Makeup content has completely transformed how people discover new trends, learn techniques, and shop for beauty products. With millions of viewers tuning in daily, American makeup influencers are setting the tone for what’s next in the beauty industry. The most popular platforms among these creators are Instagram, TikTok, and YouTube.
They go viral for bold transformations and offering honest reviews on their accounts. In this post, you’ll meet 15 of the top American makeup influencers across different channels. We will review their content, brand partnerships, and engagement metrics.
For brands looking to collaborate with these top American influencers, we will also check a free influencer marketing platform for safe collaborations.
Top 5 American Makeup Influencers on TikTok
TikTok is a great platform for creators to entertain and educate with short, engaging videos. Here are some of the most popular makeup influencers on this app.
1. Mikayla Nogueira (@mikaylanogueira)
Known for her vibrant tutorials and ultra-honest product reviews, Mikayla is one of the top American makeup influencers. This young makeup artist started by working at Ulta, but her authentic and relatable content made her a TikTok superstar. Mikayla’s niche is reviewing both high-end and drugstore makeup with candor.
She has partnered with major brands like Kosas and ColourPop and even launched a makeup collection with Glamlite.
- Followers: 16.3M
- Niche: Honest product reviews and vibrant tutorials
- Avg. Engagement: 1.9M views, 182K likes per video
- Audience: Primarily young women, US-based
2. Meredith Duxbury (@meredithduxbury)
If you are into makeup, you have probably seen Meredith’s videos using 10 pumps of foundation. Meredith is known as TikTok’s “foundation queen” and one of the top American makeup influencers.
Her makeup challenge, turning heavy foundation into a flawless look, became viral and led to her fame. Her niche is full-glam makeup with a fun twist; she often incorporates bright pops of color and popular TikTok sounds into her looks.
As one of the most well-known names in her niche, she has collaborated with drugstore and mid-range brands like Physicians Formula and Maybelline. For longer videos, you can also check out her YouTube channel, where she has 1.4M subscribers.
- Followers: 18.3M
- Niche: Unique foundation techniques and full-glam looks
- Avg. Engagement: 547K views, 29K likes per video
- Audience: International, ages 18–34
3. Alix Earle (@alix_earle)
Gen Z knows how to grow followers on social media quickly, and Alix is one of them. Alix Earle is one of the top American makeup influencers who skyrocketed from college student to viral influencer within months.
She is famous for her “Get Ready With Me” (GRWM) videos filmed in her University of Miami dorm.
Her content includes makeup routines, outfits, and college life. Alix has partnerships with Tarte Cosmetics and was a paid ambassador for Ultra Beauty’s Gen Z campaign.
- Followers: 7.3M
- Niche: Relatable “Get Ready With Me” videos
- Avg. Engagement: 3.1M views, 370K likes per video
- Audience: Gen Z, predominantly US-based
4. Emmy Combs (@emmycombss)
As a licensed cosmetologist and professional makeup artist, Emmy decided to join TikTok to share detailed tutorials and an inspiring personal story. Emmy has alopecia and often appears on camera bald or rocking creative wigs, and her confidence and skill inspire millions. Her content is educational beauty with a positive self-love message.
If you love to see her longer videos, check out her YouTube channel, which has 9M subscribers. She frequently collaborates with brands that align with her values; For example, she’s done sponsored videos with Kiss Lashes and e.l.f. Cosmetics.
- Followers: 11.4M
- Niche: Empowering tutorials, alopecia awareness
- Avg. Engagement: 544K views, 31K likes per video
- Audience: Young women, diverse backgrounds
5. Bretman Rock (@bretmanrock)
With 18.3M followers on TikTok and 18.9M followers on Instagram, Bretman Rock is one of the top American makeup influencers. He initially gained fame on Vine/Instagram for his comedic takes on makeup. His TikToks range from makeup transformations to funny skits and are a blend of beauty and lifestyle with a comedic twist.
Beyond social media, he’s an MTV reality show alum and author, but makeup remains at the core of his brand.
He’s done notable brand collaborations, including his own Morphe x Bretman Rock highlighter palette and a Wet n Wild collection. He’s also appeared in campaigns for Nike.
- Followers: 18.3M
- Niche: Humorous beauty and lifestyle content
- Avg. Engagement: 2.5M views, 249K likes per video
- Audience: US and Filipino audiences, Gen Z
Top 5 American Makeup Influencers on Instagram
Many makeup influencers started their career on Instagram and built huge followings through flawless photos, Reels, and product collaborations. Here are five influential Instagram makeup influencers to check out.
1. Huda Kattan (@hudabeauty)
Huda Beauty is one of the favorite brands among makeup lovers, and the founder is also one of the top American makeup influencers. This Iraqi-American makeup artist is often hailed as the queen of beauty influencers in the United States.
Her niche is high-glam makeup and beauty tips, and she posts product swatches, tutorials, behind-the-scenes peeks, etc.
She frequently does IG Reels, demoing her new launches, skincare routines, and fun challenges. Huda uses her platform to uplift others, often reposting looks by micro-influencers using Huda Beauty products.
- Followers: 56.9M
- Niche: Glamorous makeup tutorials and tips
- Avg. Engagement: 200K+ likes per post
- Audience: Global, diverse demographic
2. Patrick Starrr (@patrickstarrr)
One of the first male makeup artists to go mainstream on Instagram and YouTube is Patrick Star. He loves a full-beat face and isn’t shy about teaching his followers how to achieve it.
On Instagram, he shares bold makeup transformations, promotional content for his brand (ONE/SIZE Beauty), and snapshots of his life.
One of his most well-known collaborations is with MAC Cosmetics on a makeup collection in 2017, one of the first influencer lines by MAC. In recent years, his focus has shifted to promoting his own makeup line.
- Followers: 4.3M
- Niche: Glam makeup and inclusivity advocate
- Avg. Engagement: Tens of thousands of likes per post
- Audience: Broad demographic, strong LGBTQ+ support
3. Karen Sarahi Gonzalez (@iluvsarahii)
Want to know the latest makeup trends and techniques? Karen is a California-based makeup influencer and professional artist who has built a massive IG following with her flawless makeup looks.
Her niche on Instagram is ultra-glam makeup and trendsetting styles, and she is one of the top American makeup influencers on the platform.
On her page, you can view close-up shots of eye looks and full-face selfies showcasing the latest makeup trends.
Karen has notable brand partnerships, such as collaboration with ColourPop Cosmetics on multiple sold-out makeup collections and with Dose of Colors on lip products.
- Followers: 6.76M
- Niche: Glamorous and trendsetting makeup
- Avg. Engagement: 60k-100k likes per post
- Audience: Primarily US and Latin America, female 18–34
4. Desi Perkins (@desiperkins)
One of the OG Instagram faces and top American makeup influencers is Desi Perkins. This Mexican-American star is known for her chic, California-glam aesthetic. On Instagram, she shares professional-quality beauty shots and personal lifestyle content. She is also a popular American lifestyle influencer and shares vlogs of her activities.
Desi Perkins has collaborated with numerous brands throughout her career, including Benefit Cosmetics and Lancôme.
In 2020, Desi launched her own brands, DEZI Skin and DEZI Eyes, so now a lot of her Instagram content naturally promotes her own products.
- Followers: 4.3M
- Niche: Chic, California-inspired beauty
- Avg. Engagement: ~70K likes per post
- Audience: Women aged 20–35, loyal long-term followers
5. Shayla Mitchell (@makeupshayla
Known as MakeupShayla, Shayla Mitchell is an American beauty influencer who rose to fame on Instagram for her striking makeup style and confident persona.
Her content is about bold looks, such as dramatic lashes, cut creases, and statement lip colors. She often showcases looks on her skin tone and provides product recommendations that work for deeper complexions, which has garnered a loyal following of women of color.
Shayla has had several notable partnerships with ColourPop to create the “Perception” eyeshadow palette and lip collection, and she teamed up with Tarte Cosmetics on a contour palette. She is also a popular skincare influencer in America and reviews new launches on her page.
- Followers: 3.4M
- Niche: Bold, dramatic beauty looks
- Avg. Engagement: ~55K likes per post
- Audience: Predominantly women of color, US-based
Top 5 American Makeup Influencers on YouTube (2025)
YouTube was the original platform for beauty lovers, and it’s still a key space for in-depth tutorials, product reviews, and beauty vlogs. Let’s check out some of the top makeup content creators on this platform.
1. James Charles (@JamesCharles)
Undoubtedly, one of the most well-known names in the makeup industry is James Charles. He burst onto the scene in 2016 as a high schooler with remarkable makeup skills and even became CoverGirl’s first male brand ambassador.
James’s YouTube channel features makeup tutorials, creative challenges, and influencer collaborations.
- Subscribers: 24.1M
- Niche: Creative challenges, tutorials, high-energy content
- Avg. Engagement: 1–3M views per video
- Audience: Teens, young adults globally
2. Jeffree Star (@jeffreestar)
In almost every YouTuber’s drama, you can hear the name of Jeffree Star. As one of the top American makeup artists, he is active on multiple social media platforms, and his videos receive hundreds of thousands of views. He shares product reviews, luxury shopping hauls, and personal vlogs about his life.
Jeffree isn’t known for doing many paid sponsorships; Instead, he leveraged his influence to launch Jeffree Star Cosmetics (JSC) in 2014. He has also collaborated with brands like Morphe and MAC.
- Subscribers: 15.7M
- Niche: Candid product reviews, lifestyle vlogs
- Avg. Engagement: 5–10M views per significant video
- Audience: Diverse age range, dedicated fanbase
3. Tati Westbrook (@Tati)
Often called the “beauty mom” of YouTube, Tati is one of the top American makeup influencers on this platform. She started her channel back in 2010, and her content focuses on detailed tutorials, wear tests, and honest opinions on new launches.
After a few years of break, Tati resumed her channel in 2021, and now her videos typically get a few hundred thousand to a million views. This YouTube influencer launched Halo Beauty (a supplement line) and later her own makeup line, Tati Beauty.
- Subscribers: 8M
- Niche: Thorough reviews and makeup tutorials
- Avg. Engagement: 500K–1M views per video
- Audience: Mature beauty enthusiasts, predominantly women
4. Manny Gutierrez (@MannyMua733)
Another male creator on our list who is also one of the first American makeup influencers is Manny Gutierrez.
Manny MUA is a Mexican-American star who shares upbeat, humorous, and glam videos. His YouTube channel features makeup tutorials, first impressions of new products, and fun collaborations.
He was notably a brand ambassador for Maybelline, and he’s collaborated with Morphe on an eyeshadow palette. He also founded his own makeup line, Lunar Beauty, in 2018.
- Subscribers: 4.8M
- Niche: Approachable glam makeup, tutorials, product tests
- Avg. Engagement: ~200K views per video
- Audience: US-based, large Latin American following
5. Bailey Sarian (@BaileySarian)
The last creator on our list of top American makeup influencers is a bit different from the previous ones.
Bailey Sarian is the creator of the viral “Murder, Mystery & Makeup” series on YouTube, where she shares true crime storytelling with makeup tutorials. On her videos, she narrates a true crime case or historical mystery while doing a full makeup look.
As an influencer, Bailey has collaborated in interesting ways; She released a Venus XL palette with ESTATE Cosmetics inspired by her true crime theme. Additionally, she partnered with IPSY on a curated glam bag.
- Subscribers: 7.6M
- Niche: True crime storytelling combined with makeup
- Avg. Engagement: Over 2M views per video
- Audience: Broad demographic, including non-traditional beauty audiences
How Brands Collaborate with American Makeup Influencers
Working with influencers is now a cornerstone of marketing for beauty brands. American makeup companies leverage influencer partnerships to boost brand awareness, credibility, and sales.
However, finding creators and negotiating can be challenging for many businesses. That’s when Ainfluencer can help you.
Ainfluencer is a top-rated influencer marketplace that makes it easy for brands to find and collaborate with American makeup influencers in a smart, efficient way.
- This free influencer platform uses advanced AI algorithms to match brands with the most relevant influencers for their niche and campaign goals.
- You can input your criteria, such as budget, niche, engagement metrics, etc, and let the platform’s AI do the work.
- One of the pain points in influencer collaborations can be payment, trusting that both parties will deliver as agreed. Ainfluencer solves this with an Escrow payment system that protects both brands and influencers. When you agree on a deal, the brand’s funds are held securely and only released to the influencer upon successful completion of the campaign.
- You can manage multiple campaigns and track their results in a single dashboard.
- The best part is that it’s completely free to join the platform as a brand and use all features.
Ready to take your influencer marketing to the next level? Sign up on Ainfluencer and explore the marketplace for free.
Conclusion
American makeup influencers aren’t just good at applying makeup; they know how to tell a story, start a trend, and build trust with millions of fans. Each of them has carved out a unique space in the beauty world, and they’re constantly inspiring others to experiment, express, and enjoy.
So if you are a beauty lover, a content creator, or a brand looking to collaborate, keeping an eye on these influencers is a smart move.
FAQs
1. How Do Makeup Influencers Usually Work With Brands?
Most collaborations include product reviews, tutorials, giveaways, or sponsored content where influencers feature a brand’s product in a post or video. These formats continue to evolve—watch this short video to see how influencer marketing trends are shaping the way brands and creators work together today.
2. Are These Influencers Open To Working With Small Businesses?
Yes, many influencers, especially micro and mid-tier creators, are open to working with smaller or indie brands, especially if the products align with their personal style or audience. On platforms like Ainfluencer, you can set engagement metrics and find hundreds of micro to mega influencers in a couple of seconds.
3. What Platform Is Best For Beauty Content: TikTok, Instagram, or YouTube?
Each has its strengths: TikTok is great for short, viral content; Instagram is ideal for polished visuals and Reels; and YouTube is perfect for in-depth tutorials and reviews.
