5 Ways Beauty Influencers Revolutionized the Beauty Industry

The beauty industry has shifted the most in the last decade.

The reason behind this: beauty influencers. Most people today follow and are influenced by at least one beauty creator. Social media platforms like YouTube, Instagram, and TikTok make it easier for creators to share everyday tips and tricks, review products, and influence people’s buying decisions.

Beauty influencers have changed the type of content people consume. This shift impacts how the beauty industry markets and advertises products worldwide. That is why beauty influencers are considered the biggest driving force in the beauty market. Beauty influencers have revolutionized the beauty industry in just a few years, and their influence is likely growing as you read this.

1. Beauty Influencers Changed Advertising

The first way beauty influencers have revolutionized the beauty market is through advertising. Many years ago, beauty brands depended on TV ads or magazines to advertise their products. Chanel, Dior, and CoverGirl made most of the ads during this time.

These ads included models or celebrities with perfect skin showcasing product recommendations. While these ads were visually appealing, the average person could not relate to them.

Beauty influencers changed that concept completely. Influencers can show how beauty products work through their social media. Testing products at home and sharing honest reviews in real time comes off as authentic to all beauty enthusiasts watching.

This is what makes followers feel more connected to creators. The transparency is what lets people trust the opinions beauty influencers have.

Many people look up product reviews on specific beauty items before buying them for that reason. According to an article from Forbes, influencer marketing and advertising continue to grow because people trust real opinions.

Today, beauty brands use influencers who make beauty related content to advertise products to consumers rather than simply having high profile celebrities or models on their campaigns. One/Size did this recently with beauty TikToker Paloma Sanchez as she advertised their new Liquid Blotting Paper Spray. They know beauty influencers are the key to reaching target audiences.

Following the start of the COVID-19 pandemic, social media has made it easier to find beauty advice. Anything beauty related can be found in just a few searches on these platforms at any time.

2. Top Beauty Influencers & Beauty Trends

Because of beauty influencers, beauty trends have been evolving way faster than they would in past years. This is because of how easily accessible these trends are and how influential they are replicated among various creators.

Before social media, trends would move slowly since people were only inspired by beauty magazines or runway shows. Today, posting beauty related content can make someone go viral overnight on TikTok.

Every week, there seems to be a new viral trend online. There has been a variety of trends recently, from clean girl makeup to DIY makeup hacks. Certain beauty items such as lip balm, milky toners, glow drops, and cream blush have been taking over the world.

Beauty focused on health and wellness is another popular trend at the moment, and TikTok is typically the platform where these trends tend to go viral.

Trends have easily evolved because of how easy creators make it to follow step by step makeup tutorials at home. Since beauty influencers show personality when giving tutorials, viewers are more inclined to watch since they are being fun. Beauty tutorials in the past used to be educational; now they can be filled with humor or entertainment.

Due to trends moving fast, beauty brands have begun to release products more often. Examples of brands that have been inspired by makeup trends are Milk Makeup and Rhode.

When 'jelly' makeup started going viral, Milk Makeup released the widely successful Cooling Water Jelly Tint, while Rhode makes money off of the 'glazed donut skin' aesthetic through products like their Peptide Glazing Fluid.

Not only does this show that people are easily inspired through social media, but it also shows that trends set by top beauty influencers create inspiration for what beauty brands should release next.

3. Beauty Influencers Promote Inclusivity

Beauty influencers have revolutionized the beauty industry with inclusivity. Old advertisements by beauty brands were typically used to show one type of beauty standard. Magazines and ads mainly showed white women with thin bodies. This made a large part of society feel not represented. Celebrity makeup artists were also the main source for hair, skincare, and fashion advice.

Beauty influencing has changed that. Beauty influencers on Instagram, TikTok, YouTube, and more are all from different backgrounds, ethnicities, and lifestyles. Jackie Aina is a strong example. She was one of the first beauty influencers to post product reviews and tutorials on YouTube by highlighting diversity to her millions of followers.

Influencers like Jackie Aina have shown that diversity and inclusivity are desired by lots of beauty lovers, which is why these types of influencers have become featured on beauty brands' pages. Finding beauty influencers that highlight inclusivity means the brand is making products for everyone.

Beauty brands are now founded by makeup artists or influencers from all backgrounds. Fenty Beauty, founded by the iconic Rihanna, was one of the first makeup brands to offer a variety of foundation shade ranges and has been dominating the market since their release.

The legendary makeup artist Pat McGrath started Pat McGrath Labs, which, as a brand, reflects her trendsetting techniques, and anytime she releases something, it impacts the industry as a whole.

Beauty influencers have made this industry feel more welcoming and accepting of all. This idea of inclusivity has inspired countless brands today, such as Selena Gomez's Rare Beauty brand and their mission.

Inclusion and diversity are a norm for beauty brands today because the beauty in society lies within how different everyone is from each other. There is not one ideal body, skin, or beauty type. Beauty looks different on everyone.

4. Beauty Influencers Changed Online Shopping Through Social Media

Because beauty influencers directly influence what products people use, it is no surprise that beauty influencers have revolutionized the way people shop online. Social media apps today, like TikTok and Instagram, now have shopping tools people can use directly on the app to make the online shopping process much easier.

Now, a product or website can be directly linked to a video or post so consumers can purchase fast and with ease through a clickable link.

Because beauty influencers have a passion to demonstrate products and review them for the public, many people have also found it better to watch this content before purchasing products, so they are aware of how it works and get a second opinion rather than just going with whatever is in style.

The engagement rate with beauty influencers is so high and influential, even in sales, which is why beauty brands and other parts of the industry must continue to take them into account when selling and marketing products.

5. Beauty Influencers Have Their Own Brands

Lastly, many beauty influencers today own beauty brands. Many of them have turned their passion and love for beauty or creative makeup tips into a business. Many of them are successful today after growing large followings. Their audiences have supported them from the start, allowing them to grow quickly.

Huda Kattan (Huda Beauty) is one of those successful business owners, as well as Patrick Starr (One/Size). Both of these individuals started as influencers, yet their audience's ability to trust them and what they sell has allowed them to own highly successful beauty brands.

Brands owned by influencers typically have a bit more leverage to succeed because the audience has already connected with them on a more personal level. Having a brand founded by an influencer also gives a brand better leverage because the founder already understands just how impactful the internet and social media can be on society.

Beauty Influencers Will Continue to Revolutionize the Beauty Industry

Beauty influencers have transformed advertising, trends, inclusion, e-commerce, and the industry itself. The five ways beauty influencers have revolutionized the beauty industry do not stop there. The impact of beauty influencers will continue to grow because influencers in general have changed lives in countless ways.

Beauty influencers are starting to take advantage of live features on social media apps and are hiring people just to be on live 24/7. AI virtual try ons have become more common, with it growing in many aspects of the industry already. AI is slowly influencing trends.

When it comes to PR and events, the beauty industry dominates. Well known brands reply directly to users' comments on social media or join in on any type of trend (even non beauty related) just to get people to talk about a brand.

Virtual events have also become more common, such as Sephora's #SephoraEvents series. Experiential activations have taken over the industry as well through countless unique pop up shops done in different locations. As a marketing girly, what other ways do you see beauty influencers revolutionizing the beauty industry?

🪽 Written by Juceli Mio