On Instagram, specificity is key.
Data from Dash Hudson shows creators who focus on niches — aging skin, curly hair care and fantastical makeup looks, to name a few — are seeing more rapid growth on Instagram than their mega-influencer or generalized-content counterparts.
“We’re seeing it with the types of folks that brands want to work with and where brands are seeing the most impact with their marketing campaigns — it’s those creators with more niche followings that are winning,” said Jillian Robinson, director, global communications and events at Dash Hudson.
The 10 fastest-growing Instagram beauty creators — whose following sizes range from 20,300 (makeup artist @helloadri) to 554,000 (aesthetician student @mattrandon) — have seen an average 1,122 percent increase in followers in 2023. Beauty as a whole — brands included — saw 6.4 percent growth during the period.
“Creators who post about skin care tend to be the fastest-growing,” said Dash Hudson customer insights manager Quinn Williams, naming @addicted_to_face, who creates skin care content for a 40-plus consumer, as one example. Creators like @brittminetti and @makeupnco, who post about curly hair and makeup launches, respectively, are managing to cut through the noise, too.
“Instagram is very saturated — there are thousands of brands, and [the platform] has been around a long time, but it’s promising to see that there’s a demand for new creators to the market,” said Williams, adding that creator content receives 16 times more engagement than brand content on Instagram.
The 10 fastest-growing beauty influencers on Instagram year-to-date, per Dash Hudson.
@phoeberreynolds: +2,494 percent, +216,000 followers
2. Ada Kalisz
@helloadri: +1,848 percent, +18,700 followers
3. Brittany Minetti
@brittminetti : +1,045 percent, +92,100 followers
4. Eilidh Moffat
@addicted_to_face: +841 percent, +142,000 followers
5. Matt Randon
@mattrandon: +824 percent, +544,000 followers
6. Emilia Marantos
@byemmaleah: +656 percent, +122,000 followers
7. Nia Echols
@niakajumulo: +564 percent, +56,500 followers
8. Tiffany Sarah
@makeupnco: +550 percent, +44,500 followers
9. Ola Awosika
@ola_awosika: +451 percent, +194,000 followers
10. Isabel Wright
@thewrightglow: +448 percent, +90,000 followers