Top 5 Beauty Influencers Redefining 2025 Trends and Standards

The beauty world moves fast—but in 2025, it’s racing ahead at lightning speed, thanks to a new wave of beauty influencers who are doing more than just showing us how to blend eyeshadow. They’re transforming how we think about beauty, from how we treat our skin to who gets represented in the industry. So, who are these game-changers? Let’s dive into the top 5 beauty influencers redefining 2025 beauty trends—the ones pushing the industry toward authenticity, inclusivity, clean beauty, and personalization like never before.

Why Beauty Influencers Matter More Than Ever

Let’s be honest—picking the right skincare product or deciding if that viral foundation really works can be overwhelming. That's where influencers step in. They're not just giving makeup tutorials anymore. They're leading conversations around:

• Clean and sustainable products
• Diversity and inclusion
• Personalized skincare using AI
• Authentic, community-driven beauty advice

In short? Influencers are the new beauty editors—and their role is only growing.

1. James Charles – The Artist Behind the Looks

With over 21 million followers, it’s safe to say that James Charles is still very much a beauty icon in 2025. What makes James stand out isn’t just his wild talent for makeup artistry—it’s the way he combines bold creativity with mainstream appeal. Ever seen a makeup look that looks like a painting? That’s James. From rainbow brows to watercolor eyeshadow blends, he’s turning faces into canvases. But it’s not just about “the look.” James is involved in collaborations with major brands, global beauty trips, and industry-changing product launches. Plus, he makes makeup feel less intimidating and more like something anyone can try—including you.

Key Trends James Represents:

• Makeup as self-expression
• Breaking beauty norms
• Artistic creativity for every skill level

2. NikkieTutorials (Nikkie de Jager) – The Empowering Educator

Ever gone down a YouTube rabbit hole of makeup tutorials? Chances are, you’ve watched NikkieTutorials. With nearly 18 million followers, Nikkie has built a community that celebrates self-expression in all forms. But what sets Nikkie apart isn’t just her makeup skills—it’s her authenticity. She opens up about real struggles, shares unfiltered opinions, and uplifts underrepresented voices. Today, she’s not only the face of her own beauty brand but also a shining example of how beauty can be inclusive and empowering.

Why She Matters in 2025:

• Inclusive beauty for all skin tones and identities
• Authenticity over filters
• Community involvement beyond product promotion

Cool fact? Nikkie was one of the first to truly normalize showing imperfections on camera—something that’s now a movement in itself.

3. Amy Chang (@amychang) – The Face of Clean Beauty

Ever checked the back of your skincare bottle and had no idea what the ingredients meant? That’s where Amy Chang, clean beauty advocate and founder of BOND EN AVANT, steps in. Amy has become the go-to source for smart beauty lovers who want products that actually work—without the harsh or harmful stuff. In 2025, clean beauty and sustainable skincare are more than trends—they're expectations. Amy’s content dives deep into how ingredients affect your skin, how to build a non-toxic routine, and which products back up their claims. And no, it’s not preachy—just surprisingly easy to understand.

What Amy Promotes:

• Ingredient transparency
• Sustainable, non-toxic skincare
• Expert-backed beauty advice

She’s partnered with brands like Briogeo and Drunk Elephant, signaling a shift where consumers want honesty and science, not just pretty packaging.

4. Hyram Yarbro – Your Skincare BFF

If you’ve ever Googled “what does niacinamide do?”—you've probably come across Hyram. Known as "Skincare by Hyram", he blew up on TikTok with his honest product reviews, ingredient breakdowns, and gentle roasting of overpriced beauty junk. But now in 2025, Hyram is more than just a skincare enthusiast. He’s helping lead the charge in AI-driven skincare personalization, where products match your skin’s specific needs using smart tech. Think quizzes that give you personalized routines or apps that analyze your skin type.

Why Hyram Rocks:

• Education-first skincare content
• Personalized, tech-powered beauty routines
• Honest reviews consumers trust

He’s basically your nerdy-best-friend-meets-dermatologist—but way more fun.

5. Anna Assous (@disruptive_beaute) – Breaking Beauty Rules

Imagine someone who throws away the rulebook, makes their own, and invites others to do the same. That’s Anna Assous, founder of @disruptive_beaute. She’s known for using her platform to promote beauty for people with alopecia and challenge traditional ideas of what "beautiful" means. Anna’s style is fierce, unapologetic, and inspirational. Her work with brands like Typology and The Body Shop highlights a growing shift in the beauty industry—consumers now expect brands to stand for something.

Anna’s Superpowers:

• Representation for the alopecia community
• Bold, inclusive makeup artistry
• Partnerships with socially conscious brands

She reminds us all that beauty isn’t about fitting in—it’s about standing out, and celebrating what makes us unique.

The Impact of These Influencers on 2025 Beauty Trends

These five beauty influencers are doing more than giving tips and tricks—they’re completely redesigning the beauty playbook. So, what are the big themes we’re seeing across their platforms and content in 2025?

1. Authenticity Over Perfection

Gone are the days of picture-perfect, airbrushed tutorials. Today’s most influential creators get real with their followers—talking acne, bad skin days, and product fails. And guess what? Audiences love it.

2. Inclusivity Is Non-Negotiable

Whether it’s skin tone, gender identity, or hair texture, inclusivity isn’t a marketing trend—it’s the new normal. Influencers like Nikkie and Anna are making sure of it.

3. Personalization Powered by Tech

With AI stepping into the beauty world, influencers like Hyram are guiding fans through personalized routines that actually work for their individual skin concerns.

4. Clean Beauty & Sustainability

People don’t just want pretty products. They want brands that care about the planet, don’t hide their ingredients, and actually deliver results naturally. Amy Chang’s entire platform thrives on this demand.

The Takeaway

At the heart of it all, these influencers prove that beauty in 2025 is about more than looking good—it’s about feeling good, being seen, and knowing your voice matters. Whether you're here for skincare tips, makeup inspo, or just a sense of belonging, this new generation of influencers is setting a higher standard. So next time you're scrolling on Instagram or TikTok, ask yourself: Are you following people who inspire real connection and self-expression? Because those are the voices driving the future of beauty.

Want More Beauty in Your Feed?

If any of this resonates with you, it's time to refresh your social media list. Start following these top 5 trendsetters and discover what beauty really looks like in 2025. 🎨 What trend are you loving the most this year—clean skincare, bold makeup art, or AI-powered routines? Let us know in the comments!