Forbes reveal their top 10 beauty influencers for 2017
Making you wish you’d jumped on the vlogging bandwagon sooner.
By Ana Eksouzian-Cavadas
BEAUTYcrew / November 20 2020
Much like the fashion influencer, the beauty blogger has become a permanent fixture in the world of social media. Whether vlogging via YouTube or posting to Instagram, beauty influencers cover everything from how-to tutorials to new product reviews.
In their own way, the men and women on Forbes' Top 10 Beauty Influencers list have become somewhat of an authority in the world of cosmetics. These beauty influencers give their audience authentic reviews, empowering them to make informed decisions at the cosmetics counter.
And their effect on consumer behaviour has definitely not gone unnoticed. With a combined social media reach of 135 million, every one of these influencers have either developed their own line of products, or collaborated with some of beauty industry's top institutions, including L'Oreal, Maybelline and Clinique.
Meet your Forbes Top 10 Beauty Influencers, class of 2017.
Nikkie de Jager
Instagram followers: 8.4m, @nikkietutorials
YouTube subscribers: 7.8m, NikkieTutorials
Noteworthy achievements: Since the Dutch makeup artist uploaded her first video in 2008, her YouTube channel has achieved the title of the Netherlands' most subscribed and most watched beauty channel. She has also released a collaboration with professional makeup line Ofra, allowing her viewers to achieve the glowy look she is known for, and has partnered with Maybelline for a YouTube series.
Instagram followers: 1.2m, @christendominique
YouTube subscribers: 3m, Christen Dominique
Noteworthy achievements: This full-time student, worker and mum has come a long way from posting videos to help her friends with makeup. She is now posting multiple videos per week to millions of viewers, and has collaborated with beauty brands such as L'Oreal, Sephora and Urban Decay. She is also about to release her very own makeup line called Dominique Cosmetics.
Instagram followers: 581k, @gossmakeupartist
YouTube subscribers: 3m, Wayne Goss
Noteworthy achievements: Starting as a makeup artist in the UK, Goss took his industry skills and began posting tutorials on YouTube in 2009, attracting tens of millions of views to his videos since. His 2012 tutorial on 'How to Contour and Highlight like Kim Kardashian' has reached over 11 million views, and has released his eponymous line of makeup brushes.
Instagram followers: 4m, @mannymua733
YouTube subscribers: 3.6m, Manny Mua
Noteworthy achievements: This 26-year-old vlogger has no doubt broken barriers in the cosmetics world. He is a self-proclaimed advocate for equality in the makeup industry, believing makeup is genderless. And this year, Manny was given the chance to make his beliefs into reality, becoming the first male to star in a Maybelline campaign on the only male to appear on People's Most Beautiful list. Manny has also recently collaborated with fellow top 10 influencer, Jeffree Star, to release a line of cosmetics.
Instagram followers: 1.5m, @shaaanxo
YouTube subscribers: 3m, Shaaanxo
Noteworthy achievements: As a beauty vlog viewer herself, Harris had felt like there was no Australian or New Zealander presence amongst beauty influencers, leading her to start her own channel in 2009. Today, she has filled this void, providing a local viewpoint for her viewers back home, and has reached nearly 350 million views on her YouTube posts. She has also released her own cosmetics, xoBeauty, and has collaborated with both Clinique and Smashbox.
Instagram followers: 1.6m, @kandeejohnson
YouTube subscribers: 3.9m, Kandee Johnson
Noteworthy achievements: Already beginning her career as a celebrity makeup artist, single mother of four Kandee Johnson had taken an old-school camera gifted to her by her grandparents, and began posting videos daily to YouTube, quickly gaining notoriety for her transformations into popular characters. Her unique skillset and experience in the entertainment industry has definitely not gone unnoticed, most recently voicing the character of Mandy Sparkledust in popular animated children's film TROLLS, and has just launched a collection of makeup with Too Faced.
Instagram followers: 21.7m, @hudabeauty
YouTube subscribers: 1.9m, Huda Beauty
Noteworthy achievements: Even from a young age, Huda Kattan had plunged into full beauty obsession. From doing makeup for school plays, to emailing DIY beauty hacks to her friends, she has built this love for makeup into a thriving cosmetic empire, and an even bigger social media following. Kattan is now CEO of her own makeup line, Huda Beauty, which is stocked in Sephora stores worldwide.
Instagram followers: 2.1m, @michellephan
YouTube subscribers: 8.9m, Michelle Phan
Noteworthy achievements: Although the reach of her wildly successful YouTube channel—which has surpassed a billion views—has been an incredible feat, Michelle Phan's achievements as a beauty influencer only begin there. In 2011, Phan had co-founded online beauty community ipsy, which has over one million subscribers in the US and Canada. Then, in 2013, she launched launched ipsy Open Studios, a space for beauty creative to further develop their skills. Most recently, Michelle has partnered with digital network Endemol Beyond USA to launch lifestyle network ICON, beauty and lifestyle platform aimed at a multicultural demographic. She also has her own cosmetics line named EM Beauty.
Instagram followers: 5.1m, @jeffreestar
YouTube subscribers: 5.4m, jeffreestar
Noteworthy achievements: With beginnings as both a MySpace star, then-makeup artist Jeffree Star was already aware of the interest in his unique look and technique. Since then, Star took his two talents and built the career he has today, owning his makeup line Jeffree Star cosmetics, boasting a social media following of 10 million across his multiple channels, and self-releasing music on his own YouTube channel.
Instagram followers: 11.2m, @zoella
YouTube subscribers: 12m, Zoella
Noteworthy achievements: With her beginnings in vlogging her makeup hauls from the bedroom of her family home, 26-year-old Zoe Sugg has perhaps come the furthest compared to her fellow top 10. Her YouTube channel, Zoella, has surpassed 1 million views, she runs a beauty and lifestyle site by the same name, and created her own cosmetics line names Zoella Beauty, which stocked in the UK, and has been recently stocked in Ulta in the US. She even released her first book in 2014, called 'Girl Online', and a second and third book since then called 'Girl Online: On Tour', and 'Girl Online: Going Solo'.