While the trend toward lifestyle influencing has seen strong momentum in recent years, data from CreatorIQ indicates that when it comes to who is driving more overall earned media value for beauty brands, beauty tutorialists still take the cake.
“They simply post about beauty brands at a much higher volume than lifestyle creators and celebrities,” said Alexander Rawitz, director of content marketing at CreatorIQ, adding that lifestyle creators nonetheless have an important role in the EMV ecosystem. “Big names, brand partners or creators like Monet McMichael and Alix Earle tend to drive more EMV on a per-post basis — they’re probably driving more EMV across the board, but much of that EMV is going to fashion brands, lifestyle brands and the like.”
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Notably, many of the top beauty EMV-drivers count more TikTok than Instagram followers, though they drive more EMV on Instagram — a “pretty common dynamic amongst contemporary beauty creators,” Rawitz said.
There are exceptions: Lisa Joy, a beauty influencer who got her start on YouTube, still drives more EMV through her native platform. Iran-based Shima Katouzian is Instagram-native both by EMV and by follower count; newcomer Anjeni Khusul, a high earner for MAC Cosmetics, is TikTok-focused. Instagram barber Anthony Claxton mainly uploads hair care-related content, but drove standout momentum for Maybelline New York through a mention in February.
“Generally, veterans drive more EMV on Instagram; newcomers are more TikTok-driven, and even their Instagram content reflects TikTok style and sensibilities,” said Rawitz, adding that well-executed brand collaborations are increasingly gaining relevance on social and for EMV performance.
“Think Rhode and Krispy Kreme; Balenciaga and Erewhon — E.l.f. Cosmetics x Liquid Death is one I have my eye on. They’re reading the room correctly, and there is lots of creator and consumer interest behind these sorts of collabs,” said Rawitz.
The top 10 brands by EMV in February: Charlotte Tilbury; MAC Cosmetics; E.l.f. Cosmetics; Fenty Beauty; Milk Makeup; NYX Professional Makeup; Rare Beauty; Benefit Cosmetics; Huda Beauty; Maybelline New York.
The top EMV-earning beauty creators for the top 10 brands by the metric in February, per CreatorIQ.
1. Lindsey Rowley, @Linsmakeuplooks
Top brand: Milk Makeup, $1.8M EMV
Follower count: 2.5 million on TikTok; 608,000 on Instagram
Drives the most EMV on: Instagram
2. Stephanie Valentine, @Glamzilla
Top brand: MAC Cosmetics, $364,600 EMV
Follower count: 2.2 million TikTok; 704,000 Instagram
Drives the most EMV on: Instagram
3. Shima Katouzian, @Herosheemaz
Top brand: Charlotte Tilbury, $805,700 EMV
Follower count: 32,600 on TikTok; 1.6 million on Instagram
Drives the most EMV on: Instagram
4. Anthony Claxton, @Krewkutz
Top brand: Maybelline New York, $1.1 million EMV
Follower count: 1.1 million on TikTok; 1.7 million on Instagram
Drives the most EMV on: Instagram
5. Lisa Joy, @Alejayofficial
Top brand: Fenty Beauty/Rare Beauty, $423.5k EMV each
Follower count: 487,900 on TikTok; 469,000 on Instagram; 509,000 YouTube
Drives the most EMV on: YouTube
6. Anjeni Khusul, @Anjenikhusul
Top brand: MAC Cosmetics, $855,300 EMV
Follower count: 957,700 on TikTok; 182,000 on Instagram
Drives the most EMV on: TikTok
7. Jooshica, @Jooshica
Top brand: Benefit Cosmetics, $781,000 EMV
Follower count: 4.8 million on TikTok; 1.1 million on Instagram
Drives the most EMV on: Instagram
8. Charlotte Barker, @Charbarker
Top brand: Fenty Beauty, $816,200 EMV
Follower count: 313,500 on TikTok; 173,000 on Instagram
Drives the most EMV on: Instagram
9. Adi Malnick, @adimalnick
Top brand: E.l.f. Cosmetics, $662,800 EMV
Follower count: 177,800 on TikTok; 56,700 on Instagram
Drives the most EMV on: Instagram
10. Karen Gonzalez, @Iluvsarahii
Top brand: MAC Cosmetics, $452,400 EMV
Follower count: 402,700 on TikTok; 7 million on Instagram
Drives the most EMV on: Instagram
