Beauty, Wellness & Lifestyle Influencers to Follow in 2022

From the iconic faces of Andy Warhol’s Factory to the unforgettable supermodels of the 1990s, many aspire to achieve the status of an ‘It Girl’ trendsetter. In the modern era, social media influencers have become the new style icons, not only setting trends but also monetizing their influence through lucrative endorsement deals and sponsored posts. These influencers have transformed their platforms into profitable businesses, engaging their audiences while promoting various products and brands.

 

According to insights from the online platform Cosmetify, Huda Kattan has recently been recognized as the richest beauty influencer, earning approximately $119,089 for a single post across platforms like TikTok, Instagram, and YouTube. Meanwhile, James Charles tops the TikTok earnings chart, bringing in $35,502 per video. 

Last year, Cosmetify released its inaugural Beauty Influencer Rich List, revealing the impressive earnings of some of the most prominent names in the cosmetics industry. This year, the company updated the list, providing insights into each influencer’s follower counts on TikTok, showcasing the impact of social media reach on earnings.

Here’s a comprehensive overview of the top beauty influencers in 2022, categorized by their contributions to cosmetics, personal care, and wellness sectors. 

Unveiling Kylie Jenner: The Reigning Queen of Instagram Followers

@kyliejenner

Instagram Followers: 320 million!

With an astounding 320 million followers, Kylie Jenner holds the title of the most-followed female user on Instagram! Her beauty empire, Kylie Cosmetics, which is now under the ownership of Coty, continues to flourish. Additionally, her makeup brand has amassed 25.5 million followers on Instagram, showcasing her significant influence in the beauty industry.
 

Exploring Huda Kattan’s Innovative Beauty Ventures

@hudabeauty

Instagram Followers: 49.8 million

This year, the subscription service Ipsy debuted a limited edition Glam Bag x Huda, featuring eight full-size products meticulously selected by Huda Kattan herself. The collection includes top products from acclaimed beauty brands like Sunday Riley, Rare Beauty, and R+CO, as well as bestsellers from Huda’s own lines, Huda Beauty, Wishful Skin Care, and Kayali. Recently, Kattan introduced a new product from her skincare line, the Wishful Honey Whip Peptide Moisturizer, announcing it to her impressive following of over 557,000 on the Wishful Instagram account. Her latest innovations also include a vegan matte lipstick and a fresh cream blush for 2022, alongside the newly launched Lovefest collection, generating significant buzz in the beauty community.

Introducing the Cheeky Tint Blush Stick from Huda Beauty

Item Beauty: Addison Rae’s Vision for Clean Beauty

@addisonraee

Instagram Followers: 40.2 million

Driven by Gen Z’s influence, Item Beauty, co-founded by social media sensation Addison Rae, is now available at Sephora. As the cruelty-free and vegan-friendly product line celebrates its first anniversary, it offers a range of cleanly formulated makeup essentials, including popular items like Lash Snack, Brow Chow, and Lip Quip. Following a successful makeup launch, Item Beauty expanded into skincare with essentials like the Fast Pass AHA Gel Cleanser and Lite Sauce Balancing Gel Moisturizer. These dermatologist-tested products utilize science-backed ingredients to promote effortless, clean beauty, empowering self-expression and self-love. At press time, Rae is also launching a new fragrance, as reported in Happi, and has recently become the face of Vital Proteins, further expanding her beauty empire in 2022.

Addison Rae representing Vital Proteins

Sommer Ray: Championing Plant-Based Beauty Solutions

@sommerray

Instagram Followers: 26.8 million

Influencer Sommer Ray serves as the spokesperson for Imaraïs, a newly launched PETA-certified plant-based ingestibles brand. Created by Nutrabolics Co-Founder Aaron Hefter and attorney Felicia Hershenhorn, Imaraïs aims to enhance wellness through innovative products. The brand’s first offering, Glow, is a gummy supplement featuring ingredients like vegan squalane and marine algae, designed to support skin barrier function, along with a proprietary vitamin C formula known as activated-C. At just 24 years old, Ray has already established herself as an accomplished athlete, model, and social media sensation, amassing over 26 million followers on Instagram, 1.2 million on Twitter, and nearly 11 million on TikTok.

Sommer Ray’s impressive Instagram following exceeds 26 million!

Bretman Rock: Redefining Beauty with a Bold Collection

@bretmanrock

Instagram Followers: 18.1 million

Recently, Wet n Wild teamed up with digital personality Bretman Rock to launch an exciting beauty collection called Jungle Rock. This collaboration marks Wet n Wild’s inaugural partnership with an influencer, featuring a range of limited-edition eye, face, and lip products inspired by Bretman’s vibrant and untamed spirit. The collection is a tribute to his deep love for animals and aligns with Wet n Wild’s core values of authenticity, inclusivity, and fierce self-expression. In 2022, Bretman was also selected by Logitech to be part of the next chapter in its Defy Logic campaign, alongside pop sensation and trailblazer Lizzo, showcasing his unique approach to beauty and self-expression.

https://www.youtube.com/watch?v=Dd4X3Yq8F1o

 

Eva Gutowski: The Sustainable Skin Care Innovator

@mylifeaseva

Instagram Followers: 7.7 million

Eva Gutowski, a rising social media sensation, has introduced a new product to her sustainable skin care brand, Coastal Citizen, which focuses on minimalist beauty essentials. The latest addition is the Sun Glass Balm, described as “golden hour in a bottle.” This multifunctional balm locks in moisture, delivering a radiant, glass-like finish to the skin. The formula is made from 100% natural, responsibly sourced mica and is vegan, cruelty-free, paraben-free, NGMO, gluten-free, fragrance-free, and synthetic dye-free, ensuring a commitment to clean beauty.

Eva Gutowski’s Coastal Citizen skin care line now features the Sun Glass Balm.

Empowering Self-Expression: Jayda Cheaves and KISS Colors & Care

@jaydacheaves

Instagram Followers: 6.7 million

KISS Colors & Care, an innovative textured hair care brand from KISS Products Inc., has recently joined forces with entrepreneur and influencer Jayda Cheaves to launch its women’s collection for 2022. The brand celebrates individual empowerment and self-expression, delivering high-quality, trendsetting products that inspire consumers to style their hair with confidence. With her remarkable entrepreneurial spirit and signature hairstyles, Jayda is a perfect fit for this collaboration, as she also boasts her own fashion line. She has also been featured as the face of the fashion brand Pretty Little Thing.

Jayda Cheaves is the new ambassador for KISS Colors & Care

Kendra Dandy: The Artist Behind Unique Beauty Packaging

@theebouffants

Instagram Followers: 5.5 million

NYX Cosmetics has enlisted the talents of artist and influencer Kendra Dandy to design distinctive packaging for its newly launched Ultimate Queen collection. Her creative vision and entrepreneurial spirit have enabled her to cultivate a global cult following. Kendra’s artwork has captivated renowned brands such as Anthropologie, Coach, Vans, Nike, Sephora, Estée Lauder, and Bobbi Brown, all of whom have commissioned her for custom campaigns.

Ariana Fletcher: From Model to Multi-Millionaire Entrepreneur

@therealkylesister

Instagram Followers: 5.5 million

Ariana Fletcher, a model and macro influencer, has transformed her social media presence into a thriving business, helping brands generate millions while establishing herself as a multi-millionaire. She is now paving her own path in the beauty industry with the launch of her all-inclusive beauty brand, Remedy by Ari. This vegan beauty collection features the ultimate ‘It Girl’ starter kit, which includes 10 lip glosses, one eyeshadow palette, and eight lip liners, catering to diverse beauty needs.

Remedy by Ari is set to debut in Fall 2022.

Hunter Schafer: A New Era of Makeup Inspiration

@hunterschaefer

Instagram Followers: 5.2 million

HBO’s breakout star from “Euphoria,” activist, and model Hunter Schafer has been appointed as the global brand ambassador for Shiseido Makeup. Renowned for her bold eye makeup looks, she serves as a significant source of inspiration for Gen Z, pushing the boundaries of makeup artistry.

Iskra Lawrence: Championing Body Positivity and Self-Care

@iskra

Instagram Followers: 4.9 million

Influencer and entrepreneur Iskra Lawrence has created a new body care brand called Saltair, designed for everyday use and committed to skin health. In addition to her entrepreneurial ventures, Lawrence is a dedicated brand ambassador for the National Eating Disorders Association (NEDA) and L’Oréal for The Prince’s Trust. She was recognized on Forbes Europe‘s 30 Under 30 list in 2019 and featured on BBC World’s 100 Most Influential Women list in 2016. Recently, her brand introduced a new formula targeting keratosis pilaris, as reported.

Charlotte Tilbury: The Makeup Artist Behind a Global Phenomenon

@charlottetilbury

Instagram Followers: 4.5 million

Charlotte Tilbury, the visionary founder of Charlotte Tilbury Beauty Ltd, is not only a renowned makeup artist but also a contributing editor for British Vogue and a global ambassador for Women for Women International. After her company was acquired by Puig in 2020, Tilbury’s Pinkgasm Beauty Light Wand became a cult favorite, selling out multiple times and generating a waitlist of over 50,000 shoppers. Recently, the beauty brand unveiled a new skincare oil at New York Fashion Week for Fall & Winter 2022, further solidifying her status in the beauty industry.

 

Charlotte Tilbury’s new facial oil was featured at Christian Siriano’s Fall/Winter 2022 show at NYFW.

Vegan Beauty Brands by Influencers: A New Paradigm

@lillyghalichi & @leylamilani

Instagram Followers: 3 million & 1.5 million

Hairtamin, a vegan nutritional beauty brand, has recently expanded its reach into Ulta. The brand’s best-selling Advanced Formula and Gummy Stars will be featured prominently in Ulta Beauty stores. Founded by close friends and beauty influencers, Leyla Milani and Lilly Ghalichi, who together boast over 7 million followers, Hairtamin strives to help consumers love their hair again. The latest addition to their line is a scalp serum along with a new digestive helper, emphasizing their commitment to holistic beauty solutions.

For 2022, HAIRTamin launched a scalp serum, a testament to the success and popularity of the brand’s founders.

Aaliyah Jay: Rising Star in Fashion and Beauty

@aaliyahjay

Instagram Followers: 2.0 million

Los Angeles-based beauty and fashion influencer Aaliyah Jay has garnered significant attention, amassing a following of over 4 million across various social media platforms over the past five years. She is currently developing a partnership with Urban Hydration, expanding her influence in the beauty industry. Jay’s content spans fashion, beauty, lifestyle, and travel, aimed at inspiring her audience to embrace their authentic selves. Originally from Boston and New York, Jay is planning to launch her clothing line, Twisted Saints, this Spring, while also enhancing her media presence throughout 2022.

Kathleen Lights: Innovating the Beauty Industry

@kathleenlights

Instagram Followers: 1.9 million

In collaboration with Sol de Janeiro, Lights Lacquer has introduced a luxurious manicure kit featuring an exclusive limited-edition nail polish shade named ‘Heart & Sol,’ co-created with influencer and entrepreneur Kathleen Lights. Known for its iconic yellow packaging and meticulous ingredient selection, Sol de Janeiro recognized the fun potential of collaborating with Lights to create a shade that perfectly embodies her vibrant personality.

Jackie Aina: Pioneering Luxury Self-Care Products

@jackieaina

Instagram Followers: 1.8m

Founded by Nigerian-American entrepreneur and influencer Jackie Aina, FORVR Mood is a luxury lifestyle brand launched in 2020. After years of content creation, Aina established a self-care brand that places Black women and luxurious self-care at its core. Designed to pamper and indulge, her fragrance products are both high-quality and affordable, with availability at Sephora. Aina’s brand continues to grow, recently welcoming new team members to support its expansion, as reported in Happi.

Influencer Jackie Aina has transitioned from content creation to launching her own candle line, now available at Sephora. Her brand’s growth continues with new team additions, including Asha Coco (featured in the image).

Chriselle Lim: Leading the Fragrance Revolution

@chrisellelim

Instagram Followers: 1.4m

Influencer and entrepreneur Chriselle Lim has spearheaded the relaunch of the fine fragrance brand Phlur with a new scent called Missing Person. Initially launched in 2015, Phlur was one of the first brands to fully disclose its ingredient profiles. Acquired by The Center in January 2021, Lim joined as owner and creative director later that year, guiding the brand’s innovative revival. The Center’s portfolio also includes other notable brands like Naturium, Make Beauty, and Saltair.

Camille Razat: Representing Global Beauty Standards

@camillerazat

Instagram Followers: 1.1m

Recently appointed as a global ambassador for L’Oréal Paris, French actress Camille Razat joins a prestigious lineup that includes actress Kate Winslet and singer-songwriter Yseult. Best known for her role in the first season of Netflix’s Emily in Paris, where she portrays the quintessential French cool girl, Razat will feature in various L’Oréal Paris campaigns, including Elvive Dream Lengths, Elvive Extraordinary Oil, Infaillible 24h 2-Steps Lipstick, and Volume Million Lashes Balm Noir Mascara.

Camille Razat for L’Oreal Paris

Courtney Shields: Entering the Color Cosmetics Arena

@courtney_shields

Instagram Followers: 966,000

Influencer Courtney Shields is making her mark in the color cosmetics industry with her new brand, DIBS Beauty, which stands for Desert Island Beauty Status. To bring her vision to life, Shields collaborated with Jeff Lee, former chief operating officer of A-Rod Corp, who provided valuable consulting during the early stages of JLo Beauty. The direct-to-consumer brand has launched, featuring highlighters and blush-and-contour sticks, each priced at $32. DIBS recently secured $2.6 million in initial funding from prominent investors, including L Catterton partners and fellow influencers.

Tinx: The Trendsetter of Wellness and Beauty

@itsmetinx

Instagram Followers: 467,000

Social media personality Tinx, known as Christina Najjar, is at the forefront of wellness and beauty trends. Her engaging Rich Mom Starter Pack videos and product endorsements resonate with her audience. Recently, she was spotted at Shiseido’s beach party, promoting the beauty giant’s expansion into skincare and sun care products, among various other appearances that highlight her influential presence in the beauty sector.

Tinx celebrated Shiseido’s skincare and sun care offerings at a beach party in Malibu.

Honoring Black-Owned Brands in the Beauty Industry

Instagram Followers: 267,000

Buttah Skin, recognized as the leading Black-owned skincare brand globally, received the 2021 HSN Small Business of the Year Award. Founder Dorion Renaud accepted the prestigious award during a virtual ceremony for The Star Awards, organized by HSN & QVC. Launched in 2018, Buttah Skin is an organic and cruelty-free brand, founded by the multi-talented actor, entrepreneur, and recording artist, Dorion Renaud. The brand is currently sold at prominent retailers, including Bloomingdale’s, HSN, Macy’s, Nordstrom, and others.