Gen Z is redefining beauty standards on platforms like Instagram, TikTok, and YouTube, where 73% spend more than three hours daily, according to Later’s 2024 research.
By 2025, Gen Z will make up 27% of the global workforce, bringing more economic and cultural influence than ever.
As a brand, partnering with these creators is a powerful way to get in front of a highly influential audience and reach Gen Z where they’re most engaged.
Below, we’ve hand-picked 25 of the top beauty influencers to put on your radar so you can find the perfect creators for your brand…
If you need expert advice on finding the top influencers for your brand and audience, Later’s Agency Services team is here to help.
Skincare and Relatable Beauty Creators
#1: HydrationCEO
Known for practical, hydration-focused skincare tips on Instagram, HydrationCEO breaks down skincare science in a relatable way.
Follower Count: 253.1K on TikTok, 226K on Instagram
Content Style: Skincare routines and realistic product reviews.
Why Gen Z Loves Them: Transparent, realistic skincare advice that resonates with Gen Z's value on authenticity.
#2: Glow with Ava
Blending NYC sophistication with K-beauty insights on Instagram, Ava’s content covers skincare routines and travel-inspired wellness tips.
Follower Count: 1.7M on TikTok, 763K on Instagram
Content Style: Skincare tips, global beauty secrets, and lifestyle content.
Why Gen Z Loves Them: Her mix of luxury and practical skincare with K-beauty tips is aspirational yet relatable.
#3: Kelly Gooch
Known for her cruelty-free beauty stance, Kelly’s content on Instagram is everything ethical and minimalistic.
Follower Count: 38K on TikTok, 42K on Instagram
Content Style: Cruelty-free product recommendations and minimalist routines.
Why Gen Z Loves Them: Her ethical focus makes her a trusted voice on sustainable beauty.
#4: Mary Skinner
You’ll find Mary on Instagram where she balances beauty with lifestyle, often showcasing her skincare routines in day-in-the-life vlogs.
Follower Count: 1.4M on TikTok, 257K on Instagram
Content Style: Skincare routines, lifestyle vlogs, and product reviews.
Why Gen Z Loves Them: Her casual, unfiltered style makes her approachable and authentic.
#5: Ash Calo
Popular on TikTok, Ash combines beauty and fashion in a way that’s stylish yet approachable.
Follower Count: 34.6K on TikTok, 3K on Instagram
Content Style: Beauty tutorials, fashion inspiration, and product recommendations.
Why Gen Z Loves Them: Her style and fresh approach are highly relatable and inspiring.
#6: April Lockhart
An advocate for clean beauty, April promotes effective, eco-friendly routines on Instagram as well as promoting disability awareness and pride.
Follower Count: 58.8K on TikTok, 151K on Instagram
Content Style: Clean beauty tutorials and sustainable skincare advice.
Why Gen Z Loves Them: Her eco-conscious and transparent approach aligns with Gen Z's values.
#7: Hautemess Tom
A micro-influencer advocating “deinfluencing” on YouTube, Hautemess Tom promotes mindful beauty consumerism.
Follower Count: 7.51K on YouTube
Content Style: Critical beauty reviews and sustainable recommendations.
Why Gen Z Loves Them: Gen Z appreciates his transparency and honesty.
Makeup Tutorials and Creative Looks
#8: Donni Davey
Known as the makeup artist for Euphoria, Donni has popularized theatrical and avant-garde makeup that pushes the boundaries of beauty.
Follower Count: 221.1K on TikTok, 509K on Instagram
Content Style: Creative makeup tutorials, inspired looks from TV and film, and trendsetting techniques.
Why Gen Z Loves Them: Her trailblazing artistry and distinctive looks inspire fans to see makeup as a powerful tool for self-expression.
#9: Trixie Mattel
Drag superstar Trixie Mattel is known for her bold, artistic makeup and charismatic personality, bringing vibrancy to every tutorial and her own line, Trixie Cosmetics.
Follower Count: 2.3M on TikTok, 4M on Instagram
Content Style: High-energy tutorials, drag transformations, and collaborations with other artists.
Why Gen Z Loves Them: Trixie’s fearless, colorful approach to makeup inspires confidence and celebrates individuality.
#10: Toni Bravo
Toni blends makeup tutorials with lifestyle content on TikTok, offering followers a glimpse into her daily beauty and routines.
Follower Count: 645K on TikTok, 107K on Instagram
Content Style: Natural makeup tutorials and daily vlogs.
Why Gen Z Loves Them: Her friendly personality and practical tips make beauty feel achievable and relatable.
#11: Christian Chanel
Known for her luxurious, polished aesthetic, Christian showcases high-end beauty products and refined techniques on TikTok with added fun and personality.
Follower Count: 138.2K on TikTok, 69.8K on Instagram
Content Style: Luxury makeup tutorials, sophisticated product reviews, and elegant beauty tips.
Why Gen Z Loves Them: His focus on quality and luxury appeals to those who admire premium beauty.
#12: Monet McMichael
Known for her GRWM (Get Ready With Me) videos on TikTok, Monet makes makeup fun and accessible with her warm personality and engaging tutorials.
Follower Count: 3.8M on TikTok, 1.2M on Instagram
Content Style: Quick makeup tutorials, product recommendations, and everyday beauty routines.
Why Gen Z Loves Them: Her joyful, relatable energy makes her content inclusive and approachable.
#13: Alexandra Anele
Alexandra’s thorough, step-by-step tutorials on Instagram make her a go-to for learning new techniques and mastering beauty basics.
Follower Count: 171.2K on TikTok, 359K on Instagram
Content Style: Detailed tutorials, technique breakdowns, and practical beauty advice.
Why Gen Z Loves Them: Her approachable style and clear explanations make makeup enjoyable and straightforward.
#14: Theresa is Dead
With a goth-inspired aesthetic and unfiltered humor, Theresa brings a unique edge to the beauty space on YouTube.
Follower Count: 61.K on YouTube
Content Style: Gothic-inspired makeup looks, comedic reviews, and honest product discussions.
Why Gen Z Loves Them: Her fearless personality and alternative style resonate with those who love bold, unconventional beauty.
#15: Bella Krys
Known for her accessible tutorials on TikTok, Bella simplifies complex beauty techniques, making them easy for her audience to try.
Follower Count: 91K on TikTok, 16.1K on Instagram
Content Style: Beginner-friendly tutorials, natural looks, and easy-to-follow makeup steps.
Why Gen Z Loves Them: Gen Z loves her simple, approachable tutorials that make beauty feel inclusive.
#16: Another Hanna
A beauty creator and photographer, Hanna brings an artistic touch to her tutorials, creating a unique, editorial feel in each look.
Follower Count: 110.6K on TikTok, 41.9K on Instagram
Content Style: Artistic and creative makeup tutorials, often inspired by editorial styles.
Why Gen Z Loves Them: Her creativity and aesthetic inspire fans to view beauty as an art form.
See how Later Influence can help you build an end-to-end campaign with the best fashion and beauty creators.
Hair Tutorials and Trends
#17: Acquired Style
Acquired Style is known for unique hair tutorials that offer styling tips for various hair types, making complex hairstyles accessible.
Follower Count: 1.2M on TikTok, 563K on Instagram
Content Style: Creative hair tutorials, styling techniques, and product recommendations.
Why Gen Z Loves Them: They make intricate styles feel achievable, inspiring followers to experiment with new looks.
#18: Kensington Tillo
Kensington combines beauty and lifestyle on TikTok, with a strong focus on hair tutorials that fit seamlessly into her fashionable aesthetic.
Follower Count: 1.6M on TikTok, 319K on Instagram
Content Style: Hair styling tips, beauty recommendations, and lifestyle content.
Why Gen Z Loves Them: Her cohesive approach to beauty and fashion appeals to those looking for a complete and curated aesthetic.
#19: Nichole Ciotti
Nichole’s minimalist hair tutorials on Instagram focus on natural beauty and simplicity, perfect for those seeking effortless style.
Follower Count: 866.5K on TikTok, 2M on Instagram
Content Style: Easy, everyday hair tutorials and styling tips for different occasions.
Why Gen Z Loves Them: Her relaxed, approachable style resonates with busy followers looking for practical, manageable hair routines.
Lifestyle and Beauty Fusion
#20: Golloria
Golloria seamlessly blends beauty with fashion and lifestyle content, creating a chic and aspirational aesthetic for her audience.
Follower Count: 3M on TikTok, 855K on Instagram
Content Style: Makeup tutorials, skincare routines, fashion looks, and lifestyle insights.
Why Gen Z Loves Them: Her ability to fuse beauty and fashion appeals to Gen Z’s love for a well-rounded, trendy lifestyle.
#21: Jessica Vu
Most prolific on YouTube, Jessica blends beauty with lifestyle content, showcasing aesthetic routines, skincare insights, and a well-curated lifestyle.
Follower Count: 2.03M on YouTube
Content Style: Makeup tutorials, lifestyle vlogs, and product recommendations.
Why Gen Z Loves Them: Her curated, aesthetic approach to beauty resonates with Gen Z’s appreciation for visually pleasing content.
#22: The Welsh Twins
Known for their humorous approach, The Welsh Twins make beauty fun on YouTube by reviewing viral products and testing out trends in a lighthearted way.
Follower Count: 333K on YouTube
Content Style: Trend-testing videos, humorous product reviews, and relatable beauty content.
Why Gen Z Loves Them: Their candid humor and sibling dynamic make beauty content entertaining, approachable, and memorable.
#23: Lara Violetta
Lara’s content spans beauty, fashion, and lifestyle, making her a versatile influencer with a broad appeal.
Follower Count: 170.4K on TikTok, 208K on Instagram
Content Style: Makeup tutorials, fashion tips, lifestyle advice, and beauty routines.
Why Gen Z Loves Them: Her multifaceted approach to beauty and style appeals to Gen Z’s diverse interests and appreciation for a holistic lifestyle.
#24: Lauren Mae
Known for her in-depth beauty reviews on YouTube, Lauren Mae offers followers honest, detailed insights into various products.
Follower Count: 143K on YouTube
Content Style: Product reviews, makeup tutorials, and beauty discussions.
Why Gen Z Loves Them: Her honest reviews and thorough product breakdowns resonate with Gen Z's desire for transparency in beauty.
#25: Emily Wood
Emily often films her beauty tutorials in outdoor, nature-inspired settings, creating unique visual content that blends beauty and the environment.
Follower Count: 79.9K on TikTok, 47.4K on Instagram
Content Style: Outdoor tutorials, nature-inspired makeup looks, and unconventional beauty practices.
Why Gen Z Loves Them: Her connection to nature and focus on sustainability resonates with eco-conscious Gen Z followers.
Now you know their names... Are you ready to partner with Gen Z’s favorite beauty influencers?
You can find influencers and benefit from influencer marketing services with Later Influence. Book a demo today and start building relationships that matter.
