American beauty influencers are the ones setting trends online — from TikTok makeup hacks to Instagram glam looks and YouTube tutorials.
Beauty is actually the most popular topic on TikTok right now, with 3.6 million beauty posts and a 2.46% engagement rate. Plus, 42% of people say they’d buy a product an influencer recommends — and in 2023, 46% of U.S. shoppers spent more on beauty because of social media.
For brands, this means working with influencers isn’t optional — it’s everything. Most beauty shoppers look to creators for new product ideas, and smaller influencers often have the most loyal fans.
That’s why influencer marketing platforms like Ainfluencer help brands connect with top American beauty influencers fast. Let’s check out some of the best beauty influencers in the US and how to connect with them using Ainfluencer.
Best American Beauty Influencers on Instagram, TikTok, & YouTube
Here’s the list of top American beauty influencers, their niche, follower counts, engagement, content style, notable brand campaigns, and more. These influencers are all U.S.-based or American, with a few international creators who have made America their home base.
Top 5 American Beauty Influencers on TikTok
These American beauty TikTokers are all about quick tutorials, honest product reviews, and viral beauty trends that everyone ends up talking about — not just on TikTok but all over social media.
1. Addison Rae (@addisonre)
Over 88.4M followers on TikTok and 34M Instagram followers have turned Addison not only into a top beauty influencer but also one of the best American lifestyle influencers.
Addison Rae is mainly known for her dance videos and music/acting career, but she’s also one of the top American beauty influencers. She co-founded the makeup line Item Beauty, connecting her name with the beauty industry early on.
Addison’s posts include everything from dance routines to funny skits, but she also shares her beauty moments — like getting ready for the red carpet, everyday “no-makeup” looks, and her favorite products. Her style is a mix of down-to-earth and Hollywood glam. And FYI, she’s one of the highest-paid Instagram influencers and the fifth most-followed person on TikTok!
- Niche: Beauty, pop culture, dance, lifestyle,
- Eng Rate: 2.00%,
- Notable Brand Partnerships: American Eagle, Reebok, and L’Oréal,
- Target Audience: Her audience is a mix of Gen Z teens, both girls and guys, who look up to her like an older sister they can relate to.
2. Meredith Duxbury (@meredithduxbury)
With around 18.3M followers, Meredith is one of the most famous American beauty influencers on TikTok. She also has over 1M followers on Instagram.
Meredith became famous with her unique foundation technique — applying 10 pumps of foundation in one go! Her bold approach caught viewers’ attention and kicked off the #foundationchallenge trend.
She posts dramatic transformation videos and makeup hacks and participates in beauty challenges. This American creator will likely expand into product lines or a beauty collaboration of her own.
- Niche: Viral Makeup Challenges,
- Eng Rate: 5.51%,
- Notable Brand Partnerships: Morphe, KISS Lashes, and Peace Out Skincare.
- Target Audience: Young, trend-hungry beauty enthusiasts looking for fun on their own TikToks.
3. Mikayla Nogueira (@mikaylanogueira)
Mikayla is an American makeup artist known for her frank, enthusiastic product reviews delivered in a thick Boston accent. She has 16.3M followers on TikTok and 3.3M followers on Instagram.
Mikayla focuses on fun “get ready with me” videos, super detailed makeup tutorials, and real, honest reactions to new product launches. She breaks down what she loves (or doesn’t) about a product in a way that’s easy for everyone to get.
Mikayla is likely to gain more followers and remain a go-to voice for American beauty influencer marketing campaigns targeting Gen Z.
- Niche: Makeup Reviews & Tutorials,
- Eng Rate: 10.14%,
- Notable Brand Partnerships: e.l.f. Cosmetics and KVD Beauty. In 2023, she announced her own makeup line, POV Beauty.
- Target Audience: Mostly Gen Z and young Millennial casual makeup users in the U.S. who trust her down-to-earth advice.
4. Alix Earle (@alixearle)
24-year-old Alix is another popular beauty influencer in the US, with 7.3 million followers on TikTok and 4 million Instagram followers.
She quickly gained attention with her genuine “Get Ready With Me” videos from her college dorm, hitting 2 million followers in just one month.
Alix has a personal, unfiltered style, where she shares stories from her day or chats while doing her everyday makeup.
- Niche: GRWM & lifestyle beauty,
- Eng Rate: 8.94%,
- Notable Brand Partnerships: Frame Denim, SipMARGS, Benefit Cosmetics.
- Target Audience: Largely Gen Z women, especially college students and young professionals who appreciate honesty and a mix of beauty, fashion, and everyday life content.
5. Hyram Yarbro (@hyram)
Hyram is a 28-year-old skincare influencer with 5.7M followers on TikTok, 4.5M YouTube subscribers, and 779K followers on Instagram.
He’s one of the top male American beauty influencers who became Gen Z’s skin advisor virtually overnight. Known as “The Gen-Z Whisperer” by the New York Times, he became popular by reacting to celebrity skincare routines and suggesting affordable products.
Hyram’s fans trust his recommendations so much that products he endorses, like CeraVe moisturizer and The Ordinary serums, see huge sales spikes – this is known as the “Hyram effect.”
- Niche: Skincre,
- Eng Rate: 5.80%,
- Notable Brand Partnerships: CeraVe, Kinship, and Selfless by Hyram (his own skincare line launched with The Inkey List).
- Target Audience: Skincare newbies and product junkies, mostly teens and 20-somethings who like his straightforward approach.
Top 5 American Beauty Influencers on Instagram
The following American beauty Instagrammers are known for their amazing feeds, brand partnerships, and their talent for creating beauty communities on the platform.
6. Bretman Rock (@bretmanrock)
26-year-old Bretman Rock is one of the most popular American beauty influencers on Instagram. He gained 18.8M+ Instagram followers, 18.3M followers on TikTok, and 8.8M subscribers on YouTube.
Bretman is a Filipino-American influencer from Hawaii, known for his bold personality in makeup, fashion, and humor. He began with funny short videos and has since become one of the top American beauty influencers, mixing entertainment with beauty.
He’s also getting into entertainment, recently walking the Oscars red carpet and hosting events, all while staying true to his beauty roots.
- Niche: Makeup tutorials and skincare routines,
- Eng Rate: 2.32%,
- Notable Brand Partnerships: Bretman has collaborated with Wet n Wild (his “Jungle Rock” makeup collection sold out) and Morphe, and he’s been the face of Nike’s Pride campaign.
- Target Audience: While many of his followers are young makeup fans, a big part of his audience follows him for his humor and LGBTQ+ representation.
7. Nikita Dragun (@nikitadragun)
Nikita, a 29-year-old Vietnamese-Mexican American influencer, has 8.1M followers on Instagram, 13.9M followers on TikTok, and 3.4M YouTube subscribers.
She became famous by sharing her gender transition journey along with amazing makeup looks. Known for her ultra-glam style, she’s also no stranger to controversy.
Nikita’s Instagram looks like a pop star’s feed, with dramatic wigs, fancy outfits, and flawless makeup in every photo. She loves playing different characters, from Victoria’s Secret angel looks to fantasy cosplay makeup.
- Niche: Transformative makeup,
- Eng Rate: 2.67%,
- Notable Brand Partnerships: Nikita has launched her own makeup line, Dragun Beauty. She’s also been part of major brand campaigns (like Morphe’s Pride collection).
- Target Audience: Fans of ultra-glam makeup and LGBTQ+ youth who see Nikita as a trans icon.
8. Desi Perkins (@desiperkins)
Desi is 38 years old and has 4.3M followers on Instagram. She’s also gained 626K TikTok followers and 3.2M YouTube subscribers. This Mexican-American beauty influencer became famous in the 2010s for her flawless makeup tutorials on YouTube.
Now, she’s a mom and the founder of Dezi Skin (skincare) and Dezi (eyewear), but she still shares top-tier beauty content on IG.
Desi’s Instagram is full of glamorous photos that get tens of thousands of likes, and her product launches always get a lot of attention (like when she announced Dezi Skin).
She might not post as much as she did during her YouTube peak, but when she does, the beauty community takes notice.
- Niche: Makeup tutorials, lifestyle,
- Eng Rate: 1.08%,
- Notable Brand Partnerships: Dose of Colors (the Desi x Katy collection), Benefit, and MAC.
- Target Audience: Latina Millennials who grew up watching her on YouTube (now in their 20s and 30s), as well as newer followers drawn by her brand.
9. Manny Gutierrez (@mannymua733)
Born in 1991 in California, Manny Gutierrez, aka Manny MUA, is a 36-years-old beauty influencer with 4 million followers on Instagram and 4.85 million YouTube subscribers.
Manny is one of the first American male beauty influencers to go mainstream. An OG YouTuber turned business owner, he’s built a reputation for expert makeup knowledge with a fun-loving approach.
On his Instagram, you’ll see everything from colorful eyeshadow creations to everyday wearable looks in a comedic yet instructional way. Additionally, his feed includes memes and personal life snippets (like outings with BFF and fellow influencer Laura Lee).
- Niche: Makeup,
- Eng Rate: 0.64%,
- Notable Brand Partnerships: Manny has been a brand ambassador for Maybelline (one of the first men to land a major makeup campaign) and has collaborated with brands like Morphe.
- Target Audience: Makeup lovers of all genders who enjoy a mix of education and entertainment.
10. Jackie Asamoah (@jackieaina)
Our last top digital creator is an American black beauty influencer with 2 million followers on Instagram and over 3 million on YouTube.
Jackie is a Nigerian-American beauty guru who has been a leading voice for diversity in the beauty industry. Starting as a hot YouTuber, she’s now an Instagram face known for flawless makeup looks and sharp commentary.
Jackie serves up full-face makeup transformations, product reviews (with a side of humor), and lifestyle snippets.
- Niche: Makeup, skincare, fashion,
- Eng Rate: 1.09%,
- Notable Brand Partnerships: Too Faced and Anastasia Beverly Hills. She’s also launched her own brand, Forvr Mood, which features candles and self-care items.
- Target Audience: Millennials and Gen Z who appreciate beauty with a message.
Top 5 American Beauty Influencers on YouTube
Now, it’s time to include the best American beauty YouTubers in our list:
11. James Charles (@JamesCharles)
This famous 25-year-old beauty YouTube influencer has over 24M subscribers on his channel, 38.5 million followers on TikTok, and 21 million followers on Instagram.
In addition to being one of the highest-paid influencers on Instagram, James became the first male CoverGirl at 17 and has since remained one of the most recognizable names in beauty.
Known for his artistry and energetic personality, he creates content ranging from palette challenges to full drag transformations.
- Niche: Makeup tutorials, entertainment,
- Eng Rate: 3.52%,
- Notable Brand Partnerships: He’s worked with Morphe on the best-selling James Charles Palette and done videos with celebrities like Kylie Jenner. He also has his new brand, “Painted” by James Charles.
- Target Audience: Mostly Gen Z (teens and young adults) and aspiring makeup artists who learn techniques, as well as casual viewers who enjoy his personality.
12. Jeffree Star (@jeffreestar)
With 15+ million YouTube subscribers and 13 million followers on Instagram, Jeffree is one of the notable American beauty influencers. He’s 39 and has transitioned from MySpace musician to one of the most dominant (and sometimes divisive) beauty YouTubers of the last decade.
Jeffree Star has founded Jeffree Star Cosmetics, known for its sell-out eyeshadow palettes and liquid lipsticks.
He’s less active on YouTube as of 2024 (having moved to Wyoming and exploring other ventures like yak farming). But whenever he does post – like his recent series reviewing “TikTok viral” makeup – he still attracts a huge audience.
What makes Jeffree unique is his luxury style– from filming in his pink Barbie-esque mansion or showcasing his designer cars – making them part entertainment, part review.
- Niche: Makeup, fashion,
- Eng Rate: 3.92%,
- Notable Brand Partnerships: Campaigns: Shane Dawson and Morphe.
- Target Audience: His main followers are makeup lovers who value his knowledge and honesty, ranging from late teens to mid-30s, across all genders.
13. Michelle Phan (@MichellePhan)
Known as Pioneer of Beauty YouTube, Michelle is a Vietnamese-American influencer with
8.84 million YouTube subscribers and 1.8 million Instagram followers.
This creator began posting makeup tutorials in 2007, eventually becoming one of YouTube’s biggest stars and co-founding the beauty subscription service Ipsy.
Her Barbie transformation and Lady Gaga makeup tutorials were viral before “viral” was a thing.
- Niche: Makeup, skincare,
- Eng Rate: 3.11%,
- Notable Brand Partnerships: She launched EM Cosmetics in 2013 (backed by L’Oréal), focusing on high-quality, wearable products. She’s also worked with brands like Lancôme.
- Target Audience: Teens in the late 2000s learning makeup for the first time, to older viewers charmed by her artistry.
14. Jaclyn Hill (@Jaclynhill1)
Jaclyn, born in Illinois, is another American beauty influencer with 5.6 million subscribers and 9 million followers on Instagram.
34-year-old Jaclyn is one of the original American beauty YouTubers who helped kick off the makeup influencer phenomenon in the 2010s.
Her bubbly personality and face-beat glam tutorials set trends (the “Jaclyn Hill glow” was a known phrase), and she’s launched multiple successful products through collaborations and her own brand.
Jaclyn is also known for her conversational tutorials – viewers feel like they’re doing makeup with a friend.
- Niche: Makeup tutorials and reviews,
- Eng Rate: 4.11%,
- Notable Brand Partnerships: Her BECCA x Jaclyn Hill Champagne Pop highlighter became one of the best-selling highlighters ever, and her Morphe eyeshadow palettes (especially the first Jaclyn Hill Palette) were iconic in the beauty community. She later founded Jaclyn Cosmetics.
- Target Audience: Mostly Millennial women who grew up watching her – many are now in their late 20s or 30s.
15. Patrick Starrr (@patrickstarrr)
Patrick is one of the top Filipino-American male beauty influencers who has gained over 4.5 million YouTube subscribers, 4.3 million Instagram followers, and 4M followers on TikTok.
Born Patrick Simondac, he’s a makeup artist known for his charismatic persona (always in a turban and full glam) and mantra “Makeup is a one-size-fits-all,” which is also the name of his beauty brand ONE/SIZE.
His tutorials are detailed, often showing how to create red-carpet looks or fun themes like Disney characters. Patrick adds humor and music to his videos, making them enjoyable.
He also brings in celebrities, like Kim Kardashian and Katy Perry, for makeovers, adding extra excitement.
- Niche: Makeup, skincare, lifestyle,
- Eng Rate: 6.65%,
- Notable Brand Partnerships: MAC Cosmetics and Sephora.
- Target Audience: As a plus-size, Asian, queer man in the beauty world, Patrick connects with those who have felt left out in the past.
You’ve got a list of the best American beauty influencers on TikTok, Instagram, and YouTube. But how can you find the right creators for your brand? How can you collaborate with them? Let’s explore the best way:
How to Find the Right American Beauty Influencers?
Ainfluencer is the best platform for finding American beauty influencers suited to your brand’s needs. This free, DIY influencer marketplace is designed to make influencer marketing easy, efficient, and effective for U.S. beauty brands (or any brand targeting the American market).
Ainfluencer uses advanced AI to match brands with over 5 million influencers on Instagram, TikTok, and YouTube.
Key Features of Ainfluencer
Let’s dive into Ainfluencer’s unique features that make it stand out:
- AI-Powered Matching: Ainfluencer’s AI algorithms automatically suggest influencers who fit your campaign criteria, saving you time and ensuring exact matching.
- Detailed Influencer Insights: You can see follower counts, engagement rates, audience demographics, average likes/views per post, and more at a glance.
- Secure Collaboration with Escrow Payments: When you book an influencer for a campaign, your payment is held securely and only released to the influencer once they’ve delivered the agreed content. This ensures trust!
- End-to-End Campaign Management: Ainfluencer provides tools to handle the whole collaboration process, from a campaign brief to sending offers to influencers, tracking deliverables, and managing revisions, all in one place.
- Video Translation and Communication Tools: Ainfluencer also has a handy video translation feature to translate captions or messages, breaking down language barriers.
- Shopify Integration for eCommerce Brands: For beauty brands with online stores, Ainfluencer integrates with Shopify, allowing you to directly connect your store to the platform and easily send product links or discount codes to influencers.
- Free and Easy to Use: Unlike some influencer platforms that charge hefty subscriptions or fees, Ainfluencer is free to use. It’s also a DIY platform, meaning you have full control over campaign creation.
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Final Thoughts
We created a list of 15 top American beauty influencers who have millions of followers on Instagram, YouTube, and TikTok.
In 2025, beauty influencers will shape trends and buying habits more than ever. We see it when products sell out after their reviews, when #BeautyTok videos get billions of views, and when beauty standards keep moving toward being more real and inclusive.
For beauty brands, working with influencers is one of the best ways to stay relevant. Whether it’s a micro-influencer with loyal followers or a big name launching a product, these partnerships help brands reach the right audience and create content people actually trust.
However, successful influencer marketing needs the right partnerships and smooth execution, and that’s where Ainfluencer comes in.
With its easy-to-use tools for finding influencers, managing campaigns, and secure payments, even small beauty brands can run professional influencer campaigns effortlessly. Everything you need is all in one place, from start to finish.
FAQs
Here are a few questions about famous American beauty influencers:
1. Who Is the Most Googled Beauty Influencer?
The most followed and Googled beauty influencers include:
- Addison Rae (@addisonre), 88M TikTok followers,
- James Charles (@JamesCharles), 24M followers on YouTube,
- Jeffree Star (@jeffreestar), 15M followers on YouTube,
- Bretman Rock (@bretmanrock), 18M Instagram followers,
- Nikita Dragun (@nikitadragun), 13.9M Instagram followers.
2. Who Is the Highest-Paid Beauty Influencer?
As of early 2025, Hailey Bieber is the highest-paid beauty influencer, achieving a media value of $2.2 billion. Her brand, Rhode, has surpassed competitors like Ariana Grande’s R.E.M Beauty and Kylie Jenner’s Kylie Cosmetics in media exposure.
3. Who Is the Biggest Skincare Influencer?
While identifying the most popular skincare influencer is challenging, the following creators have considerable followers on social media:
- Hyram Yarbro (@hyram): 5.5M followers on TikTok,
- Dr Muneeb Shah (@doctorly): 1.1M followers on Instagram,
- Caroline Hirons (@carolinehirons): 779k followers on Instagram.
