Beauty YouTube Influencer Stats 2025
YouTube continues to shape the global beauty industry in 2025, with influencers leading product trends, driving brand loyalty, and redefining what it means to be a beauty expert. These creators have turned their channels into full-scale businesses, building trust with millions of followers through tutorials, reviews, and behind-the-scenes content. Their reach goes far beyond entertainment—they influence buying decisions, launch successful product lines, and set the tone for future innovation in skincare and cosmetics.
As beauty consumers prioritize transparency, inclusivity, and creator-led storytelling, YouTube remains a powerful hub for authentic beauty content. The top beauty influencers on the platform aren’t just content creators; they’re entrepreneurs, educators, and cultural tastemakers. Below are ten standout influencers whose 2025 impact is shaping the next chapter of beauty.
Beauty YouTube Influencer Stats 2025 (Editor's Choice)
Here are the top 10 beauty YouTube influencers of 2025, based on subscriber counts, influence, and industry impact:
1. James Charles
With over 24 million subscribers, James Charles remains a dominant force in the beauty community. Known for his vibrant makeup tutorials and collaborations, he continues to shape beauty trends worldwide.
2. Huda Kattan (Huda Beauty)
Founder of Huda Beauty, Huda Kattan combines her makeup artistry with savvy social media strategies, offering tutorials and product reviews that resonate globally.
3. Nikkie de Jager (NikkieTutorials)
Nikkie's transformative makeup tutorials and candid personality have earned her a loyal fanbase. Her viral video "The Power of Makeup" showcased her skill and authenticity.
4. Jeffree Star
Known for bold looks and in-depth product reviews, Jeffree Star has amassed over 16 million subscribers. His brand, Jeffree Star Cosmetics, is renowned for colorful and innovative makeup products.
5. Jackie Aina
Jackie advocates for diversity in the beauty industry, highlighting products suitable for deeper skin tones and calling out brands lacking inclusivity.
6. Tati Westbrook
A veteran in the beauty community, Tati is known for her honest product reviews and tutorials, maintaining a strong presence on YouTube.
7. Desi Perkins
Desi has transitioned from beauty tutorials to entrepreneurship, launching successful brands like Dezi Skin and Dezi Eyewear, while maintaining a substantial YouTube following.
8. Rachel Levin (Rclbeauty101)
With over 13 million subscribers, Rachel's channel features DIY beauty tutorials and a variety of lifestyle content, appealing to a broad audience.
9. Shruti Arjun Anand
As one of India's top beauty YouTubers, Shruti offers diverse beauty, fashion, and lifestyle content, amassing over 10 million subscribers.
10. Trixie Mattel
Drag superstar Trixie Mattel is known for her bold, artistic makeup and charismatic personality, bringing vibrancy to every tutorial and her own line, Trixie Cosmetics.
Beauty YouTube Influencer Stats 2025 and Future Implications
Beauty YouTube Influencer Stats 2025 #1. James Charles
James Charles maintains a strong presence on YouTube with over 24 million subscribers, positioning him as one of the top beauty influencers in 2025. His content continues to evolve beyond makeup tutorials, incorporating lifestyle vlogs and product reviews. His ability to adapt to changing content preferences while maintaining brand partnerships shows a deep understanding of digital audience behavior. With Gen Z and Gen Alpha prioritizing creator-led brands, James is likely to expand further into product development and direct-to-consumer ventures. The influencer's impact on cosmetics marketing strategies will remain strong as beauty brands seek collaboration with personalities who command global fanbases.
Beauty YouTube Influencer Stats 2025 #2. Huda Kattan
Huda Kattan, the founder of Huda Beauty, has built a global empire around authenticity and high-impact content. With millions of followers across YouTube and other platforms, she blends product education with personal storytelling. Her commitment to entrepreneurial content has helped normalize CEO-style transparency in beauty branding. As more influencers build multi-brand businesses, Huda’s trajectory offers a model for future influencer-founders. Expect more brand diversification and increased investment in education-based content from beauty creators inspired by her path.
Beauty YouTube Influencer Stats 2025 #3. Nikkie de Jager (NikkieTutorials)
NikkieTutorials remains one of the most trusted names in beauty on YouTube, known for her skillful tutorials and outspoken personality. Her signature “Power of Makeup” theme continues to resonate with audiences who appreciate makeup as both art and expression. In 2025, she is increasingly focused on product collaborations that center inclusivity and authenticity. Her influence is a signal that detailed, high-effort tutorials still have a place in a short-form dominated ecosystem. Moving forward, Nikkie is expected to bridge long-form YouTube content with newer beauty education platforms and brand partnerships.
Beauty YouTube Influencer Stats 2025 #4. Jeffree Star
Jeffree Star's YouTube channel, with over 16 million subscribers, remains a hub for unapologetic commentary and bold makeup artistry. Despite public controversies, he retains a devoted fanbase and continues to influence product trends through his own cosmetics line. His success shows that strong personal branding can endure in a saturated market if combined with distinct visual style and product performance. As consumers seek authenticity and edge, Jeffree’s bold aesthetics will inspire newer creators to take more creative risks. His business model also points to how YouTube can be leveraged to sustain multi-million dollar direct-to-consumer beauty businesses.
Beauty YouTube Influencer Stats 2025 #5. Jackie Aina
Jackie Aina stands out as a powerful voice for inclusivity and representation in the beauty industry. Her YouTube content continues to spotlight brands that cater to deeper skin tones while calling attention to the lack of diversity in major product launches. In 2025, her influence expands into clean beauty and sustainable luxury through her brand ventures. She plays a critical role in educating both consumers and companies about ethical production and cultural respect. Jackie's presence is a strong signal that the future of beauty will demand accountability and inclusiveness as non-negotiables.
Beauty YouTube Influencer Stats 2025 #6. Tati Westbrook
Tati Westbrook has retained a loyal following through her long-form, no-nonsense product reviews and tutorials. In a time where short-form dominates, her detailed YouTube reviews stand as a counterbalance for audiences who want more substance. In 2025, Tati continues to influence consumer decisions with her deep dives into formulation and wear tests. She is a key player in preserving trust-based content in a fast-paced environment. Her future likely includes more direct educational content and collaboration with emerging indie brands that value integrity over hype.
Beauty YouTube Influencer Stats 2025 #7. Desi Perkins
Desi Perkins blends her YouTube influence with growing entrepreneurial success through her brands Dezi Skin and Dezi Eyewear. Her content now includes behind-the-scenes insights into brand building, which resonates with audiences looking for more than tutorials. Her evolution from beauty guru to lifestyle CEO reflects broader trends in influencer business development. Desi’s dual success as a content creator and business owner underscores the value of platform diversification. Future beauty influencers will likely follow her model of using YouTube as a launchpad into multiple consumer-facing businesses.
Beauty YouTube Influencer Stats 2025 #8. Rachel Levin (Rclbeauty101)
Rachel Levin, known as Rclbeauty101, maintains a unique space in the beauty and lifestyle genre with over 13 million subscribers. Her ability to mix humor, DIY content, and makeup tips has kept her relevant across different YouTube generations. In 2025, her appeal lies in versatility—she caters to audiences interested in fun, low-pressure beauty routines. As younger viewers lean into entertainment-driven beauty content, Rachel’s approachable style is likely to grow even more appealing. She represents the power of hybrid content to attract both beauty fans and general YouTube users.
Beauty YouTube Influencer Stats 2025 #9. Shruti Arjun Anand
Shruti Arjun Anand is a leading voice in India’s beauty YouTube space, with content spanning makeup, fashion, and daily life. Her community-focused approach and Hindi-language content have helped her reach over 10 million subscribers. In 2025, Shruti is a key example of localized content meeting massive digital demand, particularly in emerging markets. She highlights how creators outside Western beauty hubs are shaping global trends. Her success is paving the way for more regional influencers to go global while maintaining cultural relevance.
Beauty YouTube Influencer Stats 2025 #10. Trixie Mattel
Trixie Mattel has transformed her YouTube presence into a dynamic blend of comedy, beauty, and drag artistry. Her unique makeup style and sharp wit have earned her a loyal audience that values creativity and performance. In 2025, her influence goes beyond tutorials as she builds her cosmetics line and expands into live entertainment. Trixie’s blend of humor and product innovation suggests that future beauty content will need to be multidimensional to stand out. As more niche creators find mainstream audiences, she is a blueprint for blending identity and brand without losing individuality.
The Future of Beauty Through the Lens of YouTube Creators
As we look ahead, beauty YouTubers are no longer just reviewing products—they're redefining the consumer experience across digital and physical spaces. These creators have built empires rooted in authenticity, community, and creativity, setting new expectations for how brands engage with their audiences. From championing inclusivity to launching global product lines, their influence is reshaping the standards of beauty itself.
YouTube remains a vital space for long-form storytelling and education, even as short-form video grows in popularity. The creators leading the platform in 2025 demonstrate that beauty is as much about connection and voice as it is about color palettes and skincare routines.
Sources:
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