Find beauty influencers

Business Benefits

Identify beauty influencers to boost brand awareness and drive sales.


Use your influencer marketing goals, brand identity, and target audience data to put together a list of criteria for the influencers you want to find. Include their preferred platform, audience demographics, and beauty niche.

For example, if your natural beauty brand just launched a new foundation line, your goal may be to increase product awareness through a YouTube product review campaign. Your ideal influencers might:

  • Have a range of skin tones.
  • Be avid promoters of natural beauty products.
  • Have the ability to create YouTube videos for an engaged audience of under 100,000 subscribers.

Create a spreadsheet with columns for Influencer name, Main platform, Social handles, Engagement rate, Follower count, Notes, and Contact Info.

Fill out this spreadsheet for each influencer throughout the search and consideration process. Include observations on brand familiarity (whether influencers use your brand), unique selling propositions, or audience demographics in the Notes column.

Find lists of beauty influencers by searching for phrases like best beauty influencers, best [beauty niche] influencers, and beauty influencers on [platform]. Use search modifiers for factors like platform, beauty niche, and content type.

Look for influencers who match your criteria. Use Google search modifiers to narrow your search:

  • site: in front of your desired platform URL.
  • # in front of a word to search hashtags.
  • @ in front of a word to search social media platforms.
  • - in front of a word to remove it from searches.

Find beauty influencers who already use your brand by using platform searches or a tool like BuzzSumo.

Search your brand and products on your desired social media platforms, filter by top content, and view profiles to see if any influencers use your products.

On BuzzSumo, find top influencers who post about a certain topic, like blush, skincare, or your brand. Filter results by content type, social network, author, time period, domain, and more.

Look through relevant hashtags on social media or use a hashtag research tool like Hashtagify to find beauty influencers. View posts and profiles for top results to identify influencer accounts.

For example, a haircare brand may use keywords like hair care, hair care routine, hair care tips, hairstyles, hair transformation, or conditioner. Find related hashtags for each keyword and top results for each. Hashtag research tools offer more information than social media native tools, like analytics and data from multiple platforms.

Use an influencer marketing platform like TapInfluence, Hivency, Cohley, AspireIQ, or Klear to search for beauty influencers.

Filter search results by category (beauty), platform, tier, engagement rate, or post frequency.

Alternatively, work with a beauty influencer agency like Socially Powerful or Beauty Clout.

Consider assembling your own group of brand influencers by sourcing fan-made content through branded hashtags or contests.

This can be highly effective in finding authentic brand promoters. Look through branded hashtags to find fan-made content to repost on Instagram, or create a contest to turn fans into brand influencers.

For example, Benefit Cosmetics hosts an annual Benefit Brow Search contest where the winner receives 50,000 dollars and a brand partnership. The winner must have created unique brow looks with Benefit products, posted them on Instagram, used branded hashtags, and tagged the company. Benefit also enlists the help of macro-influencers to promote the contest. The #benefitbrowsearch tag has almost 85,000 crowd-sourced promotions.

Assess an influencer’s fit with your brand by looking at their engagement rate, content, and personal track record.

Look for red flags, such as:

  • Fake followers: Look for spam comments, compare follower counts to engagement rate, or use an influencer marketing platform’s vetting tool.
  • Low engagement rate: Compare to benchmarks in the Upfluence beauty industry report.
  • Low post frequency.
  • Values or personality traits that don’t match your brand image.
  • Controversial stances on social topics.

Remove influencers who don’t match your brand image and preferences, or mark them as low priority.

Start engaging with beauty influencers to better understand their unique selling propositions. Get on their radar by leaving positive comments or reposting their content.

Make notes in your spreadsheet about what an influencer excels at, like making great first impression videos, interacting with diverse audiences, or doing special effects makeup.