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Top Skincare Influencers To Watch in 2024

Person showing skincare serums on camera

With millions of people eagerly seeking skincare advice and recommendations online, skincare influencers hold tremendous sway over consumer preferences and purchasing decisions. Choosing the right influencers is crucial for beauty businesses looking to collaborate with influential personalities to boost sales. Here, we present a curated list of the top skincare influencers to watch in 2024.

Table of Contents
The skincare market
The rise of the skincare market for men
Types of skincare influencers
Top skincare influencers on TikTok
Final thoughts

The skincare market

Before delving into the influencers themselves, let’s explore the skincare market’s size and scope. The global skincare products market was estimated at USD $135.83 in 2022 and has experienced remarkable growth in recent years. It is projected to have a compound annual growth rate (CAGR) of 4.7% over the 2023–2030 forecast period, and the market size is expected to reach a staggering USD $189.3 billion by 2025

This growth is driven by increasing awareness of skincare routines, the rise of social media, and the growing demand for natural and organic skincare products.

The rise of the skincare market for men

Man applying lotion to his face on camera

Traditionally, skincare has been predominantly marketed towards women. However, the landscape is evolving rapidly, with men increasingly prioritizing skincare as part of their grooming routines. According to Statista, the global men’s grooming market is projected to reach over USD 100 billion by 2028, driven by changing societal norms and increased awareness of personal grooming.

Male influencers like James Welsh play a crucial role in this shift, normalizing skincare practices among men and advocating for gender-inclusive beauty standards. Beauty businesses should recognize the immense potential of this burgeoning market segment and consider collaborating with male influencers to reach a diverse audience.

Types of skincare influencers

Skincare influencers come in various types, each focusing on different aspects of skincare and beauty, such as the following:

Product reviewers

Person reviewing skincare and makeup products on camera

These influencers specialize in reviewing skincare products, providing detailed insights into their effectiveness, ingredients, and suitability for different skin types. They often test products over time and share honest opinions with their audience.

Hyram Yarbro (@skincarebyhyram) is known for his detailed product reviews and ingredient analyses, which provide insights into skincare effectiveness and suitability for different skin types.

Dermatologists and skincare experts

Screenshot of dermatologist giving advice on Instagram

These influencers are licensed dermatologists or skincare professionals who offer expert advice on skincare routines, treatments, and solutions for common skin concerns. They provide evidence-based information and recommendations backed by their expertise and experience.

Examples include:

  • Dr. Dray (@drdrayzday) is a board-certified dermatologist who offers evidence-based skincare advice, treatment recommendations, and routines for various skin concerns.
  • Dr. Shereene Idriss (@shereeneidriss) is a board-certified dermatologist known for her expertise in skincare. She offers tips, product recommendations, and treatment advice for achieving healthy and radiant skin.
  • Dr. Sam Bunting (@drsambunting) is a leading cosmetic dermatologist providing skincare expertise, product recommendations, and treatment insights to address common skin concerns.

Skincare tips specialists

These influencers provide skincare tips and advice to address issues such as acne, aging, hyperpigmentation, dryness, or sensitivity. They may offer personalized skincare routines and DIY remedies to help their followers achieve healthier skin.

Examples include: 

  • Caroline Hirons (@carolinehirons): Offers skincare tips, advice, and product recommendations to address specific skin concerns, emphasizing the importance of skincare routines and ingredient knowledge.
  • Michelle Wong (@labmuffinbeautyscience): She shares science-based skincare tips and DIY skincare recipes, explains skincare concepts, and debunks skincare myths for her audience.

Sustainable beauty advocates

These influencers promote a natural approach to skincare, emphasizing organic, clean, or natural ingredients. They often share DIY skincare recipes, eco-friendly product recommendations, and tips for achieving radiant skin without harsh chemicals.

Natural beauty advocates

Some influencers embrace natural beauty by embracing imperfections and personal natural beauty. These influencers promote self-love and body positivity by embracing imperfections such as acne, scars, or uneven skin tone. They share their skincare struggles and encourage their followers to love and accept themselves just as they are.

Examples include:

  • Huda Kattan (@hudabeauty): Encourages embracing imperfections and celebrating individuality, providing makeup and skincare tips for enhancing natural beauty and boosting confidence.
  • Jules von Hep (@julesvonhep): Shares his experience with skin conditions and promotes body positivity, offering skincare tips and advice for building self-confidence and self-care routines.

“Get ready with me” (GRWM) creators and skincare lifestyle bloggers

Person sharing their bedtime skincare routine on TikTok

GRWM influencers create content showcasing their skincare and makeup routines from start to finish. They provide step-by-step tutorials, product recommendations, and beauty hacks while engaging with their audience in a relatable and fun way.

  • Jackie Aina (@jackieaina) creates entertaining and informative GRWM videos, showcasing her skincare and makeup routines while sharing product recommendations and beauty tips.
  • Bretman Rock (@bretmanrock) is known for his humorous and engaging GRWM content. He provides skincare and makeup tutorials that focus on self-expression and creativity.

Lifestyle influencers incorporate skincare into their overall lifestyle content, sharing their personal skincare journeys, self-care rituals, and wellness practices. They may explore diet, exercise, mindfulness, and skincare topics as part of a holistic approach to health and beauty.

Men’s skincare enthusiasts

These influencers focus on skincare and grooming tips tailored to men’s needs and preferences. They may address everyday skincare concerns faced by men, recommend skincare products, and offer grooming advice for maintaining healthy skin and hair.

Some male skincare enthusiasts focus on creating content that makes skincare more accessible to men, particularly those who have experienced the negative impacts of the stigma surrounding personal care. 

Examples include:

  • Chris Salgardo (@chrissalgardo): Focuses on men’s skincare and grooming, offering tips, product recommendations, and grooming advice for maintaining healthy skin and achieving a polished look.
  • Carlos Roberto (@manforhimself): Provides skincare and grooming advice for men, featuring product reviews, tutorials, and lifestyle content to enhance men’s skincare routines and personal style.

These are just a few examples of the diverse types of skincare influencers, each offering unique perspectives and expertise to their audience. 

When determining what type of influencer your business should partner with, consider the best fit based on your product lineup, target audience, and marketing goals. 

Top skincare influencers on TikTok

Screenshot from the #skincare discover page on TikTok

TikTok is the go-to place for beauty influencers– #skincare has over 19.1 million posts, #skincareroutine has over 5.5 million posts, and there are over 144 million posts under Skincare TikTok Made Me Buy

TikTok’s combination of visual storytelling, algorithmic discovery, community engagement, and viral potential makes it an ideal platform for skincare influencers to showcase their expertise, connect with their audience, and grow their presence in the skincare community.

Here are the top skincare influencers on TikTok in 2024:

  1. Lavinia Rusanda | @laviniarusanda
    • Championing imperfections, Lavinia confidently shares her skincare journey, embracing acne and promoting self-acceptance.
  2. Alix Earle | @alixearle
    • Known for her intriguing Get Ready With Me (GRWM) content, Alix shares her experience with skincare brands after struggling with a broken skin barrier.
  3. Helen Cai | @skinbyhelen
    • Providing affordable skincare dupes and holy grail product recommendations for achieving plump, hydrated skin.
  4. Marielle Juan | @glowwithmar
    • Educating on the importance of sunscreen reapplication and offering recommendations for different skin types.
  5. Darlene Flores Lugo | @matte.about.makeup
    • Offering unfiltered advice and reviews for beauty brands, particularly beneficial for acne-prone skin.
  6. Matt Woodcox | @dirtyboysgetclean
    • Catering to male skincare needs with comprehensive product reviews and grooming tips.
  7. Tyler Polakovich | @sighlur
    • Providing science-based skincare routines and simplifying skincare terminology for easy understanding.
  8. Annie Dayoon | @anniedayoon
    • Specializing in Korean skincare product reviews and recommendations.
  9. Hanah Bae | @hanah.bae
    • Offering educative skincare tips and advocating for self-care and life balance.
  10. An Nguyen | @phithegoldenskin
    • Recommending affordable skincare alternatives for achieving glowing skin and healthy hair.
  11. Melodie Perez | @diaryoftroubledskin
    • Advocating for curly-haired and brown-skinned individuals, sharing skincare and beauty products suitable for dark skin.
  12. Jackie Dymond | @jackiedymondskin
    • Providing skincare tips for managing skin changes due to weather fluctuations.
  13. Kiara Basa | @kiarabasa
    • Sharing her skincare journey with honesty and vulnerability, offering valuable tips for acne-prone skin.
  14. LaToya Lanice | @the_blacker_the_berry
    • Offering unfiltered reviews on skincare products, particularly focusing on those suitable for people of color.
  15. Shriya | @shrishenanigans
    • Simplifying skincare routines and offering organic facial tips for skincare enthusiasts.

Final thoughts

Partnering with skincare influencers can be a strategic move for beauty businesses looking to expand their reach and boost sales. By forging genuine partnerships with skincare influencers, beauty businesses can build trust, credibility, and long-lasting relationships with their target audience. Remember, authenticity and alignment with your brand values are paramount when choosing influencers.

As the skincare industry evolves, staying attuned to emerging trends and collaborating with the right influencers will be essential for success. Stay up-to-date with the trends at Alibaba.com.

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