From Andy Warhol’s Factory faces to 1990s magazine supermodels, many dream of becoming an ‘It Girl’ trendsetter. Today’s incarnation—social media influencers—not only are style icons but also are posting and scrolling their way to the bank with endorsement deals and sponsored posts. Here’s a look at leading beauty influencers by way of cosmetics, personal care and wellness.

This article is updated for 2025:

Kylie Jenner

@kyliejenner Instagram Followers: 394 million! With 320 million followers, Kylie Jenner is the most-followed female Instagram user in the world! Her beauty brand, Kylie Cosmetics, is owned by Coty now. Her makeup brand, Kylie Cosmetics, has 25.5 million followers on IG. She is also in the fragrance business, as recently reported in Happi.

Huda Kattan

@hudabeauty Instagram Followers: 54.7 million Subscription service Ipsy launched a limited edition Glam Bag x Huda. The collection featured eight full-size products that were handpicked by Huda Kattan herself, including top selects from coveted beauty brands such as Sunday Riley, Rare Beauty, R+CO among others, as well as bestsellers from Huda’s own Huda Beauty.

Sommer Ray

@sommerray Instagram Followers: 23.6 million Influencer Sommer Ray is the spokesperson for Imaraïs, a PETA-certified, plant-based ingestibles brand. The line recently launched a new collection at Target.

Bretman Rock

@bretmanrock Instagram Followers: 18.7 million Wet n Wild  partnered with digital personality Bretman Rock to launch a beauty collection: Jungle Rock, a range of limited-edition, eye, face and lip products. It was Wet n Wild’s first-ever influencer collaboration.

Jayda Cheaves

@jaydacheaves Instagram Followers: 8.9 million KISS Colors & Care, an innovative, high-performance textured hair care brand from KISS Products Inc., partnered with entrepreneur and influencer Jayda Cheaves for a collection. She also is a face for fashion line Pretty Little Thing.

Charlotte Tilbury

@charlottetilbury

Instagram Followers: 7.1 million Charlotte Tilbury, founder of Charlotte Tilbury Beauty Ltd, is not only a makeup artist but also contributing editor for British Vogue, and global ambassador for Women for Women International. Her company was purchased by Puig, as reported in Happi. She has a celebrity following and appears often at New York Fashion Week.

Mariale Marerro

@mariale Instagram Followers: 6 million She is best known as Influencer of the Year by Cosmetic Executive Women (CEW) in the Beauty Creator Awards, as reported in Happi. Mariale Marerro is a Los Angeles, CA-based digital creator who specializes in beauty, makeup, skincare and hair trends. Therefore, ColourPop tapped her expertise for the limited edition Mariale X Colour Pop makeup collection.

Ariana Fletcher

@therealkylesister Instagram Followers: 6 million Model, macro influencer turned serial entrepreneur Ariana Fletcher utilizes her social media presence to help brands make millions and in turn made herself into a multi-millionaire. Now, she’s forging her own path in the industry with her all-inclusive beauty brand, Remedy by Ari. The vegan beauty collection includes the ultimate ‘it’ girl starter kit.

Iskra Lawrence

@iskra Instagram Followers: 5.3 million Model, influencer and entrepreneur Iskra Lawrence has created a successful body care brand called Saltair. The skincare-inspired brand is designed for daily use.  Recent launches include Santal Bloom and Salt Water Vanilla.

Jackie Aina

@jackieaina Instagram Followers: 1.9 million FORVR Mood is a luxury lifestyle brand founded in 2020 by Nigerian-American entrepreneur and influencer Jackie Aina. After years of creating content, Aina set out to establish a self-care brand putting Black women and luxury self care at the forefront; designed to pamper and spoil with fragrance products that are both quality and affordable. Her products are sold at Sephora and the brand is growing with a new team, as reported in Happi.

Chriselle Lim

@chrisellelim Instagram Followers: 1.5 million Influencer and entrepreneur Chriselle Lim has relaunched fine fragrance brand Phlur with the rollout of a new fragrance called Missing Person.  Phlur was first launched in 2015 and was one of the first fragrance brands to make a commitment to fully disclose the ingredient profile of its fragrances. It was acquired by beauty incubator The Center in January 2021. Lim joined later that year to lead the relaunch. Lim serves as owner and creative director of Phlur. The Center’s portfolio also includes Naturium, Make Beauty and Saltair.

Camille Razat

@camillerazat Instagram Followers: 1.4 million L’Oréal Paris named French actress Camille Razat as its newest global ambassador. She joins the recently appointed actress Kate Winslet, as well as singer and songwriter Yseult in representing the brand globally.

Courtney Shields

@courtney_shields Instagram Followers: 1.2 million Influencer Courtney Shields is in the color cosmetics business. Her company, DIBS Beauty, offers a makeup collection that stands for Desert Island Beauty Status. To create the brand, Shields teamed with Jeff Lee, who was chief operating officer of A-Rod Corp. Lee provided consulting services in the early stages of JLo Beauty.

Tinx

@tinx Instagram Followers: 601K Author and social media personality Tinx—otherwise known as Christina Najjar—is on the pulse of wellness and beauty trends with her Rich Mom Starter Pack videos and product endorsements. She has appeared at Shiseido’s beach party to promote its expansion of skin care and sun care products, amongst other events.