10 Rising Creators Shaping the Future of Beauty Marketing That Every Brand Should Know
The beauty industry relies heavily on creators to drive sales.
Creators are often able to directly show their audience how a product works, impacting trends and converting their recommendations into sales for brands. Data shows that beauty brands pour more money into influencer marketing than other verticals. A recent report from CreativeX analyzed 1.6 million ads—equivalent to $2 billion worth of ad spend—and found that beauty brands have invested 31% of their total media spend in creator content over the past 18 months. According to the research, beauty brands spent 17.9% more than alcohol brands on influencer marketing. Beauty brands also spent 11% more than consumer health brands, and 10.4% more than CPG brands.
ADWEEK asked three influencer marketing agencies for their recommendations on the rising beauty creators that brands should know about—particularly on TikTok. We picked ten beauty creators to feature that all have less than 4 million followers on TikTok and currently work with beauty brands. None of the creators have their own beauty brands.
The list of creators ranges from those pushing the beauty industry forward by advocating for diversity and inclusion like Golloria George to those who champion plus-size and dark-skin representation like Cynthia Victor. Other influencers like Abbey Yung are known for specialized expertise in areas like haircare. Each is trusted by their audience for their authenticity.
Additionally, influencer marketing platform Captiv8 provided engagement data for each creator. They are listed in order of TikTok follower count.
Destinee Wray
Followers: 3.9 million on TikTok, 274,000 on Instagram , and 504,000 on YouTube
TikTok stats: 6.46% engagement rate, 415,400 estimated impressions per post, and 329,800 average views
Brands worked with: SheaMoisture, Aussie Hair, and Knotless Gang
