Meet the digital trendsetters reshaping beauty and lifestyle culture worldwide.
In 2025, the digital beauty and lifestyle space is booming more than ever before. From TikTok tutorials and YouTube skincare reviews to Instagram fashion reels and wellness podcasts, a new generation of influencers is not just shaping trends—they’re defining the global beauty narrative. These influencers are powerful tastemakers, business founders, and cultural voices with millions of followers and billion-dollar impact.
Here’s a comprehensive look at the Top 10 Beauty & Lifestyle Influencers of 2025 dominating the space.
1. Huda Kattan (@hudabeauty)
Nationality: American-Iraqi
Followers (2025): 56M+ (Instagram), 5M+ (TikTok), 4M+ (YouTube)
Niche: Beauty, Makeup, Entrepreneurship
Why She Leads:
Founder of Huda Beauty, a globally recognized cosmetics brand, Huda Kattan blends influencer marketing with business acumen. Her product line, tutorials, and transparent approach to cosmetic surgery and beauty standards have built a deeply loyal audience.
Key Highlights:
- Billion-dollar beauty brand
- Strong Middle Eastern and global presence
- Honest conversations around beauty industry ethics
2. Bretman Rock (@bretmanrock)
Nationality: Filipino-American
Followers (2025): 15M+ (Instagram), 14M+ (TikTok), 9M+ (YouTube)
Niche: Beauty, Humor, LGBTQ+ Representation
Why He Leads:
Bretman Rock is more than a beauty guru—he’s a vibrant force of personality. Known for his makeup tutorials, lifestyle content, and unapologetic authenticity, Bretman continues to inspire millions with his humor and representation.
Key Highlights:
- MTV reality show star
- Collaborations with Nike, Morphe, and Crocs
- Strong advocate for mental health and LGBTQ+ issues
3. Nikkie de Jager (@nikkietutorials)
Nationality: Dutch
Followers (2025): 18M+ (YouTube), 17M+ (Instagram)
Niche: Makeup Tutorials, Advocacy, Beauty Reviews
Why She Leads:
Best known for her YouTube channel NikkieTutorials, Nikkie de Jager combines flawless makeup artistry with powerful personal storytelling. Her coming out as transgender in 2020 boosted her influence even further, showing her strength and honesty.
Key Highlights:
- Hosted Eurovision Song Contest
- UN Goodwill Ambassador
- Worked with Lady Gaga, Adele, and Selena Gomez
4. James Charles (@jamescharles)
Nationality: American
Followers (2025): 25M+ (YouTube), 22M+ (Instagram), 10M+ (TikTok)
Niche: Beauty, Makeup, Fashion
Why He Leads:
A controversial yet resilient figure, James Charles remains influential in 2025 through regular content, major beauty collabs, and his own cosmetics line. His tutorials, challenges, and brand campaigns are consistently viral.
Key Highlights:
- First male CoverGirl ambassador
- Creator of “Painted” beauty brand
- Known for transformation challenges and celebrity collabs
5. Addison Rae (@addisonraee)
Nationality: American
Followers (2025): 90M+ (TikTok), 40M+ (Instagram)
Niche: Beauty, Dance, Lifestyle, Celebrity
Why She Leads:
Addison Rae started with dance on TikTok but quickly expanded into music, movies, and her own clean beauty line, ITEM Beauty. She’s now a mainstream celebrity and beauty icon.
Key Highlights:
- Starred in Netflix films
- Co-founder of ITEM Beauty
- Massive influence among Gen Z
6. Jackie Aina (@jackieaina)
Nationality: American-Nigerian
Followers (2025): 2M+ (YouTube), 1.8M+ (Instagram)
Niche: Beauty Diversity, Skincare, Luxury Lifestyle
Why She Leads:
Jackie Aina has long championed diversity in the beauty industry. In 2025, she’s thriving as a luxury content creator and founder of FORVR Mood, a lifestyle brand offering candles and self-care products.
Key Highlights:
- Advocate for inclusivity in beauty
- Forbes-featured entrepreneur
- Luxury lifestyle meets activism
7. Danielle Marcan (@daniellemarcan)
Nationality: Romanian
Followers (2025): 5M+ (TikTok), 1.8M+ (Instagram)
Niche: Makeup Artistry, Aesthetic Beauty Content
Why She Leads:
Danielle Marcan rose to fame for her striking, editorial-style makeup content on TikTok. Her cinematic, minimal, and polished aesthetic is influencing beauty trends worldwide.
Key Highlights:
- Viral TikTok tutorials
- Unique “clean girl” meets “editorial” makeup style
- Global campaigns with MAC and Fenty Beauty
8. Chloe Morello (@chloemorello)
Nationality: Australian
Followers (2025): 3.5M+ (YouTube), 1.5M+ (Instagram)
Niche: Beauty, Skincare, Wellness
Why She Leads:
Chloe Morello is a veteran beauty YouTuber who’s evolved with the times. Today, she focuses more on skincare, motherhood, and wellness, giving her channel a more personal and holistic vibe.
Key Highlights:
- Founded Sireni beauty tools
- Known for honest product reviews
- Pioneer in the beauty vlogging space
9. Alix Earle (@alixearle)
Nationality: American
Followers (2025): 8M+ (TikTok), 3M+ (Instagram)
Niche: GRWM, College Lifestyle, Realness
Why She Leads:
Alix Earle exploded into TikTok fame with her “Get Ready With Me” videos that blended beauty with the chaos of college life. Her authenticity and candid talks about acne, dating, and stress made her an overnight Gen Z sensation.
Key Highlights:
- Brand deals with Rare Beauty, Tarte
- Role model for unfiltered beauty
- Hosts beauty + lifestyle podcast
10. Kiitan Akinniranye (@kiitana)
Nationality: Nigerian-American
Followers (2025): 1M+ (Instagram), 700K+ (YouTube)
Niche: Natural Hair, Afrocentric Fashion, DIY Beauty
Why She Leads:
Kiitana stands out with her focus on Afro hair care, fashion, and DIY lifestyle content. She’s a strong voice for cultural beauty and has helped mainstream protective styles and African fashion.
Key Highlights:
- Founder of Atarah Avenue (wig brand)
- Advocates for cultural representation in beauty
- Rising fashion icon in the African diaspora
These 10 influencers are redefining beauty and lifestyle for the modern era. They blur the lines between celebrity and creator, style and substance, marketing and meaning. Whether they’re building brands, launching skincare lines, or changing beauty standards—these are the names shaping what beauty looks and feels like in 2025.
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