Top 70 UK Lifestyle Influencers in 2025 | Profiles, Trends &amp

Recommendation: Build a data-driven shortlist by cross-checking engagement rate, follower counts, platform mix, and a history of collaborated campaigns. Focus on profiles that deliver concrete outcomes and boost visibility within the UK lifestyle segment. Examine what they bring to audiences and how their narratives align with brands. For some creators, this means sustained partnerships and transparent metrics that strengthen credibility.

To measure success, define what matters for a UK audience: engagement rate, average comments per post, saves, shares, and audience quality metrics such as demographic alignment within the market. Track within the top 20% of followers, cross-platform performance, and brand fit. Aim for at least a 2–5% average engagement rate and a steady follower growth trajectory over the last 12 months, with clear counts to monitor progress.

In practice, profiles like alice and kristabel illustrate how content formats and storytelling drive connection. Their teams blend lifestyle, wellness, and makeup tutorials with practical tips, building strong narratives and solid visibility across channels. Their approach demonstrates earned expertise through transparent partnerships and credible case studies, boosting audience awareness.

Balance across niches matters. Prioritize creators who have collaborated with brands beyond fashion, including home and travel, because this breadth signals adaptability. Their awareness within the audience grows through consistent cadence and responsive interactions, while evidence like testimonials, media mentions, or speaking engagements shows real impact. This also helps in finding new talent for upcoming campaigns.

Trend snapshot for 2025 emphasizes micro creators redefining influence. Expect more earned media, longer collaborations, and transparent product tests. Each post is one of the wicks feeding evolving narratives, sustaining engagement and real-world awareness. Evaluate if creators stay within their core topics and maintain momentum over time.

Implementation plan: assemble 70 profiles, assign scores across engagement, authenticity, collaboration depth, and audience fit. Use quarterly reviews to refresh the list with new data and practical recommendations for brands seeking partnerships. The aim is to spotlight those who earned expertise in the UK lifestyle space and to outline what they bring to collaborations for some campaigns.

Top 70 UK Lifestyle Influencers in 2025: Profiles, Trends & What is a fashion influencer

Build a go-to file that tracks accounts by niche, follower counts, engagement, and past collaborations to compare impact quickly for business decisions.

A study of engagement across niches shows high-street content performs well with younger audiences, and the menswear angle remains a strong go-to for style-focused followers. Build content with practical motivation for busy lives, and track view and finding to spot patterns between formats and platforms.

Chapman blends home, travel, and clean fashion; his account sits in a 300k–900k follower base.

thatgirlfleur centers on skincare, makeup, and sustainable fashion; a 250k–700k follower base; her view on slow fashion resonates with budget-conscious audiences.

plummer champions menswear and grooming; capsule wardrobes paired with accessible price points; follower base 120k–500k.

mason merges fitness with everyday styling; short-form outfits for daily routines; follower base 80k–350k.

lydia collaborates with american brands and UK creators; her feed shows versatile styling, travel wear, and go-to pieces; follower base 150k–600k.

Fashion influencers curate outfit ideas, test pieces from brands, and translate trend codes into everyday wear. They create an account that attracts followers through honest opinions, repeatable formats, and go-to recommendations that help people shop better.

Promoting partnerships works best when a brand sets a short pilot with a defined code of conduct and spend, and tracks results in a table. A consultant or expert team can help align campaigns with audience interests.

This mix favors practical storytelling, measurable results, and long-term collaborations that keep content fresh and respectful, benefiting both brands and followers.

Practical framework to explore profiles, identify trends, and define a fashion influencer

Build a 15-profile shortlist across macro and micro-influencers and run a 90-day test to compare impact. Start by mapping each profile against three criteria: content quality, audience alignment, and posting consistency across channel ecosystems.

First, conduct targeted scans in places where UK fashion conversations happen: Instagram, TikTok, YouTube, and specialized fashion newsletters. Use objective filters: average engagement rate, velocity of posts, and the ratio of sponsored to organic content. Then find profiles that align with your core audience segments: menswear, womenswear, and unisex streetwear. Profiles like nikita, aimee, iamkristabel, awujo, wander_aniwhere illustrate different routes to influence; study their content formats, caption strategies, and storytelling approaches. Keep an eye on born backgrounds and the communities they influence; this helps you spot potential bigger reach or huge credibility within niches. This keeps you focused on the only metric that matters in early testing: true audience resonance.

Next, identify trends by aggregating top-performing formats: reels with quick outfit breakdowns, capsule wardrobe challenges, behind-the-scenes product experiences, and collaborations with brands in fashion tech or sustainable fabrics. Track shifts in color palettes, silhouette updates, and material topics. Map these to places and audiences: urban centers, university cities, and regional fashion communities in the UK to see where engagement spikes. This yields a macro-micro view: macro-influencers spark awareness, micro-influencers drive credibility in smaller but highly engaged communities.

Define a fashion influencer as a strategist who blends style storytelling with credible product recommendations, supported by a clear services portfolio: sponsored content, affiliate links, product seeding, and consultancy for brand accounts. Create a core metric set: audience alignment score, content quality score, engagement quality (comments quality, saves), and collaboration readiness (brief responsiveness, content approvals). A consultant approach helps you evaluate candidates and structure campaigns; a ready-to-launch testing phase lets you compare outcomes across channels and screens. Build an account-wide view to coordinate creatives, briefs, and approvals.

Implementation plan: pick 4-6 profiles per category (niche and broad) and assign a 12-week test with 3 deliverables per month. Assign a budget and define a success threshold; if the profile achieves at least 1.5x engagement rate or a 20% conversion lift on an affiliate link, treat as validated. Use a simple account management score: content planning, posting cadence, audience replies, and cross-channel adaptation. Ready to scale? Convert top profiles into longer-term partnerships; use them as channels to reach bigger audiences and build spaces for mens content and experiences.

Criteria for selecting profiles: geography, niche, activity, and audience size

Choose profiles with a defined geography, a tight niche, steady activity, and a measurable audience size; verify each criterion with concrete data before outreach.

Geography: Require specificity in location, language, and time-zone alignment. Look for profiles living in or actively serving your target regions, and show geographic breakdowns in analytics. Favor creators who are based in the core market or have consistent access to local shoots and events. Use city- or country-level signals to reduce pricing complexity and logistical risk; ensure there is potential to collaborate regionally and across borders when appropriate.

Niche and interests: Prioritize a specific niche that aligns with your goals. Assess authentic expertise and a clear POV on topics such as sport, lifestyle, wellness, or family living. Confirm the story angle they can provide and how their audience shares align with your brand narrative. A corgi-friendly angle or female-focused content can diversify your creator pool while staying on brand.

Activity and content quality: Review posting cadence, formats, and engagement pattern. Seek steady activity across platforms and a habit of generating fresh content suited to hobovideo and show-style formats. Check responsiveness to comments and the ability to collaborate, ensuring the creator can work together with you on campaigns and keep the tone authentic rather than scripted.

Audience size and influence: Screen followers count, engagement rate, and potential reach. Combine these with earned media value signals to gauge pricing and partnership viability. Look for a genuine influence signal, awareness-building capacity, and a track record of creator-led content that resonates. Ensure access to reliable analytics and honest reporting from the influencer or management; aim for a balance of reach and relevance that supports a strong ROI.

bowen notes a practical approach: rate geography, niche, activity, and audience size on a 1–5 scale and assign a composite score to guide outreach. Each profile should provide a story that translates into tangible campaigns, whether it’s a sport drop-in, a living-lifestyle reel, or a show-style product feature with a corgi cameo.

Profile snapshots by niche: fashion, beauty, wellness, home, travel, and food

Target a six-niche snapshot program with three creators per niche who hold real, engaged audiences. Target 30k–150k followers per creator, 3–6% average engagement, and a balanced mix of reels and static posts. Run 8–12 week campaigns, deliver targeted services, and track results through a shared account. Favor mobile-friendly, screen-first formats and keep the content inspired, helpful, and tightly aligned with brand goals.

Fashion: Kaci Wins (125k followers, 4.5% average engagement) blends vintage finds with streetwear for a daily-leaning wardrobe that resonates with mid-market brands. Pair her with Paula (96k, 3.8%), who specializes in everyday chic and capsule wardrobes, and Mason (42k, 5.2%), a pro at sustainable denim and thrift-store rounds. Use two monthly product drops, three partner shoots, and a weekly “how it fits” reel series to drive earned media. Content should live on screens with clean captions, behind-the-scenes clips, and a consistent, grace-filled voice that feels real rather than scripted. Focus on those audience segments along the edges of mainstream fashion, then push a few crossover collabs to expand reach. The result: a connected, multi-moment account that paints a cohesive, fashion-forward lifestyle story.

Beauty: Create a portrait of three creators who deliver tangible results in skincare and makeup for UK audiences. Mira Cole (110k, 3.9%) showcases accessible routines with fragrance-free options; Juno Reed (68k, 4.6%) emphasizes glow tones and clean beauty brands; and Zuri Lane (52k, 4.1%) highlights budget buys with high-impact results. Emphasize short-form tutorials, weekly product tests, and monthly “favorites” rounds. Align on a single set of brush-steadying shots, close-ups, and voiceovers that explain what to use and why, helping viewers find faster routines. Partner with retailers for targeted code drops and collaborate on host-styled live streams to boost real-time interaction on the account.

Wellness: Highlight three creators who translate wellness to everyday life. Aria Chen (86k, 4.4%) showcases quick mobility routines and mindful mornings; Theo Miles (54k, 3.9%) focuses on sleep hygiene and stress reduction; and Priya Noor (48k, 4.2%) shares plant-forward nutrition and gentle workouts. Provide weekly challenges, a library of guided sessions, and a small series on everyday rituals that feel achievable. Use short tutorials and day-in-the-life clips to show practical benefits, and weave in songs or calm soundscapes to reinforce a relaxed, real vibe that audiences can imitate at home.

Home: Feature three creators who turn spaces into comfort zones. Sienna Fox (72k, 3.7%) specializes in cozy, vintage-inspired interiors; Grace Mallory (65k, 4.0%) curates small-space styling with smart storage; and Luca Reed (40k, 4.4%) highlights budget-friendly DIYs and upcycles. Focus on before-and-after reels, room-by-room guides, and seasonal refresh ideas that readers can imitate along with the creators. Emphasize practical tips, affordable swaps, and the emotional payoff of a thoughtfully arranged home, supported by clear captions and a steady posting rhythm on the account.

Travel: Assemble three UK-based travelers who feed curiosity without breaking budgets. Isla Hart (78k, 4.1%) centers on regional getaways and sustainable stays; Milo Kaj (60k, 3.8%) covers food-focused city breaks and hidden gems; and Tamsin George (42k, 4.5%) explores family-friendly routes and slow travel. Deliver a mix of destination guides, packing tips, and quick-break itineraries that fit in short clips and longer carousels. Prioritize authenticity, easy-to-plan trips, and practical recommendations you can trust, with consistent day-of-upload cadences and cross-posted content that keeps the audience along for the ride.

Food: Spotlight three creators who translate flavor into daily routines. Nyla Song (70k, 4.0%) shares simple, weeknight recipes and pantry staples; Kai Brooks (55k, 3.7%) explores vibrant vegan dishes and affordable ingredients; and Rowan Finch (42k, 4.3%) spots quick breakfasts and lunchbox ideas for busy lives. Build a library of recipe reels, quick-tips posts, and shop-along stories that help viewers recreate meals using common ingredients. Use a consistent, friendly tone, and pair recipe posts with product suggestions from kitchen brands to boost credibility and revenue on the account.

2025 trend signals: content formats, platform shifts, and collaboration patterns

Implement a 3-format go-to playbook across tiktok, youtube, and livestreams to capture 2025 attention: 15–25 second hooks on tiktok, 4–7 minute in-depth videos on youtube, and weekly 30–60 minute creator-led livestreams. Start with a crisp, repeatable opening line, add captions and on-screen text, and attach a simple code-based UTM tag to each link to attribute results by source. This go-to approach keeps business scalable while you test audiences across many niches.

Platform shifts favor tiktok as the primary discovery engine worldwide, primarily for younger audiences; while youtube prioritizes watch time and long-form storytelling; alongside, instagram reels promotes series formats and cross-posting. kolsquare helps brands locate reliable co-creators, and iwantyoutoknowcouk offers UK-specific insights to inform pairing choices, and services from partners.

Collaboration patterns lean toward micro- and nano-creators for credibility; partner with garima, kaci, and nella to develop a 3–5 episode mini-series that runs across tiktok and youtube. The creators themselves produce content, while marketers focus on direct relationships to speed approvals and maintain brand voice. Many campaigns use co-created concepts rather than solo outputs, amplifying reach and authenticity.

Content formats by niche show clear signals: interior design creators lean into room tours and styling tips; travel hosts upload city guides and ambient clips that feel local yet accessible worldwide; lifestyle and marketing tutors mix quick tips with longer tutorials; a consistent energy and parallel styles help audiences recognize a channel.

To empower creators, build a toolkit: a go-to song for audio branding, standardized thumbnail templates, and a simple code-based tag system for attribution. Use direct outreach to lock in partnerships, and rely on kolsquare for ongoing discovery. Heres a practical note: test two cross-platform concepts per week and measure with followers, saves, shares, and watch time.

Implement this blueprint in 2025 and adjust quarterly: map targets by niche, schedule two formats per week per platform, and keep a clean audit trail with your code tags. Focus on go-to partnerships that align with your energy, styles, and services, and maintain direct contact with followers through replies, stories, and live chats.

Assessing a fashion influencer for partnerships: authenticity, engagement, reach, and brand alignment

Recommendation: choose England-based fashion creators who can build into partnerships that feel native and authentic. Look for a unique voice, primarily credible content, and a track record of campaigns that align with the brand. Run a short pilot with a single outfit post to validate what the influencer can contribute beyond vanity reach.

Authenticity checks: assess how the creator’s habits and daily lives align with brand values. Review a mix of posts to confirm the product usage is genuine and not forced. Look for signs of participation in campaigns that match their audience’s expectations. Check the enquiries in their media kit and rate how quickly they respond, and verify whether they participate in campaigns. If they started their channel several years ago and now reach a million followers, ensure the engagement rate reflects real interaction rather than inflated metrics. Consider grwm formats and how they sign off on product recommendations, especially for outfits in menswear and womenswear lines.

Engagement and reach: calculate rate per post and per story, not only follower counts. Track saves, shares, comments, and reply rate to gauge genuine interest. For the nearest city-based creator in England, assess logistics for shoots and events to ensure reliable local collaboration. A digital, holistic approach helps separate short-term spikes from sustainable growth and shows how a partnership can move into a real shopping funnel.

Brand alignment: map the influencer’s styles and content themes to the brand’s product categories, from menswear to womenswear. Consider how their posts during grwm and routine posts align with product storytelling. Evaluate cross-border reach, included cross-channel collaborations, and the possibility to participate in joint events. Some campaigns target women as well as men, so confirm the audience mix aligns with your brand. Use examples like Olivia and duffin to illustrate fit with a lifestyle capsule, noting their location and the audiences they primarily reach in England. olivia mirrors the style of a content creator who blends streetwear with polished looks, showing how the brand can fit into everyday outfits.

Next steps: compile a short list of 5-7 partners based on fit, not just reach. Request media kits and case studies to understand included brand collaborations. Propose a small pilot to test what the post structure and outfit coverage can achieve, such as a first collab featuring one outfit and a multi-post series over a week. Align expectations on deliverables, timelines, and brand safety, and set clear KPIs around enquiries, clicks, and purchases. This holistic approach helps decide if the influencer is a strong partner for future collaborations in England and beyond, with potential to scale into longer campaigns and multi-market shopping events.

From insights to action: applying profiles and trends to marketing plans and creator outreach

Create a 4-week outreach playbook anchored in three creator tiers (macro, mid-tier, and niche micro) and assign a dedicated brand-liaison for each tier. This plan blends profiles and macro trends into concrete actions that lift engagement and follower quality.

• Define profiles and segments
  • Macro: 100k+ followers, verified when possible; focus on London-based creators like thekensingtondiary and emma bevan for strong brand-aligned stories.
  • Mid-tier: 25k–100k followers; steady engagement; ideal for co-creation and iterative testing.
  • Niche micro: <25k followers; highly engaged communities around habits, morning routines, and local London scenes.
• Metrics to track
  • Engagement rate per post, average comments, saves, shares; monitor follower growth and audience quality.
  • Content resonance: which formats (short video, carousel, stories) perform best; map to core trends and themes.
  • Brand fit indicators: authenticity signals, cadence, and alignment with product values.
• Creative and content strategy
  • Blend product benefits with creator storytelling. Use blending to weave the product into lives and mornings. Focus on what resonates with their audiences and their habits themselves.
  • Develop 4 templates: morning routine, travel-ready setup, work-from-home blends, and event-ready looks. Each template maps to a macro trend and 2 hashtags sets.
  • Prototype content with a real-world test: one publish per creator per week, then iterate.
• Outreach playbook
  • Two-step outreach: concise DM plus a value-forward email. Include a trackable code parameter in links to measure response. Assign a unique code for each creator to attribute impact clearly.
  • Templates: DM to spark curiosity; email with a clear ask and a 2-week timeline. Reference their core interests and a relevant trend.
  • Access and collaboration terms: offer early access to products, invitations to shows, or access to London events to deepen connections.
• Timing and optimization
  • Post timing: test morning windows (08:00–10:00) and early evening (18:00–21:00) in London; use the nearest time window where engagement peaks for each creator.
  • Habits and consistency: align with the creator’s lives; if a female creator like emma or thekensingtondiary tends toward weekend content, adapt.
  • Hashtags and discovery: curate 4 primary hashtags plus 2 brand-specific tags; rotate 1–2 per week to avoid saturation.

Case notes and access benchmarks: Bevan demonstrates how verified creators can drive brand-safe campaigns with clear decisions, while mason shows how to integrate a product into daily morning routines. Represented patterns across London-based creators reveal that when a campaign is grounded in the creator’s own habits and stories, engagement rises and followers grow. Use the analytics to adjust the plan toward stronger performance and refine which brands to continue working with.