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Top Male Beauty Influencers: How Partnering With Influencers Boosts Sales

Man applying serum in front of a camera

In the beauty world, the spotlight has been dominated by women. However, a growing trend is reshaping the industry: the rise of male beauty influencers. With their unique perspectives, diverse styles, and captivating content, male beauty influencers are making a significant impact on the beauty landscape. Partnering with male beauty influencers can be a game-changer for beauty businesses looking to tap into new markets and reach broader audiences. 

Here, we’ll explore the top male beauty influencers and how collaborating with them can boost sales for beauty brands.

Table of Contents
The rise of male beauty influencers
Market for beauty products for men
The power of collaboration
Example of successful collaboration
Top 7 male beauty influencers in 2024
Final thoughts

The rise of male beauty influencers

Traditionally, beauty has been marketed primarily to women. However, the rise of social media has democratized the beauty industry, allowing individuals of all genders to share their passion for makeup, skincare, and self-expression.

Male beauty influencers, in particular, have emerged as powerful voices, challenging stereotypes and redefining beauty standards.

While most beauty influencers and their audiences are still female, male beauty influencers tend to have a higher engagement rate. According to Upfluence, female beauty influencers have an average engagement rate of 1.8%, while male beauty influencers have a 2.3% average engagement rate, and in Brazil (6.3%) and Canada (4.2%), you can see an exceptionally high engagement rate with male influencers.

One of the pioneers in the male beauty influencer space is James Charles. With millions of followers on platforms like Instagram and YouTube, Charles has become a household name in the beauty world. His bold makeup looks, tutorials, and collaborations with major beauty brands have solidified his influence and paved the way for other male creators.

Market for beauty products for men

Man in sunglasses wearing red lipstick

One of the main reasons we are seeing an increase in male beauty influencers is the increase in men using beauty products proudly. 

In 2021, the global men’s personal care market was valued at US $30.8 billion and is expected to grow at a compound annual growth rate (CAGR) of 9.1% from 2022 to 2030. At the same time, the male skincare market was valued at US $13.28 billion and is projected to reach US $21.74 billion by 2030, with a CAGR of 6.4% from 2022 to 2030.

The power of collaboration

Partnering with male beauty influencers offers numerous benefits for beauty brands. First and foremost, it allows brands to tap into new audiences and demographics. By collaborating with male influencers, beauty brands can reach consumers who may have previously felt excluded or underserved by traditional beauty marketing.

Moreover, male beauty influencers bring a fresh perspective to the table. Their unique styles and approaches to makeup and skincare offer new creative possibilities for brands. Whether it’s experimenting with gender-neutral products or showcasing innovative makeup techniques, male influencers can help brands push boundaries and stay ahead of trends.

Collaborating with male beauty influencers also provides an opportunity for brands to showcase their products in authentic and engaging ways. Influencers often have dedicated fan bases who trust their recommendations and value their opinions. When an influencer authentically incorporates a brand’s products into their content, it can drive genuine interest and excitement among their followers.

Of course, the keyword here is authentic. If your beauty brand wants to collaborate with male influencers, ensure that your product line and marketing efforts are inclusive. Also, be open to influencer(s) feedback on your efforts.

Example of successful collaboration

Several beauty brands have recognized the potential of partnering with male beauty influencers and have seen remarkable success. MAC Cosmetics partnered with Patrick Starrr to create a series of makeup collections inspired by Starrr’s glamorous aesthetic. The collections, which included lipsticks, eyeshadows, and face powders, received rave reviews from fans and sold out quickly upon release. Starrr’s influence and creativity helped drive sales and elevate MAC’s brand image in the eyes of consumers.

Top 7 male beauty influencers in 2024

These top male beauty influencers have captured the hearts of millions of followers across various social media platforms, influencing trends and redefining beauty standards along the way.

1. Jake-Jamie Ward

Screenshot of Jake-Jamie Ward doing a quiz on Instagram Reels

2. Manny Gutierrez

Manny showing his ‘Top 5 makeup items from Dollar Tree’

  • With over 4 million followers on Instagram and 4.85 million YouTube subscribers, Manny Gutierrez is a powerhouse in the world of male beauty influencers.
  • Known for his makeup skills and brand partnerships, such as Maybelline, Manny inspires millions with engaging content.
  • As the founder of Lunar Beauty, Manny has established himself as a prominent figure in the beauty community.

3. Wayne Goss

Wayne showing off concealer tips on YouTube

  • With more than 3.9 million subscribers and 561 million views on his YouTube channel, Wayne Goss is one of the most popular male beauty influencers on social media.
  • Since 2008, Wayne has been teaching millions of people everything from choosing a foundation to copying major celebrity looks.
  • His expertise and authority in the beauty industry have earned him a dedicated following and established him as a trusted source for beauty advice.

4. Alexander Rivera (Alex Faction)

Alex applying makeup on Instagram Reels

  • Based in Los Angeles, Alexander Rivera, also known as Alex Faction, boasts over 221k Instagram followers.
  • As a professional makeup artist, he captivates his audience with glamorous looks and special effects makeup tutorials.
  • Alex Faction’s creative prowess and engaging content have earned him a loyal following and established him as a top male beauty influencer.

5. Gabriel Zamora

Gabriel doing his eyebrows on Instagram Reels

  • As one of the top male beauty influencers, Gabriel Zamora showcases his looks to more than 691k followers on Instagram and 736k YouTube subscribers.
  • A self-taught makeup artist, Gabriel’s content resonates with a broad audience, with posts in both Spanish and English.
  • His collaboration with Ipsy and his own cosmetics line demonstrates his impact and influence in the beauty industry.

6. Reuben De Maid

Screenshot from Reuben De Maid’s YouTube channel homepage

  • Reuben De Maid gained prominence as one of the youngest male beauty influencers after appearing on “The Ellen DeGeneres Show” in 2017.
  • With over 210k YouTube subscribers, Reuben shares makeup tutorials and showcases his impeccable makeup skills.
  • Despite his young age, Reuben’s talent and authenticity have earned him widespread recognition in the beauty community.

7. Patrick Starr

Screenshot from Patrick Starr’s YouTube channel homepage

  • With a massive following of 4.39 million YouTube subscribers, Patrick Starr is undeniably one of the top male beauty influencers.
  • Known for his expertise in contouring and highlighting, Patrick’s makeup tutorials cater to a diverse audience.
  • His brand partnerships, product collaborations, and engaging content have solidified his position as a leader in the beauty industry.

These male beauty influencers represent just a fraction of the diverse and talented creators shaping the beauty landscape in 2024. From advocating for inclusivity and diversity to sharing their expertise through engaging tutorials, these influencers continue to inspire and empower millions of beauty enthusiasts around the world. 

As the beauty industry evolves, these influencers will undoubtedly play a pivotal role in shaping its future.

Final thoughts

Partnering with male beauty influencers can be a highly effective strategy for beauty brands looking to boost sales and expand their reach. Male influencers bring a fresh perspective, a diverse audience, and an authentic voice, making them valuable collaborators for beauty businesses.

By leveraging the creativity and influence of male beauty influencers, brands can connect with new audiences, drive product sales, and stay ahead of trends in the ever-evolving beauty industry.

The next step is to choose the best influencer for your brand. It doesn’t have to be one of these; many niche influencers are just as effective when collaborating with brands. Learn more about choosing the best influencer for your brand.

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