Rising TikTok beauty creators
These creators may have fewer than 4M followers, but they’re commanding serious influence and sparking industry change
The beauty industry has long leaned on influencers, but today’s most impactful creators aren’t necessarily the ones with the biggest followings. They’re the ones building trust, pushing for inclusion, and turning niche knowledge into community-driven impact.
A new wave of beauty creators, each with fewer than 4 million TikTok followers, are commanding real influence and sparking industry-wide shifts. Backed by engagement data and agency insights, this group is redefining what successful beauty marketing looks like in 2025.
This article explores who they are, what makes them effective partners, and why marketers should take notes.
Short on time?
Here’s a table of contents for quick access:
- Why creators are core to beauty marketing
- Meet the 10 rising stars of TikTok beauty
- What marketers should know: strategy takeaways
Patrecia Meliana
Why creators are core to beauty marketing
Influencers are no longer a nice-to-have in beauty marketing. They are the growth engine. A recent CreativeX report analyzing 1.6 million ads found that beauty brands allocated approximately 31% of their total media spend to creator content over the past 18 months. That’s 17.9% more than alcohol brands and significantly higher than CPG and consumer health categories.
Why? Because beauty creators show products in action. They spark trends, model routines, and give audiences a reason to care.
From get-ready-with-me (GRWM) content to honest product reviews, these creators drive conversion by building trust. And with authenticity in high demand, brands are now prioritizing creators who bring realness, inclusion, and cultural awareness to every post.
Patrecia Meliana
Meet the 10 rising stars of TikTok beauty
From skincare scientists to representation advocates, these rising stars are setting new standards for what impactful brand partnerships look like. Here are 10 creators shaping the future of beauty marketing today.
1. Destinee Wray
@destineewrayy
TikTok followers: 3.9M
Notable partners: SheaMoisture, Aussie Hair, Knotless Gang
Known for: Relatable GRWM content and curly hair tutorials.
Why she matters: Wray’s approachable personality and commitment to natural hair representation drive both engagement and audience loyalty.
2. Monet McMichael
@monetmcmichael
TikTok followers: 3.8M
Notable partners: Dove, Kiehl’s, L’Oréal Paris
Known for: Chatty, trend-driven content with humor and high energy.
Why she matters: McMichael’s cross-vertical appeal makes her one of the most requested creators across beauty, lifestyle, and even home decor.
3. Golloria
@golloria
TikTok followers: 3.3M
Notable partners: Glow Recipe, Fenty Beauty, Sephora
Known for: Honest product reviews and shade inclusivity advocacy.
Why she matters: Golloria’s “darkest shade” series has already influenced product reformulations. Her seal of approval is meaningful currency for beauty brands.
4. Cynthia Victor
@shawtysin
TikTok followers: 2M
Notable partners: Ulta Beauty, Sol de Janeiro, Dove
Known for: Vibrant makeup looks and championing plus-size and dark-skin representation.
Why she matters: Victor is a strong voice for body positivity and cultural authenticity, which resonates deeply with underrepresented communities.
5. Abbey Yung
@abbeyyung
TikTok followers: 1.9M
Notable partners: OGX Beauty, Vaseline, Nioxin
Known for: Scientific product reviews and haircare tutorials.
Why she matters: As a certified trichologist, Yung offers ingredient-level analysis that builds trust and drives high-intent conversions.
6. Aylen Park
@aylennpark
TikTok followers: 1.5M
Notable partners: L’Oréal, Dior, Nivea
Known for: Multigenerational beauty videos featuring her mom.
Why she matters: Park’s content blends humor, authenticity, and cross-cultural identity that appeals to a wide demographic.
7. Wendy Ly
@wendyskin
TikTok followers: 1.2M
Notable partners: Sephora, Ulta Beauty, Kiehl’s
Known for: Transparent skincare reviews and fun editing.
Why she matters: Her series-driven format and loyal audience of “Skindys” make her a solid bet for repeat engagement.
8. Emily Ha
@_emilyha25 Comment your favorite pieces! 💖 @CHARLESKEITHOFFICIAL #CHARLESKEITHFW2025
♬ original sound - Emily Ha
TikTok followers: 1.2M
Notable partners: Ulta, Sephora, Kiehl’s
Known for: Relatable teen content and trend-based videos.
Why she matters: Ha’s multi-platform presence and youthful energy make her a standout for Gen Z-facing campaigns.
9. Gillian Grace
@gillianxgrace
TikTok followers: 1.1M
Notable partners: Salt & Stone, Youth to the People, Tory Burch
Known for: Low-key, product-focused content often filmed in her car.
Why she matters: Kasko is highly adaptable across brand tiers, making her an asset for both premium and mass-market beauty campaigns.
10. Roger Ma
@rogerwh0
TikTok followers: 720K
Notable partners: Glossier, Thayers, La Roche-Posay
Known for: Skincare tutorials tailored to men, with UV camera analysis.
Why he matters: Ma fills an underrepresented space in beauty, offering simple and scientific advice for a male audience that is growing fast.
What marketers should know
Today’s most impactful creators are winning with authenticity, expertise, and real audience connections. Here are the key takeaways for marketers looking to build lasting relevance in this new era of beauty marketing.
1. Engagement trumps follower count
Every creator listed here has under 4 million followers, yet many outperform macro-influencers on engagement. Look at comments, shares, and the type of audience interaction rather than top-line metrics.
2. Representation equals relevance
Creators like Golloria George and Cynthia Victor are pushing for real diversity, and brands that partner authentically will benefit. Representation is not just a moral choice—it’s a strategic one.
3. Deep expertise builds credibility
Audiences trust creators who know their stuff. Whether it’s Abbey Yung’s product chemistry breakdowns or Roger Ma’s sunscreen tests, educational content drives both retention and conversion.
4. Authenticity still wins
From GRWM formats to bilingual family content, the common thread is realness. Beauty creators who connect through story and culture will continue to outperform heavily produced influencer campaigns.
Beauty brands can no longer afford to chase vanity metrics or trend-driven influencers who lack substance. The next era of beauty marketing belongs to creators who lead with integrity, advocate for change, and understand the nuances of their audience.
These 10 creators are shaping what authentic, effective brand partnerships look like today. For marketers, the opportunity is to invest early, partner authentically, and build relevance that lasts.
