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!


Onalytica - Beauty Bloggers: Top 100 Influencers and Brands - Hayley (TPB)

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”


Onalytica - Beauty Bloggers: Top 100 Infleuncers and Brands - Shannon WIlsonShannon 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.”


Onalytica - Beauty Bloggers: Top 100 Infleuncers and Brands - Sarah WongSarah 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.”


EmEm 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.”


Onalytica - Beauty Bloggers - CharleeCharlee – 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:

Onalytica - Beauty Bloggers: Top 100 Influencers and Brands - Top 10 Topics

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.

Onalytica - Beauty Bloggers Top 100 Influencers and Brands - Network Map Michelle TSNC

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!

Onalytica - Beauty Bloggers Top 100 Influencers and Brands - Network Map Clinique

 

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.

Download The Full Report

content_top_icon

 

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!

Download The Full Report

content_top_icon

 

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 TechInternet 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!

REQUEST A FREE DEMO
 

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.

Related Posts

NHS Influencers: Who are they and what are they sa... In 2015-16 the NHS employed around 1.6 million people with a combined budget of £136.7 billion. As the NHS is funded by British tax payers it is a rea...
Climate Action: Top 100 Influencers and Brands The Defining issue of our age Climate change is the defining issue of our age. The rise in the average temperature of the Earth's climate system and ...
Cloud: Top 100 Influencers and Brands for 2016 Cloud storage is the solution to the ever increasing demand for accessing data anywhere, from any device. In 2015 we uncovered the top 100 cloud influ...
Water Security Influencers: Top Individuals and Br... Faced with a growing population and climate change, the UN has warned that by 2030 the demand for water is expected to exceed supply by about 40%, wit...