TikTok has become an indispensable platform to leverage for driving revenue within the beauty industry.
Many makeup products that land in a shopper's basket today, especially among Gen Z and younger millennial buyers, are first encountered on a For You page, demonstrated in a GRWM (Get Ready With Me) video, or unboxed in a PR haul.
For makeup brands aiming to increase visibility and sales through influencer marketing and UGC, the question is no longer whether to work with TikTok makeup influencers, it's about which ones, in what format, and against which campaign objective.
A TikTok makeup influencer is a creator with a huge passion for makeup.
We've profiled 22 top TikTok makeup influencers across tiers, geographies, and content specialties. A range spanning from mega-creators with multi-million follower bases to mid-tier specialists with exceptional engagement rate, from character-transformation artists to formulation-led reviewers.
Beyond the creator roundup, we’re highlighting the qualities that separate the best TikTok makeup artists from the rest. Bringing you a thorough understanding of top-tier engagement and GRWM format power, plus more key collaboration ideas for makeup brands on TikTok such as giveaways and affiliate programs.
Top TikTok Makeup Influencers
Whether you're planning a launch wave for a new foundation, scaling TikTok Shop with affiliate creators, or breaking into a new regional market through culturally specific partnerships, the top makeup influencers on TikTok featured here represent an actionable roster for brands ready to invest in creator-led growth.
- Emma Roberts MUA - @emmarobertsmakeupartist
Emma Roberts is a Devon, UK-based bridal and destination makeup TikTok influencer with a following of 109.2K and 1.9M likes. Her content features a signature "MUA storytime" format, sharing candid anecdotes from real weddings; alongside professional makeup application, unboxings and behind-the-scenes prep.
- Lupe Torres - @g.torres_makeup
Lupe is a macro-tier beauty TikTok influencer based in the US, with 656k followers and an engagement rate of 3.25%. Her core makeup niche is step-by-step eyeshadow and eye makeup tutorials in a beginner-friendly, product-tagged format, with buyer-ready comments asking for product links and shade names.
- Louiserozz - @louiserozzz
Louise is a TikTok makeup influencer based in Poland, with 123.9K followers, 12.8M likes and 3.63% engagement rate. Her niche sits at the intersection of makeup, skincare, and "peaceful energy" aesthetics. Louise’s content showcases product demonstrations, reviews and ‘how to’s’. For brands, she represents a sweet-spot creator: large enough for meaningful reach, yet small enough for authentic engagement.
- Chelamakeup_ - @chelamakeup2
Chela is a Spanish-speaking character and transformation makeup creator based in Miami, with 5.69% engagement rate from 230K TikTok followers and 19.2M likes. Her content leans firmly into artistic, theatrical, and character-based makeup, which makes her a great partner for bold, pigmented, creative product categories.
- Gennya - @gennyamakeup
With 6.33% engagement rate, 39.7K followers and 738.9K likes, Gennya is a Spanish-speaking micro-creator in the beauty TikTok influencers space with a strong Latin American audience. Her positioning is explicitly "bestie energy", creating relatable, intimate, conversational content that blends beauty, lifestyle, unboxing and vlogs rather than polished tutorials. She is a strong fit for brands that convert best through story-led, "friend-recommending-a-product" content.
- Olivia - @olivia__makeup
Olivia is a macro-tier, English speaking TikTok makeup influencer with 553K followers, 22.5M total likes and 7.11% engagement rate, based in Las Vegas. Her creative identity is built around graphic eyeliner and artistic eye looks, making her a natural partner for the eye-makeup product category: liquid liners, pigment palettes, graphic liner pens, colored mascaras, brow products, and more.
- Serena Lakkiss - @serenalakkiss
Serena Lakkiss sits firmly among the top makeup influencers on TikTok in the UK market, with 1.2M TikTok followers, 45.8M cumulative likes, and a 4.95% engagement rate. She demonstrates skincare-first beauty content: the makeup she shows is typically layered over visible skincare rituals. This hybrid skincare-and-beauty framing makes her a premium partner for brands in sheer bases, tinted moisturizers, glow primers, high-end serums, and "skinification-of-makeup" launches where the product story spans both categories.
- Yalda - @youngbeautyglow
Yalda’s self-described positioning is specific and brand-useful: "Makeup & Transformations, Cinematic Transitions, High-Glam Looks, Skincare prep + honest reviews." She is a strong macro-tier TikTok makeup influencer with 760K followers, 24.9M likes, and 3.62% engagement rate, based in LA, with cross-cultural reach across a US and Afghani audience.
- Ana Reyes - @anareyess__
Ana Reyes is a California-based bilingual Spanish/ English mid-tier creator with 208K followers, 7.1M total likes, and 14.23% engagement rate. She produces GRWM videos, makeup tutorials, and lifestyle storytelling with strong narrative flow. Her Spanish-language skills combined with a California base strongly suggests a bilingual presence and a meaningful US Latina audience, which is an increasingly prioritized segment for beauty brands trying to reach multicultural Gen Z and younger millennial shoppers.
- Maija Pauliiina - @maijapauliiina
Maija is a strategically valuable partner for brands expanding into the Nordics. She is a Finnish TikTok makeup influencer with 112K followers, 4M likes, and 8.47% engagement rate. With
Finnish-language makeup tips, product reviews, testing videos, and before/after comparisons across indie and mainstream brands. She is a strong fit for inclusive shade-range campaigns, clean beauty and Nordic-sensibility skincare crossovers, and product launches entering the Finnish retail landscape.
- Wahmeko - @wahmeko
Wahmeko is a macro-tier LA-based beauty TikTok influencer with 540K followers, an exceptional 57M likes, and 4.39% engagement rate. She generates visually striking, highly shareable content, the sort of posts that generate mass saves, stitches, and duets. Her step-by-step tutorials, product reviews, and how to’s could appeal to younger beauty consumers seeking practical technique and accessible inspiration.
- Angela María - @angelamachadobeauty
Angela María sits among the top makeup influencers on TikTok in the Latina/Hispanic beauty segment. She is a mega-tier beauty creator with 2.1M TikTok followers, 93.9M likes 10.53% engagement rate, and a deliberate "AMIGAS" (friends) tagline that positions her as a warm, inclusive voice for the community.
- Nami.cunami - @nami.cunami
Nami is a Serbian/Balkan-market mid-tier makeup TikTok influencer with 149K followers, 6.3M cumulative and 4.92% engagement rate, based in Belgrade, Serbia. She shares makeup tutorials, reviews, skincare, and lifestyle content with fashion and Balkan cultural threads, plus occasional character/cosplay looks.
- Beautybyminks - @beautybyminks
Beautybyminks’ positioning as a "Lebanese/Croatian creator in Toronto" is a clear multicultural audience signal, making her a strong fit for brands wanting to reach Middle Eastern and broader multicultural Canadian beauty audiences, including diaspora communities that are often underserved by mainstream North American creator rosters. With 587K followers, 5.1M and 2.24% engagement rate. Beautybyminks creates makeup tutorials, product reviews, and skincare education, blending entertainment with practical guidance across skin types.
- Hannah Campbell - @theglownarrative
Hannah Campbell, based in the NJ/NYC tri-state area, shares candid, "brutally honest" product reviews and real-world testing with a no-sugar-coating voice. Her audience comes specifically for her unfiltered takes and honest product comparisons. With 505K followers, 25.7M likes and 11.3% engagement rate, she is a credible and trusted voice in the TikTok makeup influencer arena.
- Catherine - @thefauxchanel
Catherine, is an Australian mega-tier TikTok makeup influencer based between Brisbane and Sydney, with 1.9M followers and 46.4M likes, within the character transformation and cosplay-makeup category. That niche is one of the highest-reward categories on TikTok because transformation content is inherently pause-scroll-worthy and highly shareable.
- Kelly - itsbabykelz
Kelly, a "baddie on a budget" creates POV content with bubbly, fast-paced breakdowns and pricing callouts, budget-focused drugstore makeup tutorials and dupes. With 811K followers, 38.8M likes and 4,675.98% engagement rate, her "bestie energy" is one of the most consistently effective creator archetypes on TikTok, especially for young, price-conscious women who want high-impact looks without premium price tags; converting trust into clicks and saves into purchases.
- Tuky - @tukyroal
Tuky is a “Futura Farmacéutica" (Future Pharmacist) based in Alcorcon, Spain. She produces Spanish-language makeup technique tutorials, product unboxing videos, storytelling, and product haul content. She trades on relatability, humor, and intimacy. With 186K followers, 22.3M likes and 13.14% engagement rate.
- Diya Pandey - @diya.pandeyyy
Diya is one of relatively few visible South Asian beauty TikTok influencers based in Canada at mid-tier scale, which makes her an excellent partner for brands prioritizing authentic South Asian representation. With a 10.59% engagement rate with 150K followers and 17.3M cumulative likes, she shares GRWM and makeup tutorials with a fashion/lifestyle overlay and everyday-wearable transformations, plus how to’s and product demos.
- Kylie - @kyliekillzzzz
Kylie is a mega-tier TikTok makeup influencer with 2.3M followers and an impressive 129.2M cumulative likes and 10.1% engagement, based in the US. Her videos feature strong hooks, story telling content, GRWMs and makeup tutorials showcasing event looks, date-night glam, winged liner, and everyday wearability, often paired with hair and outfit coordination.
- Bella Lovkvist - @bellalovkvist
Bella's TikTok is built around a carefully curated aesthetic: clean, minimalist, "Scandi-girl" visual style. She is a macro-tier US TikTok makeup influencer with 698K followers, 28.9M likes and 14.28% engagement rate. Her content covers makeup tutorials, skincare routines, and lifestyle vlogs with a wearable, effortless-glam aesthetic.
Why These TikTok Makeup Artists Stand Out
Picking the best TikTok makeup artists isn't about chasing follower counts, it's about finding the right creators whose content format, audience, and credibility match your campaign goals.
Makeup is a tactile, trust-based category. People want to see a product actually applied, and hear an honest opinion before spending money on it.
Top-tier Engagement
Engagement rate reveals whether an audience is real and responsive, not just large. And this reflects actual influence.
Follower counts can be inflated.
Buying followers is common, and TikTok has a lot of ghost or inactive accounts. Engagement rate is much harder to fake, making it a more reliable signal of an authentic audience.
The question of ‘what is a good TikTok engagement rate’ is one of the most common queries among social media marketers. TikTok delivers higher engagement than most platforms, so benchmarks are set higher accordingly. Generally:
Below 3% is considered low for TikTok standards.
3%–6% is the average range for active, consistent creators.
6%–10% is good and reflects strong content-audience alignment.
Above 10% is excellent, most common among nano and micro creators with niche audiences.
Rates also differ by account size and niche. Nano creators (1K–10K followers) often see rates of 8%–16%, while mega creators with 1M+ followers may average 1%–3%. Understanding these differences is essential when using any TikTok engagement rate benchmark comparison.
Types of Engagement/ Understanding Engagement
Comments and saves signal purchase intent.
When viewers comment things like "what foundation is that?" or "need this!", or save a video to their favorites, it strongly suggests they're interested in buying.
It’s well worth a brand's time checking an influencers comments section before choosing to collaborate.
Plus, TikTok's algorithm rewards engagement. A highly engaged video gets pushed to more FYP (For You Pages) organically.
Therefore a TikTok makeup influencer whose audience engages well gives the brand's product a chance of going viral beyond just that creator's existing followers.
GRWM Format Power
Narratively rich "Get Ready With Me" (GRWM) videos keep viewers engaged, and they're arguably the highest-ROI content format in the beauty TikTok influencers playbook right now. As researched by this Erasmus thesis.
GRWMs replace a clinical tutorial ad with something closer to a voice memo from a friend.
The creator applies the product while telling a story, which emotionally connects the product to a relatable moment or aspiration, making it more memorable.
TikTok makeup influencers producing GRWM videos can show the foundation going on, blend out an eyeshadow, or apply a lipstick as part of their routine, and it doesn't feel forced or inserted, it feels organic.
This kind of real-time demonstration is incredibly persuasive and removes some of the uncertainty people feel before buying a new makeup product.
Plus, a GRWM video can be 5–15 minutes long, meaning a product might be on screen and talked about for a significant chunk of that time. This is very different from a quick 3-second flash of a product in a transition video.
Viewers often save GRWM videos to reference the products used later. TikTok creators will typically list everything in the caption or comments, driving direct traffic to products.
When shortlisting a TikTok makeup influencer for a narrative-led campaign, a consistent GRWM cadence is one of the clearest indicators the creator can carry a full brand story.
Collaboration Ideas for Makeup Brands
Partnering with TikTok makeup influencers is most effective when campaigns are built around formats the creator is already known for, rather than forcing a brand-side creative brief onto an audience that expects something else.
The five collaboration models below consistently deliver for beauty brands and can be mixed, layered, or rotated throughout a product's lifecycle.
Each format serves a slightly different purpose. Some build awareness, some drive trust, and some push direct sales, which is why brands often mix and match them across a campaign rather than relying on just one.
Product Launch Campaigns
When a brand releases something new, partnering with multiple influencers to post around the same time creates a sense of buzz and cultural momentum.
By seeding a product to multiple makeup influencers on TikTok ahead of a release date and letting each creator react in their own voice, brands generate a wave of simultaneous first-impression content that drives search lift, retailer sell-through, and organic UGC.
Suddenly the product is "everywhere."
GRWM or first-impression videos work well here. The excitement of something new also naturally drives comments and shares, helping the algorithm push the content further.
A well-coordinated launch can make a product feel like a must-have before it's even widely available.
Before-and-After Transformations
Before-and-After Transformation videos are extremely powerful for makeup sales because the visual proof is immediate and dramatic.
Viewers can see exactly what a product does: a concealer covering dark circles, a contour reshaping the face, a lip liner changing the whole look. Also, niche beauty TikTok influencers can tailor transformations to bridal, editorial, or everyday use cases.
This format is highly shareable and tends to perform very well on TikTok's FYP (For You Page) because it hooks viewers in the first second and delivers a satisfying payoff.
For marketers, transformations provide clear visual proof of product performance that works equally well in organic posts, Spark Ads, and retailer product pages.
Challenge Participation
Hashtag challenges and trend participation are how brands tap into cultural velocity on TikTok.
TikTok's algorithm actively fuses branded challenges into broader trend ecosystems. This means a well-designed challenge can recruit UGC from creators you never paid, and audiences you never targeted.
The key is to seed a challenge through a handful of trusted TikTok makeup influencers first, letting the format take hold organically before layering paid amplification.
Among beauty TikTok influencers, mid-tier creators often deliver better challenge ROI than mega-tier ones because their audiences are more willing to actually participate, not just watch.
Challenges that involve a signature product application, a before-and-after moment, or a clever use case tend to outperform generic hashtag plays, and they often spark UGC from well outside the original collaboration list.
Ingredient-Focused Educational Clips
Beauty consumers are increasingly ingredient-literate, and the best TikTok makeup artists have adapted by producing explainer content on formulation, wear-time science, and skin-forward benefits.
Nowadays, people want to know what's actually in their skincare and makeup.
A creator breaking down why a brand's foundation contains hyaluronic acid or niacinamide positions the product as well formulated and high quality.
This builds trust and appeals to a more informed, research-driven buyer. It also gives the brand credibility beyond just aesthetics.
Partner with creators who have science credibility or a documented track record of explainer-style content: pharmacy students, aestheticians, dermatology-adjacent creators, or TikTok makeup artists with an "honest reviews" reputation can all carry this brief well.
Giveaways and Affiliate Links
Giveaways spike engagement fast. Asking followers to like, comment, and follow to enter drives visibility and grows both the influencer's and the brand's audience simultaneously.
Affiliate links are valuable because they're trackable, meaning the brand can directly measure how many sales a specific creator drove, making it easier to justify the partnership financially and decide whether to work with them again.
The best performers combine both: a seeded PR package that the creator unboxes on camera, a giveaway mechanic that requires UGC-style participation (duet, stitch, or tagged post using a branded sound), and an affiliate link that lets the creator keep earning from the content over the following months.
The key is to treat affiliate partnerships as long-term content engines, not one-off transactions: the creators who feature a product multiple times across weeks and months outperform one-hit posts by a wide margin, and they also produce the kind of repeat-exposure UGC that compounds brand familiarity on the platform.
Run Your TikTok Makeup Influencer Campaigns with Insense
Finding and connecting with the right TikTok makeup influencer is only half the challenge for brands. Managing briefs, contracts, usage rights, payments, and campaign performance at scale is where most beauty marketing teams get stuck.
Insense is the all-in-one UGC and influencer marketing platform built to solve exactly these problems.
As an official Meta Business Partner, TikTok Marketing Partner, and TikTok Shop Partner, Insense gives makeup brands direct access to a vetted marketplace of 80,000+ responsive creators across 35+ countries, plus an outreach tool that scales personalized campaigns to a global database of 7 million+ Meta and TikTok influencers.
Whether you prefer to have a more hands on approach through the self-service side of our platform, or partner with Insense's managed-services team for end-to-end campaign strategy and execution, Insense makes it simple to launch, scale, and measure TikTok makeup influencer campaigns that really produce results.
We’re trusted by 3,500+ DTC brands, mobile apps, and advertising agencies
Book a demo or try Insense for free to start building your next TikTok beauty campaign today.
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