Kylie Jenner and James Charles top TikTok’s biggest beauty influencers

By Julia Wray | Published: 14-Nov-2023

Cosmetify’s TikTok Beauty Index also revealed 2023’s most popular beauty trends and brands on the app

Kylie Jenner, James Charles and Abby Roberts are the biggest beauty influencers on TikTok, a report by beauty discovery website Cosmetify has revealed. 

Kylie Cosmetics entrepreneur Jenner took first place, with her 54.4 million followers on the app, 1.2 billion video likes and estimated earnings of US$87,071 per TikTok video. 

Charles, meanwhile, whose own brand Painted launched to much fanfare earlier this year, commands $60,732 per video and boasts 38 million followers and 1.2 billion likes. 

In third place is Roberts, with 16.6 million TikTok followers and 1.5 billion likes. 

Roberts, who began sharing her make-up looks on Instagram in 2013 and who has since expanded her career into the music industry, makes an estimated $26,597 per TikTok video. 

The index also looked into the most popular beauty brands on the platform in 2023. 

Huda Beauty, the namesake brand of make-up artist influencer and beauty entrepreneur Huda Kattan, was the number one beauty brand. 

The official #hudabeauty hashtag has over 5.7 billion views on TikTok, while brand follower numbers on the app are 8.7 million. 

Actress and singer Selena Gomez’s Rare Beauty, with its 3.5 million followers, and fellow celebrity brand Florence By Mills (3.4 million followers), founded by Stranger Things star Millie Bobby Brown, were also flagged in Cosmetify’s report. 

The Ordinary, meanwhile, took the laurel for TikTok’s most popular skin care brand, with 1.1 million followers; CeraVe and Nivea were hot on its heels. 

The top beauty trend on TikTok this year, according to Cosmetify, was siren eyes – a trend that involves applying smoked-out eyeliner to elongate the eye – which garnered 1.3 billion hashtag views. 

This was followed by long lashes and pink make-up. 

With 4.8 billion hashtag views, retinol was the top 2023 skin care trend on the app, closely followed by niacinamide and pimple patches. 

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