10 Rising Creators Shaping the Future of Beauty Marketing That Every Brand Should Know

Gillian Kasko is a NYC-based beauty creator who posts conversational videos about beauty products in her car. More recently she’s dipped her toes into the world of toy unboxing, which has brought in an entirely new audience to her videos. Billion Dollar Boy’s Ahern pointed to her ability to collaborate with a range of high-end and drugstore beauty and self-care brands. Her content also connects with a range of audiences, according to Ahern. Kasko posts more traditional beauty content—like a series of videos on how to achieve heatless curls—but also worked with Trident gum on a video showing how she would spend a solo day in New York City.

Kasko is part of the Ulta Beauty Collective, the retailer’s creator program.

Ahern recommended that brands focused on tutorial, tip-style content, and product reviews work with Kasko. She added that a brand doesn’t have to be beauty-focused for an effective partnership—Kasko’s Instagram content is more lifestyle focused.

Roger Ma

Followers: 719,000 on TikTok, 106,000 on Instagram, and 404,000 on YouTube

TikTok stats: 8.09% engagement rate, 76,600 estimated impressions per post, and 254,800 average views

Brands worked with: Glossier, Thayers, and La Roche-Posay

Roger Ma’s page features all things skincare.

He breaks down sunscreen, face mists, moisturizers and other basic skincare for straight men. His content often specifically uses a UV camera to show the nitty gritty of how different products sit on the skin. In one example, a video using a UV camera showed how much sunscreen was left on his skin at the end of the day that needed to be washed off.

Ma’s videos also tackle other body topics like bleaching eyebrows and haircare. Obviously’s Karwowski recommends Ma for his easy-to-follow, step-by-step tutorials and authenticity. Specifically, she recommends beauty brands looking for content about results-driven products to work with Ma.