The future of cosmetics is online. TikTok beauty influencers are certainly some of the leaders in creating new trends and popularizing products.

For an industry worth an estimated $511B, beauty — from skincare and makeup to fragrance and hair care— is a megalithic category suited for influencer marketing. Creators of all ages have the opportunity to connect directly with the ultimate niche audiences. Countless young, talented content creators are rising to the challenge.

Globally, the beauty industry is expected to increase in value, reaching more than $716B by 2025, according to one Common Thread report. With all that growth on the horizon, the potential for influencers seems limitless.

The value of TikTok to beauty influencers

Of all the wonders TikTok has brought into our lives, a broad library of quick makeup tutorials is truly an asset. Aspiring artists and anyone who serves as their own personal stylists learn from and connect with professionals daily.

It seems like every brand is attempting to crack the influencer marketing cheat codes with their advertising strategies. For influencers who’ve been raised on and who are passionate about social media, TikTok is a priceless tool. Plus, it’s free to use.

Here are some of the top benefits of TikTok for beauty brands and influencers:

• Accessible method of self-promotion for small businesses and influencers
• Efficient way to reach a wider audience compared to traditional media and other social media platforms
• Credibility with younger generations, especially those ages 18-24 and younger
• TikTok offers a hub for e-commerce and marketing on a global network

We can’t underestimate the value that TikTok has as a tool for influencers, especially in the beauty industry. Major brands are starting to learn the advantages the Chinese-owned platform can have on a comprehensive marketing strategy. Influencers, of course, will always have an upper hand on social media.

Top TikTok Beauty Influencers to follow today

1. Mirta Miler (mimiermakeup)

Having grown her following exponentially in just two years, Mirta Miller is a TikTok superstar, boasting more than 16M followers. She shares humorous and fun hair and makeup tips, inspiration posts, and tutorials. Her engagement rate at 3.64% is significantly higher than average.

Based in Croatia, Miler has a mostly female audience: 84.5% female and 15.5% male. More than 64% of her followers are between the ages of 18 and 24. More than 30% are based in the U.S., with others spread throughout the globe. Over 65% speak English.

2. Mikayla Nogueira (mikaylanogueira)

Mikayla Nogueira is a TikTok beauty influencer and entrepreneur who has earned herself more than 12.9M followers at the time of this writing. With a cheery and relatable disposition and a beaming smile, Nogueira shares funny meme-style shorts alongside detailed tutorials and product reviews.

Based in the U.S., her account is steadily on the rise. More than 93% of her audience is female, and more than 59% are between the ages of 18 and 24. Her engagement rate is well above average, at 3.2%, and the vast majority of her followers speak English — more than 94%. About 71% of her followers also live in the U.S.

See even more top TikTok influencers here.

3. Emmy Combs (emmycombs)

Emmy Combs is a professional makeup artist, cosmetologist, and influencer. She has amassed more than 8.8M followers with her artistic tutorials and personable lifestyle content. She’s also a role model for makeup-lovers living with Alopecia, a complex autoimmune disease that results in excessive hair loss.

Her account has been steadily growing over the years. Just over 50% of her followers are based in the U.S., where she resides, though she has fans throughout Europe and Asia, as well. The majority of her followers are younger, more than 62% between the ages of 18 and 24, and more than 78% of her audience is female.

4. Mireya Rios (mireyarios)

Mireya Rios is a Mexican-born cosmetics fanatic and top TikTok beauty influencer with more than 4M followers. By using ASMR and highlighting product textures, Rios offers fan-favorite reviews of various products.

Based in the U.S., Rios’s account has grown substantially within the last six months and continues to rise. Her audience is more than 82% female and about 17% male. Over 61% of her followers are between the ages of 18 and 24, and the overwhelming majority are below the age of 34.

While 46% of her followers speak English primarily, just over 15% speak Spanish. She has an international following, with about 19% of her fan base located in the U.S.

5. Brian Miller (yuppitsb)

Atlanta-based makeup artist Brian Miller is a boundary-crushing TikTok beauty influencer with 3.9M followers. His page is a colorful collection of innovative and artistic makeup looks plus humorous personal highlights.

Miller’s account has seen a steady increase within the last few months. A small majority of about 22% of his followers are based in the U.S., with the rest pretty evenly distributed throughout the globe. Just over 40% speak English.

A sizeable 34.4% of his audience are men, which is high compared to the others on our list. Still, 65.5% of his followers are female. More than 60% of his followers are between the ages of 18 and 24, and about 20% are between 25 and 34.

From brand deals to partnerships, these and many other Gen Z creators are capitalizing on the creator economy. Those who have mastered the subtle keys to quality marketing are bound to make a profit, and may even make a living, by creating the content they love.

Check out more of the top Gen Z influencers in the fashion industry here.

The magic of TikTok beauty influencers is their innate ability to tap into the needs and wants of the average cosmetics consumer. Relatable content is the beating heart of effective influencer marketing campaigns, and the influencers on this list understood the assignment.

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

‍