The makeup influencer ecosystem in 2025 continues to evolve with a blend of professional artistry, authentic education, and trend-setting content. Beauty is one of the most popular topics on TikTok with 3.6 million beauty posts and approximately 2.46% engagement rate, and nearly half of U.S. shoppers say social media has led them to spend more on cosmetics. This comprehensive analysis covers verified top performers and emerging trends shaping the makeup industry.

MEGA-TIER INFLUENCERS (10M+ Followers)

1. Mario Dedivanovic - @makeupbymario - 14M followers

Makeup artist and founder/CEO of Makeup By Mario, with over 14 million followers making it one of the most-followed beauty accounts in the world. Known for his signature style of balance, symmetry, and harmony, he has been Kim Kardashian's longtime makeup artist since 2008. The brand received a $40 million growth equity investment and has doubled sales each year since its 2020 launch. Based in NYC, pioneered The Master Class in 2009, starting with 16 students and growing to over 2,000 students per class.

2. James Charles - @jamescharles - 20M followers

American makeup artist and beauty influencer with 20 million Instagram followers. First male ambassador for CoverGirl in 2016. CEO of Painted cosmetics brand, with over 41M TikTok followers and strong presence across multiple platforms. Known for bold, boundary-pushing makeup looks and artistic tutorials. Has collaborated with high-profile celebrities including Kylie Jenner and Kim Kardashian.

3. NikkieTutorials (Nikkie de Jager) - @nikkietutorials - 19M followers

Dutch makeup artist with 19 million Instagram followers. One of the most influential makeup artists on the planet. Gained worldwide recognition through her viral "The Power of Makeup" video. Founded beauty brand Nimya. Married to Dylan Drossaers since 2022. Known for championing self-expression and empowerment through makeup.

4. Mikayla Nogueira - @mikaylajmakeup - 3.4M followers

Makeup artist with 3 million Instagram followers, founder of POV Beauty. Has 17.1 million followers on TikTok with 1.8 billion likes. TikTok makeup sensation who skyrocketed to fame with her authentic voice and incredible skills. Launched Point of View skincare brand in March 2025 with backing from Imaginary Ventures. Based in Massachusetts, known for honest product reviews and relatable content.

5. Huda Kattan - @hudabeauty - 57M followers (brand account) / @huda - 5M followers (personal)

Huda Beauty brand account has 57 million Instagram followers. Iraqi-American makeup artist and founder of billion-dollar cosmetics line Huda Beauty. Ranked #1 on the 2017 Influencer Instagram Rich List, earning $18,000 per sponsored post. Built trust on transparency and relatability, featuring unfiltered discussions about skin texture, acne, and makeup fails. Based in Dubai.

MACRO-TIER INFLUENCERS (1M-10M Followers)

6. Pat McGrath - @patmcgrathreal - 5.9M followers

Dame Pat McGrath, DBE - Makeup Artist, Founder, CEO, Creative Director described by Vogue as "the most influential makeup artist in the world". Based in New York City. Legendary for revolutionizing beauty standards and creating iconic runway looks. Founder of Pat McGrath Labs.

7. Hung Vanngo - @hungvanngo - 4.2M followers

Professional makeup artist and founder of HungVanngoBeauty with representation from The Wall Group. Celebrity makeup artist based in the United States known for red carpet and editorial work.

8. Jade Marie - @jadeywadey180 - 1.1M followers

Professional esthetician, makeup artist, and founder of Jade Complexions based in Los Angeles. Known for combining skincare expertise with makeup artistry, offering holistic beauty education and facial techniques.

9. Jeffree Star - @jeffreestar

Beauty entrepreneur and founder of Jeffree Star Cosmetics, a single review can make or break a product's reputation. Known for bold makeup looks and engaging tutorials, has become the first male ambassador for CoverGirl. Based in Wyoming, famous for high-glam style and lavish lifestyle content.

10. Jackie Aina - @jackieaina

Nigerian-American influencer and powerful voice for Black women in the beauty space. Advocate for diversity in the beauty industry, known for honest product reviews and promoting inclusivity. Launched her own brand Forvr Mood, partnered with Too Faced and Anastasia Beverly Hills.

ESTABLISHED VOICES (500K-1M Followers)

11. Hyram Yarbro - @hyram - 753K followers

Founder of Selfless by Hyram, launched exclusively at Sephora in 2021 across 29 countries. Known as "Skincare by Hyram" with 12 million combined followers across platforms, pioneered affordable ingredient-focused education for Gen Z. Based in Honolulu.

12. Caroline Hirons - @carolinehirons - 777K followers

Founder of Skin Rocks skincare brand and trained aesthetician. Author of Sunday Times bestselling book "Skincare," known for no-nonsense product reviews that can make or break brands. Based in London.

13. Meredith Duxbury - @meredithduxbury - 1.7M followers

Prominent beauty and fashion influencer based in NYC, known for engaging TikTok and Instagram content. Shares dramatic before-and-after makeup transformations and creative hacks, making makeup fun and accessible. Collaborates with major brands like L'Oreal and Versace.

14. Alix Earle - @alix_earle - 4.6M followers

24-year-old TikTok star with 11M+ combined followers who turned casual "Get Ready With Me" videos into a powerhouse personal brand. Known for honest product reviews and relatable beauty content.

15. Patrick Starrr - @patrickstarrr - 4.3M followers

Social media personality and beauty influencer known for humorous content and makeup tutorials, combines comedy with beauty. Known for engaging personality and collaborations with major brands.

RISING STARS & SPECIALISTS (100K-500K Followers)

16. Leilani Green - @leilanigreen - 2.4M followers

Prominent beauty influencer known for engaging makeup tutorials and collaborations with major brands like Sephora. Focuses on makeup transformations, product reviews, and beauty tips.

17. Emmy Combs - @emmycombss - 2.5M followers

Licensed cosmetologist and professional makeup artist based in Los Angeles, specializing in beauty and fashion content. Openly shares her journey with alopecia universalis, aiming to highlight beauty in diversity.

18. Frederic Chen - @frederic.chen - 698K followers

Genderfluid content creator based in Los Ang eles, known for engaging videos on makeup tutorials, gaming, and LGBTQ+ topics. Advocates for queer representation with strong presence on YouTube and TikTok.

19. Lindsey Rowley - @linsmakeuplooks - 1.1M followers

Makeup enthusiast based in Rochester, NY, known for engaging TikTok and Instagram content focused on beauty tutorials and product reviews. Features detailed product lists and discount codes.

20. Alexandra Anele - @alexandra_anele - 368K followers

Based in Los Angeles, especially popular for technical skill in creating flawless, sculpted makeup looks with focus on complexion and contouring. Tutorials range from everyday wearable makeup to bold looks.

EMERGING VOICES & MICRO-INFLUENCERS (50K-100K Followers)

21. Beau Nelson - @beau_nelson - 74.3K followers

UK-based makeup artist and co-author, Lashify partner. Known for creative makeup looks and lash expertise.

22. Carla Dyson - @carladysonmakeup - 72K followers

Hair & makeup artist and founder of The Creative Directory based in Melbourne. On maternity leave until October 2025, travels extensively for work in UK and Europe.

23. Mattan Sabag - @mattansabag - 68.4K followers

Makeup artist and content creator based in Israel. Known for creative makeup tutorials and engaging content.

24. Emily Cheng - @emilychengmakeup - 67K followers

Makeup artist represented by The Wall Group. Based in Los Angeles, California, known for professional artistry.

25. Desi Perkins - @desiperkins - 4.2M followers

American beauty influencer and makeup artist known for her flawless eye makeup tutorials and bronzed, glamorous looks. Co-founder of Dezi Skin and former co-founder of Dose of Colors. Based in Los Angeles, creates relatable content blending high-end and drugstore products. Known for her signature winged eyeliner and warm-toned makeup style.

SPECIALIZED CREATORS & NICHE EXPERTS

26. Lisa Eldridge - @lisaeldridgemakeup - 2M followers

Professional makeup artist known for signature "dewy, fresh, and flawless" look. One of the top makeup artists in the world, creating iconic looks for celebrities like Dua Lipa, Kate Winslet, and Nicole Kidman. Leading collector of vintage makeup.

27. Mary Phillips - @maryphillips - 2.2M followers

Celebrity makeup artist with expertise in high-profile beauty looks. Known for professional artistry and celebrity clientele.

28. Nikki Wolff - @nikki_makeup - 2.1M followers

Professional makeup artist known for expert techniques. Industry professional with strong reputation.

29. Arshia Moorjani - @arshiamoorjani - 549K followers

Indian-American beauty and skincare influencer, founder of Meristori Beauty. Former Editor at Cosmopolitan India and makeup artist at Sephora and MAC, over 800,000 combined followers across platforms.

30. Jasmin Saario - @jasminlily_ - 1M+ followers

Finnish model and beauty influencer with elegant, luxurious vibe. Especially good at blending skincare with makeup, showing audience that beautiful makeup starts with beautiful skin.

GLOBAL & DIVERSE VOICES

31. Chloe Roberts - @chloe.roberts__ - 301K followers

Beauty creator with 474k TikTok followers known for "Get Ready With Me's" and testing viral products. Helps turn makeup routines into flawless regimes.

32. Alissia Christidis - @alissia.christidis - 164K followers

Toronto-based beauty and lifestyle influencer with 853.4K TikTok followers and 46.2 million likes. Popular for "get ready with me" videos showcasing style and beauty routines.

33. Makeup by Ariel - @makeupbyariel - 2.6M followers

New York-based makeup artist known for bold, editorial-style looks and vibrant color palettes. Specializes in transformative makeup tutorials and celebrity-inspired recreations. Creates content that bridges high-fashion editorial techniques with wearable everyday looks, making professional artistry accessible to followers.

34. Risa Bae - @risabae_art - 1.3M followers

Known for flawless makeup tutorials and bold beauty transformations, blends artistry with K-beauty classics. Expertise in product application with deep connection to beauty-savvy followers.

35. Irene - @ireneisgood - 2.8M followers

Blends high fashion with cutting-edge K-beauty trends, offering bold and colorful take on Korean skincare and makeup. Global influence and trendsetting style perfect for innovative beauty products.

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