Beauty influencers aren’t just product reviewers anymore — they’re cultural forces shaping what we buy, how we apply it, and even how we think about our routines. They influence everything from the blush shade we suddenly “need,” to the next mascara we swear by, to the hair tool that becomes impossible to find after one viral video. In 2025, the beauty landscape is more diverse and dynamic than ever, with creators known for authenticity, artistry, humor, and aesthetic storytelling.
Today, we’re diving into five standout influencers who dominate feeds across TikTok, YouTube, and Instagram: Alix Earle, James Charles, Kim Wolff, Lauren Loveless, and rising TikTok favorite Kensington. Each built a name in a different way — and each offers something unique to the millions of beauty lovers who keep coming back for more.
Alix Earle: The GRWM Queen Who Defined a New Era of Authenticity
Few influencers have reshaped beauty content the way Alix Earle has. Her rise began with simple, chatty “Get Ready With Me” videos filmed in her college dorm room — nothing overly polished, nothing overly edited, and nothing pretending to be perfect. This unfiltered approach made her an overnight sensation, triggering the “Alix Earle Effect,” where products she used instantly sold out.
What made her go viral wasn’t just her makeup skills; it was her radical transparency. She talked openly about her acne, her breakouts, her cosmetic procedures, her social life, and even her lowest days. This level of honesty made her feel less like an influencer and more like a friend, FaceTiming her audience from her bedroom.
Content Style:
- Casual, chatty GRWMs
- Every day makeup routines
- Day-in-the-life vlogs
- Party + travel content
- Effortless recommendations that spark instant trends
Alix represents the modern shift toward realness in beauty culture. She doesn’t gatekeep products, she doesn’t hide imperfections, and she doesn’t force a curated aesthetic. Her relatability is her brand — and it’s made her one of TikTok’s most followed beauty voices.
James Charles: Creativity, Artistry, and the Classic YouTube Glam Era
While TikTok is home to the new wave of beauty creators, James Charles remains one of the most iconic influencers to come out of the early beauty YouTube boom. His career skyrocketed in 2016 when he became the first-ever male CoverGirl ambassador at just 17 years old, instantly positioning him at the center of makeup culture.
James is known for his high-impact artistry. He’s a creator who treats makeup like an art form — blending vivid colors, graphic liners, and editorial-level glam looks that quickly go viral. On YouTube, he built an empire through highly produced videos, transformation challenges, celebrity collaborations, and makeup tutorials that entertained as much as they educated.
Content Style:
- Creative, editorial glam looks
- Viral transformation challenges
- Technique-heavy tutorials
- Celebrity collabs and entertainment-driven videos
James’s approach is bold, technical, and endlessly creative. Even as platforms shift, his content remains a masterclass in artistry — a reminder that beauty can be both fun and technically impressive.
Kim Wolff: Elevated Beauty Meets Humor, Lifestyle & Relatable Luxury
Among today’s beauty influencers, @itstherealkimshady stands out for her rare blend of elegance, humor, and genuine relatability. She has an elevated and classy aesthetic — think luxe neutrals, polished hair, clean lines, and softly lit videos — but she delivers it all with the comedic timing of someone who doesn’t take herself too seriously. It’s this balance that makes her content so addictive.
Kim creates a mix of lifestyle and beauty content, moving seamlessly between skincare routines, makeup tutorials, product reviews, and everyday vlogs. Her style is aspirational yet accessible, and she’s refreshingly open about using both luxury and drugstore products. In a space where many creators focus solely on prestige brands, she regularly highlights affordable finds and proves you can build a stunning routine on any budget.
One of her standout career moments was her recent brand trip with Mecca to Australia — a major milestone that showcased her growing influence in the beauty world. Her travel vlogs and GRWMs from the trip were some of her most-loved clips to date, blending luxury aesthetics with her signature warmth and humor.
And if you’ve noticed a wave of people switching to giant beauty sponges or soft, natural-looking skin tints, Kim absolutely played a part in those trends. She makes using oversized tools and effortless base makeup feel both fun and elevated.
Content Style:
- Aesthetic lifestyle vlogs
- Polished beauty tutorials
- Skincare routines + product breakdowns
- Reviews of both drugstore and high-end products
- Humorous, personality-driven commentary
- Travel + routine content
Kim is the perfect blend of sophisticated and relatable. She feels like the chic friend whose style you admire but who’s still hilarious and down-to-earth. Her recommendations feel trustworthy, her content feels welcoming, and her influence is only continuing to grow.
Lauren Loveless: Classy Southern Charm, Iconic Red Hair & Viral Wedding Glam
@laurenloveless has quickly become one of TikTok’s most beloved beauty creators. Her signature blend of classy Southern charm, effortless glam, and genuine warmth makes every video feel like you’re getting ready with your sweetest friend. She’s instantly recognizable for her gorgeous natural red hair, which has become a defining part of her brand. From soft, romantic waves to sculpted barrel curls, her looks feel straight out of a bridal campaign.
Lauren originally gained traction for her polished makeup looks, but her hair content is what helped her explode in popularity. She regularly posts tutorials on styling her Irish curls. She shares everything from curl-refresh routines and heatless hacks to her go-to products for shine and definition. She’s also a major Dyson advocate, constantly showcasing techniques for both sleek blowouts and voluminous, Southern-inspired curls using the Dyson Airwrap.
Beyond beauty, Lauren’s love story captured her audience in an entirely new way. Last month, she married her high school sweetheart, and her wedding content — from her bridal makeup trials to her rehearsal dinner montage to the breathtaking wedding-day reveal — went super viral. Followers adored the authenticity, joy, and emotion she shared, and the videos solidified her as both a beauty creator and a lifestyle storyteller.
Content Style:
- Southern-inspired glam and soft, feminine makeup
- Hair tutorials, curl routines, Dyson styling videos
- Bridal content, GRWMs, and romantic lifestyle vlogs
- Product reviews and everyday glam essentials
Lauren brings a refreshing blend of elegance and relatability. Her classic Southern aesthetic, iconic red hair, and joyful presence make her stand out in a crowded beauty space — and her genuine storytelling keeps viewers deeply connected to her life and her looks.
Kensington: Dark Glam Aesthetics, High-Impact Looks & Night-Out Beauty Tutorials
Kensington — known on social media as @kensnation — has quickly carved out her own dramatic lane in the beauty world. Her content is instantly recognizable for its dark, moody, high-glam vibe, which sets her apart from the soft-glam, minimalist trends. Instead, Kensington embraces intensity: bold eyes, sculpted contours, glossy lips, and makeup looks designed to make a statement.
While beauty is the core of her content, Kensington also weaves in lifestyle elements that give her audience a deeper look into her world. From quick OOTDs to snippets of her night-out routines, she blends beauty and lifestyle in a way that feels authentic.
What truly put her on the map, though, is her constant stream of tutorials and beauty hacks. Kensington is known for sharing product layering tips and step-by-step routines that make even the most dramatic makeup looks feel achievable. Her tutorials often cater to night outs, special events, parties, or full-glam occasions, and her audience loves her for being the go-to creator when they want makeup that looks snatched, sculpted, and unforgettable.
Her content style feels edgy and editorial, yet still approachable. Whether she’s breaking down a smoky eye in real time, showing off a glossy-black liner trick, or revealing her favorite “staying out all night” foundation routine, Kensington consistently delivers tutorials that are both stunning and practical.
Content Style:
- High-glam, dark-toned beauty looks
- Night-out and special event makeup tutorials
- Beauty hacks, quick tricks, and step-by-step breakdowns
- Lifestyle snippets: outfits, routines, and behind-the-scenes moments
Kensington fills a unique space in the beauty community by embracing bold glam when everyone else leans natural. Her strong aesthetic identity, combined with her constant stream of useful beauty hacks, keeps her content fresh, fun, and highly shareable.
Final Thoughts
Beauty influencers continue to shape how we discover products, learn techniques, and express our personal style. The creators highlighted here are some of the most impactful voices leading the industry today. Alix Earle is known for her effortless GRWMs, while James Charles delivers high-glam artistry. Kim Wolff brings an elevated aesthetic, Lauren Loveless adds Southern charm, and Kensington is known for her bold night-out glam. Each of these influencers brings something completely unique to the digital beauty space.
What makes them so compelling isn’t just their talent, but their ability to inspire. These influencers transform everyday routines into meaningful rituals. They introduce us to products we may have never tried. They also create communities rooted in creativity, authenticity, and self-expression. Whether you’re looking for education, entertainment, or fresh makeup ideas, these creators are shaping the trends we’re all talking about. And their influence isn’t slowing down anytime soon.
As beauty continues to evolve in 2025, these influencers will be the ones setting the tone, pushing boundaries, and redefining what it means to share real, impactful beauty content online. Keep watching — their next viral moment is already on the way.
