In the carefully put-together world of beauty influencers, the ‘Beauty Rules’ demand a flawless look on the outside, where a sizeable 90% of top beauty influencers admit to editing their pictures.
It leaves little space for ideal talent and sincere connection with followers to show through.
“Going Beyond the Beauty Rules” offers an in-depth look at the methods used by these distinctive influencers who have moved past just looking perfect on the surface.
These influencers build genuine relationships with their followers by keeping it real, embracing natural beauty, and celebrating their skills.
Let’s dive into our top beauty influencers on YouTube without further ado.
Who are the top beauty YouTubers of the Year?
Glam Girl Gabi
Gabi Soares, aka Glam Girl Gabi, is a beauty influencer and content creator specializing in hair and makeup. Her YouTube channel launched in Septemeber 2018 and had over 496,000 subscribers as of September 2024.
Gabi is one of our most valued clients and has trusted us to edit her content. This collaboration has been a big part of her channel’s growth and success, as you can read more about her journey. This successful collaboration, along with Gabi’s talent and hard work, puts her on our top list of beauty content creators.
Gabi’s platform is all about beauty tips, hair tutorials, and lifestyle vlogs. Her audience loves her expertise and friendly, relatable nature, which makes beauty easy.
Unique Creative Workflow
Gabi’s workflow is:
- Collaborative editing. Working with professional editors from Vidpros so she can focus on content creation.
- High output. Producing at least six videos a month, way more than she could do alone.
- Platform diversification. Creating content for YouTube, Instagram, and TikTok to reach a wider audience.
- Strategic planning. Scripting and planning content in advance is critical.
Building Real Relationships
Gabi connects with her audience through:
- Empowerment. Breaking down beauty into easy-to-follow steps so her audience can feel more confident.
- Community building. Creating a safe space for beauty lovers.
- Audience understanding. Creating content based on her audience’s needs and struggles.
- Mental health advocacy. Sharing her experience as a content creator to deepen the connection.
Strategic Brand Partnerships
While focusing on actual content, Gabi partners with beauty brands as an ambassador, so the partnerships align with her values.
Overcoming Challenges
Gabi talks openly about the challenges of content creation, from doing everything herself to managing a team as her channel grew.
Her journey from behind-the-scenes expert to YouTube sensation demonstrates the power of authenticity, expertise, and community engagement in the beauty influencer world.
RCLBeauty 101
Rachel Claire Levin, aka RCLBeauty101, is an American YouTuber known for her beauty and lifestyle Vlogs, has captivated millions of viewers engaging with her diy makeup tutorials and multiple niches.
Rachel’s platform focuses on sharing her daily life, beauty tips, and personal experiences.
Her audience, consisting of over 14.3 million subscribers as of this time of writing, appreciates her authenticity and relatable content.
Rachel’s venture into music with her debut single “Myself” showcases her versatility and passion for creative expression.
Unique Creative Workflow
Rachel Levin’s journey as a beauty influencer and content creator marks a unique creative workflow that prioritizes authenticity, trend awareness, and strategic planning.
Embracing Creative Freedom
One of the notable aspects of Rachel’s creative workflow is her commitment to creative freedom.
As highlighted in articles by Adweek and Digiday, she values the ability to express herself genuinely and align her content with her personal beliefs. This authenticity resonates with her audience and contributes to the genuine rapport she has built with them.
In a podcast episode entitled “Not Too Deep with Grace Helbig,” Rachel Levin discussed her workflows and the importance of authenticity in her video content creation process.
She shared her approach to content creation and how her values influence what she chooses to post.
Notably, in 2016, she decided not to post a video on “how to get rid of stretch marks fast” after realizing that it promoted changing a natural part of the human body, which went against her values of embracing and celebrating natural beauty.
Building Genuine Connections
Rachel Levin interacts with her followers differently to establish a deeper connection. She incorporates positive messages in her content, aiming to resonate with her audience personally.
Strategic Brand Partnerships
While her primary focus is creating authentic and engaging content, Rachel Levin has also established successful beauty brands partnerships.
Brands like Target and Birchbox have asked her to showcase their products, and in 2020, she launched her own makeup line, RCLÓ Cosmetics.
Facing Challenges Head-On
Rachel also discusses the challenges of maintaining longevity in YouTube content creation– dealing with burnout.
Producing ambitious videos like 24-hour challenges highlights the pressure to continually exceed previous efforts.
In the podcast episode, she shares insights into the production process of her 24-hour challenge videos, including logistical challenges like acquiring materials and managing battery and memory card resources.
She also reflects on the aftermath of such intense projects, including the physical toll and emotional exhaustion.
Her journey is a witness to the power of authenticity, creative freedom, a strong rapport with her audience, and perseverance in challenges.
NikkieTutorials
Nikkie de Jager, well-known as NikkieTutorials, is a famous makeup expert on YouTube.
She has been sharing makeup videos and drawing viewers with her skills since starting her channel in 2008.
Nikkie makes videos on many beauty topics, like creating a simple smoky eye look or finding the right foundation shade.
With 14.5 million subscribers as of this writing on her NikkieTutorials channel, she has gained a massive following.
Unique Creative Workflow
In her YouTube channel, Nikkie de Jager creates content by using her expertise as a makeup artist and engaging with a mixed audience.
Her content focuses on beauty tips, tutorials, and product reviews, which have resonated with her subscribers.
Nikkie’s unique approach to content creation involves blending creativity with technical expertise, showcasing a mixed skill set that sets her apart in the beauty industry.
Nikkie’s creative process likely involves a combination of technical expertise in makeup artistry, trend awareness, and a dedication to producing engaging and informative content.
Her ability to consistently produce fresh and engaging content for her over 14 million subscribers suggests a creative drive fueled by a passion for beauty and a commitment to empowering her audience through tutorials and product reviews.
Building Genuine Connections
Nikkie’s ability to connect with her audience showcases a meticulous and creative approach to content creation that resonates with her viewers.
She builds genuine connections with her audience through platforms like Q&As, and personalized responses, allowing her to engage directly with her followers and build a sense of community.
Strategic Brand Partnerships
Nikkie de Jager has collaborated with various brands in the beauty industry, showcasing her influence and expertise.
Some brands she has worked with include OFRA Cosmetics, Maybelline, and BEAUTY BAY. Nikkie’s collaborations with these brands have allowed her to create products like liquid lipsticks and other makeup items, further solidifying her presence in the beauty community.
Additionally, Nikkie’s partnership with Marc Jacobs Beauty as their first-ever global artistry adviser highlights her reach and impact in the beauty industry.
A Continuous Journey of Growth and Inspiration
Nikkie’s collaborations with brands and international tributes in the beauty community added inspiration and motivation to continue innovating her content creation.
Her dedication to empowering her audience through makeup tutorials and beauty content has set her position as a leading figure in the beauty community.
From her humble beginnings in 2008, Nikkie de Jager’s journey is proof of the power of authentic content creation, strategic brand partnerships, and a genuine connection with her audience.
Zoe Sugg
Zoe Sugg, known as Zoella, has 10.7 million followers on her main Zoella channel and 4.95 million followers on her vlog channel by producing content on beauty, fashion, and lifestyle topics.
Her videos feature her new clothing purchases, makeup tutorials, and product recommendations for her audience.
Zoe launched her blog “Zoella” in 2009 and later turned it into a successful YouTube channel while working at New Look.
Over the years, Zoe has expanded her brand by launching a makeup line called Zoella Beauty and a range of home products.
It shows her business skills and creative ideas.
Despite not using the Zoella name anymore on her second channel, Zoe Sugg still connects with her followers through her blog, Instagram, and other platforms.
She now makes content focused on makeup tips, style, recipes, books, and health for an older audience.
Unique Creative Workflow
From her early days of sharing glimpses into her life through vlogs and haul videos, Zoe has evolved her content to various topics, including beauty tutorials, fashion inspirations, lifestyle tips, and even mental health discussions.
Her ability to seamlessly blend informative and entertaining content is a prominent factor in her success.
Building Genuine Connections
Zoe’s candid approach to sharing her struggles with anxiety and other personal challenges has resonated deeply with her viewers, who appreciate her authenticity and vulnerability.
Strategic Brand Partnerships
While maintaining her authentic voice and creative vision, Zoe Sugg has strategically partnered with various brands to expand her reach and influence. Some notable collaborations include SLG Allstars Ltd, Boots UK, Colourpop, and Lush.
Zoe’s ability to change with the digital world and create content that appeals to viewers of different ages shows how she can adapt and is committed to making videos that her followers enjoy.
Safiya Nygaard
Safiya Nygaard is a popular YouTube beauty guru who creates videos on beauty advice and lifestyle-related topics.
She became well-known after working as a video maker at Buzzfeed from 2015 to 2017. Since then, she has built her own successful YouTube channel with over 10 million followers as of today.
Safiya is known for making many different types of videos on various subjects.
It has earned her the nickname of being in the “no specific topic” category. Her videos are unique because of her great personality and ability to tell engaging stories that keep viewers watching.
Her content covers beauty, fashion, and lifestyle, showing her skills in creating different types of content.
A Unique Creative Workflow
Safiya’s video introductions set the tone and expectation within seconds, often using humor and visual metaphors to establish her magnetic personality. She employs a structured approach, dividing her videos into setup, build, and payoff acts, with smooth transitions guiding the narrative flow.
Streamlining pacing and focusing on essential elements ensures an engaging story .
Safiya’s narration and vlog-style storytelling add authenticity and depth while balancing on-location action to create an organic and engaging viewing experience.
Building Genuine Connections
Her clever and distinct approach to creating content sets Safiya’s videos apart.
Unlike most traditional beauty and lifestyle channels, Safiya’s content goes beyond product reviews and tutorials.
She produces entertaining and thought-provoking videos, such as wearing nine-foot-long jeans for a week or testing different shopping platforms.
Safiya’s commitment to quality over quantity is evident in her upload schedule.
While it’s common for YouTubers to post videos weekly or bi-weekly, Safiya takes her time to edit and perfect her highly entertaining videos, even if it means going weeks or months without uploading.
This dedication to producing flawless content has earned her a loyal following who appreciate her attention to detail and creativity.
Strategic Brand Partnerships
While maintaining her authentic voice and creative vision, Safiya Nygaard has strategically partnered with various brands to expand her reach and influence.
Some notable collaborations include Holo Taco and ColourPop.
From her humble beginnings as a video producer at BuzzFeed to becoming a leading influencer in the beauty and lifestyle space, Safiya created her path, inspiring others with her unique content creation and commitment to producing high-quality, engaging videos.
SarahBeautyCorner
Sara Marie Lawler, aka SaraBeautyCorner in the YouTube community with 10 million subscribers as of this writing, was born in Slovenia on December 25, 1987, and later moved to Norway.
She used to have a job in finance and insurance but decided to follow her passion for being creative instead.
In 2012, Sara started her first YouTube channel and quickly became famous because of her engaging beauty tutorials for women of all ages.
Her first video was titled ‘OMG! Not another beauty guru :P!’ was a big hit, getting over 2 million views.
Sara’s videos cover DIY projects, funny sketches, makeup tutorials, nail art demonstrations, and many other creative ideas from her imaginative mind.
Sara has also started a second channel called ‘Beep Beep – DIY, Life Hacks, Pranks.’
Unique Creative Workflow
Despite her initial career in finance and insurance, Sara’s passion for self-expression and creativity drove her to journey as a content creator.
Her videos are known for their vibrant colors, fun music, and relatable content that appeals to viewers of all ages, especially teenagers.
One of the challenges Sara faces in her creative workflow is the editing process.
Despite being constrained by her workload and time, she candidly shared her struggles with procrastination and her need for assistance with editing tasks in one of her videos.
Her commitment to producing high-quality content has led to her success and loyal following.
Building Genuine Connections
Many of her fans have stuck with her throughout the years because of the nostalgia and sense of familiarity she represents.
Sara has a unique ability to relate to her viewers, especially teenagers, and her fans see her as a friend who has been there for them, offering advice and tips when needed.
Strategic Brand Partnerships
While Sara focuses on creating authentic and engaging content for her audience, she has also explored strategic brand partnerships that align with her creative vision.
Sara’s hard work in sharing new and entertaining content has made her a beloved YouTuber and beauty guru with many loyal fans. Her journey from the corporate world to YouTube shows her commitment to self-expression and creativity in the digital world.
iluvsarahii
iluvsarahii, is Karen Sarahi Gonzalez. She creates videos about makeup trends, beauty, and everyday life topics. Sarah has over 1.17 million followers on her YouTube channel.
Her channel shows her unique style and creative ideas through different types of beauty related videos.
These include teaching makeup looks, reviewing beauty products, and sharing parts of her daily life.
Sarah’s main viewers are young adults and people who love beauty and makeup. People enjoy watching Sarah’s relatable and creative videos.
Sarah often shows new makeup looks, her skincare routine, and personal stories from her life. It gives her viewers a glimpse into who she is and what she does.
Unique Creative Workflow
Besides producing typical makeup tutorials and product reviews, Sarah’s content provides a glimpse into her personal life and experiences, enabling her audience to connect with her on a deeper level.
She maintains her unique style while experimenting with new trends and products, resulting in fresh and engaging content.
Building Genuine Connections
One of the main reasons for iluvsarahii’s success is her ability to build genuine connections with her audience.
Through her relatable and down-to-earth personality, Sarah creates a sense of community among her viewers, who appreciate her authenticity and willingness to share personal stories.
Strategic Brand Partnerships
While maintaining her authentic voice and creative vision, Sarah has strategically partnered with various brands in the beauty industry.
These collaborations expand her reach and showcase her expertise and influence within the community.
As a brand ambassador, Sarah has worked with notable makeup brands such as Lancôme and MAC Cosmetics. These partnerships have allowed her to showcase her skills as a makeup artist while providing valuable insights and recommendations to her audience.
Additionally, Sarah has collaborated with various celebrities and reality stars, further solidifying her position as a respected figure in the beauty industry.
Sarah’s bold personality and openness to new trends and products have earned her a devoted social media fanbase.
Dope2111
Dope2111, also called Promise Tamang Phan, is a talented person from Nepal and America who makes beauty videos on YouTube.
With over 5.67 million subscribers on YouTube, Promise has gained many dedicated fans who love beauty and can’t wait to see her upcoming transformation.
Promise Tamang Phan is her real name, and she has become very popular in the beauty community for her makeup skills and creativity.
Her YouTube channel, Dope2111, is a place where she uses makeup to change her look and become different celebrities and characters, showing off her skills and artistry.
Her channel creates videos that show her ability to look like different people through the power of makeup. Promise has become a leader among beauty influencers by perfectly recreating famous looks and characters.
A Unique Creative Workflow
Her creative workflow revolves around meticulously planning and executing makeup looks that allow her to morph into various celebrities and characters, showcasing her exceptional talent and creativity in makeup artistry.
Promise’s dedication to pushing the boundaries of makeup transformation started as a hobby seven years before she joined social media.
Over time, her passion evolved into a platform for teaching and entertaining audiences worldwide with her captivating transformations.
She takes great care to create visually stunning, inspiring content and pays close attention to every detail.
Building Genuine Connections
One key aspect that sets her apart is her ability to build genuine connections with her audience through her transformative content.
With her expertise in makeup application and transformation techniques, she captivates her viewers with visually stunning recreations of iconic looks that resonate with their interests and passions.
Promise’s dedicated following of beauty enthusiasts eagerly anticipates her next captivating transformation, drawn to her exceptional talent and creativity.
She engages her audience through content, creating a sense of community and engagement.
Strategic Brand Partnerships
While maintaining her authentic creative vision, Promise Tamang Phan has strategically collaborated with various brands in the beauty industry.
Promise’s unique talent in the beauty world is using makeup as a tool to transform herself and express who she is.
Chloe Morello
Chloe Morello is a well-known Australian who started making videos on YouTube in 2009, and now her channel has 2.65 million followers.
Chloe’s videos are about beauty topics, including teaching how to do makeup, reviewing beauty products, and sharing parts of her everyday life.
Chloe’s spirit for business and passion for beauty has allowed her to grow her influence beyond social media into creating beauty products.
Her journey as a beauty video creator is marked by her hard work in making high-quality videos, working with well-known brands, and starting her own beauty business.
Her impact on the beauty industry and her ability to connect with her viewers have made her prominent in the digital beauty world.
A Unique Creative Workflow
Chloe’s creative process is a labor of love, with each video taking hours of preparation, filming, and meticulous editing.
She has a filming studio in her living room, where she meticulously crafts her makeup looks and tutorials.
Chloe’s commitment to providing her viewers with the best possible content is evident at every step of the process.
Building Genuine Connection
Chloe has endeared herself to her followers, creating a sense of relatability and camaraderie through her self-deprecating humor and authentic personality.
Chloe understands the importance of offering various content to cater to different audience interests.
She skillfully balances trending content with her style, ensuring that her videos remain fresh and engaging while staying true to her authentic self.
Moreover, Chloe recognizes the power of personal connection on YouTube.
By sharing relatable experiences and opening up about her personal life, she enhances her audience’s connection with her, solidifying her position as a trusted and beloved figure in the beauty community.
Strategic Brand Partnerships
While maintaining her authentic voice and creative vision, Chloe Morello has strategically collaborated with various brands in the beauty industry. Some of the notable partnerships include Sireni, Face Halo, Eylure, and Pixi Beauty.
Chloe has become a leading figure in the beauty industry, inspiring countless others with her creativity, personality, and commitment to her craft.
Wayne Goss
Founded in 2009, Wayne Goss became famous through his YouTube channel “Wayne Goss.”
A native of Bridgwater, Somerset, England, his interest in makeup began when he struggled with acne at 20. This experience made him passionate about makeup artistry and led him to build a career out of it.
As one of the first male brand ambassador and makeup artists to use social media to show his skills, Wayne Goss has become a leader in the beauty industry. His channel has 4 million followers as of today.
Wayne is known for making concise and easy-to-follow makeup tutorials, earning him many loyal fans who want to improve their makeup skills and stay up-to-date with the latest beauty trends.
In addition to his success on YouTube, Wayne Goss worked with the American brand ‘Beautylish’ in 2013 to create a line of high-quality makeup brushes made with Japanese craftsmanship.
This business helped make Wayne a respected person in the beauty community.
A Unique Creative Workflow
At the heart of Wayne’s workflow lies a meticulous approach to creating engaging and informative content.
He offers educational tutorials, showcases innovative techniques, and collaborates with brands and fellow influencers to share various perspectives.
From beginners to seasoned makeup enthusiasts, his videos stand out by simplicity and accessibility.
Entrepreneurial Ventures and Brand Partnerships
Wayne’s entrepreneurial spirit shines through his collaboration with the American brand Beautylish, where he launched a line of high-quality makeup brushes crafted with Japanese craftsmanship.
This venture showcases his versatility in the beauty business and demonstrates his commitment to delivering exceptional products to his followers.
In addition to his creative endeavors, Wayne Goss has partnered with brands like Paula’s Choice, where he contributed to their “The Nude” makeup line, including the “The Nude Mattes Eyeshadow Palette.”
Building Genuine Connections
Wayne maintains a personal and relatable presence, sharing his experiences and opinions with his viewers.
He actively responds to comments and questions, creating a two-way communication that nurtures a sense of community.
Wayne collaborates with influencers and brands to reach a wider audience and share his expertise.
His tutorials, product reviews, and industry insights provide value to his followers, establishing trust and credibility.
Key Strategies: Beyond Likes & Follows
Successful beauty gurus employ several core strategies to build genuine connections with their audiences and sustain creative workflows:
Authenticity and Vulnerability
Top creators like RCLBeauty101, Safiya Nygaard, and SarahBeautyCorner prioritize being authentic and vulnerable in their content. They share personal stories, struggles, and realistic personalities that resonate deeply with viewers and build community.
Innovative and Engaging Content
Influencers like NikkieTutorials, Promise Tamang Phan (Dope2111), and Wayne Goss stand out by showcasing innovative makeup techniques, captivating transformations, and creating informative yet entertaining tutorials. Their dedication to quality over quantity ensures engaging content that keeps audiences hooked.
Strategic Brand Partnerships
While maintaining creative freedom, influencers like Zoella (Zoe Sugg), Chloe Morello, and Wayne Goss have leveraged strategic brand partnerships to expand their reach and influence.
These collaborations provide financial opportunities and showcase their expertise to wider audiences.
A common challenge many creators face is balancing the time-consuming processes of filming, editing, and producing high-quality content consistently.
It is where companies like Vidpros can lend a helping hand by offering fractional video editing services, allowing influencers to focus on their creative vision while ensuring a streamlined and efficient workflow.
Inspiration & Actionable Tips
Here are some actionable tips and inspirations for viewers looking to develop their off-platform presence and learn from the featured influencers:
Build an Email List
Having a direct line of communication with your audience through an email list is invaluable.
Regularly share exclusive content, updates, and special offers to keep your fans engaged even off social media platforms.
Email lists allow you to own your audience relationships rather than being beholden to changing algorithms.
Create Exclusive Behind-the-Scenes Content
Give your most devoted fans a peek behind the curtain by creating exclusive behind-the-scenes content.
It could be blooper reels, duck-face challenges with your glam team, or sharing your creative process for looks. This type of content builds deeper connections and FOMO for those not subscribed.
Explore New Content Formats
Try different content formats. Safiya Nygaard found success with entertaining videos testing wacky challenges. Diversify your content offering with unique angles.
Get Inspired
Now explore the amazing work of the featured influencers who have mastered building genuine audience connections!
Capping Off
Social media success lasts when you build real connections with your audience, not just follow algorithms.
Top influencers are authentic, create engaging content, and partner with brands strategically. Most importantly, they share exclusive content behind and communicate directly with fans through other channels.
So, explore new content types, get personal with your stories, and nurture your community beyond likes and views.
An audience connected to your authentic voice will stay loyal for years.
Focus on standing out, not blending in.
Develop your unique creative style, build meaningful fan relationships, and leave a lasting impact as an influential creator.
