Los Angeles, United States – The beauty industry has long relied on creators to inspire consumers, shape trends, and drive purchasing decisions. Today, that reliance has only deepened, with creators at the heart of brand growth strategies.
According to a recent analysis by CreativeX, beauty brands have outpaced nearly every other vertical in influencer marketing investment, dedicating 31% of their media spend to creator-led content in the past 18 months. This marks a significantly higher allocation compared to alcohol brands, consumer health, and even CPG sectors. The rationale is clear: creators deliver measurable impact through authenticity, relatability, and their ability to turn recommendations into sales.
In light of this, ADWEEK consulted three leading influencer marketing agencies to highlight the rising creators shaping the next wave of beauty marketing—especially on TikTok. The selection criteria focused on influencers with under 4 million followers who are already working with beauty brands, ensuring they are both impactful and still in high-growth stages.
Among the names leading this wave is Golloria George, who has become a trusted voice advocating for diversity and inclusion in beauty campaigns. Similarly, Cynthia Victor champions plus-size and dark-skin representation, challenging industry norms while opening space for broader consumer engagement. These creators are not only influencing beauty standards but also setting cultural benchmarks for the industry.
Specialization has also proven to be a differentiator. Abbey Yung, for instance, has carved out a niche in haircare expertise, building a loyal following through practical advice and product demonstrations. For brands, such expertise-driven content offers direct pathways to consumer trust and conversion.
The common denominator across these rising stars is authenticity. Each creator maintains credibility with their audiences by sharing honest reviews, personal routines, and transparent conversations about beauty culture. In an era where consumers are increasingly skeptical of traditional advertising, this authenticity translates directly into purchasing behavior.
Captiv8, an influencer marketing platform, provided engagement data to support the selection, underscoring the measurable value these creators bring to brand partnerships. Listed in order of TikTok follower count, the group collectively represents the future of beauty marketing: diverse, authentic, and strategically influential.
For brands navigating a highly competitive beauty landscape, these rising creators offer more than just content partnerships—they represent a cultural pulse. Engaging with them now means investing in the next phase of consumer connection, authenticity, and sustainable brand loyalty.
