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Who’s brand is the undisputed King / Queen of Beauty on Social Media?

We set out to categorically rank the top beauty influencers in the world, taking into account their following across the major platforms.

In Context: How Big is the Beauty Influencer Industry?

The beauty industry itself is big. $160billion ($160,000,000,000) big. The industry is comprised of make-up, skin and hair care, fragrances, cosmetic surgery, health clubs and diet pills – and Americans spend more on the beauty industry than they do on the education sector!


That’s quite a few $0.99 coats…

In terms of influencers, it’s difficult to measure how big this component of the industry is, as there are hundreds of thousands of “micro-businesses” and sub-100k niche follower influencers, however that’s not what we’re looking at.

And further, you can value the individual body parts of the big name influencers – Kim Kardashian for example, insured her butt for a whopping $21M.


$21M. Even covered in sand.

[bctt tweet=”You can value the individual body parts of the big name influencers – Kim Kardashian for example, insured her butt for a whopping $21M.” username=”cntntnet”]

Measuring The Top Influencers

We focused our efforts on the big social channels:

  • Instagram
  • Facebook
  • Twitter
  • YouTube

The size of the entire subscriber market across the top influencers was big. Like, 1 billion subscribers big.

In fact the subscriber population amongst the top 18 influencers alone is so huge, that if it were a country it would be the largest country in the world (Ahead of China by some 251M).

[bctt tweet=”The subscriber population amongst the top 18 influencers alone is so huge, that if it were a country it would be the largest country in the world.” username=”cntntnet”]

Here’s how the social networks stacked up for subscriber populations:

  • Instagram – 692.8M
  • Facebook – 480.1M
  • Twitter – 413.8M
  • YouTube – 67.92M
  • TOTAL –  1,654.62M

So who are the big names in this industry? Well, we ranked them for you.

#1 – Justin Beiber – 316.7M Subscribers

Yeup. The “YouTube sensation” can also add “Instagram sensation” to his titles – with a whopping 98.1M followers on the ‘gram.

Beiber is actually a reasonably established brand in the beauty industry, launching a brand of nail polish in 2010 called “One Less Lonely Girl” and was available exclusively at Walmart on release.

A post shared by Justin Bieber (@justinbieber) on

[bctt tweet=”#1 – Justin Beiber – 316.7M Subscribers” username=”cntntnet”]

#2 – Katy Perry – 249.6M Subscribers

The pop-star, TV star and philanthropist is also an avid beauty icon, with her own fragrance and makeup lines. She also tops our list for Twitter followers (108.9M followers).

Partnering with CoverGirl and launching “Katy Kat Collection”, she’s dug-in deep into the beauty industry.

A post shared by KATY PERRY (@katyperry) on

#3 Demi Lovato – 162M Subscribers

Singer, songwriter & actress but the highest ranked influencer without her own beauty products. Well, she DID launch Devonne by Demi, however visiting the site takes you to a dead-end.

She frequently appears in “shout-outs” for other brands however, and the star kills it on socials.

A post shared by Demi Lovato (@ddlovato) on

 #4 & 5 Kylie & Kendall Jenner – 154M & 131M Subscribers

Sisters Kylie & Kendall Jenner are a powerful brand combined – and both powerhouses in the beauty industry. With Kylie’s recently launched “Kourt X Kylie” under the “Kylie Cosmetic by Kylie Jenner” brand, the influence the pair is building within the industry is growing significantly.

A post shared by Kylie (@kyliejenner) on

A post shared by Kendall (@kendalljenner) on

#6 Victoria’s Secret – 100.9M Subscribers

Easily the world’s most recognisable brand name and most established in our top 5 – the $7.6 billion company boasts a large foot in fashion, beauty & events.

And the brand doesn’t go-it-alone, working with some huge names in the fashion industry such as Miranda Kerr, Tyra Banks, Naomi Campbell, Heidi Klum (to name a few).

#7 Priyanka Chopra – 80.8M Subscribers

Indian actress, singer, film producer, philanthropist, and the winner of the Miss World 2000 pageant, boasts a massive following, and with the Indian beauty market being one of the world’s largest, it’s easy to see why!

#8 H & M – 67.8M Subscribers

A post shared by H&M (@hm) on

#9 Chanel – 62.6M Subscribers

A post shared by CHANEL (@chanelofficial) on

#10 Yuya – 55.7M Subscribers

A post shared by 𝓨𝒖𝒚𝒂 (@yuyacst) on

#11 Dior – 43M Subscribers

A post shared by Dior Official (@dior) on

#12 MAC Cosmetics – 39M Subscribers

#13 Sephora – 34M Subscribers

A post shared by Sephora (@sephora) on

#14 Michael Kors – 32M Subscribers

A post shared by Michael Kors (@michaelkors) on

#15 Gucci – 32M Subscribers

A post shared by Gucci (@gucci) on

#16 Forever 21 – 32M Subscribers

A post shared by forever21 (@forever21) on

#17 Gal Gadot – 29M Subscribers

A post shared by Gal Gadot (@gal_gadot) on

#18 Calvin Klein – 27M Subscribers

A post shared by CALVIN KLEIN (@calvinklein) on

But who really has the largest influence on beauty? You. (And Instagram).

At the end of the day, the consumer votes with their wallet. And trends change quickly. And the largest influencer in the beauty industry of them all has to be Instagram itself. The platform has a phenomenal 692M subscribers across the above list, but a simple change in the way they present content could spin the entire industry on it’s head!

So what did you think of the list? Was it surprising? Do you think some names are more influential regardless of subscribers or followers? Let us know below.

But at the end of the day, there’s only one thing you NEED to know…

This message goes to you:

Want to share list?

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