10 UK Beauty Influencers for Top Marketing Campaigns

Key takeaways

• Followers are scrolling, looking for the latest recommendations from beauty influencers. Brands can gain visibility and, therefore, increase sales through these creators.
• We ranked 10 of the biggest beauty influencers in the UK by follower count. We also ensured that their audience was credible—not bots or paid followers—and that at least 20% were UK-based.
• The most-followed UK beauty influencers who fit our parameters are Zoe Sugg, Tanya Burr, and Samantha Faiers.

Who are the biggest beauty influencers in the UK? Our methodology

The Kolsquare database stores insights about influencers from 180 countries with 5,000 or more followers on at least one social media platform, such as Instagram, TikTok, YouTube, Facebook, X, or Snapchat.

The rankings in this article are based on follower count and the insights stored in our database. We provide you with the data you need about an influencer for an influencer marketing campaign, including:

Methodology: we selected the influencers on Instagram, TikTok & YouTube with an audience of at least 30% in UK and the most followers with a compliance score > 60%:

• Compliance score: Kolsquare's credibility score uses a percentage from 0 to 100 to indicate how authentic an influencer's audience is. A higher number, anything above 75, indicates that it is mostly real people subscribed to their channel. Scores lower than 75 reveal that the audience may partly consist of bots, inactive followers or paid-for followers.
• Engagement rate: This figure reveals how much sway the creator has over their audience. The engagement rate is calculated by analysing the number of interactions followers have with a creator's posts through comments, shares, likes, etc. A higher engagement rate signals that influencer greatly impacts their audience and, therefore, their purchasing decisions.
• Earned media value (EMV): This data helps you define a reasonable budget for your influencer collaboration. It is the expected media value you will earn by working with an influencer on that platform, such as TikTok or Instagram Reels.

To identify the food influencers capable of launching powerful UK campaigns, we selected only creators with over 25% of their audience in the UK.

10 UK Beauty influencers for high-reach influencer marketing campaigns

This is a list of the top food influencers by follower count. While these food bloggers are all incredibly popular, their niches, audiences, and content styles vary significantly. It's important to assess whether their values and content match your branding.

Here are the top food influencers with huge followings in the UK:

1. Zoë Sugg (Zoella): @zoesugg - Beauty influencer Youtube, Instagram, and

• Interests: Beauty, Inspiration & Lifestyle

Followers:

• Instagram: 9.23M
• TikTok: x
• YouTube: 4.94M

• Location: UK
• Location of the audience: UK (20%)
• Kolsquare Credibility Score: 72/100

Average engagement rate:

• Instagram Posts: 2.5 % | Instagram Reels: 3.06%
• TikTok: x

Earned Media Value:

• Instagram Posts: 259,32 K €
• Instagram Reels: 318,23 K €
• Instagram Stories: 15.21 K €

Zoe Sugg, aka Zoella, is one of the most famous beauty influencers worldwide. She started her channel on YouTube in 2009 and became one of the first mega-influencers through social media alone. Sugg's style is relatable and informative, and her content features beauty product recommendations, makeup tutorials, and lifestyle tips.

Today, Sugg mostly shares lifestyle videos featuring her young family and everyday looks. While she has over 10M subscribers on her original YouTube channel, @zoella, she has only posted on @morezoella for the last five years.

The majority of Sugg's followers are women from younger demographics, between 13 and 34 years of age. Her audience is highly engaged and, therefore, likely to value her endorsements. However, only 20% of her audience is in the UK.

Beyond her YouTube success, Sugg has also created a best-selling line of beauty products and several books.

2. Tanya Burr: @tanyaburr

• Interests: Beauty, Travel, Inspiration & Lifestyle, Fashion & Accessories

Followers:

• Instagram: 4.28M
• TikTok: 69.4 K
• YouTube: 3.12M

• Location: UK
• Location of the audience: UK (30%)
• Kolsquare Credibility Score: 69/100

Average engagement rate:

• Instagram Posts: 0.26 % | Instagram Reels: 0.1%
• TikTok: 1.14%

Earned Media Value:

• Instagram Posts: 42.75 K €
• Instagram Reels: 11.52 K €
• Instagram Stories: 7.06 K €

Tanya Burr initially gained popularity through her YouTube channel by posting makeup tutorials, beauty tips, and fashion hauls. She started her channel in 2009, and her approachable style and expert knowledge quickly developed a dedicated following, making her one of the early pioneers in the beauty vlogging community.  

Burr trained as a makeup artist, giving weight to her beauty recommendations. She generally reviews and posts "get ready with me" videos featuring mid-range products from brands like Clinique, Origins, Fenty Beauty, and Benefit. On Instagram, these videos tend to have a few thousand likes.

Burr's audience is 76% women. She is a good fit for brands with target audiences between 18 and 34 years old.

3. Ruth Crilly: @ruthcrilly - Beauty social media influencer

• Interests: Beauty, Family

Followers:

• Instagram: 207K
• TikTok: x
• YouTube: 304K

• Location: UK
• Location of the audience: UK (26%)
• Kolsquare Credibility Score: 72/100

Average engagement rate:

• Instagram Posts: 1.04% | Instagram Reels: 0.86%
• TikTok: x

Earned Media Value:

• Instagram Posts: 4.22 K €
• Instagram Reels: 4.36 K €
• Instagram Stories: 470.18 €

Ex-model Ruth Crilly has been reviewing beauty products since 2010. Her content is honest, and she has stated that she wants to "sift out the rubbish" to help her followers find great products. As a former fashion model, Ruth brings a unique perspective to her beauty content, combining industry insider knowledge with relatable advice for her audience.

Crilly is positive about natural ageing and focuses on products that suit her dry skin. She gives long explanations about products on YouTube with an informative, low-key, highly authentic approach. Her content primarily features affordable drugstore brands.

Crilly's audience is 94.9% women, mostly between 18 and 34. Her video sharing what's in her makeup bag has over 290K views. She also shares "ad info" on every post to maintain maximum authenticity in her endorsements.

4. Samantha Faiers: @samanthafaiers

• Interests: Travel, Beauty, Inspiration & Lifestyle, Fashion & Accessories

Followers:

• Instagram: 2.54M
• TikTok: x
• YouTube: x

• Location: UK
• Location of the audience: UK (70%)
• Kolsquare Credibility Score: 79/100

Average engagement rate:

• Instagram Posts: 0.62% | Instagram Reels: 0.36%
• TikTok: x

Earned Media Value:

• Instagram Posts: 32.97 K €
• Instagram Reels: 29.17 K €
• Instagram Stories: 4.18 K €

Samantha Faiers is best known for the TV show The Only Way Is Essex. Leveraging her television fame, Faiers has built a substantial online presence, sharing her insights on beauty, fashion, and family life. Her audience is primarily women between 18 and 44 years of age. With 70% in the UK, she is an excellent choice for a UK influencer marketing campaign.

Faiers' authenticity and relatable content have resonated with many, making her a trusted figure in the beauty community. She has also launched her own beauty and collagen products, authored books, and released "Mummy Diaries," a reality TV series that chronicles her life as a mother and entrepreneur.

5. Trinny Woodall: @trinnywoodall - Beauty influencers over 50

• Interests: Beauty, Inspiration & Lifestyle, Fashion & Accessories

Followers:

• Instagram: 1.39M
• TikTok: 1M
• YouTube: 432K

• Location: UK
• Location of the audience: UK (35%)
• Kolsquare Credibility Score: 60/100

Average engagement rate:

• Instagram Posts: 0.88% | Instagram Reels: 0.47%
• TikTok: x

Earned Media Value:

• Instagram Posts: 22.95K €
• Instagram Reels: 17.45K €
• Instagram Stories: 2.3K €

Trinny Woodall is best known for her role in the 2000s presenter duo Trinny and Susannah, co-hosts of the hit TV series What Not to Wear. The show featured makeovers, hair care, and fashion advice, which established Woodall as a trusted authority in beauty and fashion.

Woodall then expanded her brand on social media, growing a large Instagram and Facebook following and launching her own beauty company, Trinny London. Woodall's content is honest, relatable, mature, and thoughtful. Her audience is 82% women, mostly between 18 and 64.

Woodall creates informative videos, often featuring beauty tutorials and styling tips. Her relatable and down-to-earth personality, combined with her extensive knowledge and experience, has helped her build a genuine connection with her followers.

6. Holly Boon: @hollyboon_

• Interests: Beauty, Fashion & Accessories, Inspiration & Lifestyle, Travel

Followers:

• Instagram: 438K
• TikTok: x
• YouTube: 702K

• Location: UK
• Location of the audience: UK (24%)
• Kolsquare Credibility Score: 71/100

Average engagement rate:

• Instagram Posts:x | Instagram Reels: x
• TikTok: x

Earned Media Value:

• Instagram Posts: x
• Instagram Reels: x
• Instagram Stories: 993.15 €

Holly Boon is a well-known UK beauty influencer. She initially gained popularity through her YouTube channel, where she shared makeup tutorials, product reviews, and beauty tips. However, she now mostly posts content on Instagram. Boon is a good fit for brands with a target audience of 18-24-year-old women.

Boon's engaging personality and love for beauty have helped her amass a substantial following on Instagram and YouTube. She has a glamorous fashion sense and posts full makeup looks featuring brands like Tarte and Mac.

Boon posts look with both high-end and affordable beauty products, providing her followers with a range of options to suit different budgets. She also has her own cosmetics line, HNB Cosmetics, which offers a variety of makeup products and is available in Boots.

7. Chloe Elizabeth: @chloelizabethh

• Interests: Beauty, Fashion & Accessories, Inspiration & Lifestyle

Followers:

• Instagram: 375K
• TikTok: x
• YouTube: x

• Location: UK
• Location of the audience: UK (63%)
• Kolsquare Credibility Score: 73/100

Average engagement rate:

• Instagram Posts: 1.53% | Instagram Reels: 0.66%
• TikTok: x

Earned Media Value:

• Instagram Posts: 8.38K €
• Instagram Reels: 5.25K €
• Instagram Stories: 849.82 €

Chloe Elizabeth is a rising macro-influencer from the UK. She primarily shares beauty tutorials, product reviews, and lifestyle tips on YouTube and Instagram. She often experiments with various beauty trends and products, sharing a diverse range of looks and recommendations with her followers. Elizabeth is also open and honest about the cosmetic procedures she has had, honestly detailing her experiences in her content.

In addition to beauty content, Chloe also shares glimpses into her personal life, including fashion hauls, travel vlogs, and everyday routines. This blend of beauty and lifestyle content helps her connect with her audience on a deeper level, as revealed in her high engagement rates.

She shares looks with brands like Doll Beauty, Huda Beauty, Mac, and Laura Mercier. Her audience is mainly 18-34, and 75% are women.

8. Malin Andersson:  @missmalinsara - Beauty and wellness influencer

• Interests: Beauty, Inspiration & Lifestyle

Followers:

• Instagram: 669K
• TikTok: x
• YouTube: x

• Location: UK
• Location of the audience: UK (74%)
• Kolsquare Credibility Score: 77/100

Average engagement rate:

• Instagram Posts: 1.68% | Instagram Reels: 0.17%
• TikTok: x

Earned Media Value:

• Instagram Posts: 15.79K €
• Instagram Reels: 3.99K €
• Instagram Stories: 1.52 K €

Malin Andersson is a beauty macro-influencer best known for her time on the reality TV show Love Island. Beyond television fame, Malin has built a significant presence on social media, sharing beauty tips, lifestyle content, and thoughtful messages about body positivity. In an article for the magazine Popsugar, Andersson shared her regrets about the cosmetic procedures she had done and her determination to move towards self-love.

Her journey through personal challenges makes her a relatable and inspirational figure for many of her followers. In addition to her advocacy work, Andersson collaborates with various beauty and fashion brands, leveraging her influence to promote products that align with her values of authenticity and self-care. She selects collaborations thoughtfully to ensure they reflect her commitment to promoting positivity, self-expression, and empowering messages. Andersson's audience is 86% women, mostly between 18 and 34 years of age.

9. Anna Newton: @theannaedit

• Interests: Beauty, Inspiration & Lifestyle, Sport & Fitness, Fashion & Accessories

Followers:

• Instagram: 669K
• TikTok: 82K
• YouTube: x

• Location: UK
• Location of the audience: UK (33%)
• Kolsquare Credibility Score: 69/100

Average engagement rate:

• Instagram Posts: 1.09% | Instagram Reels: 0.52%
• TikTok: 1.12%

Earned Media Value:

• Instagram Posts: 8.3K €
• Instagram Reels: 5.16K €
• Instagram Stories: 1.1K €

Known online as "The Anna Edit," Anna Newton is a prominent UK-based beauty and lifestyle influencer. Since starting her blog and YouTube channel in 2010, Anna has built a significant following by sharing her expertise in beauty, fashion, home organisation, and personal productivity. Her warm, approachable style and attention to detail have made her a trusted voice in the influencer community. She often shares beauty content featuring brands like Nars, Lancome, and Rose INC.

Newton's content often focuses on minimalism and organisation. Her "Capsule Wardrobe" series demonstrates how to create versatile, stylish outfits with a small wardrobe. This practical approach extends to her home organisation tips and productivity advice, which resonate with a wide audience seeking to simplify and enhance their daily lives. Her audience is mostly 18 to 44 years old, and she often gains thousands of likes on her Instagram posts.

Anna is a published author and co-hosts the podcast "At Home With..." alongside fellow influencer Lily Pebbles.

10. Louise Pentland: @louisepentland - Beauty influencer in London

• Interests: Beauty, Travel, Inspiration & Lifestyle, Fashion & Accessories

Followers:

• Instagram: 3.7M
• TikTok: 178K
• YouTube: 2.19M

• Location: London, UK
• Location of the audience: UK (35%)
• Kolsquare Credibility Score: 69/100

Average engagement rate:

• Instagram Posts: 0.33% | Instagram Reels: 0.17%
• TikTok: 0.93%

Earned Media Value:

• Instagram Posts: 39.3K €
• Instagram Reels: 11.66K €
• Instagram Stories: 6.1K €

Louise Pentland is a well-known British beauty and lifestyle influencer. Initially rising to fame through her YouTube channel Sprinkle of Glitter, Louise grew her audience with her engaging personality and diverse content, including beauty tutorials, lifestyle vlogs, and personal anecdotes. Over the years, she has rebranded her channel to "Louise Pentland," reflecting her broader content scope.

Pentland's influence extends beyond being a digital creator; she is also a successful author and podcaster. Her content often highlights her journey as a mother, fashion and beauty tips, and advocacy for mental health awareness. Her authenticity and willingness to share her struggles and successes have endeared her to a loyal following. Her audience is 82% women and primarily 18 to 35-year-olds.

What is a beauty influencer?

A beauty influencer is an individual who has a significant following on social media platforms and shares beauty content. This can include makeup tutorials, skincare routines, product reviews, get ready with me posts, nail art, beauty tips, and more.

Beauty influencers leverage their expertise and personal experiences to create engaging, informative content that resonates with their audience. Due to their popularity, these digital creators now shape trends in the beauty industry.

How to launch successful influencer marketing in the beauty industry

Now that beauty influencers shape trends, brands must use influencer marketing to stay competitive. Influencers' ability to provide authentic reviews and relatable recommendations builds trust with their audiences, providing brands with an unmatched opportunity.

Brands in the beauty sector often collaborate with influencers to launch new products, create buzz around campaigns, and reach niche audiences that traditional marketing methods may not effectively target.

And brands can do this in many ways. Influencer partnerships can range from gifted products and giveaways to long-term ambassadorships and exclusive product lines co-created with the influencer.

The success of influencer marketing in the beauty industry is also driven by the visual nature of platforms like Instagram, YouTube, and TikTok, which are ideal for showcasing beauty transformations and product demonstrations. This visual appeal, combined with the influencers' ability to provide real-time feedback and interactive content, creates a dynamic and engaging marketing environment that resonates with consumers.

But how can you launch an effective campaign?

With Kolsquare, you can streamline your entire campaign. Forget hours searching for influencers who align with your brand, trying to manage the campaign across multiple channels, and then endless spreadsheets to develop reports.

Instead, you can use Kolsquare's search feature to shortcut a list of influencers who fit your requirements in seconds. Then, compare and analyse influencers on the platform with our valuable insights that tell you how engaged their audience is, the media value you can expect to gain, and much more.

Once your campaign is running smoothly, manage it on the platform to maximise organisation and receive quick insights and reports.

Book in for a Kolsquare demo today for free.

Low-budget, high-engagement: Collaborating with beauty micro-influencers

Beauty micro-influencers, typically characterised as having between 10,000 and 100,000 followers, wield significant power in the beauty industry due to their high engagement rates, niche content, and strong community relationships.

Unlike their macro or mega counterparts, micro-influencers can interact with followers regularly to build genuine connections with their followers, enhancing trust and authenticity. The close-knit communities formed around micro-influencers value the influencer’s opinions and endorsements.

These influencers have the ability to cater to specific niches, allowing brands to target more focused and relevant consumer segments. This targeted approach often results in more effective marketing campaigns and higher conversion rates.

Who is the makeup artist influencer in the UK?

Tanya Burr is the makeup artist turned influencer on our list. However, there are many.

One of the most famous UK makeup artist influencers is Lisa Eldridge. Her subtle, expert makeup looks have earned her millions of followers on Instagram and Facebook. She has worked with numerous high-profile clients, including celebrities, fashion houses, and top magazines. Eldridge is also known for her educational and engaging beauty tutorials on YouTube, where she shares professional makeup techniques and tips, teaching followers how to blend eyeshadow and apply lipstick like a pro.

Worldwide, there are many more makeup artist creators, including Kassie, the 6-year-old who won the world's youngest beauty influencer award.

Who is the top beauty influencer?

One of the top beauty influencers worldwide is Huda Kattan, the founder of Huda Beauty. With over 50 million followers on Instagram, Kattan has established a massive online presence through her makeup tutorials, beauty tips, and product reviews that resonate with her global audience. Her influence extends beyond social media; her cosmetics line, Huda Beauty, is one of the fastest-growing beauty brands in the world, known for its high-quality products and innovative launches.

Kattan's ability to connect with her followers through authentic and engaging content has made her a leading figure in the beauty industry, driving trends and influencing purchasing decisions globally.​

How do beauty influencers make money?

As a marketer or brand owner, understanding how beauty influencers make money is crucial for crafting effective collaboration strategies. However, brands can also negotiate rates.

Beauty influencers leverage various revenue streams, including sponsored posts, affiliate marketing, product collaborations, and the launch of their own product lines.

Here’s an overview of these methods, along with typical pay rates and types of sponsorships:

Sponsored Posts

Sponsored posts are one of the most common ways beauty influencers earn money. Brands pay influencers to create content featuring their products.

• Pay Rates:
  • Micro-influencers (10,000 to 100,000 followers) can earn between £100 to £500 per post.
  • Macro-influencers (100,000 to 1 million followers) typically earn between £1,000 to £10,000 per post.

Affiliate Marketing

Influencers earn a commission for every sale made through their unique affiliate links. This method allows influencers to generate passive income while promoting products they genuinely use and love.

• Pay Rates:
  • Commission rates typically range from 5% to 20% of the sale value.
  • Popular affiliate programs include those from beauty retailers like Sephora, Amazon, or individual beauty brands.

Product Collaborations and Brand Ambassadorships

These are long-term partnerships between brands and influencers. Here, an influencer may help develop products or act as a brand ambassador. These collaborations often include creating limited-edition product lines or being the face of a marketing campaign. They are for influencers who deeply align with a brand and are typically only formed after successful short-term collaborations.

• Pay Rates:
  • Influencers can earn between £5,000 to £50,000 per campaign, depending on their reach and the project's scope.
  • Brand ambassadorships may include flat fees and commissions on product sales.

Ad Revenue

Platforms like YouTube pay influencers a share of the ad revenue generated from their videos. The more views and engagement a video receives, the higher the potential earnings.

• Pay Rates:
  • Influencers typically earn around £1 to £5 per 1,000 views.
  • High-engagement channels with consistent content can earn significantly more.

Product Lines

Many successful influencers launch their own beauty lines, leveraging their personal brand and loyal following to market their products.

• Earnings:
  • Earnings from product lines can be substantial, often exceeding income from other sources if the product is well-received.
  • Examples include Huda Kattan with Huda Beauty and Zoella with her beauty and lifestyle products.