By: Eleonora Hristova on behalf of Heidi Klein
Perceptions about beauty change over time and across different cultures. In Ancient Egypt, a slender figure and a symmetrical face accentuated by green and blue eyeshadows, bright-coloured lipstick, and a strong eyeliner made from animal fat was the beauty standard. Later, the Middle Ages, the Elizabethan era, and the Victorian era appreciated pale skin and minimal make-up.
Today, we’re seeing an eclectic amalgamation of beauty trends that fuse dramatic contouring, full matte lips, and dense eyebrows with skinimalism, which embraces the ‘less is more’ principle.
There are certain people that are paving the glittery way to the beauty realms through their astonishing social media accounts. Designer bikinis brand Heidi Klein roamed the internet to rank the most popular beauty influencers based on their Instagram engagement rate, average Instagram earnings per post, Instagram followers, and average Instagram likes.
Here are the beauty influencers that are changing the face of beauty in 2022.
Chiara Ferragni: on a rollercoaster of life and beauty
“The life that I’m living right now, I never thought it was possible ever. I try and remember that, but I also allow myself to feel down. You can’t always fight the bad and miserable times; you have to accept that life has ups and downs. It’s not about where you are right now, it’s about the whole ride, which is why I always say, ‘No one queues for a flat rollercoaster’.
“The idea of trying to be happy all the time is way too much pressure. We cannot always be at our best, full selves, and allowing yourself time to feel will help you appreciate the better days more,” says Chiara Ferragni in an interview with Glamour magazine.
Chiara’s journey into the world of beauty influencers started from afar. As a student in international law at Milan’s Bocconi University, she started her fashion blog The Blonde Salad all the way back in 2009. What started as a hobby turned into a full-time job very quickly, so she dropped out of her degree.
Currently, she has 27 million followers on Instagram, 291,858 average likes per post, and an engagement rate of 163%, which brings her to the top of the chart. But what’s most shocking about her influencer game is that she is earning an average of £56,275.65 per Instagram post, which is more than double what the second most popular beauty influencer Zoe Sugg is earning.
The fact that Chiara Ferragni has such a dedicated social media community comes as no surprise. She is not only sharing her beauty routine with them but is also showing her real life, featuring her husband and two children.
One of the most spectacular events that highlighted Chiara’s glamour was her wedding extravaganza in Sicily in September 2018. Over the course of three days, Chiara wore three custom-made dresses by Dior. The wedding even had its own Instagram hashtag ‘#Ferragnez’ that gain 67 million views, shares, and reads, which is the equivalent of the UK population.
It’ll be a big surprise if you haven’t heard of Zoella. The blog, and now the brand, is the brainchild of beauty influencer Zoe Sugg, who also happens to be the sister of influencer Joe Sugg.
Zoe started her fashion and beauty blog in 2009, the same year as Chiara Ferragni, in her bedroom in Wiltshire while doing an internship in interior design. Since then, she has launched multiple cosmetics products, gift ranges, and books in her brand. On Instagram, the influencer prides herself on having over 9 million followers, 191,517 average likes, and a 3.07% engagement rate. She’s earning a whopping £19,587.66 per post on average.
Zoe is a pioneer in the beauty blogging and influencer industry and has over 16 million YouTube subscribers that are enjoying her beauty tutorials. Her influencer game doesn’t end on social media, though. Zoe is a fervent mental health advocate and has been announced as a Digital Ambassador for mental health charity Mind. For her 28th birthday, Zoe she raised a whopping £13,848 in followers’ donations for Mind.
Victoria Magrath is yet another influencer who revolutionised the beauty blogger industry all the way back in 2012 when she founded her blog and YouTube channel, both called inthefrow, which is a play on ‘in the front row’.
Recently, the British influencer changed her Instagram account name to Victoria, and the change might have something to do with her continuous evolution. “I am a brand ambassador, content creator, fashion and beauty blogger, brand consultant, author, influencer, and entrepreneur. I am also the director of a social media marketing company, with a team to consider and inspire,” shared Victoria in an interview for Harper’s Bazaar.
Talking about the stigma around the label ‘influencer’, Victoria commented: “Our channels are a bridge between brands and their customer base; carefully curated, direct-to-consumer marketing paired with increased engagement allows the consumer a voice.”
Victoria constantly shares engaging content that incorporates the latest trends, including reels and TikTok videos. With a PhD in Fashion and having worked as a lecturer in fashion marketing at the University of Manchester, Victoria sure knows her fashion and beauty, and that’s evident in the content she produces.
On Instagram, she has 3.4 million followers, 234,000 average likes, and an engagement rate of 4.50%, attesting to the quality of her work and her creativity. In return, she is earning a whopping £8,690.00 per post on average.
The way the world of beauty evolves is dictated by us, the people. The success stories of these beauty influencers show us that beauty trends are formed as a conversation between influencers, brands, and most importantly, the online community. It’s time to raise your beautiful voice!