Beauty players enlist social media stars to help boost brands
KIM KARDASHIAN
Kardashian was an influencer long before the term came into vogue.
She recently kicked the beauty portion of her brand into overdrive with the launch of KKW Beauty. Her initial launch leverages her signature contouring look and blew through $14 million worth of products in just 24 hours.
Next for her will be a host of complexion-based products.
She sports more than 102 million Instagram followers (@kimkardashian). She’s planning a fragrance launch later this year.
HUDA KATTAN
Huda Kattan has seen a meteoric rise in her popularity, ignited by her clever social media posts.
She gained notice as a blogger where she once used Vagisil as a face primer in a tutorial. She got her start creating products with false eyelashes that Sephora picked up. Fast-forward and Kattan has a bustling beauty business approaching $200 million in sales.
What’s unique about her social postings is she uses her own products as well as other brands — including those sold in drug stores such as NYX. Her blog even focused on “My Fav Drug Store Foundation to Date,” which pinpointed Maybelline Fit Me.
The Dubai-based beauty power has 21.2 million followers (@hudabeauty) on Instagram. Her sisters are also in the business with her.
CHRISELLE LIM
Chriselle Lim started out as a wardrobe stylist, but parlayed that into YouTube success with more than 650,000 subscribers.
She has helped bring recognition to the skin care regimens of Korean women through her blog, The Chriselle Factor.
She has about 1 million Instagram followers (@chrisellelim).
INGRID NILSEN
With the YouTube name Missglamorazzi, Ingrid Nilsen is approaching 4 million YouTube subscribers.
She is the face of BareMinerals, now owned by Shiseido. Her reported payout is at least $500,000.
She has 1.7 million Instagram followers (@ingridnilsen).
She has also worked with SKII, Unilever’s hair care products under the Dove and TRESemmé brands, and was CoverGirl’s first influencer ambassador.
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