Teen mags and Hollywood celebrities have longed served as beauty and fashion inspiration for American youth. These days, we can add another kind of style icon to this list — the YouTube beauty guru.
From Michelle Phan to Bethany Mota (not to mention the entire StyleHaul network on YouTube), these makeup-applying vloggers have a connection with their audiences that can hardly apply to the world of “traditional” celebrity. In the words of Pam Sahota, the account director of social content at DigitasLBi, their relationships with fans over digital are a lot more “personal.”
“YouTube viewers look to today’s vloggers as they would their best friend,” Sahota says. This could be very good news for brands in the realm of makeup, clothing, and accessories. As Sahota continues, “These content creators can be that connective tissue to bringing a brand these true, loyal fans who will be excited about the brand’s beauty products — because their ‘best friend’ is too.”
Here’s the next group of beauty and style mavens who young people all over the world may start looking to for tips on hair and makeup, thanks to data provided by Outrigger Media’s Emerging Talent Tracker tool (disclaimer: this means total subscribers and monthly views could very well have gone up since this data was collected).
- SlateScore: 370
- Total Subs: 6,999
- Monthly Views: 9,409
Providing skincare tips, makeup tutorials, and drag queen look how-tos, Doughty’s channel is undoubtedly fabulous. With professional credentials from Dior and New York theater/film companies, Doughty, formerly known as Ivy Winters, doles out expert tips that you’ll appreciate whether you’re a drag queen or simply anyone who likes to look good in makeup.
- SlateScore: 389
- Total Subs: 10,625
- Monthly Views: 159,480
Having started her YouTube channel just last year, Carina from New Zealand is all about DIY, specializing in skincare products. The below video of her creating “bath bombs” results in a product that looks so professionally made, it shouldn’t be hard to convince others to try out the recipe.
- SlateScore: 444
- Total Subs: 22,049
- Monthly Views: 242,490
Targeting teenage girls everywhere, Danica offers relatable (if you’re a teenage girl, of course) “routine” videos on everything from a winter’s night to a summer morning. Her latest vlogs acknowledge the coming of the school year, and they feature brands in a way that’s very much seamless and in the “my best friend recommended it” style.
- SlateScore: 458
- Total Subs: 36,311
- Monthly Views: 158,610
Created by two fashion loving students in Vancouver, this channel focuses on wardrobe. These girls will virtually take you shopping and show you what to wear, again, as if they were your best friends. The below video is a throwback from Fall of last year, but maybe it will help draw attention to what’s old in your closet.
- SlateScore: 471
- Total Subs: 47,596
- Monthly Views: 321,600
Makeup enthusiasts can count themselves lucky that Hernandez’s Spanish language channel’s tutorials easily translate, thanks to the universal language of style. Her explanations rely on show-and-tell, so anyone can follow her expert tips.
YouTube data provided by Outrigger Media’s OpenSlate platform and Emerging Talent Tracker, which ranks rising YouTube channels by a measure of influence.