10 Rising Creators Shaping the Future of Beauty Marketing That Every Brand Should Know
Wendy Ly’s skincare Instagram started as a DIY summer internship and transformed into a robust cross-platform community. Her fans are dubbed “Skindys,” and her account is based around having tried a plethora of products and brands.
She posts transparent product reviews to build trust with her audience, while also showing off her sense of humor with unique editing. Ly has a non-sponsored series where she spotlights what makes her favorite beauty and skincare brands unique. For example, she made a video about Supergoop talking about how the brand’s SPF products go beyond sunscreen to also include things like body mist and foundation.
Obviously’s Karwowski recommended Ly because she makes beauty feel fun, accessible, and genuine. She also has a dedicated audience that comes back for her series of videos.
Emily Ha
Followers: 1.2 million on TikTok, 1.3 million on Instagram, and 1.3 million on YouTube
TikTok stats: 10.98% engagement rate, 202,200 estimated impressions per post, and 1.6 million average views
Brands worked with: Ulta, Sephora, and Kiehl’s
Emily Ha is a seventeen-year-old high schooler who posts a mix of singing along to music, shopping hauls, and GRWMs that capture relatable teenage life. In one recent example, Ha posted a GRWM while getting ready for her driver’s test. Ha also weaves popular trends into her TikTok content. Ha launched a podcast with her two sisters called the HAHA podcast.
Obviously’s Karwowski recommended Ha because of her unique and consistent following across platforms that plays up her relatability and fun-loving personality.
Gillian Kasko
Followers: 1.1 million on TikTok, and 267,000 on Instagram
TikTok stats: 6.64% engagement rate, 117,200 estimated impressions per post, and 119,200 average views
Brands worked with: Salt & Stone, Tory Burch, and Youth to the People
