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Top 10 Beauty Influencers on YouTube (Updated)

By Editorial Staff

Looking for some new makeup tips and tricks? We came up with a list of the top 10 Beauty influencers of all time on YouTube. These influencers are noticed globally, with massive dedicated followers that have catapulted them to the top of this year’s list. These Beauty Gurus are the best of the best and have a variety of tutorials ranging from hair to makeup, and contain everything you will ever need to know about beauty on YouTube. We choose the top 10 beauty influencers on YouTube based on measurements in cumulative reach, audience and engagement data that each of these influencers exhibits. So sit back, relax, and take notes… you are about to find the beauty inspiration you’ve been searching for!

1. Jeffree Star

  • 17.3m subscribers 
  • Joined February 14, 2006

Jeffree Star can be described in three words: free-spirited, glamourous, and successful. He is among the most highly followed beauty gurus this world has ever seen. His diva-like personality combined with his passion for cosmetics, beauty, and fashion make him the ultimate beauty Youtuber. Jeffree Stars uploads videos often, featuring a variety of looks filmed as tutorials, cosmetic reviews, and tips. According to Celebrity Networth, Jeffree has a total net worth of $75 million with over $150 million coming from his cosmetics line before taxes. In 2018 Jeffree was ranked the fifth highest-paid YouTuber on the Forbes Highest-Paid YouTube Stars list.

46% of Jeffree’s viewers between 17-19 years old, with more than 80% of his reach being comprised of single women with no kids. The other part of his audience consists of 20% males who are married and have children. His viewers are mostly American based with a few exceptions. He has his cosmetics and fashion line Jeffree Star Cosmetics that’s animal cruelty-free, based on his inspiration from his love for dogs and animals. Jeffree Star rightfully deserves his spot on his list, given his many successes and the fact that he was named one of the top fastest-growing YouTubers of the year!

2. James Charles 

  • 16.6m subscribers 
  • Joined December 1, 2015

James Charles is a 20-year-old internet personality, makeup artist, and musician from Bethlehem, New York. James Charles net worth is predicted to be $12 million since he went from makeup to millions. He started off his career as a hairstylist but would often share his creative makeup looks on social media. He soon grew a large following and started a YouTube channel in 2015 in order to share tutorials for his favorite looks. After joining YouTube, his following skyrocketed. Since making his channel, he has racked up 16.3 million subscribers and counting! As he grew more popular, his radiant personality and creative makeup looks caught the attention of CoverGirl. In 2016, James made history in becoming the first male ambassador for CoverGirl. As a proud member of the LGBTQ community, James Charles represented CoverGirl with pride, spreading acceptance and love across the internet.

On November 2, 2018, James announced his signature palette with Morphe. The bright and colorful rainbow palette sold out worldwide within hours! The very fitting slogan for this product is, “unleash your inner artist.” James is now a prominent internet personality and one of the top beauty influencers, having racked up 15.9 million followers on Instagram and 4.2 million followers on Twitter! He recently announced his new reality TV series on YouTube, where he will be inviting a few rising makeup artists to compete for a grand prize. As you might have guessed, James will be the host and producer! You can find more details about James Charles’s newest endeavor!

3. Rachel Levin

  • 14.4m subscribers 
  • Joined December 14, 2010

Rachel Levin’s YouTube content consists of a variety of different subjects that range from comedy to beauty. In Levin’s most recent beauty video, she focuses on DIY beauty tutorials that incorporate a winding rainbow color scheme. Rachel is a free spirit whose videos exemplify the things she enjoys most. Levin has reached a whopping 2.2 billion views on YouTube and according to Zefr’s she is among the most popular social media influencers in the world. Her top video on YouTube to date is a comedic skit where she and her friends dress up as Disney princesses to attend a pool party. The video has gotten 174 million views which continue to increase. Another popular video seen on Levin’s YouTube is DIY lipstick made from bubble gum. This video shows Rachel’s innovative and creative ideas and her spunky personality.

4. Nikkie Tutorials 

  • 13.1m subscribers 
  • June 23, 2008

Nikkie recently broke the internet with her coming out video. She announced that she is transgender, and has been overwhelmed with love and support since releasing her announcement. The video has received 32.3 million views and counting! Nikkie, better known as NikkieTutorials, is a Dutch makeup artist and YouTube vlogger. She is a professional hair and makeup artist who features videos that feature her professional work. Her looks are exquisite, and her uploads are very informal and entertaining to watch. Her most popular audience is people between the ages of 17-29. Her reach is seen internationally, and her channel is very popular in New York. 

Her YouTube content is almost all beauty based, with uploads featuring cosmetic tutorials. She gained online popularity in 2015 after her YouTube video, “The Power of Makeup”, went viral. Nikkie has become one of the most successful and inspiring beauty influencers on YouTube, as she encourages others to be themselves regardless of labels.

5. Bethany Mota

  • 10.1m subscribers
  • Joined June 8, 2009

Bethany Mota, a Mexican and Portuguese beauty, lives in sunny California and is known for her beauty and lifestyle video blogs that showcase her dazzling and humorous personality. She is one of the earliest beauty influencers on YouTube. Her vlogs consist of content with her friends, conversing and living life to the fullest; whereas her beauty videos consist of tutorials about hair, makeup, and healthy eating. Over 90% of her videos reach an audience of single females, with no kids, under the age of 24. Mota suffered from bullying and looked to YouTube to help her through it. She is now a bullying activist who works with others who have also suffered from various forms of abuse and is an active brand ambassador for UNICEF. She recently posted a video of a song she wrote out of hate comments on her channel. The way she can make light out of hard situations is inspiring and uplifting! One of her most popular videos was a video about healthy back to school lunches, it reached a little over 18 million views on YouTube. However, her more famous videos are beauty tutorials, featuring seasonal routines and everyday looks that reach up to 15 million views on YouTube!

6. Michelle Phan 

  • 8.92m subscribers
  • July 18, 2006


Michelle Phan is a well-known beauty and DIY Youtuber. The main goal of her Youtube channel is to teach and inspire everyone to become great at the application of makeup. Phan is a child at heart and considers herself an “old school dreamer.” Her top video features Phan and a Barbie-inspired look which reached 66.2 million views. Two other top videos are cosmetic tutorials of Lady Gaga-inspired looks one bad romance and the other Poker Face which reached a combined total of an impressive 89.5 million views. Michelle Phan has her own cosmetics line EM Cosmetics where she sells lip and eye cosmetics. She is also the founder and creator of the hit subscription cosmetics box Ipsy, which has inspired other beauty influencers along their way.

7. Carli Bybel

  • 6.19m subscribers 
  • June 26, 2011

Carli Bybel is known for her good looks, beauty, and fitness video content. She’s a fashionista with a sparkling personality, standing as an inspiration for women across the world for promoting self-confidence and kindness throughout her videos.

Carli Bybel beauty videos are viewed internationally with her largest reach in New York and London, with 82% of her viewers between the ages 17-24. Her videos consist of a variety of beauty tutorials and tips with a focus on fashion. She also creates content around reviews and healthy living. Bybel also has a successful blog and makeup line which includes an eyeshadow and highlighter palette. Her top video is a upload of makeup mistakes to avoid which received over 10.6 million views. Other popular videos include  DIY tips to make eyelashes and eyebrows grow. Her videos are easy to follow and could teach anyone about cosmetics without complication.

8. Manny MUA 

  • 4.76m subscribers 
  • Joined July 16, 2014

Manuel Gutierrez, better known as Manny MUA, is a make-up artist, YouTuber, and beauty guru. He is best known for his unique makeup looks and from being the first male brand ambassador for the make-up brand Maybelline. Manny MUA loves to keep his videos exciting and fun, as he features products and looks the world has never seen before. For instance, his most viewed video features his experiment with the world’s first foaming foundation. One of the many reasons you should love Manny as one of our beauty influencers includes his passion for equality. In the description of his YouTube channel, Manny expresses his belief that men can be glamorous too, “Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel.”

9. Kandee Johnson

  • 3.87m subscribers 
  • Joined January 3, 2009

Kandee Johnson is a creative and outgoing beauty guru whose videos focus on themes of happiness and beauty. Currently located in California, she creates content with the hope that it can bring her audience happiness the same way creating the videos brings her passion and joy. Kandee Johnson has been featured on Huffington Post, Glamour, Allure, People, Elle, and Bustle. She has also been seen as a guest judge who appeared on the tv show “how do I look” and was part of a video series for Glamour Magazine. Johnson has a nail polish line under the brand sinful colors which can be purchased at most drugstores nationwide. Her most popular YouTube upload reached over 38.1 million views, showcasing Johnson applying a Glitterati lip tattoo and word tattoo where she shows off her glittering candy apple red lips. Another popular video was a makeup tutorial inspired by the famous toy and tv character Barbie, receiving 29.9 million views on YouTube.

10. Nikita Dragun 

  • 2.63m subscribers 
  • Joined February 1, 2013

Nikita Dragun is a popular makeup artist and vlogger on YouTube. She got her start, in 2014, by sharing her jaw-dropping go-to glam looks with her followers. Nikita is transgender, and as Nikita transitioned from male to female, she took her fans along for the ride, being completely open during the whole process. According to Forbes, Nikita was in preschool when she first realized that she was different, “I wanted to put on a dress and look cute. Everyone else can nap, but I’m going to be a princess over here! But one day a teacher came over and asked why I was dressing up like this and then she called my parents.” Nikita is already a successful businesswoman. She recently launched her own cosmetics line called “Dragun Beauty”, which sold out in only 12 hours!

Which beauty influencers on YouTube didn’t make the cut?

ZoellaZoe Sugg
MarziaMarzia Bisognin
Desi PerkinsDesi Perkins
Tanya BurrTanya Burr
Lisa EldridgeLisa Eldridge
Wayne GossWayne Goss

This article was written by Kyleigh Eaton

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