetically extra. She’s now a front-row regular at Fashion Week and a go-to Gen Z face for high-glam looks.
Nyma Tang
Nyma Tang is best known for her “Darkest Shade” YouTube series, where she tests foundation inclusivity for deep skin tones. She’s become a key advocate for representation and transparency in the beauty space. Her cult-favorite product is the MAC x Nyma Tang lipstick, created in collaboration with the brand. Nyma brings elegance, depth, and education to her videos. She’s partnered with Fenty, Pat McGrath, and other major players.
Sophie Hannah
Sophie Hannah is a UK-based influencer known for her colorful makeup, hair transformations, and high-energy content. Her style is maximalist, playful, and incredibly creative. Her cult-favorite product is Glossier’s Boy Brow, which she uses to balance bold eye looks with clean, full brows. Sophie also creates editorial-inspired reels that blur the line between beauty and art.
Sadaf Beauty
Sadaf Beauty is a skincare and beauty influencer known for her calm voice, detailed reviews, and knowledge of Persian beauty traditions. Her content merges ancient wisdom with modern skincare trends. Her cult-favorite is COSRX Snail Mucin Essence, which she praises for its glow-boosting and soothing properties. Sadaf often educates her audience on ingredients and cultural context. She brings depth and grace to every tutorial and recommendation.
Maroua
Maroua is a Gen Z skincare and beauty influencer with a soft, clean aesthetic and a love for lightweight, glow-enhancing products. Her cult-favorite is the Beauty of Joseon Glow Serum, a K-beauty hit that’s gone viral thanks to her raves. Maroua’s content is filled with calming tones, natural lighting, and educational skincare breakdowns. She connects with her audience through authenticity and simple routines.
Nichole Anastasia
Nichole Anastasia is a rising beauty creator known for crisp reels and a focus on brows, lips, and glass skin. She often highlights the Anastasia Beverly Hills Brow Wiz as her holy grail product. Her content is shot with editorial precision, yet she keeps it approachable with mini reviews and skincare tips. Nichole’s following is rapidly growing thanks to her focus on quality over quantity. Her work blends clean beauty with a bit of glam, making her stand out in a saturated field.
The Power of Beauty Influencers
These 25 beauty creators have done more than just influence trends-they’ve shaped the way people discover and connect with products. Their honest reviews, signature routines, and viral techniques have made once-overlooked items sell out in days. Their voices matter not just to consumers, but to brands looking to stay relevant in a crowded market. In 2025, cult-favorite products aren’t born in boardrooms-they’re born in bedrooms, bathrooms, and camera-ready setups of influencers who know their audience inside out. These creators don’t just sell beauty-they live it, critique it, and elevate it. As trends continue to evolve, the power of individual creators will only grow stronger. Whether you’re a skincare minimalist or a full-glam loyalist, there’s someone on the internet creating content that speaks to you.
The Significance of Influencers of Color
Partnering with influencers of color in marketing campaigns helps brands tell a powerful story of inclusiveness. By incorporating elements that make customers unique, marketing efforts reach a broader audience, resulting in more awareness and conversions. One of the most powerful aspects of influencer marketing is its relatability. Leveraging the connection between a community and an influencer makes product recommendations feel like they’re coming from a trusted friend.
Dove, for example, partners with influencers of color to make their business inclusive and relatable to all communities, leading to consistent global growth.
Top Influencers of Color to Consider
These influencers are authentic, creative, and experts in their respective niches:
- Destiney LaVonia: A lifestyle influencer focused on helping millennial women achieve their goals while succeeding at motherhood. She has built Majoring in Motherhood, a diverse online community.
- Jalisa Vaughn: A blogger showcasing the beauty of motherhood through high-quality visuals, fashion hauls, and beauty care routines for black women.
- Toral Shah: A Nutritional Scientist providing fact-based nutrition tips and advice, emphasizing exercise, rest, and a positive mental attitude.
- Ari Alvarez: A lifestyle blogger focusing on fashion, travel, and home décor, inspiring women’s fashion through pictures and videos.
- Nyma Tang: Content revolves around beauty routines for black women and reviews of popular beauty products.
- Nita Mann: A lifestyle blogger sharing life updates, family stories, travel content, home décor, cooking recipes, and makeup tutorials.
- Miss Enocha: Combines fashion, lifestyle, and travel, sharing recipes, self-care tips, beauty tips for black women, and DIY fashion ideas.
- Jane (Koko): A travel influencer and food blogger sharing travel adventures and restaurant reviews.
- Anjuli Mack: A fitness influencer advocating body positivity and a healthy relationship with food, sharing content on body confidence and sustainable weight loss.
- Hendrick Famutimi: Debunks fitness myths, shares self-care tips, and provides updates on his relationship and parenting journey.
Nyma Tang: Advocating for Inclusivity and Representation
Nyma Tang is best known for her "Darkest Shade" YouTube series, where she tests foundation inclusivity for deep skin tones. She has become a key advocate for representation and transparency in the beauty space. Her cult-favorite product is the MAC x Nyma Tang lipstick, created in collaboration with the brand. Nyma brings elegance, depth, and education to her videos and has partnered with major industry players like Fenty and Pat McGrath.
Early Career and Rise to Prominence
In the early stages of the beauty obsession, it was YouTube and its many vloggers that taught the lay of the land. Long before Fenty came around, Nyma Tang was hipping people to the best products for women with dark skin.