8 Outstanding Beauty Creators You Should Be Following
The beauty industry is in a constant state of influx of brands and content creators that I admit sometimes I find myself overwhelmed trying to keep up with them all. As a result, I selectively curate my feed and follow very few content creators that I feel that I resonate with the most, whether it be the type of content they put out or the causes they promote through their platform. So, I wanted to share a couple that I felt are worth spotlighting for their wonderful work:
Mona Kattan
Best known for being the founder of fragrance brand Kayali and co-founder of Huda Beauty, Mona is one of my favourite creators firstly because of her extensive knowledge of all the fragrances she’s released. Not only is she able to confidently list every single key note, she also mentions how she likes to layer her perfumes to create new, totally unique scents.
Passionate about mental health awareness, a cause I also personally advocate for, she exudes kindness and serenity in her videos and in the short form videos about mental health she shares frequently on her Instagram Stories. She also recently joined the cast of Netflix reality series Dubai Bling, where, in true Mona style, she played mediator and peacemaker to her costars. I was so happy to see her warm personality shine through the larger spotlight that she deserves on the show, and it’s great to see her make a name for herself beyond being one of the faces of Huda Beauty.
2. Victoria Beckham
The iconic Posh Spice, who has proven to be more than one-fifth of one of the most iconic girl groups, likewise when she posts videos using products from her own beauty line, you can tell she genuinely loves and believes in them. Though I haven’t yet had the opportunity to try any of her products, as they’re not available where I live, I always hear nothing but rave reviews. I’ll definitely be trying to get my hands on them at Selfridges the next time I’m in the UK.
Her beauty products aside, I love Victoria for her quick wit and sense of humour, something I wish she was more known for. Her hyper self-awareness and witty humour never fail to brighten my day when I’m feeling down.
3. Hailey Bieber
In the oversaturated market of celebrity beauty brands, Hailey Bieber has managed to achieve her self-described goal of her products being able to stand alone without the power of her name for publicity. When beauty experts praise Rhode Skin, they’re mentioning the extensive research behind the products, Hailey’s personal passion for skincare, and the multiple dermatologists she has on board for the brand. And this research and hard work has paid off for her and her brand, as the peptide lip treatment is one of my favourites for dryness relief on my lips.
I also frequently watch her YouTube videos, where she showcases more of her laidback and easygoing personality through interviewing fellow celebrities in her “Who’s In My Bathroom?” series, her cooking videos, or her discussions with mental health professionals on topics relevant to herself and her audience, such as the impact of social media on mental health.
4. Fernanda Gimenez
Although she’s most well-known for her dance videos (and I’m hoping that one day I can dance as well as her), I love Uruguayan TikTok content creator Fernanda Gimenez for her transparency with her journey with acne. She’s a breath of fresh air because she constantly puts out a positive message to her audience that acne doesn’t make anyone less beautiful and doesn’t mind if her makeup doesn’t completely flawlessly cover her acne. As I’ve also struggled with acne, it’s so uplifting to follow someone like Fernanda who doesn’t let acne define her sense of beauty and self-worth.
5. Leah Halton
Even though her plunge into mainstream social media only came at the start of 2024 with her TikTok of her lip syncing to “Praise Jah In the Moonlight” by YG Marley, Australian YouTuber Leah Halton is no stranger to internet stardom. When she was in high school a few years before, she posted a video of her doing her makeup for prom to YouTube and it went viral. So when her TikTok gained hundreds of millions of views, she cleverly used that buzz as a pipeline for her YouTube channel by posting an in-depth makeup tutorial for the look in her viral video.
She’s also so open about other aspects of her life, like her recent celiac disease diagnosis and how she’s had to change her diet ever since. Recently, she was one of the contestants on the Sidemen’s Inside game show, in which she stated that the main reason she agreed to it was because her partner’s mother passed away from cancer and she wanted to donate the prize money to research for that specific type of cancer. She was unfairly the second to be eliminated, but many were rooting for her because it was evident she wasn’t putting on a persona for views and was clearly motivated to win the prize money for a noble cause. Her authenticity and kind heart is ultimately what sets her apart and makes me a loyal follower of hers.
6. James Welsh
British skincare influencer James Welsh comes as a duo with his brother Robert, but they have distinct brands by focusing on different topics within the beauty industry.
James’s expertise is skincare and he begins every video with his signature adage “skincare is all about progression over perfection because perfection doesn’t exist.” I really resonate with this philosophy because as established as skincare is as an industry, there is always room for growth and improvement. He also covers a wide range of brands in his videos, expanding beyond mainstream Western brands and ensuring he also covers all the viral Korean and Japanese products. This vast knowledge demonstrates his genuine passion and love for skincare. The cherry on top is how he shares his monthly skincare favourites and the latest skincare news humorously, making his content all the more engaging and effective.
7. Sophdoeslife
One YouTuber that I’ve watched for a couple years now is Soph, who is the ultimate makeup insider. I commend her content the most for her regular and consistent uploads of testing TikTok viral products, testing the newest beauty launches, and monthly favourites. She never misses a beat with every launch and always gives her raw, honest first reaction to them. Whenever I hear about any new product launch, the first channel I go to learn about it is Soph’s.
On her vlog channel, she uploads clips of her day-to-day life with her fiancé and their adorable rescue dog, Pinky! Cute dog content is always a welcomed bonus.
8. Alix Earle
This one is more of an honourable mention than part of the list, as I’ve already done a post on Alix. Nonetheless I had to include her for her realness that she is loved for online and for her transparency on journey with Accutane, having been on it several times. She is another influencer who is famed for content that promotes positive messaging about acne. Her online presence is a much needed routine reminder that what you see on social media is heavily filtered to be a curated, perfected image.
