Skin is the largest, most vulnerable organ in the human body. With that in mind, skincare influencers are helping millions of people care for their bodies more effectively.

While most beauty influencers focus their accounts on makeup and cosmetics, there are also those who devote their content to skin care. Controlling acne, cleansing, moisturizing, and evening pigmentation are some of the main goals these influencers seek to achieve.

In an already valuable industry, the skincare market stands to increase in value over the next decade. Famous makeup brands are starting to carve out space for their own skincare product lines. At the same time, misinformation is an active obstacle for those who seek to learn.

Luckily, skincare influencers are a wide-ranging group of skincare professionals whose scientific and experiential knowledge is appreciated by many. It’s no wonder that so many more people have taken an interest in skincare in recent years.

The need for skincare influencers

While interest in makeup fell during the pandemic, there has been a steady and consistent rise in interest in skin care products. One report showed that global interest in skin care products increased as the pandemic spread.

Masks may have played a role in the shift in consumer attention, as the report showed a positive relationship between consumers’ interest in skincare products and skin conditions and masks.

Here are some skincare trends to keep in mind when making predictions about the future of skincare influencers:

• Ecommerce is expected to make up around 48% of cosmetics sales in the U.S. by 2023.
• As consumers become more educated about sun damage, demand for anti-aging and sun-blocking products rises.
• While interest in skincare saw a special boost, interest in makeup has also been increasing, which can only benefit the skincare market long term.
• One study found that 77% of consumers have purchased, recommended, or paid more for a brand that provides a personalized service or experience. This trend may give niche creator brands an advantage.
• Demand for men’s and gender-neutral branding of cosmetics, including skincare, has increased. As a result, the value of skincare influencers who are male-identified and gender-neutral is expected to increase.

Consumers are willing to trust the internet for information of all sorts, but about 37% of consumers are willing to trust social media influencers over brands, according to one report. Gen Z and the youngest among us are most likely to trust the information they find online, and influencers hold significant power for these demographics.

In this context, skincare influencers have a prime opportunity to build online communities, earn the trust of their followers and build a business from that trust. Many influencers have done it, and countless more will follow.

We’ve gathered a list of the top 5 skincare influencers for you to watch right now. These influencers are keen on trends, consumer needs, and the science behind skincare. They’ve also demonstrated a knack for weaving product promotion together with useful content, optimizing the overall value to their followers.

1. Hyram Yarbro

Hyram Yarbro (@hyram) is a YouTuber and skincare advocate with millions of followers across multiple platforms. Boasting more than 4.9M subscribers on YouTube, 1M Instagram followers, and 6.3M on TikTok, Yarbro is adept at creating content to suit each platform. His accounts, long focused on skincare, are now heavily promoting his own skincare brand.

Yarbro founded Selfless by Hyram, a unisex philanthropic skincare brand, in 2021 in partnership with Thirst Project and Rainforest Trust. The brand has found success with Yarbro’s mostly female audience, so far.

More than 93% of his followers are female and of those, 48.8% are between ages 18 and 24, with 35% between ages 25 and 34. The vast majority of his followers speak English (84%) and are located in the U.S. (46.8%), although he has quite a few followers in the UK and Canada as well.

2. Ruchita Ghag

Ruchita Ghag (@ruchita.ghag) is a digital creator and skincare influencer with 561K followers on Instagram and more than 19K subscribers on YouTube. Ghag shares lifestyle and fashion content alongside makeup hacks and home skin care remedies.

Based in India, Ghag has an engagement rate of 3.89% which is significantly higher than comparable accounts. The majority of her audience, more than 87%, is female while 12% is male.

Most of her followers are between the ages of 25 and 34 (47.5%) while still, more are ages 18 to 24 (41%). Roughly 90% of her followers are located in India, and just over 92% speak English.

Check out this blog of the top Latina Instagram influencers for even more creators to follow.

3. Chris Tomassian

Chris Tomassian (@dr.tomassian) is a dermatologist and skincare influencer with more than 398K followers on Instagram and 1.6M on TikTok. By sharing skincare tips, product suggestions, and skin science facts, Tomassian educates his followers while leaving room for brand promotion.

Based in the U.S., Tomassian has a predominantly female audience, with 81.9% women and about 18% men. About 48% of his audience is between 25 and 34, and the next largest group (33%) is aged 18 to 24. More than half of his followers are based in the U.S.

4. Dr. Michelle Wong

Dr. Michelle Wong (@labmuffinbeautyscience) is a chemistry Ph.D., cosmetic scientist, and educator with more than 373K followers on Instagram. She uses her science background and her social platforms to share skincare tips and review beauty products and procedures.

More than 92% of her audience is female. More than 49% are between ages 25 and 34, with about 26% between ages 18 and 24. With followers throughout the U.S., Indonesia, and the UK, Dr. Wong’s audience is truly international. Still, just over 74% of her followers speak English.

Find more female YouTubers to follow and work with here.

5. Zina Zaeri

Zina Zaeri (@zibaegram) is an Iranian beauty blogger and skincare influencer with more than 441K followers on Instagram. Her page focuses on simple skin care tips and product reviews. The overwhelming majority of her audience, more than 92%, is located in Iran.

With a steady, organic traffic increase in the first half of this year, Zaeri’s account has a higher-than-average engagement rate of about 5.7%. More than 91% of her followers are female, while only 8% are male. The majority of her followers — more than 56% — are between ages 25 and 34, and 27.9% are between ages 18 and 24. More than 94% primarily speak Farsi.

While the influencers on this list have each nurtured their own unique community, this is not a comprehensive list by any means. There are too many skincare influencers who have found success using their social platforms.

Brand sponsorships aside, creators have partnered with major beauty and skincare brands to develop new products, and some have even started their own brands from scratch. As the creator economy continues to evolve, the beauty industry continues to adapt and surely more skincare brands and trends will emerge as time goes on.

Influencer marketing and the success of campaigns all depend on choosing the right influencers. Whether you’re looking for a full-scope campaign or just getting connected to influencers, platforms like Tensor Social can do it all for you. They match you with the right influencer, provide performance metrics, and manage the entire process so that you can put in minimal effort to see your investment work!

Blog by Kayla Beard

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