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Top Beauty, Wellness & Lifestyle Influencers On Social Media For 2021

From Andy Warhol’s Factory faces to 1990s magazine supermodels, many dream of becoming an ‘It Girl’ trendsetter. Today’s incarnation—social media influencers—not only are style icons but also are posting and scrolling their way to the bank with endorsement deals and sponsored posts.
According to data from online platform Cosmetify, Huda Kattan was recently named the richest beauty influencer, taking home nearly $119,089 for a post across TikTok, Instagram and Youtube. James Charles is the most profitable on TikTok earning $35,502 per video. 

Cosmetify’s first Beauty Influencer Rich List, released last year, showed how much some of the biggest names in cosmetics could be earning from their social channels. This year, the company refreshed the list and added each person’s following on TikTok.

Here’s a look at leading beauty influencers for 2021 by way of cosmetics, personal care and wellness. 


Instagram Followers: 49.5 million

This year, subscription service Ipsy launched a limited edition Glam Bag x Huda. The collection features eight full-size products that were handpicked by Huda Kattan herself, including top selects from coveted beauty brands such as Sunday Riley, Rare Beauty, R+CO among others, as well as bestsellers from Huda’s own Huda Beauty, Wishful skin care and Kayali. Kattan recently rolled out the latest product from her skin care line, Wishful: the Wishful Honey Whip Peptide Moisturizer. The beauty mogul announced the product launch to her 557,000-plus followers on the Wishful Instagram page in August.

Huda Kattan is considered the “OG” of social media influencers with a bustling beauty brand and endorsement career.



Instagram Followers: 40.1 million

Gen Z-powered beauty brand, Item Beauty, co-founded by social media personality Addison Rae, is now sold at Sephora. The launch comes as the cruelty- and vegan-friendly product line celebrates its first anniversary. The Item Beauty lineup includes clean-formulated makeup essentials like Lash Snack, Brow Chow and Lip Quip. After a successful makeup launch, Item Beauty released clean skin care essentials like Fast Pass AHA Gel Cleanser, Lite Sauce Balancing Gel Moisturizer, Slick Type Cleansing Balm and Overdew Xtra Intensive Moisturizer. Made with dermatologist-tested formulas and science-backed ingredients, Item Beauty products serve effortless, clean beauty that empowers authentic self-expression with a healthy dose of self-love. Also, at press time she is rolling out a new fragrance, as reported in Happi.

Item Beauty, co-founded by Addison Rae, is now sold at Sephora.


Instagram Followers: 26.8 million

Influencer Sommer Ray is the spokesperson for Imaraïs, a new PETA-certified, plant-based ingestibles brand. The brand is the brainchild of Nutrabolics Co-Founder Aaron Hefter and Felicia Hershenhorn, an attorney. Imaraïs, inspired by the Swahili language, launched with Glow, a gummy with ingredients such as vegan squalane and marine algae, meant to promote skin-barrier function, as well as activated-C, a vitamin C formula trademarked by the company. Ray is a 24-year-old American athlete, model and social media sensation who has won several bodybuilding and fitness competitions. She has more than 26 million Instagram followers, 1.2 million Twitter followers and nearly 11 million TikTok followers.

Sommer Ray has more than 26 million Instagram followers!



Instagram Followers: 17.9 million

Wet n Wild recently partnered with digital personality Bretman Rock to launch a beauty collection: Jungle Rock, a range of limited-edition, eye, face and lip products. It was Wet n Wild’s first-ever influencer collaboration. The products are inspired by Bretman’s bold, untamable spirit and are a tribute to his love for animals, according to the company, which said Bretman’s personal brand mirrors Wet n Wild’s core values, which are rooted in authenticity, inclusivity and fierce self-expression.



Imstagram Followers: 7.7 million

Coastal Citizen
, a sustainable line of skin care staples for the “skinamalist” created by social media sensation Eva Gutowski, added a Sun Glass Balm to the collection. Coined “Golden hour in a bottle,” Sun Glass Balm is a multifunctional light reflecting versatile balm that locks in moisture for a natural, luminous glow that gives your skin a glass-like appeal and is made with 100{adb1ce361e4d115852a5ecc77da1fcd21e68b5d23904b1abbfd33825d7fe0fb5} natural and responsibly sourced mica. Sun Glass Face Balm is also vegan, cruelty-free, paraben-free, NGMO, gluten-free, fragrance-free and synthetic dye-free. 

Social media sensation Eva Gutowski added a Sun Glass Balm to her Coastal Citizen skin care collection.



Instagram Followers: 7.1 million

 is partnering with actress and philanthropist Angela Simmons to encourage women wearing wigs, weaves and protective styles to care for their hair and scalp by launching the new Curls Hair Under There collection of five hair care products at Walmart online.



Instagram Followers: 4.2 million

Charlotte Tilbury, founder of Charlotte Tilbury Beauty Ltd, is not only a makeup artist but also contributing editor for British Vogue, and global ambassador for Women for Women International. Her company was purchased by Puig in 2020, as reported in Happi. She largely shares updates on skin care and makeup on Twitter.  After selling out multiple times and garnering a waitlist of over 50,000 shoppers, Tilbury’s cult-favorite Pinkgasm Beauty Light Wand is now back in stock. 


@lillyghalichi & @leylamilani

Instagram Followers: 3 million & 1.5 million

Vegan nutritional beauty brand Hairtamin recently expanded into Ulta. Hairtamin’s best-selling Advanced Formula and Gummy Stars will be part of the program in Ulta Beauty stores. Founded by best friends and beauty influencers with more than 7 million followers combined, Leyla Milani and Lilly Ghalichi, Hairtamin’s founding mission is to make consumers love their hair again. Its latest launch is a scalp serum.

The success of HAIRtamin starts with the popularity of the hair care brand’s founders.


Instagram Followers: 2 million

Los Angeles-based fashion and beauty influencer and Youtuber, Aaliyah Jay is on the rise. Over the past 5-plus years, she has cultivated a following of more than 4 million across her social media platforms. At press time, it was revealed she is working on a partnership with Urban Hydration. Jay creates fashion, beauty, travel and lifestyle content that she hopes will inspire others to be their authentic selves. Originally from Boston and New York, she is now venturing into the next step of her career, one as a fashion designer and correspondent.



Instagram Followers: 1.9 million

Sol de Janeiro and Lights Lacquer have teamed up to create a pampering manicure kit complete with an exclusive, limited-edition Lights Lacquer nail polish shade ‘Heart & Sol’ co-created with influencer and entrepreneur Kathleen Lights. Known for its iconic yellow packaging and careful ingredient selection, Sol de Janeiro knew it had to join in on the fun of Lights’ bright influencer career and create a shade to match.

Influencer Kathleen Lights recently partnered with Sol de Janeiro for a fun nail color.


Instagram Followers: 988,000

Influencer Courtney Shields is entering the color cosmetics business. Her new company, DIBS Beauty, will offer a makeup collection to start (DIBS stands for Desert Island Beauty Status). To create the brand, Shields teamed with Jeff Lee, who was chief operating officer of A-Rod Corp. Lee provided consulting services in the early stages of JLo Beauty. The direct-to-consumer brand, out now, features highlighters and blush-and-contour sticks. Each priced at $32. DIBS raised $2.6 million in an initial round of funding from L Catterton partners Michael Farello and Jonathan Owsley, who invested individually. Other investors include Tula cofounders Dan Reich and Ken Landis, along with fellow influencers.

Courtney Shields has ‘dibs’ on beauty success with her new skin care line, DIBS.



Instagram Followers: 596,000

L’Oréal Paris recently named French actress Camille Razat as its newest global ambassador. She joins the recently appointed actress Kate Winslet, as well as singer and songwriter Yseult in representing the brand globally. The 27-year-old is most famous for her recent role in the first season of Netflix’s Emily in Paris, where she plays the “quintessential French cool girl.” Razat will star in several L’Oréal Paris campaigns including Elvive Dream Lengths, Elvive Extraordinary Oil, Infaillible 24h 2-Steps Lipstick, and Volume Million Lashes Balm Noir Mascara.

Camile Razat for L’Oreal Paris



Instagram Followers: 349,000

Social media personality Tinx—otherwise known as Christina Najjar—is on the pulse of wellness and beauty trends with her Rich Mom Starter Pack videos and product endorsements. She recently appeared at Shiseido’s beach party to promote the beauty giant’s line expansion of skin care and sun care products, amongst other appearances.

Tinx had fun in the sun with Shiseido in Malibu to celebrate its sun care and skin care offerings.

@cassandrabankson & @morganalisonstewart

Instagram Followers: 169,000 & 74,100

Who says you have to have a big budget to get great skin? Influencers Cassandra Bankson and Morgan Alison Stewart recently partnered with skin care line Yes To to compare high-end skin care products with the affordable brand and drugstore favorite.  In a YouTube video called, “Refreshingly Realtalk,” the beauty tastemakers blindly tested masks, cleaners and moisturizers. Namely, Yes To Cucumber Cooling Jelly Mask with one by Peter Thomas Roth.