Successfully riding the crest of the social media wave that has seen millennial women going online in droves to get their latest fix from their favourite fashion and beauty personality, there’s no doubt, the phenomenon of YouTube video bloggers is here to stay.
The UK’s most popular vlogger, Zoella, reputedly earns £50,000 a month, but our list shows that women of colour are repping for their tribe too, with their entrepreneurial spirit turning their love for beauty into successful businesses.
It’s probably fair to say that the influence of beauty vlogging has been around for a few years, but we’re sure that no one could have predicted how popular those early adopters would become. In 2016, they are regarded as ‘influencers’ with clout who through sharing their day-to-day beauty regime, inspire an army of subscribers. Beauty vlogging has evolved and sees our influencers not only demonstrating their beauty routines but using their knowledge to help a growing universal audience, educating them about products which could benefit their skin types, help with their skin care and genuinely enhance their confidence.
We hope you enjoy our list, it is not scientific by any means, and is listed in order of highest number of YouTube subscribers (at time of writing), and influence. Please share your thoughts in the comments section.
1,023,705 YouTube subscribers
Operating since April 2008, The ChicisNatural (Kim) is known for her love of both beauty and hair. Her success continues to bloom daily and she is one of a very few number of women of colour who has broken the one million subscribers on YouTube target.
941,858 YouTube subscribers
Patricia has been blogging since February 2009, bringing her subscribers along on her blossoming career and giving insight to both her marriage and most recently as a mum to baby Grace. Previously working in accountancy and finance, she was awarded “Most Innovative Fashion Videos” winner title by InStyle UK in 2015, and was recently named as one of Loreal Paris’s Beauty Squad. No subject is off bounds, her videos and posts range from make-up and beauty tips to bikini waxing disaster stories!
872,138 YouTube subscribers
Based in Los Angeles, California, Jackie is a US Army Veteran. From 2006 the beauty world was blessed with an individual who openly shared her personal ‘dos and don’ts’ within the industry as well as identifying products that amplified beauty in women of colour.
She worked as a professional makeup artist for MAC and Bobbi Brown before launching herself into the YouTube world where she shares her tips and looks with her subscribers.
847,782 YouTube subscribers
This 23-year old Boston, Massachusetts native is an MUA (Make-up Artist). With her growing success amongst the younger generation since November 2011, Aaliyah Jay has maintained her love for bold products. Youtube
JamieAndNiks (Nikki Perkins)
787,04 YouTube subscribers
Formerly a model, Nikki has been blogging since January 2006, along with her husband Jamie. Born in Sudan, this Australian bombshell has since created her own YouTube channel – Nikki Perkins. Now a mum to daughter Ava, Nikki demonstrates her use of products that work well with dark skin.
Shirley B. Eniang
706,999 YouTube subscribers
Shirley began her journey in December 2008. She was inspired to start vlogging when she came across the phenomenon whilst looking for beauty products online. She has been featured in InStyle UK and runs both her vlogging channel and a fashion and lifestyle blog called Shirley’s Wardrobe. Shirley has a degree in Mathematics and dreams to someday become a pilot.
578,939 YouTube subscribers
Also known as BeautyByJJ, her successful wig range, Jennie has, since August 2010, maintained her title as London’s go-to consultant, with her natural flair and expertise in makeup, skincare maintenance and fashion. Jennie also graduated from university with a degree in psychology.
542,371 YouTube subscribers
Keisha D. is a 24-year old beauty blogger and vlogger who lives in Atlanta, Georgia. Since her introduction to YouTube in February 2012, MakeupD0ll has helped and inspired countless women on the importance of skincare regimes.
Her website is currently undergoing redesigning.
522,704 YouTube subscribers
32-years old MsRoshPosh’s YouTube journey began in July 2011. A woman of creativity as shown by her range of wigs, and constantly being able to show her audience that she is more than capable of creating a fabulous look for each hairstyle that she models. Both an Instagram and YouTube phenomenon, she is also a freelance make-up artist.
316,462 YouTube subscribers
“The Queen of Glow” started her YouTube channel in April 2012 and has maintained her glistening persona not only through her highlighters but through her creativity which she showcases on Instagram and Snapchat. She co-created a contour palette with the renowned make-up brand Tarte. This limited edition palette can be purchased on their official website.