Beauty Influencers on TikTok: Part 1 – Powering the Social Media Marketing Wave

Information for this blog post was obtained from The Cirqle, TRIBE Group, and IZEA.

Image Courtesy of Unsplash

In today’s digital era, social media platforms such as Instagram, Snapchat, TikTok, Facebook, and Pinterest have revolutionized marketing strategies across industries. As a marketing major and aspiring TikTok beauty influencer, I am fascinated by how beauty creators impact consumer behavior and digital marketing through content creation.

This blog post—part one in a three-part series—introduces TikTok’s top beauty influencers of 2024, explores their role in brand marketing, and provides insight into strategies for aspiring content creators.

Top 5 Beauty Influencers on TikTok in 2024

The beauty industry thrives on TikTok, where influencers not only follow trends but set them. According to IZEA (2024), the top five beauty influencers of 2024 include:

1. Mari Maria

With over 25.2 million followers, Brazilian beauty influencer Mari Maria is known for product reviews, tutorials, and trend breakdowns. Notably, she promotes both other brands and her own cosmetics line, allowing her to combine personal branding with effective marketing strategies.

2. Mikayla Nogueira

Recognized for her bold Boston accent and high-energy tutorials, Mikayla has amassed over 15.3 million followers. She frequently showcases brands like Fenty Beauty and ColourPop, offering honest reviews and frequent product giveaways—an approach that fosters strong follower loyalty.

3. Emmy Combs

With 9.8 million followers, Emmy Combs stands out as an advocate for self-love. Despite her alopecia diagnosis, she uses makeup as a tool for empowerment and creativity. Her motivational tone and transparency resonate deeply with audiences, further solidifying her influence.

4. Danielle Marcan

Based in London and followed by over 3.5 million users, Danielle is known for her artistic makeup transformations and vintage-inspired looks. She incorporates beauty, fashion, and humor, keeping her content diverse and consistently engaging.

5. Gabxxrielle

Garnering 2.9 million followers, Gabxxrielle specializes in fantasy and creature-inspired makeup looks. Her avant-garde style defies traditional beauty standards and repositions makeup as a form of visual art, emphasizing the creative dimension of beauty marketing.

Influencers and Their Role in Brand Marketing

Beauty influencers have become powerful marketing tools. Their large audiences and content authenticity allow brands to connect with consumers more effectively than traditional advertisements. Collaborations, tutorials, and sponsored posts help influencers drive conversions and foster brand loyalty (Cirqle, n.d.).

TikTok’s Algorithm and Conversion Strategy

TikTok’s algorithm favors engaging, consistent content, enabling influencers to build audiences rapidly. As Cirqle (n.d.) explains, this makes the platform ideal for beauty and fashion brands seeking strong consumer-brand relationships through authentic and viral content strategies.

Building a TikTok Following: Strategy and Authenticity

From my research, one of the key takeaways from TRIBE (n.d.) is that consistency, genuine engagement, and staying on top of trends are essential for TikTok growth. Aspiring influencers should focus on creating original content that resonates emotionally, encourages shares, and reflects their personality. Authenticity is a cornerstone of TikTok’s success—users want creators who are relatable, not overly polished.

Conclusion: The Influence of Beauty Creators on TikTok

TikTok has revolutionized beauty marketing, creating a space where individuals like Mari Maria and Gabxxrielle shape not only trends but also brand strategy. These influencers engage audiences by combining entertainment, expertise, and authenticity—three ingredients for success in social media marketing. As the platform continues to grow, those who understand the intersection of content creation and brand alignment will thrive in the evolving world of digital influence.

References

Cirqle. (n.d.). The power of TikTok: Influencer strategies for fashion and beauty brand conversions. The Cirqle.

TRIBE Group. (n.d.). How to become a TikTok influencer. TRIBE.

IZEA. (2024). Top makeup TikTokers of 2024. IZEA.