Beauty influencers remain digital trendsetters, even though the writing is on the wall for their demise. They may have mastered the art of transforming a personal passion into a business, but staying relevant to an increasingly savvy (and hard-up) audience takes more than insider tips and recommendations. It takes a special kind of personality - one that truly endears them to fans.
Even those who have cultivated a strong online presence aren't immune to risk. There's potential danger in each collab, product or look they promote. In fact, they are walking a metaphorical tightrope everytime the camera rolls. Inter-influencer drama, off-camera antics or a partnership with a failing brand can bring a big name down almost overnight. And, as history has shown, they can’t count on subscribers to stick around when their channel starts to sink.
You see, consumers have values; a common thread that can be recognised through purchasing decisions and personal preferences. People typically follow those whose ethics closely align with theirs. And, if one or the other has a change of heart, you can bet your bottom dollar it will be negatively reflected in video views and subscriber counts. Truth is, it’s not influencers who set trends, it’s the people buying into new ideas. Without the sales, there wouldn’t be any trends.
As demand for makeup products hits a bump in the road after a post-pandemic boom, platforms like YouTube and TikTok are still awash with both established and emerging beauty influencers. There are at least 1,000 with celebrity status making a handsome living from product reviews and tutorials. While they share their expertise, opinions and experiences, audiences are judging them. They want to be sure the person they are invested in is authentic; someone they can trust.
Importantly, they want influencers to be on their side. They don’t want to watch obvious sales pitches. Even a hastily said ‘I’ll pop an affiliate link below’ grates. Instead, they crave a unique blend of entertainment, education and inspiration. They want to be guided through the labyrinth of products and techniques without feeling they are being pressured.
What’s next for beauty influencers?
As brands grapple with increased competition, the potential for shrinking sales and tighter marketing budgets, influencers could find themselves left out in the cold. Marketeers predict user generated content, which is free, will play a much greater role in attracting people to new products. After all, there’s nothing better than a happy customer’s recommendation for increased sales. All brands will need to do is find and share the good stuff consumers are saying about their products. No more haggling with influencers for a mere mention.
To support this, brands are already being encouraged to ‘listen’ to online chatter about their products. If they know what’s being said and by who, they can use that information to better target audiences and, of course, find the posts that praise the hell out of them.
The current micro influencer with between 9,000 and 30,000 subscribers per channel, who doesn’t want to be the star of the show, could head up an expected wave of pure content streams - with no obvious host.
AI too could change the way consumers learn about products and how they purchase them.
With big price tags and often egos to match, the world’s hottest beauty influencers need to make hay while the sun shines. Their days of showing off flashy cars and mega PR bundles that leave their audiences feeling sick to the stomach are numbered. Brands want safer, cheaper ways to connect with target audiences - ones that have far fewer risks than an association with someone who could mess up on a whim and tarnish their reputation.
Already, some influencers are starting parallel channels away from the beauty theme.
Aside from the loss of lucrative marketing deals, influencers could dip out on collabs too. Consumers are looking towards design houses and artists to bring a more unique yet fashionable touch to product packaging.
Of course, there are good influencers and there are bad ones. The best are more than just pretty faces; they are seasoned communicators with an entrepreneurial spirit. They make you feel like you know them - even though they are creating a thriving business out of your support. They connect with you on a personal level and make beauty not just interesting but fun.
The best beauty influencers
I rate these influencers based on their knowledge, style and presentation - not necessarily because of their subscriber numbers. To keep me coming back for more, beauty influencers have to share valuable information, show me how to do something or make me laugh. Preferably, all three!
Jen Luv - If you want to get to the real crux of a story, Jen Luv won’t disappoint. Her long-form videos offer in-depth analysis of breaking beauty industry news and behind the scenes reports. Jen offers well-researched, factual bulletins that are presented to professional standards. Her feature-length videos give the viewer plenty to digest. It’s no wonder she has over 330,000 subscribers on YouTube. If the influencer bubble bursts tomorrow, Jen is talented enough to walk into a mainstream broadcasting job.
Mikayla Nogueira - Ignore all the bad-mouthing. Whatever other influencers say about Mikayla, she’s got to be one of the most entertaining YouTube stars around. She’s also a dab hand with an eyeshadow brush. If you can forgive some pretty blatant product plugs and the occasional filter, she should be your go-to for easy-to-follow tutorials and pure amusement. I have to say, for all the terrible things I’ve heard influencers say about her, I've rarely heard Mikayla say a bad word about one of them! She currently has over 630,000 subscribers on YouTube. She has many more than that on Instagram and TikTok. I like her because she is what she is and she doesn’t pretend to be anything different (other than the odd filter). Seeing her come on screen with mega rollers in her hair always makes me laugh.
Makeup With Alix Kate (makeupwithalexikate) - Honest, humble and one hell of a makeup collector, Alix Kate is an underrated beauty guru on YouTube. With just over 11,000 subscribers, she falls into the micro influencer bracket but that doesn’t mean to say brands don’t court her attention. She has been an invited participant of Revolution Beauty focus groups and, yes, she does get the occasional PR. What compels me to follow Alix Kate and hang on her every word is her honesty. I trust her. She’s the girl next door who sure knows how to apply makeup!
Diarofabeautygeek - Essential viewing for anyone interested in beauty subscription boxes and advent calendars. This channel is fronted by Claire, who comes across as very natural and unassuming but puts a lot of effort into showing box contents and giving her valued opinion on each item. She regularly reviews offerings from PLouise, Glossybox, Look Fantastic and Pretty Little Thing, among others. An informative and easy watch. Ideal viewing if you want to check out this year’s beauty advent calendars. Claire has more than 36,000 subscribers on YouTube.
Leanna Dalton - If you are a woman of a certain age, like me, and want to get more from your makeup, Leanna Dalton will ease you out of your comfort zone. She is fearless with eyeshadow, offers great product reviews and also talks about some of the things we all go through in life. With under 2,000 subscribers, Leanna is one of YouTube’s undiscovered gems. She deserves a bigger audience. Go check out her channel!
The worst beauty influencers
I don’t know about you, but I can’t stand influencers who start their own makeup brands. That especially includes reality stars and people from the world of acting. So, no, I’m not a fan of Kylie Jenner et al.
Over the past year, I’ve gone right off Jeffree Star. I happen to buy his products, but I doubt I will for much longer. I don’t want to see someone I rate as a legitimate player in the beauty industry showing themselves up day-in, day-out on TikTok, getting involved in senseless spats with other beauty influencers. It’s not professional and it’s not helpful.
With products that are recognised for their quality, I want to see Jeffree showing me what looks I can create with his latest launches. I want to listen to him talking about the ingredients, how he came up with a concept and maybe him sharing some ‘Star’ tips. That’s it - no in-fighting or utter nonsense. First and foremost, Jeffree is in business. Yes, he’s an icon but business is business. And he isn’t getting any more business from me until he offers me value as someone invested in makeup products. Enough is enough!
Often, the worst beauty influencers are the ones who love the sound of their own voice. They can’t stop bragging about their latest designer handbag, new mega mansion or luxury car. They just make me feel inferior - not the best way to connect with a fan base.
Those are my thoughts on beauty influencers, what are yours? Let me know in the comment box below.
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