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Influencers: The New Beauty Tastemakers

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Beauty players enlist social media stars to help boost brands


JACLYN HILL

No list of beauty influencers is complete without Jaclyn Hill, who, with 4.5 million followers on Instagram (@jaclynhill) and another 4 million YouTube subscribers, has been behind many beauty blockbusters.

In 2015, she proved her power when she teamed up with Becca Cosmetics on a product called Shimmering Skin Perfector Champagne Pop. It sold out in 20 minutes.

Its success put Becca on the map, and it was snapped up by Estée Lauder Cos., Now Hill is working on her own eyeshadow palette called Morphe.

 

 

 

 


KYLIE JENNER

Jenner is the queen of social media with 97 million followers on her own Instagram, @kyliejenner, and another 14.2 million on her kyliecosmetics Instagram. She also has 20 million Facebook likes and another 22.5 million followers on Twitter.

That doesn’t even take into consideration the millions who watch her exploits on Snapchat. In addition to being part of the “Keeping Up with the Kardashians” reality show, Jenner got her own series, Life of Kylie, on E! this year.

Anything the youngest of the Jenner/Kardashian clan displays on her Instagram or Snapchats sees an instant uptick in sales. When the full-lipped, 20-year-old Jenner was seen using Pond’s to remove her makeup, Pond’s sales soared. Her collection of nail styles for Sinful put a sparkle in nail lacquer sales, and she has been credited with encouraging younger women to seek cosmetic procedures.

But the biggest weapon in her arsenal is her own cosmetics line, which kicked off in 2015 with the Kylie Lip Kit, a combination lip liner and liquid lip color. The line sold out on her website in seconds and sold on eBay for three or four times the price. She has now built a $420 million retail beauty business (in 18 months) that could hit $1 billion in sales by 2022, according to Women’s Wear Daily.


KANDEE JOHNSON

Like many influencers, Kandee Johnson got her start as a celebrity makeup artist. She loaded her first YouTube video in 2009 and now has 3.8 million subscribers. She’s a favorite “go to” for beauty companies such as SinfulColors, which had her create two nail looks last year and OGX Beauty.

At the National Association of Chain Drug Stores Annual Meeting in April, Johnson was a guest at a Revlon party where attendees were captivated by her effervescent personality and her tales of becoming an influencer. She also was a big draw at the New York Beautycon.

She kicked off a makeup collection with Too Faced, sold in Ulta Beauty. Known for her candy cotton colored hair, she has 1.6 million Instagram followers (@kandeejohnson).

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