10 Rising Creators Shaping the Future of Beauty Marketing That Every Brand Should Know
Cynthia Victor is known for vibrant makeup looks, humor, and for championing plus-size and dark-skin representation in the beauty industry.
Victor initially built a following on TikTok posting a series of videos matching her makeup to random household items during lockdown, spinning those videos into a full-time career as a beauty creator. Now, she often posts videos with funky music that shows off her makeup, outfits, and fun personality. She was recently featured in Maybelline’s all-Asian Face The Difference campaign as one of 40 AAPI leaders. She was also featured in a campaign with One Face.
Obviously’s Karwowski recommended Victor for brands looking to celebrate diversity and authenticity because of her confidence and unique voice.
Abbey Yung
Followers: 1.8 million on TikTok, 746,000 on Instagram, and 705,000 on YouTube
TikTok stats: 3.38% engagement rate, 202,300 estimated impressions per post, and 1.1 million average views
Brands worked with: OGX Beauty, Vaseline, and Nioxin
Abbey Yung is known for videos that help achieve her silky, smooth hair—a collection of videos aptly called the “Abbey Yung” method.
The “Abbey Yung” method is an eight-step process that involves using more than eight haircare products. In the video explaining her method—she also has videos for each step where she suggests a litany of products—she walks through every step, giving her audience options for their approach to each one.
She’s also a certified trichologist and posts in-depth product reviews and recommendations with a scientific approach. She focuses on the ingredients in different haircare products and is knowledgeable about the effects of those ingredients. For example, in a non-sponsored post she dove into why people shouldn’t use L’Oreal’s Elvive Dream Lengths line of products for hair growth because it contains no ingredients that encourage hair growth. Instead, she recommended her viewers use the line of products to protect hair from breakage.
