Okay, I’m about to spill the latest gossip on YouTube’s beauty channels! The beauty industry continues to push boundaries and 2025 has brought us an amazing new generation of makeup legends who are defining how we view beauty. As someone who’s been obsessed with beauty content since forever, I’ve spent countless hours watching tutorials, reviews, and transformations to bring you this definitive guide to the best beauty influencers of YouTube in 2025.
Let’s be honest – a small platform does not restrict the range of our view. Today, I discuss the powerful beauty social experts who are set to change our feeds and the business in 2025. These creators, both old pros and newbies, are more than just product demonstrators; they are the movers and shakers of the beauty industry. their creativity, sincere attitude, and business acumen are generating new trends in beauty world.
Why Beauty Influencers Matter in 2025
Before we jump into our top creators, it is important to take into account why they have had such an impact. The beauty industry’s dependence on creators has changed drastically over the last few years. By 2025, it’s not enough to have a pretty face for the camera – It’s about building real relationships, speaking up for big issues, and sometimes running companies worth millions.
New statistics show that influencer marketing is becoming popular with 36 percent of US men and 42 percent of US women interacting with influencers or content creators on social platforms. The value of economic worth of digital influencer marketing has skyrocketed, reaching a peak of 16.4 billion U.S. dollars.
1. James Charles: The Controversial Crown Holder
Love him or hate him, James Charles remains one of the most influential creators in the beauty space. His channel has over 24 million subscribers, and he was the first male spokesperson for CoverGirl.
The man knows how to create content that gets people talking, even if it’s not always for the right reasons. His tutorials are technically solid, but the drama that seems to follow him around makes watching his content feel like you’re getting beauty tips with a side of reality TV chaos.
2. Nikkie de Jager (NikkieTutorials): Breaking Barriers with Beauty
Nikkie Tutorials, also known as Nikkie de Jager, is still a giant in the beauty industry as of 2025. The beauty vlogger has been in the business for quite a long time, since 2008, but her “The Power of Makeup” is still relevant.
In 2017, Nikkie was named one of the best beauty influencers by Forbes magazine and she also won the “YouTube Guru” award at the Shorty Awards and the “Choice Fashion/Beauty Web Star” at the Teen Choice Awards.
Nikkie Tutorials, in 2025, still enchants her audience with her artistic vision and work in advocacy. Notably, she lost a lot of personal life in 2018 when her brother died of cancer, but she also gained a lot of professional milestones and eventually transformed that hardship into a motivation to spread positivity.
Her Impact in 2025
Nikkie remains as one of the best beauty creators of 2025 with more than 14 million followers on Youtube. She has boosted her collaborations with brands and recently introduced popular makeup lines which focus on self-expression and inclusivity. It’s her ability to apply makeup and her friendly and homey disposition that makes her standout from numerous creators.
Her flexibility and staunch adherence to her own values have guaranteed that Nikkie has stayed one of the most influential people in the industry. NikkieTutorials has been able to stay up to date by forcing the beauty industry to think again and focus on inclusiveness, which is what keeps it alive.
I have learned so much by watching Nikkie’s journey, she’s taught me that makeup can be more than just a skill set but a means of inspiring self-love and social impact. Her collaborations with celebs such as Kim Kardashian and Adele has brought her to the forefront of influencing beauty in 2025, and she is not diminished and continues to prove that she has no plans to
3. Nikita Dragun: The Mother of Draguns
As the year 2025 went on, Nikita Dragun always consolidated her position as a fearless and creative power in beauty. 2013 she also launched her career on YouTube making herself the fastest beauty influencer while being open about her transgender status.
In March 2019, Nikita released Dragun Beauty, a makeup brand that catered to the wider audience and trans persons. She decided to go on solo venture of launching her brand since all her products are vegan and cruelty free.
Her commitment to trans inclusivity in beauty is what defines Nikita, and the same commitment remains the key element in her brand’s strategy in 2025.
Some of Nikita’s business ventures are the merchandise brand Bad Bitch, and her own documentary series on Snapchat Nikita Unfiltered. Educated with a business degree from the Fashion Institute of Design & Merchandising at Los Angeles, Nikita possesses a distinctive expertise mix for her creative entrepreneurial missions.
Dragun Beauty in 2025
Dragun beauty was originally introduced as a scented limited collection, and now it is growing in its reach, far surpassing its first transformation face powder and skin perfection potion. Nikita’s central mission during the entire development of Dragun Beauty has been to democratize transformative and authentic self-expression for all.
According to dragun, “… I’m leading my own beauty brand and witnessing a woman of color, and more specifically, a trans woman of color own a brand made for everyone has always been a dream for me to see”.
Over the past few years Dragun Beauty has remained true to its origins, introducing new formulations and extending inclusivity in their palette offerings. Keeping its unique image and audacious vision, the brand emphasizes Nikita’s style and the high quality and efficiency of the products.
Figures of her 9 million Instagram followers and millions on YouTube make Nikita a global voice; her impact goes beyond the commercial aspirations of her cosmetics brand. She strives to increase transgender visibility in beauty and always delivers videos that break down the industry barriers.
4. Huda Kattan: The Business Empire Builder
Huda Kattan, also known as Huda Beauty, is most famous for her own Huda Beauty cosmetics line that she launched back in 2013. Her YouTube channel, with over 4 million subscribers, has makeup tutorials and beauty hacks.
What’s refreshing about Huda is that she’s never pretended to be your best friend. She’s clearly running a business, and her content reflects that professional approach. Her tutorials are educational rather than entertainment-focused, which is honestly what we need more of.
5. Hyram Yarbro: The Gen Z Skincare Critic
With a combined audience on YouTube and TikTok of more than 10 million, 26-year-old Hyram Yarbro is one of the very best beauty YouTubers out there. He’s extremely popular among Gen Z viewers, thanks to his bright purple hair and scathing reviews of celebrity skincare routines.
Hyram’s approach is refreshingly critical. He’s not afraid to call out expensive products that don’t work or celebrity skincare lines that are pure marketing fluff. His content actually educates viewers about ingredients rather than just telling them what to buy.
6. Tati Westbrook: The “Mother” of Beauty YouTube
Tati Westbrook has earned her reputation as “the mother” of the beauty community on YouTube. Her approach to reviewing products is methodical and honest, which is probably why she’s maintained such a loyal following despite the drama that’s plagued the beauty community.
What I appreciate about Tati is that she actually tests products for extended periods before reviewing them. Revolutionary concept, right?
Rising Stars to Watch in 2025
While household names continue to dominate, we have seen new, bright stars emerging shaping big movements in beauty in 2025. Let’s have a look at some of the up and coming beauty influencers making waves:
Alexandra Anele
Living in Los Angeles, Alexandra is great at offering technical skills that lead to spotless, sculpted makeup styles, and this when it comes to complexion enhancement and contouring. Alexandra shares on her Instagram and YouTube guidelines for makeup, ranging from simple everyday looks to eye-catching, show-stopping looks.
Her method is one that promotes the learning of complex makeup tricks in easy terms thus making her perfect for any novice level makeup lovers as well as professionals in search of expert advice.
Hautemess Tom
As a Youtube micro influencer Hautemess Tom advocates for a mindful strategy of beauty through tutorials on clean products and eco friendly Skincare advice as they fight for “deinfluencing”. Generation Z responds to their eco-friendly and open practices which illustrate their values.
This trend towards sustainability and ethics is pioneering the way in the industry where these are equal to the needs of consumers.
Final Thoughts: The Future of Beauty Influencing
Over the next few years, the world of beauty influencers is likely to change even more. The thing that stays is the value of true connection: the successful creators are those who build meaningful relationships with the audience, continue to value things and constantly push limitations.
Whether you’re a novice makeup fan or an old-hand of beauty seekers these influencers have something for all levels of interest. But no matter if you’re a fan of the classic tutorials of Michelle Phan, the creative looks of Nikkie de Jager, or the pioneers Nikita Dragun, beauty YouTube has never been better.
Why are you hesitating? Do you wish to join the world of successful beauty YouTubers? YouTube world of beauty may be even more saturated now, but with persuasive original ideas and savvy marketing, you are already well on your way to becoming one of the biggest leaders in the field. Regardless of the competition, it’s what you offer and creating useful content that help you stand out.
Who’s your favorite beauty influencer in 2025? Drop a comment below and let me know who I should check out next!
Note: This article was written in May 2025. The beauty influencer landscape changes rapidly, so some information may have evolved by the time you’re reading this!
