LATEST DEVELOPMENT
Beauty brands are investing 31% of total media spend in creator content, with three influencer agencies identifying 10 rising creators under 4M TikTok followers who are driving sales through authentic product reviews, diversity advocacy, and specialized expertise across skincare, haircare, and inclusive beauty representation.
INDUSTRY TALK
"When Golloria likes a product or it matches her skin tone, she gives it her seal of approval by saying, 'Come to the front!' Brands will market products as 'Golloria certified' if she gives it her stamp of approval."
BY THE NUMBERS
Industry investment includes:
31% of beauty brands' total media spend allocated to creator content
17.9% more spending than alcohol brands on influencer marketing
11% more investment than consumer health brands
$2B worth of analyzed ad spend across 1.6M advertisements
All featured creators maintaining under 4M TikTok followers
TOP CREATOR HIGHLIGHTS
Success stories include:
Logan Paul and KSI's Prime Hydration outperforming established sports drinks
Emma Chamberlain's coffee brand securing placement at Whole Foods and Target
MrBeast's Feastables chocolate achieving overnight Walmart distribution
Creator-led brands launching without venture rounds, board meetings, or traditional funding
Direct audience-to-product pipeline bypassing conventional startup infrastructure
SPECIALIZED EXPERTISE
Creator specializations include:
"Abbey Yung method" eight-step haircare process with ingredient analysis
Golloria George's "Come to the front!" approval leading to "Golloria certified" marketing
Rhode reformulating products after George's critical review
Roger Ma using UV cameras for skincare education targeting straight men
Aylen Park creating multicultural beauty content with her mother
SPECIALIZED EXPERTISE
Performance metrics include:
Engagement rates ranging from 3.38% to 14.92% across featured creators
Average views from 119K to 1.6M per post depending on creator
Brand partnerships spanning Sephora, Ulta Beauty, Fenty, and L'Oreal
Cross-platform audiences with Instagram and YouTube followings
Trusted recommendations driving measurable sales conversions
THE BOTTOM LINE
As beauty brands pour unprecedented investment into creator content, these 10 rising influencers prove that authenticity, specialized expertise, and genuine audience trust matter more than massive follower counts—demonstrating how creators who advocate for inclusion, provide scientific education, and maintain authentic connections can directly impact product development and drive significant sales for beauty brands.