10 Beauty Influencers Redefining Style

In a digital world overflowing with filters and fast trends, these 10 beauty influencers are standing out by doing things differently. With authenticity, innovation, and a flair for storytelling, each creator on this list has carved out a unique space in the beauty landscape captivating millions and shaping how we see, celebrate, and express beauty.

From Armenian-American glam to skincare for mature women, retro throwbacks to skin-positive art, these influencers aren’t just trendsetters—they’re movement-makers. Whether you’re here to learn a new makeup trick or dive deeper into the personalities driving beauty culture forward, this list is your backstage pass to the bold, brilliant, and ever-evolving world of beauty in 2025.

Ourfa Zinali

Location: California

Diving into the glamorous world of beauty through the eyes of Ourfa Zinali reveals a landscape where classic allure meets the vibrancy of contemporary aesthetics. Since her social media inception in 2013, Zinali has captivated a dedicated following with her innovative makeup techniques and personal reflections on beauty. Her Armenian roots not only enrich her identity but also weave into her content, bringing a unique cultural perspective to her beauty narratives.

The Ourfa Zinali and Milani Cosmetics Ourfa Holiday Collection collaboration was a standout moment in her career, marrying her artistic vision with Milani’s renowned product quality. This partnership created a range of beauty essentials that speak to Ourfa's passion for inclusive beauty, emphasizing her belief in makeup as a tool for empowerment and self-expression. From red carpet ready looks to those inspired by the retro charm of the '90s, Ourfa’s content is a rich tapestry of tutorials that guide her audience through the artistry of makeup.

Mikayla Nogueira

Location: Massachusetts

Mikayla Nogueira's entry into the world of beauty and cosmetics traces back to a childhood curiosity sparked by an Avon catalog, marking the beginning of a lifelong affair with makeup. She launched her TikTok channel in March 2020 during the COVID-19 pandemic, sharing tutorials, product reviews, and beauty routines with her New England charm. Her commitment to her followers is unparalleled, with a filming schedule as meticulous as her makeup techniques, ensuring her online community gets a daily dose of her vibrant personality and expert advice.

Collaborations with brands like Glamlite and Glow Recipe have cemented Mikayla's status as a trusted voice in the beauty sphere, while partnerships with giants such as Charlotte Tilbury and Maybelline underscore her influence across the industry. A personal highlight was creating bespoke lipstick and liner with E.l.f. Cosmetics for her wedding. Mikayla is pursuing an esthetician license, demonstrating her commitment to expanding her expertise and inspiring her audience to follow their dreams with authenticity.

Meredith Duxbury

Location: New York

Meredith Duxbury's path in the beauty arena has been marked by her distinctive full-glam makeup application and innovative techniques that resonate with millions. With a daring approach to beauty, Meredith transformed the makeup application process into an art form, gaining widespread notice for her method of applying foundation with her hands. This technique became synonymous with her personal brand and showcased her creative flair and dedication to pushing conventional makeup boundaries. Her willingness to experiment with bold blush and utilize TikTok filters further solidified her status as a trendsetter.

Beyond her content creation, Meredith Duxbury's influence extends into notable collaborations with prestigious brands such as Morphe, where she led the “Morphe Making You Blush” line, and partnerships with beauty giants like Sephora and Charlotte Tilbury, reflecting her significant impact on the industry. From makeshift recording setups to becoming a beacon for aspiring makeup enthusiasts, Meredith's journey is a testament to her passion, innovation, and the authentic connection she fosters with her audience. 

Kat James

Location: California

Kat James, known as @shinebykatjames, is a seasoned beauty influencer with three decades of experience as a licensed aesthetician and celebrity makeup artist. Navigating the world of beauty with an experienced hand and a sparkle in her eye, she provides trusted advice on skincare and makeup, focusing on both essential products and beauty gadgets. Her content emphasizes understanding and appreciating beauty's role in enhancing natural charm.

Kat caters to a diverse audience, particularly those over 40 seeking advice on mature skincare. She advocates for a holistic approach to beauty, intertwining it with wellness and nutrition. As an award-winning author on leptin, she extends her influence beyond surface-level beauty. Kat's partnerships with brands like Augustinus Bader and Jane Iredale, along with her online store, Shine by Kat James, highlight her commitment to quality and authenticityKat James' dedication to genuine, high-quality products is evident in her collaborations with brands like Augustinus Bader and Jane Iredale, as well as her online store, Shine by Kat James.

katie.org

Katie Raymond's journey through the landscape of makeup and styling on TikTok has evolved into a rich resource of beauty wisdom and fashion advice for an eager and growing audience. Her initial foray into the world of online content using ILIA Beauty's offerings marked the beginning of a series of engaging posts that adeptly blend cosmetic expertise with actionable styling guidance. Katie's knack for creating content that both educates and inspires is evident in her high-view videos like "Glowing Skin Routine" and "5-Minute Makeup Transformation," demonstrating her skill and her ability to resonate deeply with her followers.

Whether collaborating with icons like Gwen Stefani, unveiling her favorite Black Friday picks from her curated Amazon storefront, or sharing exclusive promo codes for trusted brands, her content seamlessly marries insightful beauty advice with her personal journey. This blend of expert advice and personal touch has solidified her position as a trusted voice in the beauty community.

James Charles

Location: Los Angeles

James Charles’s journey from a self-taught makeup enthusiast to the first male ambassador for CoverGirl showcases his ability to redefine norms and inspire a generation. Charles's YouTube channel became a platform for transformation, not just showcasing vibrant colors and intricate eye looks but also blending humor with beauty tutorials. His style is characterized by boldness and creativity, leading to collaborations with brands like Morphe and the launch of his own beauty competition show, Instant Influencer.

Beyond traditional tutorials, James' celebrity collaborations, videos including working with Iggy Azalea, and participating in unique makeup challenges often go viral. His charismatic personality and genuine passion for makeup artistry have garnered a loyal following he affectionately calls "sisters." Influenced by icons like Jaclyn Hill and Nikkie de Jager, James Charles continues to push boundaries, proving that makeup is an art form accessible to everyone, regardless of gender, and inspiring his audience to experiment fearlessly with their creativity.

Brooke Ashley Hall

Location: Las Vegas

Brooke Ashley Hall stands as a beacon of contemporary fairy tales, her life glistening with the sparkle of social media's allure. Far from being just another influencer, Brooke embodies the essence of modern femininity—she's at the forefront of fashion, embraces a healthy lifestyle, and places her family at the core of her universe. Alongside Marco Hall, her partner in both life and creativity, she transforms the mundane into magical on their YouTube channel, The Beverly Halls. Here, playful pranks and engaging challenges are woven seamlessly with touching snippets of family life.

On her solo platform, Brooke emerges as the friend you've longed for, offering candid insights into the latest in beauty and style trends. Her evolution from a young mother facing challenges to a commanding presence in the influencer realm is truly motivational. Brooke's talent lies in her ability to merge fashion with meaningful content, maintaining authenticity. This unique blend not only attracts a loyal audience but also positions her as a sought-after figure for stylish brand partnerships.

Hannah Cho

Location: Toronto

Creator Hannah Cho is as radiant in her videos on TikTok as those get-ready montages with a snappy, one-of-a-kind blend of beauty and lifestyle knowledge, building a following with effortless ease. Working with industry leaders like Fenty Beauty, her work has ranked alongside some of the most versatile personalities in the digital space. Her rise into an internet sensation came on the back of a viral Dalgona Coffee video that thrust her into the limelight with world trends. 

Offscreen, her content indeed goes to the root of Korean-American roots and many times features sister Lauren standing side by side with each other, reminding their audience about the need to foster family ties and hold on to culture. In that light, being the shining example of such representation, Hannah Cho brings to life her personal brand of Hannah Cho Beauty to signal the authenticity and pride needed in the face of diversity.

Huda Beauty

Location: Dubai

No beauty influencer list would be complete without Huda Beauty. Huda Kattan’s journey began with a simple blog in 2010, dedicated to makeup tips and DIY beauty hacks. By 2013, with her sisters by her side, Kattan launched Huda Beauty, known for its mesmerizing eyeshadow palettes and luscious lip glosses, with annual sales surpassing Time and Forbes recognized $200M. Huda for her influential presence online and her status as a top beauty influencer and wealthy self-made woman.

Kattan's social media prowess focuses particularly on Instagram, where Huda Beauty reigns as the most followed beauty brand. Huda’s commitment to social causes, including a significant donation to the NAACP to support global health initiatives, showcases the brand's broader mission to not only beautify but also make a positive impact on the world.

Stephanie Peña

Location: Houston

Stephanie Peña has evolved from a passionate Instagram storyteller in 2014 to an award-winning, social-first influencer who redefines beauty and lifestyle online. With her authentic "get-ready-with-me" videos and engaging parenting insights, Followers get to peek into Stephanie's life with her daily updates. Stephanie has built a brand that feels both relatable and expert. Pivoting to TikTok in 2020 was a move that not only skyrocketed her following but also showcased her keen ability to harness trends with her storytelling.

Stephanie has partnered with top names like MAC Cosmetics, Dove, and Tatcha Beauty, proving that success comes from aligning with brands that mirror your values. Her bilingual approach and the launch of her own luxury sleepwear line underline her commitment to building a strong brand while representing her heritage. Stephanie’s journey isn’t just about hitting milestones—it’s about building a community through insightful, confident content that encourages others to pursue their passions while staying true to themselves

Team up with the voices of beauty

It’s not surprising that these influencers have launched into the spotlight – their unique perspectives, storytelling, and beauty tips are delivered in the most digestible and entertaining format. 

Through strategic partnerships and creative content, these creators offer a blueprint for what it means to engage and inspire in the social age. Viral Nation connects brands with influencers who not only have an impressive reach but also the ability to tell compelling stories that resonate with audiences. 

Our talent roster is a testament to our commitment to diversity, creativity, and innovation. If you’re looking to elevate your brand with influencers who lead with heart and style, let’s talk about crafting campaigns that stand out and make an impact.