Top 20 UK Beauty Industry Influencers to Watch in 2025

Start with katie for grounded product reviews and practical tutorials that convert. She blends lifestyle insights with candid anecdotes about testing launches, showing audiences how products perform under real routines across skin tones and textures.

This selection spotlights creators who consistently engage audiences across Instagram, YouTube, and TikTok, while demonstrating clear ownership of their personal brands. Embedded teams and transparent collaborations keep content authentic, with a focus on luxury products, skincare, and makeup that translate into repeat purchases.

mulgrew leads with hands-on testing and short, clear tutorials in which product claims meet real-world results. zimmerman builds education-forward videos that answer FAQs and share anecdotes from community feedback. Together they embody a passionate approach that resonates with everyday beauty routines and aspirational luxury segments.

Across the field, a few rising voices act as consultant partners for brands, offering strategic guidance while keeping editorial independence. They create mini-courses, live streams, and Q&A sessions that help brands understand consumer needs across different UK regions. This approach supports sustainable growth and long-term relationships with audiences.

For 2025, watch how mulgrew, zimmerman, and other creators embed community feedback, with the feedback embedded into product development and brand partnerships. Look for content that blends actionable tips, ownership signals, and transparent reporting, so you can identify partners who truly help audiences grow their routines.

Joely Gabrielle Sanderson (#11) Spotlight in the 2025 UK Beauty Influencers List

Partner with Joely for an educator-led, elevated beauty series on TikTok that converts followers into informed buyers. Her tiktok presence drives initial engagement and her social reach spans millions, with followings across the UK and beyond and projected growth into 2025 that brands can tap for scalable, measurable impact.

Her show blends crisp visuals with saturated palettes and chic styling, shot from a Scotland pentlands-based interiors setup. Asian cues surface in tutorials, and the format centers on practical demos viewers can replicate. As an educator, she interacts with followers in real time, providing clear product context and actionable takeaways; coverage in eldride guidelines underscores her knack for translating complex formulations into simple steps.

Collaborations with ewoma and baverstock shape product showcases, while malin supports broader education programs by providing courses that brands can offer to their teams. Her approach never talks down to the audience, instead equipping viewers with the know-how to assess ingredients, finishes, and claims before buying.

Based in Scotland’s pentlands, Joely crafts a studio-ready interiors aesthetic that makes tutorials feel approachable, credible, and repeatable. This setup helps brands stage safe, brand-safe demos that translate to higher engagement and longer watch times across social feeds.

For partnerships, design a limited, only-4-to-6-episode campaign with a clear count of engagements, reach, and sentiment. Assign specific goals, track projected metrics for the social channel mix, and provide ongoing feedback to refine messaging. A well-structured pilot can scale quickly if initial signals point to strong audience resonance.

Define Joely’s Niche, Core Audience, and Value Proposition

Focus Joely’s niche on regenerative, earthy beauty presented with elegance across reels and edits to attract a mindful UK audience.

Niche and positioning: Joely leads with regenerative and earth-toned aesthetics, showcasing skincare and makeup routines that emphasize low-waste practices, cruelty-free brands, and plastic-free packaging where possible. Maintain a clean, well-edited visual identity with consistent color grading and typography that reinforces authenticity. Draw inspiration from mikayla, elizabeth betteridge, and craythorne to shape a recognizable style, including candid behind-the-scenes moments and product features.

Core Audience:

Demographics: Women aged 25–34 in the UK, urban/suburban, mid-to-upper income, educated about sustainability.
Psychographics: values authenticity, transparency, and community; prioritizes regenerative and ethical brands; responds to educational, practical tips.
Content preferences: short, actionable tutorials in reels, side-by-side edits, product features, honest reviews, and behind-the-scenes looks.
Engagement signals: responds to giveaways, polls, and collaborative content; follows creators who share measurable impact data.

Value Proposition:

Joely delivers an enduring, earthy aesthetic powered by authentic reviews and well-produced edits that explain impact beyond beauty results.
The channel blends practical how-tos with brand highlights, including limited drops and giveaways, to nurture trust and repeat viewing.
Audiences gain clarity on regenerative products, packaging choices (reducing plastic), and transparent sourcing through features and tutorials.
The voice is empowering, with actionable tips for viewers to elevate their routines while staying true to sustainability commitments.

Content Strategy and Formats:

Reels and edits dominate the feed; maintain a steady cadence of 4 reels per week and 2 product-feature carousels.
Weekly highlight segments focus on one regenerative product line, its ingredients, and its real-world impact, with a following view that links to a deeper dive on the blog or stories.
Monthly giveaways, limited in quantity, to encourage sharing and signups, with clear rules and regional applicability.
Behind-the-scenes and creator collaborations with craythorne-inspired lighting; occasional shout-outs to elizabeth and mikayla as peer references to keep the tone credible and relatable.
Insights and metrics are shared openly to reinforce authenticity and empower the audience to make informed choices.

Measurement and Growth Targets:

Cadence goals: 4 reels/week, 2-3 edits/carousels, daily stories to maintain visibility.
Engagement: aim for 4–6% average engagement rate; watch time on reels exceeds 15 seconds; saves and shares rise month-over-month.
Follows: target 25k–40k followers in 12 months with 3–5 micro-influencer collaborations per quarter.
Monetization signals: affiliate links with brands that align on sustainability; occasional limited-product drops with partner brands.

Implementation Notes:

Highlight authentic experiences over glossy perfection; focus on real results and practical takeaways.
Keep a well-curated product table in captions and comments with links to including official brand pages.
Prioritize sustainability in every feature: packaging, shipping, and refill-friendly formats; avoid excessive plastic where possible.

Identify Content Formats and Series That Drive Momentum

Launch a six-part momentum series anchored in three recurring formats and monthly giveaways to drive earnings and engagement: short-form tips, longer expert chats, and vintage-inspired look demos.

Format 1: Short-form tips and product reveals, 15-45 seconds, with a bold hook, clean on-screen text, and an appealing aesthetic to capture thumb-scrolling audiences.

Format 2: Expert conversations with a rotating panel including theaestheticsdoctor; 6-12 minute videos with a dedicated speaker, intentional questions, and practical advice to help viewers excel.

Format 3: Vintage-inspired demonstrations and comparisons, using warm wood backgrounds; show a slightly slower pace to communicate depth while staying crisp for platform algorithms.

Cadence and distribution: publish weekly with a consistent rhythm to target different demographics; include episodes inspired by lydia and jenner aesthetics to broaden appeal; mix in travel-themed shoots for authenticity and reach.

Measurement and adaptation: track facts like watch time, engagement rate, and earnings per post; adjust topics slightly based on audience data because numbers guide success; use newton-informed, intentional testing to dominate which type of content and partnerships perform best, driving substantial revenue.

Outline Optimal Posting Cadence and Content Calendar

Post 5 times per week in the main feed, with a 2-1-1 mix: 2 reels, 1 editorial post, and 2 static guides, plus daily stories to maintain visibility. Start by testing two publishing windows–9:00–11:00 and 18:00–21:00 local time for two weeks–then lock in the best slot based on engagement.

Lean on examples from landy and onyejekwe to shape the cadence across programs, ensuring each window matches audience energy and seasonality. Track the average engagement lift from each format, then reallocate to the winners to maximize impact.

Build a six-week editorial calendar that emphasizes trends and evergreen topics. Block slots for facial routines, nails tutorials, skincare routines, and product highlights, weaving a coherent story from teaser to finale. Use a consistent voice that positions you as an expert, with clear calls to action for your target audience.

Group formats into a steady rhythm: 2 reels focused on rituals, 1 carousel guide, 1 editorial feature, 1 nails or facial tutorial, and 3–5 Stories daily. Include collaborations with stobart and sanderson for guest perspectives, and feature a passionate segment with priyanka to diversify tone while staying aligned with the influencer target. This mix keeps content fresh across channels and reinforces your personal brand.

Measure performance with a simple dashboard: reach, saves, shares, comments, and profile visits per post; track average metrics and the gained followers attributed to each format. The solutions lie in frequent testing and rapid iteration. Emphasizes a data-driven workflow that expert teams use to refine content across programs and trends.

Workflow and tooling: maintain a rolling calendar in Notion or Google Sheets, with owners for nails, facial, editorial topics, and cross-post tasks. Plan weekly planning sessions, capture learnings, and adjust the cadence every quarter to reflect shifting trends. Think about the shape of your content and its impact across audiences; keep the tone welcoming, and let your passion as an influencer shine through while staying practical and audience-centered.

Develop a Brand Collaboration Playbook: Pitch, Proposals, and Case Studies

Draft a two-page Brand Collaboration Playbook and deliver a ready-to-send pitch deck within 24 hours to start conversations with potential partners. Define the core time window for response, a single events calendar, and a clear path to a successful outcome.

Pitch framework: identify the most relevant bundles for makeup, hair, and skincare brands. Build a crisp value proposition: reach, authenticity, and measurable impact. Map the audience to channels, from mega-influencers to niche creators, and show how events, product drops, and seasonal campaigns align with brand goals. Include a simple calendar, a proposed media mix, and a call to action that invites a quick check-in call or an on-brand sample send.

Proposals: craft three tiered options: Silver, Gold, and Elevated. Each includes deliverables, timelines, and compensation. For Gold, offer an elevated product bundle, exclusive access, and co-branded content across at least two platforms. Include asset needs, usage rights, and a sample post plan that matches a Glasgow-based launch or summer events. Attach a one-page media sheet and a short form contract to streamline approvals.

Case studies highlight how a two-week Glow Campaign with anjalimahto for a summer make-up launch generated elevated engagement and a solid reviewer base. In glasgow, lisa ravindran and the tonks crew helped validate creative concepts, with a make-up-and-hair narrative that emphasized softness. southwood and baker provided real-time reviews that fed the optimization loop, while coyle and sugg showcased how micro- and mega-influencers collaborate to reach the most responsive audiences. A winner framework emerges when content aligns with brand values, leverages genuine product use, and culminates in a post-campaign article and a customer book with learnings.

Measurement holds seed data for future deals. Track time-to-response, time-to-contract, and the velocity of asset approvals. Capture reach, impressions, engagement rate, and click-throughs across platforms. Collect post-campaign reviews from partners and fans to identify the most compelling content formats. Use a winner rubric: creative authenticity, demonstrable product use, and a clear path to scale in the next quarter.

Operational checklist and requirements: provide a short form contract, usage rights, and a rights clearance plan. Confirm product availability, shipping windows, and region coverage. Include a start date aligned with summer events or a Glasgow store launch. Prepare a separate book of assets: high-res images, B-roll, and product shots. Ensure legal and moderation guidelines are clear; confirm disclosure compliance and brand safety checks. Predefine the evaluation window and assign a sponsor from the brand side to accelerate approvals.

Asset library guidance: compile a concise book of approved assets, including product shots for make-up and hair, lifestyle frames, and event-ready templates. Provide editable captions and a stand-alone FAQ for creators. Define font, color, and watermark rules so co-branded content remains elevated and consistent across all channels.

Next steps: circulate the playbook to the most relevant teams, schedule a 60-minute calibration with southwood and key creators, and set a quarterly calendar to review results. Track the time spent per collaboration and aim to close at least one winner per season, with learnings published in an article for internal teams and external audiences.

Track Key Metrics: Reach, Engagement, and Conversion Signals for 2025

Set up a quarterly metrics dashboard focused on reach, engagement, and conversion signals for 2025. Segment data by mega-influencers, focused creatives, and female-led ventures to tailor approaches for brands and clients. Establish targets: reach up 20% year over year, average engagement rate above 3.5%, and trackable conversion rate from link clicks at 1.2% or higher. Use sugg guidelines to translate results into creative tweaks and partnership decisions.

To boost reach and engagement, apply techniques such as posting in peak UK hours, leveraging multi-format content, and collaborating with ambassadorships. Ensure updated profiles with sharp aesthetics and femininity in visuals; use shot variety and textures; incorporate cross-brand mentions to extend reach. Monitor awards and recognitions to boost credibility. Track mega-influencers vs micro-influencers separately to optimize resource allocation; maintain substantial focus on quality textures and shot composition that align with client aesthetics.

Monitoring metrics: Reach equals unique users reached per post across platforms; track impressions vs reach to gauge exposure. Engagement metrics include like, comment, save, share, and video watch time; compute average engagement rate per post = engagements / followers × 100. Conversion signals cover link clicks, swipe-ups, promo code redemptions, affiliate revenue, and newsletter signups. Use UTM tags and last-click versus multi-touch attribution. Set higher targets for packages with brands and mega-influencers; ensure attribution windows updated.

Operational plan: adopt a test-and-learn cadence; run 2-3 experiments per quarter to validate new formats; document performance in a client-ready deck; capture insights on textures, shot angles, and aesthetics that correlate with higher conversion. Build a library of proven approaches across female-focused brands and awards. Use businessfounder insights to inform partnerships and ambassadorships. Track cost per engagement and cost per conversion to optimize spend; aim for ROAS above 4:1 for high-potential ventures.