Discover the top 10 beauty influencers in the UK, from Instagram makeup creators to TikTok beauty stars shaping the UK beauty industry.
The UK has become one of the world's most influential beauty influencer markets, with social media playing a central role in how consumers discover, research and purchase beauty products. The market is projected to hit £13.8 billion in revenue, and increasingly that spend starts with a creator, not a shelf. In fact, fashion and beauty are now the biggest category in the creator economy, with 21.6% of brands making it their primary influencer play. Nothing else comes close.
It comes down to trust. 67% of shoppers look to beauty influencers before they buy. Only 34% trust a celebrity. The right creator now outsells the famous face. Because the best of them do more than hold up a product. They teach, test and tell you what actually works. Their audiences treat that as advice, not advertising, and that is what moves people from scrolling to buying.
These are ten of the creators leading that conversation in the UK right now. Some are household names, some are quiet specialists, some are just getting started. If you are a brand looking for the right partner, or a beauty fan after your next recommendation, start here.
Niche: Make-up, beauty reviews and lifestyle content
Jamie Genevieve is one of the most recognisable names in UK beauty, built on professional make-up tutorials and product recommendations people actually act on. She has taken that influence and turned it into a business as the founder of VIEVE Cosmetics, moving from creator to brand owner without losing the audience that got her there.
Why she makes the list: with more than 2 million followers across Instagram, TikTok and YouTube, and a beauty brand of her own, Jamie proves the commercial power of being trusted beauty creator.
Known as the "Base Queen", Uche Natori has built a loyal following through flawless complexion tutorials, honest product recommendations and educational beauty content. Her expertise in creating the perfect base has made her one of the leading creators in the beauty industry that audiences turn to for make-up inspiration. Blending expert techniques with an approachable style, she's become a trusted source of beauty inspiration for consumers and major beauty brands alike.
Why she makes the list: named TikTok's Fashion & Beauty Content Creator of the Year in 2024, a mark of both her craft and her pull with brands, rightfully earning her a spot as one of the Top UK Beauty Influencers.
Lydia Fowler is known for her polished looks that her audience can actually replicate. Her tutorials, product reviews and beauty routines resonate with a highly engaged audience. Her tutorials, reviews and routines mix luxury with high street, which keeps her content useful to a wide audience rather than just the people who can afford the top shelf. That accessibility has made her one of the UKs fastest rising and most trusted beauty creators.
Why she makes the list: with over 500,000 Instagram followers and 380,000-plus on TikTok, Lydia has built genuinely engaged multi-platform audience that keep returning for her beauty expertise.
Niche: Skincare, cosmetic dermatology and evidence-led beauty advice
As an award-winning medical and cosmetic doctor, Dr Ewoma Omaukeleghe brings something most creators cannot: clinical authority to social media, making her one of the UK's most trusted skincare creators. Her content e pairs professional expertise with accessible advice, helping her audience make informed decisions rather than impulse buys.In a category full of noise, this evidence-led content approach has established her as a respected beauty content creator and skincare authority.
Why she makes the list: selected as a judge for the Marie Claire UK Skin Awards, recognition as one of the UK's leading authorities on skincare and cosmetic medicine.
ad if there's one thing I see you girls skimping on in your skincare routine, it's a good quality cleanser... this is the new Total Moisture Daily Cleansing Gel from @Medik8 why you’ll love it as much as I do… — the texture is so luxurious and creamy — clinically proven to deliver continuous hydration until your next cleanse* — clinically proven to effectively remove makeup and sunscreen* — doesn’t strip or dry out the skin *pprovenia ex vivo study measuring Ki67 protein marker for cell proliferation vs. untreated control after 24 hour
Niche: Men's grooming, skincare, beauty and lifestyle
Danny Defreitas is one of the UK's leading male beauty creators, drawing on a background as a professional hair and make-up artist to produce grooming and skincare content that feels expert but approachable.His work is is earning him the recognition as one of the UKs most recognisable beauty talents, whilst widening who beauty content is for, helping push representation forward in the space.
Why he makes the list: before going full-time, Danny styled celebrities including Rita Ora, Salma Hayek and Jess Glynne, and worked with Vogue, Samsung and the BRIT Awards, a pedigree that shows in every post.
Niche: Make-up tutorials, beauty transformations and product reviews
Tyra MUA has built a loyal following through her creative, trend-led approach to beauty content. Known for designing make-up looks inspired by major brands, sporting events, films and viral social media moments, she consistently finds fresh ways to connect beauty with wider pop culture. From Formula 1-inspired glam to Women's T20 World Cup looks and cinematic recreations, her content blends artistry with storytelling, helping her stand out as an innovative beauty influencer within the UK beauty space.
Why she makes the list: Tyra’s brand-inspired concepts have earned collaborations with major names looking to tap into trend-led social content, proof that creativity is its own commercial asset.
Niche: Beauty, hairstyling, beauty history and cultural commentary
Mikai McDermott brings a distinctive perspective to the UK beauty space, combining practical beauty tutorials with thoughtful discussions on beauty history, identity and culture. Alongside creating engaging beauty and lifestyle content, she is also a professional hairstylist and writer, making her one of the most insightful beauty creators in the industry. Her blend of creativity and expertise has earned her collaborations with some of the biggest names in beauty.
Why she makes the list: In 2025, Mikai launched her own UK-exclusive M·A·C Lip Kit, her first product with the brand and a milestone after years of collaboration.
Niche: Creative make-up, editorial looks, vegan and cruelty-free beauty
Frankie Darling has built a reputation for her bold, artistic approach to make-up, creating colourful editorial looks that showcase beauty as a form of self-expression. Her content combines expert technique with a passion for vegan beauty and cruelty-free beauty, making her a standout creator for audiences interested in ethical and creative cosmetics. From graphic eye looks to experimental trends, Frankie brings a unique perspective to the UK beauty scene and has become a recognisable beauty content creator across TikTok and Instagram.
Why she makes the list: A combined audience of more than 400,000 across Instagram and TikTok, and a dedicated community drawn to her vibrant, experimental work. Frankie’s content goes beyond the surface level, incorporating important messaging to support real global issues.
Love adding this product to make my blush super paleeee @Haus Labs color fuse glassy blush stick ‘glassy pomelo’ @DanessaMyricksBeauty colorfix mattes ‘lift’ #makeup#makeuptutorial#blush
Niche: Make-up artistry, beauty education and inclusive beauty
Also known as The Plastic Boy, Gary Thompson is one of the UK’s most influential male beauty creators and a pioneer for greater representation in the industry. Through bold make-up looks, reviews and honest conversations around diversity and inclusivity, he has helped challenge traditional beauty standards and inspire a new generation of creators. His work has established him as a leading male beauty influencer audiences look to for creativity, expertise and authenticity.
Niche: Family beauty content, make-up tutorials and mother-daughter creator content
Shab and Kassie are one of the UK's most recognisable beauty duos, blending make-up with authentic mother-daughter moments. Built on Kassie's make-up skills from a young age, their product testing, routines and creative looks have earned a huge global audience and tapped into the fast-growing pull of family-led content.
Why they make the list: a TikTok audience of more than 5 million, with mother-daughter content that pulls in millions of views.
Getting beauty influencer marketing right is not about booking the biggest name and hoping. The campaigns that work are built on the right match, the right platform and the right kind of trust. Here is how the best brands approach it, and how Disrupt approaches it for them.
Pick for influence, not follower count. A big number does not guarantee a result. Engagement, audience trust and the quality of a creator's community matter far more than reach on its own. Micro-influencers are often the sharpest tool for a beauty brand, because their recommendations land as personal advice rather than a paid placement. The skill is in the selection, finding credible creators with the trust, tone and aesthetic to represent your brand properly.
Match the creator to the product. The best partnerships feel obvious. A skincare specialist, a make-up artist, a male beauty creator, a vegan beauty expert, each suits a different brief. Get the fit right and the content works because it belongs; get it wrong and the audience sees straight through it.
Give creators room to be authentic. Beauty audiences are knowledgeable and quick to spot anything forced. The brands that win give creators the freedom to show a product their own way, because that is what earns a genuine recommendation. Authenticity is not a nice-to-have in beauty. It is the whole point.
Choose the platform for the job. TikTok drives discovery through trends and tutorials. Instagram is built for polished launches and visual storytelling. YouTube still owns the in-depth review. The platform should follow the objective, not the other way round, and strong content production is what ties it together.
Balance seeding with paid. Product seeding builds relationships and earns organic advocacy. Paid partnerships give you guaranteed content and measurable results. The strongest strategies use both, turning one-off posts into long-term creator relationships.
This is exactly the work Disrupt does for beauty brands. From influencer selection and seeding to full campaign management and reporting, Disrupt connects brands with creators who genuinely influence what audiences buy, and runs the whole thing end to end. Whether you are launching a product, building a community or scaling your creator strategy, this is where culture-first beauty meets creator credibility.
The opportunities in beauty influencer marketing are only growing. If you are ready to turn creator collaborations into real commercial impact, now is the time to act. Partner with a beauty influencer marketing agency that knows how to find the right creators and build campaigns that deliver. Get in touch today.
Want insights into the most impactful influencers across other markets? Explore our industry-by-industry picks.
How do luxury and premium brands scale through creators without losing what makes them special? Disrupt took to Creator Fest Europe with Bremont Watches and Vinted to find out.
At Cannes Lions 2026, Disrupt asked brands one question: How much of your influence would survive if you stopped paying for it?
01 July 2026
5 MIN READ
YOU'VE GOT QUESTIONS.
WE'VE GOT THE ANSWERS.
What is a beauty influencer?
A beauty influencer is a creator who shares content around make-up, skincare, haircare and highlights any area of beauty across platforms such as Instagram, TikTok and YouTube. They influence audience opinions and purchasing decisions through reviews, tutorials and recommendations.
Who are the top beauty influencers in the UK?
Some of the top beauty influencers UK audiences follow include Jamie Genevieve, Uche Natori, Dr Ewoma Omaukeleghe, Gary Thompson and more highlighted in our Top 10 list. These creators have built loyal communities through expert advice, engaging content and strong brand partnerships.
Which platforms do UK beauty influencers use most?
The main platforms for UK beauty creators are Instagram, TikTok and YouTube. TikTok is particularly influential for viral beauty trends, while Instagram and YouTube remain popular for tutorials, reviews and long form content.
What is the difference between a beauty influencer and a beauty blogger?
A beauty blogger traditionally focuses on written content such as reviews and guides, while a beauty influencer creates content across social platforms. Many modern creators combine both roles through blogs, videos and social media.
Are there sustainable or vegan beauty influencers in the UK?
Yes, many creators focus on ethical beauty, including sustainable, vegan and cruelty-free products. These influencers help audiences discover brands that prioritise responsible ingredients and practices such as Frankie Darling in this Top 10 list.
Are there male beauty influencers in the UK?
Yes, male beauty creators are an important part of the UK beauty industry. Male beauty influencers UK audiences follow, such as Gary Thompson and Danny Defreitas in this list, are helping redefine beauty through make-up, grooming and skincare content.
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