Top 10 Beauty Vloggers on YouTube in 2025

The beauty community on YouTube is thriving in 2025, driving trends and product sales across social media. Beauty content – from makeup tutorials to honest product reviews – has massive influence on consumer behavior. In fact, nearly half of U.S. shoppers say social media has led them to spend more on cosmetics, and 42% of consumers would buy a product recommended by an influencer. This speaks to the persuasive power of beauty content creators. Below, we spotlight the top 10 beauty vloggers on YouTube in 2025 (mostly U.S.-based and focused on makeup) – the influential content creators setting trends with casual yet informative style. We’ll also highlight two rising stars to watch.

Figure: Top beauty YouTube influencers and their approximate subscriber counts. Leading channels like Jeffree Star (~15.7M subscribers) and NikkieTutorials (~14.7M) reach massive audiences. Such scale gives these creators major sway over beauty trends and product sales. Even mid-tier influencers with 3–8 million subscribers can regularly drive makeup items to sell out after a single video. (Data sourced from Feedspot)

1. NikkieTutorials (Nikkie de Jager)

Subscribers: ~14.7 million on YouTube – one of the largest beauty channels worldwide.
Content & Style: Nikkie is a veteran beauty guru who started her channel in 2008 as a teenager. She delivers everything from everyday glam looks to avant-garde artistry, always with flawless technique and an upbeat, personable style. Her famous “Power of Makeup” video – where she applied makeup to only half her face – went viral for its empowering message embracing natural beauty alongside makeup magic. Nikkie is beloved for her honest product reviews and skilled tutorials that feel like learning from a talented friend. In 2020, Nikkie came out as transgender to millions of viewers, and she now also uses her platform to champion inclusivity and self-love. She collaborates frequently with top brands and even celebrity guests (she famously did Adele’s makeup on her channel). Why Follow: For professional-quality makeup tips delivered in a fun, relatable way – NikkieTutorials is an absolute must-follow beauty icon of 2025.

2. Jeffree Star

Subscribers: ~15.7 million on YouTube (plus 13M+ on Instagram).
Content & Style: Jeffree Star is a controversial beauty mogul who has undeniably shaped the online makeup world. Known for his striking hot-pink hair and unfiltered opinions, Jeffree’s videos are equal parts entertaining and brutally honest. He built a cosmetics empire (Jeffree Star Cosmetics) and often features lavish visuals – from his pink mansions to fleets of luxury cars – but it’s his product reviews and tutorials that keep millions watching. Jeffree’s review videos are almost legendary for their candor; if a product is sub-par, he will not hold back, and a single Jeffree Star review can make or break a product’s reputation. Fans love this tell-it-like-it-is approach and high-glam style. He has collaborated on mega-hyped collections (like the record-breaking “Conspiracy” palette collab with Shane Dawson), and his own brand’s launches often sell out instantly. Why Follow: Jeffree brings drama and extravagance to beauty content – but also deep product knowledge. Love him or hate him, his tutorials and reviews are hugely informative, and his influence on makeup trends (from liquid lipstick crazes to highlighting techniques) remains significant in 2025.

3. Bretman Rock

Subscribers: ~8.8 million on YouTube (plus 18M+ each on Instagram and TikTok).
Content & Style: Bretman Rock is as much an entertainer as he is a beauty influencer. This Filipino-American creator started with comedic Vines and Instagram skits and parlayed his bold, flamboyant personality into a thriving beauty career. His channel features an addictive mix of fabulous makeup looks and humor – one minute he’s doing a genuinely skilled eyeshadow tutorial, the next he’s making you laugh with an off-the-cuff joke. Bretman’s unfiltered realness and catchphrases (“da baddest”) make his videos feel like hanging out with a hilarious, glam friend. He breaks stereotypes as a proud member of the LGBTQ+ community, showing that makeup is for everyone. Bretman has also crossed into mainstream entertainment – he’s appeared on red carpets, had its own MTV reality show, and written a memoir – all while staying true to his beauty roots. He’s collaborated on makeup lines (his Wet n Wild “Jungle Rock” collection famously sold out) and continues to rank among the top influencers year after year. Why Follow: For a guaranteed good time and great makeup tips. Bretman’s content will make you laugh, boost your confidence, and inspire you to play with makeup in bold new ways.

4. Huda Kattan (Huda Beauty)

Subscribers: ~4.2 million on YouTube (and a beauty empire with 57M on Instagram).
Content & Style: Huda Kattan is a makeup artist-turned-entrepreneur who built one of the world’s top beauty brands. Based in Dubai but born in the U.S., Huda started by posting beauty tutorials and hacks online, which gained her a loyal following for their engaging and down-to-earth tone. She famously shared DIY beauty tricks and honest opinions on products. In 2013, she launched her own cosmetics line, Huda Beauty, which skyrocketed – today Huda Beauty is among the top makeup brands globally. On YouTube, Huda’s channel features makeup tutorials, product reviews, and behind-the-scenes looks at her business. Fans love that she combines professional artistry with an approachable vibe, often bringing her sisters or employees into fun challenge videos. Why Follow: Huda offers the perspective of a successful beauty CEO who still genuinely loves the art of makeup. You’ll learn pro techniques (like flawless contouring and bold Middle Eastern-inspired eye looks) and get first dibs on Huda Beauty product demos. She’s both a trend-setter and a mentor figure in the beauty community.

5. Tati Westbrook

Subscribers: ~8 million on YouTube (long known by her channel name GlamLifeGuru).
Content & Style: Tati is an OG beauty YouTuber revered for her thorough, no-nonsense reviews. An American influencer and makeup artist, she’s been on YouTube for over a decade and built a reputation as a trusted voice. Tati’s videos often focus on testing new makeup (from drugstore bargains to luxury brands) and giving in-depth critiques. Viewers appreciate her detailed, honest assessments – she’s not afraid to spend weeks testing a foundation or to frankly say when a hyped product disappoints. This commitment to unbiased reviews has earned her a very loyal following. Tati also does tutorials ranging from everyday looks to full-glam transformations, always emphasizing technique and product quality. After some hiatus in recent years, she made a comeback and continues to maintain an engaged fanbase. Why Follow: If you want trustworthy advice on what makeup is worth your money, Tati is your go-to. She brings a mature, informative style (imagine a beauty-obsessed big sister who’s tried everything) and still keeps content fun with occasional challenges and personal vlogs. In an era of quick TikTok reviews, Tati’s long-form videos remain a gold standard for beauty enthusiasts seeking depth and credibility.

6. Jaclyn Hill

Subscribers: ~5.5 million on YouTube.
Content & Style: Jaclyn Hill is a professional makeup artist turned YouTube star known for her glamorous makeup looks and vibrant personality. She began posting tutorials in 2011 and quickly became one of the platform’s brightest stars, thanks to her high-energy “You guys!” on-camera presence and undeniable makeup skills. Jaclyn’s tutorials often feature dramatic smokey eyes, blinding highlights, and techniques to achieve a flawless Instagram-worthy look. She’s a master at breaking down complex looks into doable steps, making viewers feel capable of achieving full glam at home. Over the years, Jaclyn also became an entrepreneur – she launched her own makeup line (Jaclyn Cosmetics) and collaborations, including a famed highlighter palette with BECCA Cosmetics. While she’s faced some ups and downs (including product launch controversies), her core fanbase remains passionate. Why Follow: Jaclyn brings makeup artist expertise with a fun, chatty delivery. You’ll get tons of product recommendations, behind-the-scenes stories from the beauty industry, and inspiration for both everyday and special occasion makeup. If you love a bit of sparkle and drama in your makeup style, Jaclyn’s channel is a must.

7. Manny MUA (Manny Gutierrez)

Subscribers: ~4.8 million on YouTube.
Content & Style: Manny MUA is one of the top male beauty gurus who helped pave the way for guys in makeup. His channel is a mix of makeup tutorials, product “favorites” videos, and humorous vlogs about his life in the beauty world. Manny’s personality is warm, witty, and approachable – he often chats with viewers as if they’re his close friends, sharing both beauty tips and personal anecdotes. As a makeup artist, Manny can serve up dramatic colorful looks one day and easy “no-makeup” makeup the next. He’s also known for fun challenges and collabs, including videos with his BFF (and fellow beauty boy) Patrick Starrr. Importantly, Manny has been an advocate for inclusivity, famously stating “I believe men can wear makeup and vlog about it just as much as girls can!”. He even became the first male ambassador for Maybelline. Now the founder of his own makeup brand (Lunar Beauty), Manny balances running a business with creating content. Why Follow: For a dose of laughter and learning. Manny’s videos will teach you how to blend eyeshadow like a pro, but also keep you smiling. He’s great at reviewing products in an honest yet upbeat way, and he makes the beauty community feel welcoming to all.

8. Jackie Aina

Subscribers: ~3.5 million on YouTube.
Content & Style: Jackie Aina is a trailblazer for diversity in beauty and a veteran influencer known for her sophisticated makeup looks and sharp commentary. An Army veteran-turned-YouTuber, Jackie rose to fame with her stunning tutorials and willingness to call out industry shortcomings. She has been vocal about the lack of inclusive shade ranges – using her platform to push brands toward greater diversity (notably, she partnered with Too Faced to expand their foundation shades). Jackie’s videos mix flawless makeup application with a fun, sassy sense of humor and catchphrases (her intros “Hello hello hello, beautiful people” make you feel instantly welcome). Whether she’s reviewing the latest launches or doing a themed tutorial, she’ll drop honest opinions and often hilarious asides. Viewers also enjoy peeks into her lifestyle and fashion. In recent years, Jackie launched her own business too – an indulgent candle line called FORVR Mood. Why Follow: Jackie is a must-follow for anyone who values inclusivity and keeping it real. She’ll help you find the best products for deeper skin tones (or any skin tone), all while making you laugh. Her influence has pushed the beauty industry to be more accountable and representative, and in 2025 she remains a respected voice whose recommendations carry weight.

9. Meredith Duxbury

Followers: ~1.4M YouTube subscribers (plus 18M on TikTok).
Claim to Fame: Meredith Duxbury exploded onto the scene with her one-of-a-kind foundation technique – in a viral TikTok, she applied an entire handful (yes, 10 pumps!) of foundation to her face at once, sparking the #FoundationChallenge online. That bold experiment put her on the map, and she’s since become one of TikTok’s biggest beauty stars, now expanding her content on YouTube. Meredith’s style is all about fun, fast-paced makeup transformations. She’ll do short-form videos applying 100 layers of product or creating a dramatic before-and-after look set to music, which keeps younger audiences hooked. Under the playful antics, she does share genuine makeup tips and favorite products, especially through YouTube Shorts and tutorials. At just 24, Meredith’s influence is already leading to brand deals (she’s done a Morphe collaboration) and likely her own product line soon. Why Follow: To stay on top of every viral makeup trend. Meredith brings the creative, trendy side of beauty – following her means you’ll never miss the latest TikTok craze, and you’ll gain a fearless attitude toward trying quirky techniques. Her bubbly personality makes even wild makeup challenges feel approachable and entertaining.

10. Mikayla Nogueira

Followers: 0.8M on her new YouTube (16M on TikTok; 3M on Instagram).
Claim to Fame: Mikayla Nogueira is a 25-year-old makeup artist from Boston who became a TikTok sensation virtually overnight. While she’s relatively new to YouTube, her impact on the beauty community has been profound, so she’s a rising star to watch on all platforms. Mikayla’s authenticity and strong Boston accent make her instantly memorable – when she loves a product, you know she means it, and her enthusiastic, unpolished style feels like chatting with a friend. She started by posting short, frank product reviews and tutorials on TikTok in 2020, and by 2023 she had amassed over 15.9 million TikTok followers thanks to her candid reactions and incredible makeup skills. Fans love her catchphrases and genuine emotion – if a foundation or mascara wows her, her excited happy tears might sell it out by next day! She often spotlights both high-end and affordable makeup, giving pros and cons in a thick Boston brogue. Mikayla has already won a Beauty Influencer of the Year award and launched her own beauty brand (POV Beauty). Why Follow: As Mikayla begins focusing on longer YouTube content, expect the same brutal honesty and passion she’s known for. Following her will keep you in the loop on trending products (many of which she’s responsible for making viral) and give you refreshingly authentic reviews in an age of overhyped ads. She represents the next generation of beauty influencers – relatable, influential, and business-savvy – making her an exciting one to watch on YouTube in 2025.

Conclusion to Top 10 Beauty Vloggers on YouTube in 2025

The mega-influencers above command huge followings, but it’s worth noting the growing power of micro-influencers in beauty. Smaller creators (with, say, 5k–100k followers) often have extremely high engagement rates – studies show they drive ~60% more engagement than macro influencers – and their close-knit audiences trust their recommendations. Brands, including major e-commerce players and Amazon sellers, are increasingly partnering with these micro creators to generate authentic buzz. The content these influencers produce is essentially user-generated content (UGC) that feels organic; an unboxing or tutorial by a micro-influencer can come across as advice from a friend, which is marketing gold for brands. Platforms like Stack Influence (a micro-influencer marketing platform for e-commerce) facilitate these collaborations at scale, making it easier for companies to tap into the power of niche creators.

In summary, the top beauty vloggers of 2025 are not only entertaining millions with makeup knowledge and personality – they’re also shaping purchasing habits and redefining how brands reach consumers. Whether it’s a superstar like NikkieTutorials demonstrating the latest look, or a micro-influencer on Instagram raving about a hidden gem product, beauty content creators drive trends in a way traditional ads simply can’t. If you’re passionate about makeup (or marketing it!), these influencers are your guiding lights. Follow them for daily inspiration, honest reviews, and a front-row seat to where beauty is headed next. 💄✨