Spotlight on UK Beauty Influencers for Your Brand

Beauty influencers do more than set trends—they also drive the conversations and conversions that matter.

As social media is now the starting point for product discovery, influencer marketing in the UK has become essential for beauty brands looking to deepen loyalty, boost awareness and move the needle on sales. These creators don’t just post—they shape buying decisions through relatable, data-backed, community-driven content.

Below, you’ll discover some standout UK beauty influencers to know about and learn what social teams should prioritise when building smart, high-impact partnerships.

What is a beauty influencer?

A beauty influencer is a content creator who builds a loyal audience by sharing beauty-focused content—like product reviews, tutorials and trend commentaries—across social networks. Some cover a wide spectrum of topics, from skincare and makeup to haircare. Others carve out niches in areas like nail artistry, natural beauty or dermatology.

What they all have in common is their ability to shape consumer behaviour and brand perception through authentic, engaging content.

Beauty influencers are more than trendsetters—they’re cultural tastemakers who shape purchase decisions in a saturated market. In the UK, the 2025 Sprout Social Index™ found that 91% of consumers use social media to learn about popular trends. Beauty influencers play a central role in this by surfacing new products, techniques and routines.

What makes this segment powerful is their ability to drive authentic engagement across platforms like TikTok and Instagram, where discovery meets inspiration. Sprout’s 2025 UK Index also notes that originality and audience interaction are two things that set top-performing brand content apart—and beauty influencers deliver both in spades.

Understanding the UK beauty influencer landscape

The UK’s beauty influencer space is vibrant, diverse and culturally nuanced. From skincare minimalists to avant-garde makeup artists, creators here reflect the UK’s unique blend of high-street accessibility and editorial edge.

A significant shift in recent years has been the rise of micro and male beauty influencers whose authenticity and niche appeal resonate deeply with British consumers, who often crave relatability over polish. TikTok’s continued growth in the UK, combined with Instagram’s enduring influence, provides beauty creators with a dynamic content playground that allows them to balance short-form creativity with long-form tutorials.

But as the space matures, brand partnerships increasingly come under scrutiny for fit and purpose. Influencers who prioritise transparency, social responsibility and audience interaction are the ones who are winning trust—and conversions.

So how can you build meaningful partnerships with beauty influencers? Start with these proven strategies:

Analyze audience demographics and engagement

To build effective influencer campaigns, UK marketers need more than vanity metrics. Demographic insights like location, age and content preferences help you ensure that the right message reaches the right audience.

Sprout gives UK social teams the insights they need to zero in on what matters most. With Listening and Premium Analytics, you can identify where your most engaged followers are based, what content formats they interact most with and which social networks they rely on for discovery. These insights allow you to shape a partnership strategy that’s rooted in relevance—not assumptions.

Identify key beauty influencers in the UK

After you’ve locked in your audience profile, you’re ready to identify UK beauty influencers who can bring your brand to life in the right places.

With Sprout’s Influencer Marketing platform, UK social teams can discover top-performing beauty influencers whose audiences align with their brand goals—no guesswork necessary. Each Creator Profile includes audience reports and engagement breakdowns by channel so you can confidently assess whether an influencer’s community matches your brand’s customer base. You’ll also gain access to historical performance data so you don’t have to guess what content will land.

Evaluate beauty influencers’ authenticity and credibility

Credibility is the cornerstone of influencer success. But in a market where follower counts can be inflated, UK social marketers are prioritising trust signals—like engagement quality, audience retention and content consistency—over reach alone.

Sprout surfaces these credibility indicators directly within its Influencer Marketing solution. It detects suspicious spikes in followers and tracks sentiment over time so marketers can partner with influencers who convert with confidence, not just look good.

What to consider when choosing UK beauty influencers

Here are six credibility indicators social teams should look for when selecting influencers:

1. Audience relevance and authenticity

A strong influencer partnership starts with a shared audience. When an influencer’s followers closely match your brand’s target market, your message is more likely to land, spark engagement and drive meaningful action.

But demographic alignment isn’t enough on its own—audience authenticity matters just as much. Metrics like sudden follower spikes, unusually low engagement rates or comment spam often indicate fake followers or disengaged communities.

Sprout’s Influencer Marketing platform surfaces this data in real time, helping you assess not just who an influencer reaches but how real and relevant that audience is. The result? Smarter partnerships that connect with the right people and convert with confidence.

2. Engagement metrics: quality over quantity

A high follower count doesn’t guarantee influence. What really matters is how that audience shows up.

Prioritise influencers whose communities are active, engaged and consistent in their interaction. Strong engagement rates signal trust, but it’s the quality behind those numbers that truly sets top performers apart.

Additionally, look for indicators like thoughtful comment sentiment, high save and share ratios, and consistency in engagement across different post types and formats. These influencer marketing metrics tell you if an influencer’s audience is invested in the content—not just passively scrolling by.

3. Alignment with your brand values

Choosing influencers who genuinely align with your brand’s values is essential for building authentic connections. Their content should feel like a natural extension of your brand—not just visually, but also in tone, purpose and audience alignment.

Sprout’s Brand Fit Score helps you quickly evaluate this alignment so you can prioritise partners who reflect your mission and resonate with your community.

4. Ensure compliance with ASA regulations

When you’re working with UK beauty influencers, regulatory compliance isn’t optional. The Advertising Standards Authority (ASA) requires clear disclosure of sponsored content and affiliate links to ensure transparency and protect consumers. Failing to meet these standards can damage both influencer and brand credibility.

Sprout’s Influencer Marketing platform helps you simplify compliance by surfacing partnership disclosure trends and flagging past content that may not meet current guidelines. This makes it easier to partner with creators who already operate above board.

5. Consider the influencer’s impact on brand sentiment

Reach means little if sentiment suffers. The most effective beauty influencers don’t just generate impressions—they also shift perception. Creators with highly engaged, loyal audiences often deliver stronger brand sentiment, especially when their values align closely with yours.

With Sprout, you can track historical engagement trends and audience sentiment over time. This gives you visibility into how a creator’s content has landed with their community and helps you identify influencers who consistently foster positive conversations around the brands they endorse.

6. Vet influencer reputation and brand safety history

An influencer’s personal brand becomes an extension of yours the moment you collaborate. That’s why reputation and digital history matter. A single misstep, even if it’s unrelated to your campaign, can create real risk for your brand.

Sprout’s Influencer Marketing platform includes brand safety metrics that flag potential issues in an influencer’s content history, from controversial posts to spikes in negative sentiment. And in combination with past campaign performance metrics, you get a full picture of both brand alignment and partnership potential.

Top beauty influencers in the UK

Here are some of the top UK beauty influencers that showcase a range of styles and areas of expertise:

1. Atarah Mayhew – @atarah

Instagram: 1M
TikTok: 2.3M
YouTube: 7.2M

Atarah Mayhew is a top beauty influencer who is particularly celebrated for her eye makeup tutorials on TikTok, where she skillfully ranges from everyday looks to bold expressions. Her content uniquely merges makeup artistry with costume design and often takes inspiration from themed attire to capture her audience’s imagination.

Atarah Mayhew giving a mermaid makeup TikTok tutorial

2. Sophie – @soph

Instagram: 469.7K
TikTok: 2.7M
YouTube: 1.4M

Sophie has captured her audience with stunning makeup creations, step-by-step tutorials and genuine product reviews. Her channel is a treasure trove of luxury beauty hacks and lifestyle vibes. Sophie uses her fresh and authentic perspective on beauty to create standout sponsored content for brands that are eager to connect with makeup enthusiasts.

Sophie applies Maybelline Superstay Tint 03 for fair skin foundation match.
Source: Instagram

3. Jamie Genevieve – @jamiegenevieve

Instagram: 1.3M
TikTok: 407.6K
YouTube: 984K

Scottish Jamie Genevive has captivated over three million followers with her transformative makeup tutorials on YouTube, earning herself a spot in Forbes 30 under 30. Her dynamic presence on platforms, especially after launching her brand Vieve in 2020, cements her as a major player in the UK beauty industry.

4. Shab & Kassie – @official_kassie__

Instagram: 706.3K
TikTok: 4.9M
YouTube: 5.9M

After sharing her makeup skills at the young age of 6, audiences have hailed Kassie as the ‘world’s youngest makeup artist’. She’s taking TikTok by storm with her makeup skills, which she showcases on her mom, Shab. Her ability to contour, blend eyeshadow and apply falsies not only has garnered acclaim from top beauty brands but also embodies her belief that makeup is a boundless canvas for creativity.

5. Lydia Fowler Mua – @lydiafowler

Instagram: 505K
TikTok: 389.8K

Lydia Fowler stands out in the UK beauty sphere for her signature makeup style, which balances natural grace with a sophisticated flair. Her approachable content and mastery in understated elegance make her popular on Instagram and a coveted partner for brands targeting beauty aficionados.

Grid of makeup videos on Lydia Fowler's TikTok

6. Patricia Bright – @patriciabright

Instagram: 1.1MM
TikTok: 293.4K
YouTube: 2.7M

Patricia Bright has become a YouTube sensation and has amassed a following by sharing compelling beauty, fashion and lifestyle content, along with easy-to-follow tutorials. Patricia’s entrepreneurial journey inspired her to launch Uwa, a hair care line born from her personal battles with postpartum hair loss and her daughter’s sensitive skin. This venture highlights her dedication to tackling beauty challenges head-on.

7. Frankie Darling – @frankieedarling3

Instagram: 211.4K
TikTok: 236.9K

Frankie Darling is popular for her vibrant, artistic makeup looks on Instagram and TikTok. Her large following is passionate about her vegan and cruelty-free beauty ethos. Frankie’s expert technique, coupled with a commitment to ethical practices and indie brands, makes her a go-to influencer for those seeking conscious beauty inspiration.

Frankie Darling in a makeup tutorial TikTok

8. Anna Sheri – @annasbeautyworld

Instagram: 1.2M
TikTok: 242.8K
YouTube: 72.4K

Anna Sheri is known for her no-filter product reviews and empowering messages on body positivity. Her engagement rates consistently outperform industry benchmarks, especially with UK Gen Z audiences who seek transparency in skincare.

in white dress holding flowers during Ole Henriksen PR trip in Copenhagen. Source: Instagram

Beauty influencers over 40 in the UK

Many 40+ millennials use social media. Likewise, these influencers prove that beauty influencing is for all ages.

9. Caroline Hirons – @carolinehirons

Instagram: 779.4K
TikTok: 53.3K
YouTube: 253K

Caroline Hirons is a top UK beauty influencer thanks to her candid, no-nonsense skincare advice and vibrant energy. She’s broken the mold at 54 in a youth-centric industry by leveraging her over 30 years of expertise to become the go-to skincare authority for audiences both young and old.

Caroline Hirons applying lip product on Instagram

10. Lisa Eldridge – @LisaEldridge

Instagram: 2M
TikTok: 104.1M
YouTube: 2.1M

Lisa Eldridge, a distinguished makeup artist for A-list celebrities and high-profile fashion shows, is a top UK beauty influencer and TV personality. Her professional tips and genuine product recommendations catapulted her YouTube channel to fame, making her a pioneering figure in offering insider beauty knowledge online.

Lisa Eldridge in a YouTube tutorial holding a brow brush

11. Mia Mauge – @miamauge

Instagram: 172K
TikTok: 311K

Mia Mague stands out as a leading UK beauty influencer by championing age inclusivity. She’s transforming the narrative around menopause and aging with her vibrant approach to middle-aged living. With her expertise in style and partnerships with major brands, Mia proves that fashion and grace are ageless.

Instagram post of Mia Mague in the London tube station

12. Cher Webb – @cherwebbmakeup

Instagram: 549.5K
TikTok: 58.3K

Cher Webb, a beauty editor at Liberty London, gained an Instagram following for her insider makeup artist tips. She shares these tips through easy-to-follow photos and videos, covering everything from skincare essentials to the latest in lip and nail trends. Known for demystifying beauty, Cher uses her professional expertise to teach and inspire.

Instagram video of Cher Webb holding a makeup product

13. Nicola Chapman Haste – @nicolachapman

Instagram: 582.6K
TikTok: 52.2K
YouTube: 2M

Nicola Chapman Haste—one half of the sister duo that propelled Pixiwoo to YouTube success and co-creator of the Real Techniques brush line—has revolutionized online beauty with her accessible makeup tutorials and products. Her continued influence shines through her regular updates on YouTube and Instagram, cementing her status as a powerhouse in the UK beauty scene.

Male beauty influencers in the UK

Male beauty influencers are reshaping the beauty conversation too. Here are a few influential ones to follow:

14. Samuel Bentham – @samrascals

Geordie Shore alum Sam Bentham has carved out a niche as a leading UK hair influencer with his bold approaches to men’s barbering and grooming. He often posts photos and videos on Instagram showcasing his barbering techniques, making him a sought-after collaborator and ambassador for brands.

15. Wayne Goss – @gossmakeupartist

Instagram: 686.8K
TikTok: 140K
YouTube: 4M

Wayne Goss stands out as a key UK beauty influencer after blending over 15 years of industry expertise with his own brush line to demystify makeup artistry on YouTube. His honest product reviews and transformative tutorials have amassed a loyal following that watches for his practical advice and professional insights.

16. Jake Jamie – @jakejamie

Instagram: 603K
TikTok: 2.4M
YouTube: 212K

Jake Jamie, ‘The Beauty Boy’, reshapes beauty norms with his quick, inclusive reviews on TikTok and Instagram. His viral watermelon mask and #MakeupIsGenderless campaign have put him in the industry spotlight, which has led to him becoming an ambassador for beauty brands like L’Oreal UK.

17. Andrew Fitzsimons – @andrewfitzsimons

Instagram: 961.5K
TikTok: 39.8K

Andrew Fitzsimons, the Irish-born hair maestro, has become a major UK beauty influencer by styling A-listers like the Kardashians and launching an accessible haircare brand at Boots. His blend of celebrity collaborations and practical advice, which he shares on Instagram, has solidified his influence in the beauty world.

18. Mitchell Halliday – @mmmmitchell

Instagram: 1M
TikTok: 1.1M

Mitchell Halliday shines in the UK beauty industry with his vivid makeup creations and widely recognized masterclasses. His influential Instagram presence, along with the launch of his cosmetics brand Made by Mitchell, showcases his blend of creative genius and entrepreneurial flair.

19. Gary Thompson – @theplasticboy and @garythompson

Instagram: 295.3K
TikTok: 204.9K
YouTube: 40.3K

Gary Thompson is a trailblazer in the UK beauty influencer space. As one of the first Black, male beauty creators to gain mainstream recognition, Gary blends bold makeup artistry with honest commentary on inclusivity in the beauty industry. His platform is a go-to for glam tutorials, unfiltered product reviews and thoughtful conversations around representation—all of which resonate deeply with audiences seeking both inspiration and substance.

Gary Thompson applies cream bronzer in makeup tutorial on YouTube. Source: YouTube

Micro beauty influencers in the UK

There are several underrated micro influencers whose connection with their audience makes them worth a follow. Here are five up-and-coming creators to look out for:

20. Lex Gillies – @talontedlex

Lex Gillies is a rising UK micro beauty influencer who uses her content to advocate for rosacea awareness and skin positivity. She frequently posts short, informative videos on her social accounts and is an ambassador for the British Skin Foundation, making her a pioneer for sensitive skincare and genuine skin representation.

Talonted Lex at rosacea community event in London, smiling in striped dress. Source: Instagram

21. Tom Smith – @tomsmithhd

Instagram: 73K
TikTok: 101.9K
YouTube: 8.3K

Regarded as the ‘The Hairvoyant’ by leading publications like Glamour and The Sunday Times, dynamic hairstylist and entrepreneur Tom Smith has made a mark as a micro beauty influencer. His trend forecasts and savvy advice have gone viral on TikTok and Instagram, and through dedicated YouTube influencer marketing efforts, he continues to expand his brand’s reach.

22. Isra – @iz_alwaysglowing

Instagram: 13.8K
TikTok: 1.7K
YouTube: 240

Isra is a standout in the beauty and skincare space, as her handle suggests. She already has a large presence on Instagram and TikTok, where she’s collaborated with leading brands like Sephora and L’Oréal Paris. Her passion for makeup draws followers to watch her tutorials and product reviews.

23. Lauren Carmen – @laurenncarmen

Instagram: 4.4K
TikTok: 1.5K
YouTube: 26.6K

Lauren Carmen may be the next go-to Instagram creator for understated glam. She uses her social accounts as a platform to share videos with fresh beauty tips, hair care solutions and hairstyle ideas (particularly for long hair). Not to mention, her makeup tutorials and glimpses into her lifestyle add to her allure.

24. Aamirah Essof – @abrowngirlrecommends

Aamirah Essof is capturing the UK’s beauty scene with her unique focus on inclusivity and self-taught nail artistry. Her engaging, down-to-earth content, which she shares mostly in short-form videos, offers a relatable perspective that’s making an impact on the UK beauty community.

25. Hanna – @lifeofhanna_

Instagram: 23.7K
TikTok: 47.2K
YouTube: 39.8K

Hanna is a UK-based micro influencer who champions affordable skincare, modest beauty and everyday wellness. Her calm, candid approach makes her beauty content feel more like a trusted recommendation from a friend than a polished campaign.

LifeofHanna shares post-dermaplaning routine using Aveeno, Tatcha, COSRX, and Beauty of Joseon.
Source: Instagram

Find success with UK beauty influencers

Navigating the UK beauty influencer space takes more than just good instincts. Today’s social media practitioners also need the right tools to make data-backed decisions, from identifying the right creators to tracking performance at every stage.

Sprout Social’s Influencer Marketing platform streamlines this process. With it, you can discover trusted creators, assess audience alignment and measure campaign impact, all in one place. Whether you’re launching a local product line or expanding across EMEA, Sprout helps you build partnerships that drive brand loyalty and measurable ROI.

Ready to take the next step? Book a free demo of Sprout’s Influencer Marketing platform today.

Spotlight on UK Beauty Influencers for...