How TikTok stars are taking over the beauty industry

  • The internet beauty community has lived on YouTube and Instagram for more than a decade.
  • Now, TikTok stars like Hyram Yarbro and Mikayla Nogueira are transforming the digital landscape for makeup lovers and skin-care enthusiasts alike.
  • Even brands like CeraVe and Nars are taking notice of the growing beauty community on TikTok.
  • Social-media expert Trina Albus told Insider that TikTok will likely continue to take over the beauty industry because of its unique algorithm, relatability, and opportunities to go viral.
  • Visit Insider’s homepage for more stories.

A digital beauty community emerged over a decade ago, sharing makeup reviews and tutorials on YouTube and Instagram. The top creators on those platforms transformed into rich celebrities as they helped the beauty industry become a multi-billion-dollar business.

But, along with their popularity and success, beauty influencers have become synonymous with drama and feuds — everyone from Jeffree Star to James Charles has a scandal tied to their name. And the community that once served as a safe haven for experimenting with makeup and sharing skin-care insecurities has, for some, become toxic.

But the heart of the beauty community isn’t lost. It’s just moved to TikTok, where everyday beauty enthusiasts rack up millions of views with their down-to-earth videos. And now beauty brands are taking notice.

YouTube’s beauty community formed in the early 2000s — and it’s changed drastically over the years

Adrienne K. Nelson is credited with posting the first makeup tutorial in 2006, though creators like Michelle Phan and NikkieTutorials are often considered the founders of YouTube’s beauty community, starting their channels in 2007 and 2008.

Around that time, the influencers, as well as women like Zoella and Bethany Mota, became known for their reviews of trendy productsgiant hauls, and makeup challenges. And many became early users of Instagram. 

Today, the online beauty community is ruled by digital moguls like Jeffree Star and James Charles.

The two influencers, as well as other top beauty creators, still share makeup reviews and tutorials, though they also sell products, open up about their personal lives, and become involved in feuds with one another — largely as a result of the competitive opportunities now available to creators.

James Charles, Tati Westbrook, Jeffree Star

Jeffree Star and James Charles are at the top of the internet’s beauty community.


James Charles / YouTube



Today, makeup enthusiasts are rising to fame on TikTok

Massachusetts native Mikayla Nogueira became interested in makeup at 10 when she realized it could be an outlet for creativity and acceptance. She taught herself makeup skills, began a YouTube channel and Instagram page, and even worked as a freelance…


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