Since Denise Tempone highlighted the pioneers of online beauty in 2017, the reign of beauty influencers has evolved, but their impact remains colossal. In 2025, these digital queens not only share tutorials and reviews on social media—they also shape trends, launch brands, and redefine the industry. With millions of followers and an influence that transcends borders, here are the five who dominate today, updating the legacy of figures like Michelle Phan and Lisa Eldridge with freshness and power.
Michelle Phan: The visionary still inspiring
At 37, Michelle Phan is no longer just the YouTube pioneer who dazzled with tutorials in 2007—she’s a living legend. With over 8.5 million followers in her prime, today her channel (youtube.com/@michellephan) vibrates with content that blends transformative makeup and well-being. In 2025, her brand, EM Cosmetics, leads with innovative products like Heaven’s Glow Blush, while her videos explore everything from sci-fi looks to homemade skincare recipes. Her versatility and entrepreneurial vision keep her as a beacon for aspiring influencers and fans alike.
Lisa Eldridge: Timeless elegance in the digital age
At 50, Lisa Eldridgeis still the queen of refinement. Her past with supermodels and the British royal family gives her authority, but it’s her practical tutorials—how to look flawless on Zoom or hide fatigue—that dominate in 2025. As the creative director of Lancôme, she launches minimalist collections that fly off the shelves, while her “makeup stories” in video format engage a global audience. Both professionals and amateurs revere her for her understated style and wisdom.
Robin Black: The artist of visual inspiration
Robin Black has risen to the top with her unique approach. In 2025, her platform is not about basic tutorials but pure art: makeup applied to models with distinctive features, captured in photos that scream personality. Her “Robin Black style”—bold colors and editorial aesthetics—magnetizes international brands. Every post drives sales, and her reviews of new launches keep her followers (and the industry) on edge.
Pixiwoo (Sam and Nicky Chapman): The sisters who revolutionized glamour
Sam and Nicky Chapman are still the masters of high-voltage makeup in 2025. With over 2 million subscribers, their tutorials—from Penélope Cruz’s eyeliner to smokey eyes fit for the red carpet—are pure gold. Their credibility moves markets: a product they recommend flies off the shelves. This year, they’ve expanded their influence with their own line of makeup tools, proving their power extends beyond the screens.
Harumi Sudrajat: The Eastern voice redefining beauty
Harumi Sudrajat, now a global figure from Indonesia, shines in 2025 by combining her career in International Relations with a digital empire. Her detailed skincare reviews—breaking down ingredients like a scientist—go viral on TikTok and beyond. True to her rejection of Western beauty standards, she promotes diversity with authentic, natural looks. In a world obsessed with filters, her message resonates: beauty is plural, and she proves it with every post.
Why they dominate in 2025
On March 2025, these influencers don’t just lead because of their millions of likes—they are architects of a movement. Michelle Phan innovates, Lisa Eldridge refines, Robin Black inspires, Pixiwoo glamorizes, and Harumi Sudrajat diversifies. Together, they’ve written books, launched brands, and turned tutorials into culture. In a saturated digital landscape, their authenticity and expertise make them unstoppable. Who’s your favorite?
