Beauty Bloggers: Top 100 Influencers and Brands

No stranger are we to the conversation of ‘beauty’; a huge topic and industry that is discussed online day in, day out. Where it used to be most common for high profile celebrities to be spokespeople and endorse beauty products, the ever-expanding phenomenon of bloggers and vloggers are increasingly being seen to take over this role. In September 2015, 15% of consumers indicated celebrities had influenced their decision in the purchase of a beauty product and some 20% of consumers suggested that it had been bloggers who were the influence. There is seemingly something more likeable and more relatable to a blogger and though sometimes untrue, bloggers are seen as the organic recommendation over the celebrity who is paid to endorse. Beauty bloggers have been able to turn this recognition into full entrepreneurial businesses; some top beauty bloggers have followings into the millions with whom they engage with directly enforcing a relationship that a celebrity beauty influencer might not otherwise have. Beauty bloggers often help drive online trends, from achieving the perfect Kim Kardashian-esque contour – the 2015 beauty industry buzzword – to strobing (highlighting) which is taking the online beauty community by storm.

WHAT ARE THE EXPERTS SAYING?

We reached out to some of the top 20 influencers to ask them for their views on Beauty Blogging. We spoke to Hayley (TPB) (#7), Shannon Wilson (#10), Sarah Wong (#11), Em Sheldon (#18) and Charlee (#20). Be sure to follow them to stay up to date on the best content and resources on Beauty Blogging!

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Hayley (TPB) – Beauty and Lifestyle blogger at Tea Party Beauty
“The world of blogging, especially beauty blogging, is growing every day with consumers and brands realising the benefit of having everyday people talk truthfully about their products. Consumers love the fact that most bloggers are just like them; applying their makeup on the train to work because they wanted an extra 30 minutes lie in or having to decide between a new luxury lippie or that raved about serum as that months treat. Blogs are the new ‘chatting to your friends over a cuppa”

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Shannon Wilson – Beauty and Lifestyle Blogger at Raspberrykiss 
“Beauty blogging is one of the best things I began doing in my life. Not only do I get to discover new products, share my thoughts and opinions and help others decide whether to purchase certain products or not, the hobby has opened so many career doors for me. Throughout my six years of beauty blogging I’ve gained many skills when it comes to digital marketing which ultimately lead to me working in the industry professionally.”

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Sarah Wong – Fashion & Beauty Blogger at Temporary Secretary

“Twitter was the first social media tool I used as a blogger to get the word out there. It has changed so much throughout the years but one thing that has stayed the same is that Twitter continues to be the best tool to help me promote my blog, connect with readers and brands, and engage with the community in real time. Whenever you have a question or problems, I reach out to people on Twitter and I get an immediate response. It has been the most effective social media platform in boosting traffic.”

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Em Sheldon – Fashion, Beauty, Travel, Fitness and Lifestyle Blogger at Em Talks.

“I think beauty blogging is great, it’s a great way to connect with like-minded individuals whom are honest about beauty products. I like getting real opinions from real women about products and being able to read their comparisons between beauty brands too.”

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Charlee – Fashion, Beauty and Lifestyle Blogger at Charmed Charlee

 “I love being a beauty blogger and I think it has opened a lot of opportunities for others whether it be improving their writing skills, gaining confidence or even collaborations with brands. I think the relationship between bloggers and brands has become more crucial than ever, with brands looking to bloggers rather than other outlets, with readers trusting the authenticity of blogs and its reader. There has been a rise in brand and blogger collaborations especially within the beauty industry and that’s something I definitely think will continue to rise over the next few years.”

WHICH TOPICS RECEIVE THE MOST ATTENTION?

After identifying the top 100 individual beauty bloggers and brands, we then went on to analyse their tweets and blogs to gain a measure of which topicswere receiving the largest share of voice among the top influencers. Here’s what we found:

MAPPING THE COMMUNITY

We were very interested in seeing which beauty bloggers and brands were driving engagement within the beauty community, so we analysed over 747K tweets containing the keywords “Bloggers OR “Beauty Bloggers” OR beautybloggers” and identified the top brands and individuals driving the conversation on Twitter. We discovered a very engaged community, with much discussion between individuals and brands, joining together in conversations. Below you can see a network map of the online conversation created with our Influencer Relationship Management software IRM. This map shows the influencer Michelle from thoushaltnotcovet.net and all the conversations to and from all the influencers in her field. Be sure to click on the map to enjoy the full size network diagram in greater detail.

If you are interested in learning more about our IRM software click here!

Below you can see another network map created in IRM (Influencer Relationship Management software) showing the brand Clinique UK at the centre and the conversations to and from the different influencers in their field. As you can see it is a very engaged community with many conversations. If you are interested in learning more about identifying, managing and engaging with influencers click here to get in touch!

TOP 100 INDIVIDUALS

We looked at all the individuals engaging on Twitter to bring you a list of the top 100 influencers in the beauty industry. Be sure to hit the download now button below to download the full report.

Rank	Twitter Handle	Name	Influencer Score
1	@TheioBeauty	Heidi	62
2	@tsncblog	Michelle TSNC	34.25
3	@TheSocialSnobb	The Social Snob	32.51
4	@BoopFashionista	Bec Boop	28.27
5	@beautywithemily	Emily Fox	27.56
6	@em_knott	Emily Knott	23.58
7	@TeaPartyBeauty	Hayley (TPB)	21.64
8	@LizaPrideaux	Liza Prideaux	20.29
9	@AprilLynnMiller	Shades Of April	19.6
10	@raspberrykiss11	Shannon Wilson	17.85
11	@CTilburyMakeup	Charlotte Tilbury	16.75
12	@TempSec	Sarah	16.08
13	@thelovecatsinc	Helen	14.63
14	@BeckyBedbug	Becky Bedbug	14.16
15	@sarah_berryman1	Sarah Berryman	13.67
16	@jasminetalksblg	Jasmine	12.56
17	@Vickis_Beauty	Vicki Brown	12.46
18	@emshelx	Em Sheldon	12.3
19	@hopefreedomlove	Stephanie Usher	10.59
20	@charmedcharlee	Charlee	10.3
21	@TheLDNDiaries	Paula Holmes	10.06
22	@blogsallbeautyy	Jasmine♡	10.06
23	@_chloehx_	Chloe	10.06
24	@StyleLobster	Emily Valentine Parr	9.89
25	@antoniaburrell	AntoniaBurrellFace	9.88
26	@rainingcakeblog	Julie Ly	9.7
27	@Isabellekategm	Isabelle Kate	9.58
28	@melamash	Melanie Ashworth	9.36
29	@beautyandtheboy	Andrew James	8.92
30	@DinosBeauty	Emma-Louise.	8.8
31	@beautyxdivision	Lauren	8.67
32	@HannahHeartss	Hannah	8.59
33	@makeupdirectory	Sally	8.44
34	@erinlouisehunt	Erin Louise Hunt	7.96
35	@MsMakeupMagpie	Gemma	7.93
36	@fashiontrain	BECCA	7.83
37	@SophiaMeola	Sophia Meola	7.41
38	@livingdisrobed	Victoria Styles	7.39
39	@Beautylymin	Beautylymin	7.22
40	@thetwodarlings	The Two Darlings	7.2
41	@ellistuesday	Ellis	6.98
42	@laurzrah	Laura	6.96
43	@jnnfrch	Jennifer	6.74
44	@cherriesbeauty	Kathryn	6.7
45	@mollyandalfie	Roxie Watt	6.62
46	@_oliviajadexo	Olivia Jade	6.6
47	@jasminehmakeup	Jasmine	6.55
48	@dorkfaceblog	Jemma ⚡☔ Dorkface	6.55
49	@pintsizedtweets	Lily	6.22
50	@WhatEmmaDid_	Emma Campbell	6.14

 

TOP 100 BRANDS

With all the discussion and resources available online, our analysis produced a great set of independent information resources and communities. It was interesting to see influential brands such as L’Oréal, Teen Vogue and The Body Shop leading the debate. Be sure to download the full analysis for free to get an idea of who are most influential beauty brands!

Rank	Twitter Handle	Name	Influencer Score
1	@UrbanDecay	Urban Decay	51.14
2	@Prairie_Charms	Prairie Charms	25.28
3	@TooFaced	Too Faced Cosmetics	25.18
4	@LOrealParisUSA	L’Oréal Paris USA	23.66
5	@SoapandGlory	Soap & Glory	23.11
6	@WLLouboutin	World Love Louboutin	22.87
7	@MakeupRVLTN	Makeup Revolution	21.04
8	@BenefitUK	Benefit Cosmetics UK	20.48
9	@TeenVogue	Teen Vogue	19.15
10	@beautyuktweets	Beauty UK Cosmetics	18.63
11	@AdoreOrganicHQ	AdoreOrganicHQ	17.83
12	@realtechniques	Real Techniques	14.4
13	@TheBodyShopUK	The Body Shop UK	14.08
14	@bbloggerbox	Blogger Beauty Box	13.61
15	@lookfantastic	lookfantastic.com	12.08
16	@beautyqueen_UK	beautyqueenuk	11.93
17	@SleekMakeUP	Sleek MakeUP	11.81
18	@LayeredOnline	Layered Online	11.71
19	@PuritansPride	Puritans Pride	11.6
20	@LBQblog	London Beauty Queen	11.47
21	@BootsUK	Boots	10.76
22	@FbloggersUK	Fashion bloggers	10.73
23	@KikoMilanoUK	KIKO MILANO UK	10.61
24	@Maybelline	Maybelline New York	10.17
25	@BarryMCosmetics	Barry M Cosmetics	10.12
26	@EloquenceBeauty	Eloquence	9.98
27	@fashbeautylife	F.B.L Bloggers	9.95
28	@ciatelondon	Ciaté London	9.1
29	@BeeGood_UK	Bee Good	9.09
30	@MCRbloggers	Manchester Bloggers	8.94
31	@YardleyLondonUK	Yardley London UK	8.37
32	@ZoevaCosmetics	ZOEVA Cosmetics	8.24
33	@clarins_uk	Clarins UK	8.14
34	@tartecosmetics	tartecosmetics	8.06
35	@GlossyboxUK	Glossybox UK	7.84
36	@BirchboxUK	Birchbox	7.71
37	@RevlonUK	RevlonUK	7.38
38	@alifewithfrills	A Life With Frills	6.83
39	@ministrywaxing	Ministry of Waxing	6.59
40	@Clinique_UK	Clinique UK	6.23
41	@thisispowder	Powder	5.92
42	@BECCA_COSMETICS	BECCA COSMETICS	5.87
43	@rimmellondonuk	Rimmel London	5.85
44	@OPINAILSUK	OPI	5.52
45	@VichyUK	Vichy UK & Ireland	5.29
46	@CocoaBrownTan	Cocoa Brown	5.29
47	@HQhair	HQhair.com	5.26
48	@LexingtonSteel	Lex Talonted	5.18
49	@superdrug	Superdrug	5.13
50	@GOSHUK	GOSH Copenhagen UK	5.06

 

Influencer Marketing campaigns generate impressive results, the average earned media value (EMV) from US influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014. At Onalytica we love building these lists and want to give back to our loyal readers as much as we can. If you’re interested in other topics (such as Machine to Machine, Wearable Tech, Internet of Things) be sure to have a gander on our blog or why not propose some topics to us on twitter? We also build some very cool software to manage all of these influencers. Get a free demo today by clicking the button below!

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Disclaimer: As ever with these lists, it must be stressed that the ranking is by no means a definitive measurement of influence, as there is no such thing. The brands and individuals listed are undoubtedly influential when it comes to driving discussion in the beauty industry.

The PageRank based methodology we use to extract influencers on a particular topic takes into account the number and quality of contextual references that a user receives. These calculations are independent of a user’s number of followers, but we do filter our lists based on how much a user is engaged in the conversation and the influence they drive through their networks.

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