Did you know that YouTube drives nearly 20% global media value for the beauty industry – according to our proprietary Media Impact Value™ algorithm (MIV®) – compared to approximately 2% for fashion and luxury? The influence of beauty vloggers is undeniable, as we revealed in Beauty Redefined, a cosmetics industry focused report we launched earlier this year. Thanks to our Data Scientists’ analysis, we also found that throughout fashion and luxury, Media is the most prominent voice type, while in beauty, influencer presence dominates. In short, a beauty vlogger’s voice is extremely powerful in the cosmetics industry.
We found the results in Beauty Redefined so interesting that we thought we’d continue delving into this topic and track all beauty vloggers to find out which were the highest performers according to MIV. If you’re not familiar with how MIV works, we recommend checking out this post where you’ll learn all the ins and outs. After tracking the data, we found that these are the top 5 beauty vloggers according to their average MIV per post so far this year:
Top 5 Beauty Vloggers According to MIV®
1.) Nikkie Tutorials
Nikkie de Jager, a Dutch makeup artist and beauty vlogger, is better known as NikkieTutorials thanks to her YouTube channel which boasts of over 11 million subscribers. Her 2015 video “The Power of Makeup” garnered worldwide attention thanks to Nikkie revealing her bear face in front of the camera, and demonstrating just how effective proper makeup application can be. Nikkie’s average MIV per post this year has amounted to €393.02K ($453.3K).
When it comes to self-made famous beauty vloggers, Nikkie ranks #1 according to the data. Her success has led to collaborating on exclusive makeup lines, including her Power of Makeup collab with TooFaced, and most recently with OFRA cosmetics, as well as her recent cover story in Glamour Netherlands.
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With a total average of €247.97K ($286K) in MIV per post, Venezuelan native Marialejandra Marrero ranks second so far this year for most influential beauty vlogger. Better known as Mariale, this Los Angeles resident runs two separate channels: her Spanish language YouTube channel with over 10.3 million subscribers, and her English version with another 1.8 million subscribers.
Together with her Instagram and Facebook accounts, Mariale has a reach of over 19 million followers. Although she originally started vlogging specifically about beauty via her previously-named channel Makeuplocalypse in 2010, she now vlogs about everything from shopping hauls to comical anecdotes, and has even created her own satirical music video. However, branching out in vlog topics has certainly not affected the power of her mentions for cosmetics brands, proven by her making it second in this ranking!
In third place we have UK beauty vlogger Zoe Elizabeth Sugg, known to her followers as Zoella. Not only is Zoella known for her fashion and beauty vlogs, but for her best selling novels Girl Online and Girl Online: On Tour. Her main YouTube channel Zoella has racked up over 12 million subscribers while her second channel “MoreZoella” has over 4.8 million subscribers. This successful British influencer generates an average of €219.23K ($252.86K) in MIV per post.
Zoella’s success as a beauty vlogger has also led her to launch her own Zoella Beauty line, most recently introducing her Jelly & Gelato collection range.
4.) Jeffree Star
Ranking 4th on this international list is American vlogger Jeffree Star with an average MIV of €199.56K ($230.2K) per post. Jeffree, another example of a multi-faceted influencer, started his career in the early 2000’s as a singer/song writer and had even featured Nicki Minaj in his song “Lolipop Luxury”. However, Jeffree left music behind to focus on his own beauty line, Jeffree Star Cosmetics, and his YouTube channel which as garnered nearly 11 million subscribers.
5.) James Charles
James Charles, the second American male in the ranking, is a more recent YouTube sensation having only launched his channel towards the end of 2015. Over two years later, James has already amassed over 9 million subscribers and over 8 million Instagram followers. As the first male to appear as the face of Covergirl, James Charles is certainly a young star on the rise. This talented 19-year old beauty vlogger generates an average of €187.73K ($215.54K) in MIV per post. Below, James features celebrity influencer Kylie Jenner in his most recent Halloween tutorial:
We certainly hope you found this data-based ranking insightful and would love to hear your thoughts below in the comments! Who do you think could make it into the top 5 ranking in the future?
For more stats on the cosmetics industry and the power of beauty influencers, head to this link and download your free copy of Beauty Redefined.