Collaborating with influencers on YouTube is highly effective for beauty brands looking to connect with new, engaged audiences, build authentic relationships, and drive product sales.
Partnering with the top creators not only boosts visibility but also brings trust, storytelling, and conversion power to campaigns across all beauty niches.
Beauty YouTubers provide tutorials, reviews, lifestyle content, and skincare advice. Their authentic, engaging, and educational content reaches a huge number of consumers, and each creator has built a highly engaged and trusting community.
In this guide, we have a list of the top YouTube influencers in the beauty space, a breakdown of how influencer marketing benefits beauty brands, and some current statistics showing the impact of YouTube influencer marketing.
Let’s jump right in!
YouTube influencers are valuable brand partners because they combine expertise, audience trust, and visual storytelling to create engaging, results-driven content.
Beauty influencers drive awareness, build loyalty, and inspire conversions through a variety of campaign types, including:
Additionally, the content influencers create on behalf of a brand can often be repurposed into compelling visual assets for paid ads, short-form social content, landing pages, and even email marketing.
Brands like Estée Lauder, Rare Beauty, and Glossier often amplify influencer content through whitelisted paid ads, expanding reach while maintaining authenticity.
These creator-driven assets outperform brand-generated content in many cases due to the personal, trusted tone and real-world demonstrations they provide.
These are some of the top beauty YouTubers and influencers for brands and creators to collaborate with:
Name: James Charles Dickinson
Channel: James Charles
Subscribers: 24 M+
Location: United States
James Charles is one of the most recognizable beauty creators in the world. His content includes full glam makeup tutorials, transformation challenges, celebrity collaborations, and viral beauty trends.
James also shares product reviews and behind-the-scenes looks at the industry, offering insight into both artistry and influencer life. His bold creativity and global influence make him a top choice for major beauty collaborations and trend-driven campaigns.
Name: Nikkie de Jager
Channel: NikkieTutorials
Subscribers: 14.9 M+
Location: Netherlands
Nikkie delivers high-glam makeup looks, celebrity interviews, skincare routines, and product reviews. She gained viral fame with her “Power of Makeup” series, showcasing the transformative power of cosmetics.
Nikkie is celebrated for her authenticity, artistry, and LGBTQ+ advocacy. Her channel combines educational content with humor and transparency, making her a sought-after partner for inclusive and high-quality beauty campaigns.
Name: Jackie Aina
Channel: Jackie Aina
Subscribers: 3.44 M+
Location: United States
Jackie Aina is a powerful voice for diversity in the beauty industry. Her content features in-depth product reviews, honest commentary on inclusivity, and tutorials designed for melanin-rich skin tones.
She discusses beauty trends, social issues, and product transparency, giving brands a chance to reach conscious consumers. Jackie’s integrity and passion have earned her a loyal audience and influential collaborations with top cosmetic brands.
Name: Tati Westbrook
Channel: Tati
Subscribers: 7.9 M+
Location: United States
Tati is known for her comprehensive product reviews and practical tutorials. She focuses on ingredient transparency, product performance, and side-by-side comparisons of high-end vs. drugstore makeup.
Her content includes first impressions, wear tests, and skincare advice. Tati’s calm demeanor and deep product knowledge have built lasting trust with viewers, making her ideal for brands seeking in-depth, educational influencer partnerships.
Name: Desi Perkins
Channel: Desi Perkins
Subscribers: 3.12 M+
Location: United States
Desi Perkins is a multifaceted creator, offering makeup tutorials, GRWMs (Get Ready With Me), fashion hauls, and skincare routines.
Her content blends editorial glam with approachable beauty advice, and she shares her experiences as a Latina entrepreneur in the beauty space.
Desi’s lifestyle vlogs and behind-the-scenes brand-building content give her audience an intimate view of influencer and business life.
Name: Rachel Levin
Channel: Rclbeauty101
Subscribers: 14.2 M+
Location: United States
Rachel Levin, aka Rclbeauty101, offers a blend of makeup tutorials, comedy sketches, life hacks, and DIY beauty content.
Her upbeat, youthful energy attracts a wide Gen Z audience, and her beauty-related videos often include themed or seasonal looks.
Rachel’s versatility and entertainment style help brands reach younger demographics through playful, high-energy collaborations.
Name: Shruti Arjun Anand
Channel: shruti arjun anand
Subscribers: 10.2 M+
Location: India
Shruti creates content tailored to Indian beauty and lifestyle preferences, including skincare tips, makeup tutorials, hair care, and fashion advice.
Her videos often incorporate cultural elements and festive looks, providing value to regional and international audiences alike.
Brands seeking to connect with South Asian markets find her expertise and reach invaluable for targeted influencer marketing.
Name: Wayne Goss
Channel: Wayne Goss
Subscribers: 3.9 M+
Location: United Kingdom
Wayne Goss is a professional makeup artist who educates viewers on makeup techniques, brushes, and skincare products.
His content is clean, direct, and focused on application tips for both beginners and pros. Wayne’s trusted reviews and technical insight offer a sophisticated collaboration opportunity for brands looking to reach informed, product-conscious beauty consumers.
Name: Bailey Sarian
Channel: Bailey Sarian
Subscribers: 7.8 M+
Location: United States
Bailey is famous for her “Murder, Mystery & Makeup” series, where she applies makeup while sharing true crime stories.
This innovative format draws a unique cross-section of beauty and storytelling fans. Her tutorials, reviews, and GRWMs maintain a gothic-meets-glam aesthetic, making her ideal for niche campaigns and unconventional beauty branding.
Name: Kathleen Fuentes
Channel: KathleenLights
Subscribers: 4.1 M+
Location: United States
KathleenLights is a well-loved beauty influencer who blends warmth, humor, and in-depth product knowledge in her videos.
Her channel covers a wide range of content, including GRWM vlogs, makeup tutorials, product reviews, hauls, and launches of her own brand, Lights Lacquer.
Known for her collaborations with ColourPop and Morphe, Kathleen offers trusted recommendations and relatable insights that keep her audience coming back.
Beauty is one of the most powerful and profitable niches on YouTube, consistently ranking among the top categories for both viewership and influencer marketing impact.
YouTube remains the most-used platform for watching influencer content for young and middle-aged adults.
According to HypeAuditor, 63% of YouTube users are between 18 and 34 years old, making it ideal for targeting this age group, and 15.2% of users are aged 35 to 44.
In particular, beauty creators on YouTube have nurtured loyal, highly engaged followings by delivering valuable content like tutorials, reviews, get-ready-with-me (GRWM) vlogs, and skincare routines that resonate deeply with viewers.
According to Google, beauty shoppers rank YouTube as their top source for beauty-related content for women aged 18 – 54, and watch times for content on makeup transformations double each year.
For marketers, the impact is clear: 87% of consumers say they’ve made a purchase after watching a product demo video, and beauty content is among the most demonstrable and influential.
A 2026 survey by Wyzowl found that YouTube is consistently ranked as the most successful video marketing platform, with 78% of respondents citing YouTube as the most effective platform.
When creators show how a foundation blends, how a mascara performs, or how a skincare routine improves results over time, it builds trust and buyer confidence, driving sales for the brand.
Influencer-led video content on YouTube sees the highest engagement rate among platforms, with 49% of users liking, commenting, or sharing this type of content, according to data compiled by
Short-form content continues to rise in popularity, and YouTube Shorts has been a game-changer for many beauty creators.
Short-form videos on the platform are skyrocketing, with YouTube Shorts generating 70–90 billion daily views.
The average engagement rate for YouTube Shorts is 5.91% outperforming both Instagram Reels (5.53%) and TikTok (5.75%), making Shorts ideal for delivering quick product tips, 30-second transformations, and viral beauty hacks.
This presents a huge opportunity for brands to showcase products in creative, mobile-first ways while tapping into the algorithm’s preference for engaging Shorts.
For brands, beauty YouTubers offer more than just reach and visibility. Whether you’re collaborating with giants like James Charles or niche experts like Wayne Goss, you can gain access to dedicated audiences, creative content formats, and conversion-driven engagement.
Perhaps most importantly, they offer personal storytelling, which is essential to building brand reputation and increasing trust and credibility in a niche that is extremely crowded and competitive.
With beauty creators diversifying into new brand collaborations and becoming more adept at influencer marketing, now is the moment to leverage YouTube’s enduring power as an influencer marketing platform. For a more holistic marketing strategy and execution, you can also consider working with a specialized beauty agency to elevate your brand story further!
By partnering with trusted YouTube creators, beauty brands can reach engaged audiences, build credibility, and drive product discovery, often with higher trust and conversion than traditional ads. Read the full article for more on the benefits of YouTube influencer marketing for beauty brands.
Yes. A Google study found that many viewers consider YouTube beauty-influencer content a trusted source of product information and often rely on it before purchasing. Check out the full article for current YouTube influencer marketing statistics.
Tutorials, reviews, GRWM videos, product demos, and honest before/after results tend to perform well; they help consumers visualize how products look and work, while offering educational instructions on how to use them correctly.
Influencer videos feel more authentic and relatable, offering social proof and a personal connection that often resonates more than traditional advertising. Consumers trust recommendations and content from external sources more than content provided by brands themselves.
Brands should match influencers whose audience aligns with their target demographic, prioritize creators with genuine engagement and transparency, and prefer creators who disclose partnerships clearly.
Aspire: Why Marketers Are Going All-In on YouTube Influencers
Exploding Topics: YouTube Content Creator Statistics (2025)
Global Media Insight: YouTube Statistics 2025 (Demographics & Users by Country)
Market Research Future: Influencer Marketing Market Report (2034 Forecast)
Nielsen: 2025 On-Target Report: Audience Insights to Power Your Strategy
Influencer: The State of Influencer Marketing in Fashion: 30 Key Statistics
Think with Google: Why YouTube is Part of a Winning Social Strategy
YouTube Culture & Trends: Global Culture & Trends Report (2024)
Backlinko: YouTube Stats: How Many People Use YouTube?
Global Media Insight: YouTube Statistics [Users by Country + Demographics]
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