Beauty and the Algorithm: The Top Beauty Influencers on TikTok in 2024

Introduction

In just a few short years, TikTok has evolved from a novelty app to a worldwide phenomenon, transforming digital marketing and redefining influencer culture. What began as a medium for short, entertaining videos has emerged as a robust platform reshaping beauty trends, marketing strategies, and consumer behavior. With millions of active users, TikTok offers companies an unparalleled opportunity to expand their market share, stay ahead of competitors, and connect with diverse and engaged audiences. At the heart of this phenomenon are TikTok beauty influencers leveraging their creativity and authenticity to drive brand success. Continue reading to learn more about the top TikTok beauty influencers of 2024 and how to build effective partnerships with them to achieve your marketing goals.

The Power of TikTok Beauty Influencers

TikTok's unique format, characterized by short-form videos and viral challenges, has notably impacted social media trends and buying patterns. In particular, beauty influencers on TikTok create relatable content that resonates with large audiences, increasing brand awareness and sales. Their posts often feature tutorials, product reviews, and beauty hacks that are both entertaining and informative.

Case studies of successful collaborations between beauty influencers and brands highlight the platform's potential—for instance, brands like e.l.f. Cosmetics and Fenty Beauty have partnered with TikTok creators to launch viral campaigns, resulting in millions of views, increased conversion rates, and significant ROI. These outcomes suggest that TikTok influencers are not just trendsetters; they're becoming strategic partners in driving brand success.

Top 10 TikTok Beauty Influencers of 2024

1. Marta Ojeda (@by.martao) 

• Earned Media Value (2024): $71.6M
• Average Engagement Rate: 32.14%

Marta Ojeda is a Spanish influencer who began posting dance videos on Instagram in 2014. Over the past ten years, she has gathered a following of over 900,000 users on Instagram and TikTok, making her a prominent figure in beauty and lifestyle content for Spanish-speaking audiences. Marta's ability to engage her audience is demonstrated by her high average engagement rates, which exceed 10% on both platforms, ranking among the highest for influencers of similar size.

1. Janelle Zharmenova (@janelthebear)

• Earned Media Value: $40.3M
• Average Engagement Rate: 16.76%

Janelle has nearly 3 million followers on Instagram and TikTok, where she has gained recognition for her beauty videos and makeup tutorials. She is primarily known for her skill in recreating celebrities' makeup looks. Janelle's use of affordable and high-end makeup products has made her popular among a diverse audience of beauty enthusiasts.

1. Dhivya Sri (@dhivya.srii)

• Earned Media Value: $29M
• Average Engagement Rate: 89.83%

Dhivya is a Canadian influencer known for her fashion and beauty videos. She celebrates Indian beauty and Desi culture, filling a space in the beauty community where Indian women are historically underrepresented. Dhivya's TikTok videos cover various content, including challenges, fashion, beauty, hair hacks, and more. Her high engagement rate of 89.8% (based on her posts from the first half of 2024 alone) reflects her audience’s love for her and her content.

  4. Kate Longoria (@kat_longoria)

• Earned Media Value: $26.6M
• Average Engagement Rate: 11.8%

Kate Longoria is a makeup artist and beauty enthusiast who utilizes innovative techniques to create stunning makeup looks. Her engaging TikTok videos provide step-by-step tutorials on achieving specific looks, showcasing new beauty hacks, and exploring the latest beauty products. Most of her videos garner over one million views, demonstrating her ability to produce viral content.

  5. Jooshica (@jooshica)

• Earned Media Value: $25.5M
• Average Engagement Rate: 3.12%

South Korean-Canadian influencer Jooshica is widely recognized for her skill in recreating K-pop idols' makeup looks. With an audience of over eight million followers on Instagram, YouTube, and TikTok, Jooshica has become a favorite among fans of K-pop, K-beauty, and skincare. Her popularity across all platforms is a testament to her creativity and the engagement of K-pop fans.

 6. Frishta Ghaderi (@frishtaxx)

• Earned Media Value: $25.5M
• Average Engagement Rate: 3.12%

Frishta Ghaderi has ascended to TikTok stardom with her compelling fashion and beauty content. She delivers hijabi tutorials and crafts glamorous makeup looks, resonating with audiences who seek modest fashion inspiration and aspire to master beauty trends. Frishta's platform is a welcoming haven for all, celebrating elegance and tradition.

  7. Inga Voloshchakevych (@ingaterner)

• Earned Media Value: $21M
• Average Engagement Rate: 7.56%

Inga Voloschchsakevych boasts a substantial social media following, with over two million followers across Instagram and TikTok. As a renowned makeup artist and hair stylist, Inga captivates her audience with her content, including makeup tutorials, hacks, and inventive hairstyles. Her tutorial-based content strikes a chord with her followers, evidenced by her impressive engagement rate of 7.56%.

   8. Esra (@lilyslilah)

• Earned Media Value: $19.5M
• Average Engagement Rate: 5.46%

Gen-Z beauty, style, and fashion TikTok influencer Esra has become a leading figure for French audiences. Her content spans new beauty hacks and products, mini vlogs, beauty challenges, and GRWMs, all delivered with an authenticity and humor that speaks to Gen Z viewers, who comprise 53% of her followers. Esra's appeal extends significantly across Francophone countries, with French users making up 49% of her followers, followed by audiences in Morocco, Algeria, and Tunisia.

 9. Anjeni Khusul (@anjenikhusul)

• Earned Media Value: $18.3M
• Average Engagement Rate: 8.45%

Anjeni Khusul has emerged as a breakout star on Instagram and TikTok, boasting a 28% increase in followers in the first half of 2024. Much of Anjeni's top-performing content features makeup tutorials, GRWM videos, and Indian beauty trends. Her posts consistently garner an impressive average of 232K views, underscoring why she’s one of the top beauty influencers on TikTok.

 10. Wijdvne (@wijdvne)

• Earned Media Value: $15.8M
• Average Engagement Rate: 341%

Wijdvne is a prominent French beauty TikToker who has garnered a considerable following in Francophone countries, with 47% of her audience residing in France. She shares diverse content with her 617K followers, including makeup tutorials, funny videos, and singing along to TikTok sounds. This variety connects particularly well with Gen Z users, who comprise 71% of her followers. Wijdvne's beauty content stands out, achieving an impressive average engagement rate of 341%, the highest among TikTok's top 10 beauty influencers.

How Brands Can Leverage the Potential of TikTok Beauty Influencers

As with all partnerships, identifying the right influencers for your brand is essential for reaching your ideal audience and optimizing your ROI. When selecting a content creator for a campaign, brands should consider engagement rates, follower demographics, and the influencer's content style. Influencer marketing platforms like Lefty can help companies find TikTok influencers that align with their brand values, appeal to their target demographics, and support their business goals.

Building effective relationships with social media personalities involves clear communication and mutual understanding. Marketing teams should work closely with influencers to develop authentic content consistent with brand identity and resonates with the influencer's audience.

Measuring the success of TikTok influencer campaigns requires tracking metrics such as views, likes, shares, and conversion rates. Brands can use analytics tools like TikTok Analytics and influencer marketing platforms to assess the impact of their marketing efforts. 

When working with TikTok influencers, it's also essential to prioritize diversity and partner with creators catering to Gen Z. This generation makes up many TikTok users and is increasingly influential in consumer spending.

Future Trends and Predictions

The future of influencer marketing on TikTok looks incredibly promising. Experts predict that the platform will continue to evolve, offering new features and opportunities for brands to engage with their audience in innovative and meaningful ways. One of the most exciting developments is the rise of augmented reality (AR) and virtual try-on features. These advancements will make the shopping experience more immersive and facilitate a stronger connection between consumers and products—driving higher engagement and conversion rates.

In addition to technological advancements, the growing emphasis on authenticity and transparency will play a critical role in shaping the future of influencer marketing. Consumers are becoming more value-driven and discerning, seeking out influencers who endorse products and share their authentic experiences and values. This shift has encouraged brands to invest in long-term partnerships with content creators who connect with their target demographics, ultimately leading to more sustainable and impactful marketing strategies. Brands that continue to prioritize genuine relationships with their audience through collaborations with authentic influencers will thrive in this vibrant landscape. 

Conclusion

TikTok has become an indispensable platform for beauty brands aiming to engage with a dynamic and diverse audience. The power of TikTok beauty influencers lies in their ability to create authentic, engaging content that resonates with their followers and drives significant brand awareness and sales. With the platform continuously evolving and introducing new features like AR and virtual try-ons, the potential for innovative brand interactions will soon become limitless. Moreover, companies prioritizing authenticity and transparency in their influencer collaborations will be well-positioned to develop strategic partnerships with top TikTok influencers who align with brand values and goals. These beauty brands can then leverage the clout of these creators to launch productive and meaningful marketing campaigns.