Beauty influencers are an excellent resource to get the lowdown on the latest makeup trends, the skincare to look out for and how to style our hair just right. The top beauty influencer are our go-to gals and guys, giving us the info we need to be our best selves. But who are this year’s top beauty influencers and who should you be following in 2025?
From the new kids on the block to the world’s biggest names, check out our guide to the most popular beauty influencers to look out for this year.
Natalie O’Neill
@natalie_oneillll
Natalie O’Neill has quickly become one of the go-to influencers for skincare advice. With over 800k followers on TikTok alone, Natalie gives the tips you need for better skin.
From product recommendations tackling common skin problems, in Natalie you can trust for down-to-earth skincare tips and tricks.
Chloe Roberts
Chloe Roberts has an impressive following across Instagram and TikTok, sharing content that covers everything from stunning to tutorials to new product launches. Chloe mixes it up with a mix of affordable and high-end products, helping anyone recreate her stylish looks.
Alex Mayhew
@alexmayhewxx
With her ‘9-5 babe life’ series on TikTok, Alex Mayhew is one to watch as her following continues to grow. Alex shares her getting ready routine as a 9-5er, creating simple, achievable looks that are perfect for girls on the go. Follow for cool-girl style and plenty of travel thrown in for good measure.
Yvonne Victoria
Yvonne Victoria has a huge following of 260k on Instagram and a thriving TikTok profile, covering everything from beauty to fashion looks. Yvonne is also a beauty contributor for online magazine The Handbook, where she shares even more of her knowledge. Follow for a daily dose of sleek style.
Katie Jane Hughes
Katie Jane Hughes may have been on the scene for a while, but she’s still one of the hottest beauty influencers to follow for the ultimate beauty tips. Her content is a mix of tutorials and the famous faces she paints, showing her talent as one of the UK’s leading makeup artists. With her own brand and a wealth of experience, KJH is your ultimate resource for beauty tips.
Chris Appleton
@chrisappletonhair
Hairstylist to the stars, including Jennifer Lopez and Kim Kardashian, Chris Appleton is a name to know in hair. He’s full of useful tips from rescuing brassy hair to achieving the perfect blow dry. If you want to discover how to recreate red carpet looks and learn the best haircare tips, Chris is your man for the job.
Sali Hughes
It would be rude to put together a list of beauty influencers and not talk about the OG, Sali Hughes. Sali is a beauty columnist for The Guardian, and has a huge following of 247k on Instagram. Sali’s content covers skincare recommendations and routines to easy-to-follow tutorials, using a range of products that make it east to recreate her looks. Her experience radiates through, so add her to your list if you want to learn from the best.
Jamelia Donaldson
Jamelia is another up-and-coming beauty creator, describing herself as a ‘professional product junkie’. She’s also the founder of TreasureTress, a haircare box subscription that specialises in choosing products for textured hair. Follow for style inspiration and much much more from this inspirational London-based influencer.
Pat McGrath
Described by Vogue as ‘the most influential makeup artist in the world’, Pat McGrath is one of the biggest beauty creators to follow online. With more than 6 MILLION followers, her looks can be seen at some of the world’s most-watched red carpets, while also creating catwalk looks and photoshoots. Follow for all the celebrity inspiration and product recommendations, taking your own beauty looks from drab to fab.
10. Kate Hutchins
With a wardrobe and hair to die for, Kate Hutchins is a London-based influencer covering fashion, beauty and lifestyle. With a huge 1.6 million following and a top YouTube channel, you can expect a lot of gorgeous content from Kate. Kate’s style is easy to recreate according to your own budget, and her beauty looks are clean, simple and timeless. What more could you need?
11. Caroline Hirons
Caroline Hirons is another legendary beauty influencer, who has her own must-have skincare bible, as well as being the founder of Skin Rocks and Beauty Backed. Caroline is the go-to person for skincare routine recommendations, helping us all take better care of our skin. Caroline’s content is warm, friendly and expert, so get ready to fall in love with everything she does.
12. Jamie Genevieve
Jamie is a Scottish makeup artist and founder of Vieve, her makeup brand that’s making waves all over the world. You’ll find gorgeous looks, tips and style inspiration, helping to elevate your own beauty routine. Jamie was named as one of Forbes’ 30 Under 30 back in 2023, and continues to be one to watch online.
13. Atarah Mayhew
With over 7 million subscribers on her YouTube channel, you’ll get nothing but fun and insightful beauty tutorials from this creative beauty pro. Breaking down what you really need to know and trying out the latest trends and looks, Atarah’s content is both entertaining and educational. We can’t wait to see what she does next!
14. Amelia Liana
@amelia.liana
Describing herself as a ‘Persian Iraqi girl in LDN & NYC,’ Amelia Liana is a true beauty who shares product must-haves and tips, and always looks incredibly glamorous doing it. Amelia has over 686k followers on TikTok, and there’s no denying her fun and stylish content is a must-watch. Subscribe ready to be influenced by one of the best!
15. Sophie
Sophie is a big YouTube and TikTok star, in addition to having 468k followers on Instagram. Sophie’s content is a mix of tutorials and inspiration, in addition to fantastic product recommendations. You’ll love to see her real opinions on cult products, especially when it comes to more affordable brands, becoming your beauty shopping guru who you would love to be friends IRL with.
And just like that, you’ve discovered 15 fantastic beauty influencers to inspire you with their looks and knowledge. Who’s your go-to beauty influencers and would they make the list?
