With influencer marketing booming in the digital marketing industry, an increasing number of people have started to join the influencer pool. This has made finding good and authentic influencers a big challenge for marketers. An Econsultancy study showed that 73% of marketers report that the most difficult part of their job is finding the right influencers.

Econsultancy - beauty influencers Instagram

Image via Econsultancy

To achieve the best results, marketers need to collaborate with influencers who have all the attributes they require for their campaigns. They should have high engagement rates with their audience. This is among the most important attributes that will determine if an influencer has genuine followers who like their content. This will also indicate that they have a strong influence on their audience which would be highly beneficial for brands.

One of the major products of influencer marketing is creating a new set of influencers called “beauty influencers.” These are regular people who happen to understand makeup and beauty products and post content related to these products.

Because of their authentic nature, many people have started to follow them. Most of these beauty influencers are known for their highly-subscribed YouTube channels. Here they provide makeup tutorials and beauty tips and tricks which are loved by their audience.

Finding the right beauty influencers can be quite a tough job, so here are the top three Instagram beauty Influencers you need to follow in 2018.

#1. Huda Kattan

Huda Kattan is a Dubai-based beauty vlogger and blogger who runs the popular “Huda Beauty” YouTube channel. Her channel is known to be the most popular beauty vlog in the Middle East. After getting a shot at the Joe Blanco School of makeup, she ventured into the beauty industry as a makeup artist.

She soon understood the career opportunities Dubai provided and utilized the rarity factor of beauty bloggers in the Middle East. After moving to Dubai, Huda established herself as a prominent beauty vlogger and blogger in all of Middle East. She currently has 24.1 million followers on Instagram and 2.2 million followers on YouTube. She even runs her own cosmetics brand named “Huda Beauty” along with her sisters.

Although Huda is among the most popular fashionistas around, the origins of her career had no connection with fashion or beauty. She majored in Finance at the University of Michigan, and landed a job in the same field. Frustrated with her job, Huda soon decided to enroll herself in a beauty program at the Joe Blasco makeup school. This changed her life forever, and made her one of the most popular beauty influencers of our time.

Huda started a YouTube vlog in 2010, and soon it became immensely popular. As an Iraqi-American, she gained an edge over other beauty YouTubers who were predominantly from the white race. This resulted in more-and-more Middle-Eastern women referring to her vlogs as they could relate to her. This made her the number one beauty vlogger in all of the Middle East, and an immensely popular beauty icon worldwide.

Huda is popular for her DIY fashion and beauty tricks. Her video, “Why Shaving Your Face is Awesome!” in which she explained that face shaving keeps the skin smooth and young, received more than 3.5 million views.

Huda Kattan - beauty influencers Instagram

Image via YouTube

Forbes magazine even ranked Huda fourth in their “Top Influencers in Social Media” list.

Huda fourth - beauty influencers Instagram

Image via Instagram

#2. Nikkie De Jager

Nikkie De Jager is a Dutch professional hair and makeup artist. This 23-year-old has her own YouTube channel, which she floods with beauty and makeup tutorials. She is known for her cheerful personality, contagious enthusiasm, and lively humor.

She currently has an Instagram following of 9.3 million, and a YouTube fan following of 8.8 million. With her fame on the rise, she started to appear in popular TV shows, advertisements, and magazines. In 2012, Volkswagen partnered with Nikkie to raise awareness on the dangers that arise from putting on makeup while driving.

Nikkie De Jager - beauty influencers Instagram

Image via YouTube

In 2013, she worked with the TV channel RTL5 for their show “I Can Make You a Supermodel.” She was the head makeup artist for the show along with Paul Fisher. The following year, her review of the “MAC Viva Glam Rihanna 2” was recognized by Rihanna herself. The popular singer went on to select Nikkie as her Twitter head.

Many are unaware of the story behind her rise to one of the most popular beauty icons in the world. Her becoming a beauty guru was the direct outcome of an unexpected event that took place back in 2008.

It happened that on a boring day, Nikkie sat down to watch the popular TV show “The Hills.” Soon she was stunned by the looks of Audrina Patridge, Lauren Conrad, and Heidi Montag on the show. This made her look up YouTube videos pertaining to beauty and makeup as shown on “The Hills” show. Soon she discovered the gigantic world of beauty and makeup tutorials on YouTube. She went on to spend the next three weeks of her life learning more about this topic.

At the age of 14, Nikkie uploaded her first makeup tutorial video on YouTube. She received eight views and three comments on her very first video. Currently, she uploads beauty-related videos on a weekly basis to her YouTube channel “NikkieTutorials.” Her channel is now one of the most watched and subscribed YouTube channels in the Netherlands.

NikkieTutorials - beauty influencers Instagram

Image via Instagram

#3. Christen Dominique

Christen Dominique is a popular YouTube icon hailing from Texas, and is known for her makeup and fashion vlogs. She is commonly referred to as the “Beauty Guru” and runs a self-titled YouTube beauty channel. Christen is known for her innovative and easy-to-follow makeup tutorials.

Being a popular YouTube icon, Christen has been known to host many fashion and makeup related shows. She has often been featured in Ipsy’s “Generation Beauty” events that take place every year. She has even collaborated with many other celebrity YouTubers including Patrick Simondac who also happens to be her best friend.

Her notable works include the video series Drugstore Makeup Tutorial, Makeup Do's and Don’ts and Celebrity Looks. Christen currently has an Instagram following of 1.3 million and a YouTube subscription of 3.5 million. She often travels around the globe to conduct her “meet and greets” with fans worldwide. Christen recently launched her own cosmetics brand named Dominique Cosmetics.

Since her childhood, Christen has been interested in fashion and makeup. Without any professional beauty training, Christen acquired beauty and makeup skills by watching makeup tutorials and fashion shows. In February 2009, Christen started her self-titled beauty channel on YouTube.

At first, she was hesitant about making videos as she wanted to avoid backlash from viewers. However, her channel quickly gained popularity because of her simple and easy tutorials. This is when she took her tutorials to the next level by creating the popular video series called “Celebrity Looks.” Here she recreated the looks of popular celebrities like Ariana Grande, Kylie Jenner, Selena Gomez, Aishwarya Rai, etc.

Celebrity Looks - beauty influencers Instagram

Image via YouTube

In 2017, Forbes magazine ranked her ninth in their “Top Influencers in Social Media” list.

Forbes magazine ranked her ninth - beauty influencers Instagram

Image via Instagram


With social media conquering modern generations, an increasing number of people are seeing it as an extension of their lives. This has given rise to niche influencers who cater to the specific interests of social media users. These beauty influencers are niche influencers as they follow and create content around beauty and fashion.

Their vast knowledge in the beauty industry has resulted in millions of beauty enthusiasts following them. Hence, brands need to understand their importance and collaborate with them for marvelous results. Who is your favorite beauty influencer? Feel free to let us know in the comments section below.

Brandon Brown

Brandon Brown

Brandon Brown is the CEO of Grin, an influencer marketing software solution for brands. Grin’s software helps customers identify, recruit & activate the world’s most engaging influencers. Prior to Grin Brandon led marketing for the #1 energy drink market in the world, Los Angeles & Orange County, at Red Bull North America. He is an expert in consumer marketing and has extensive experience working with with the worlds largest brands to reach consumers through influencers, athletes, musicians and artists.

Find Brandon Brown on: