10 Rising Creators Shaping the Future of Beauty Marketing That Every Brand Should Know
Golloria George
Followers: 3.3 million on TikTok, 1 million on Instagram, and 442,000 on YouTube
TikTok stats: 3.44% engagement rate, 351,400 estimated impressions per post, and 1.1 million average views
Brands worked with: Glow Recipe, Fenty Beauty, and Sephora
Golloria George made a name for herself posting honest makeup reviews and advocating for skin-tone inclusion in beauty products, making her a go-to for brand launches, testing, and reviewing, according to Billion Dollar Boy’s Ahern.
In 2023 she launched her “darkest shade series” where she tests beauty brands’ darkest shade of foundation to encourage companies to make more inclusive shades. For example, she reviewed Rhode’s Pocket Blush last year and found that it left an ashy tone on her skin. Her review had an instant effect: Rhode co-founder Hailey Bieber reached out to her and reformulated the product to be more inclusive.
Billion Dollar Boy’s Ahern said that George is so influential that she can sway the success of a brand’s launch, pointing to her review of the makeup brand Youthforia’s foundation to demonstrate the product’s tone.
When George likes a product or it matches her skin tone, she gives it her seal of approval by saying, “Come to the front!” Brands will market products as “Golloria certified” if she gives it her stamp of approval.
According to Ahern, beauty, fashion, and lifestyle brands committed to inclusivity and shade diversity should work with George.
Cynthia Victor
Followers: 2 million on TikTok, 504,000 on Instagram, and 8,800 on YouTube
TikTok stats: 13.2% engagement rate, 213,000 estimated impressions per post, and 339,300 average views
Brands worked with: Ulta Beauty, Sol de Janeiro, and Dove
