This list covers top 7 beauty creators — ranked by audience size, engagement quality, and brand deal commercial value. Each creator profile includes reach statistics, content format, and what makes them valuable for brand partnerships in 2026. Use the Instagram Analyzer to estimate sponsorship costs for any creator tier, and see the full influencer database for complete profiles.
1. NikkieTutorials
14M+ YouTube subscribers, 19M+ Instagram. Nikkie de Jager is the most-subscribed beauty creator in the Netherlands and among the top beauty creators globally by brand deal rate. Her Power of Makeup video (2015) was among the first beauty videos to go viral outside the existing beauty community. Her 2020 coming-out video attracted 30M+ views in 48 hours — demonstrating the audience engagement that her decades-long community building had produced.
2. Jeffree Star
15M+ YouTube subscribers. The most commercially successful creator-turned-beauty-brand-owner on this list — Jeffree Star Cosmetics generated over $100M in revenue. His brand deal history is secondary to his own brand output, but his YouTube audience remains one of the most purchase-responsive in the category, having demonstrated willingness to buy cosmetics specifically based on his recommendations across 15 years.
3. James Charles
24M+ YouTube subscribers. The first male CoverGirl spokesperson and the creator whose collaborations with established beauty brands set the commercial template for male beauty creators entering what had been an exclusively female brand deal category. His Sister Collection with Morphe sold out in under an hour, establishing the merchandise conversion rate that beauty brands now use as a benchmark for male beauty creator deals.
4. Bretman Rock
9M+ YouTube subscribers, 19M+ Instagram. The Filipino-American creator whose personality-first approach to beauty content — the humor, the attitude, the unapologetically larger-than-life persona — built an audience that extends well beyond the core beauty viewer into entertainment and lifestyle. His MTV reality show Following: Bretman Rock confirmed his crossover potential. Brands pay specifically for his audience's demographic diversity.
5. Manny MUA
5M+ YouTube subscribers. Manuel Gutierrez was among the first male beauty creators to reach macro-influencer scale on YouTube and one of the first to sign with a major cosmetics brand (Maybelline's Manny MUA collaboration), establishing the male beauty creator brand deal model that James Charles and Bretman Rock subsequently expanded. His audience's purchase behavior for drugstore and mid-range cosmetics is above the beauty YouTube average.
6. Safiya Nygaard
9M+ YouTube subscribers. Nygaard is the beauty creator whose "mixing every X to make one Y" format — mixing every lipstick at Sephora, every foundation, every eyeshadow — became one of the most-copied content formats in beauty YouTube's history. Her audience is broad beyond the dedicated beauty viewer, which gives her a brand deal profile that extends outside cosmetics into lifestyle, tech, and subscription service categories.
7. PatrickStarrr
4M+ YouTube subscribers. Patrick Simondac is the Filipino-American beauty creator whose MAC collaboration (the Patrick Starrr collection) became one of the most commercially successful creator-brand cosmetics launches in MAC's collaboration history. His crossover into mainstream fashion media — Vogue Philippines covers, fashion week front rows — gives his brand deal conversations a luxury market access that most beauty YouTubers do not have.
Rate Comparison Table
Estimated sponsorship rates based on platform reach and audience quality. For verified rates, use the individual creator profiles.
| Creator | Platform Reach | Est. Rate / Post | Best For |
|---|---|---|---|
| NikkieTutorials | 14M+ YouTube | $40K – $120K | Cosmetics, luxury beauty, launches |
| Jeffree Star | 15M+ YouTube | $50K – $150K | Bold beauty, cosmetics launches |
| James Charles | 19M+ YouTube | $60K – $180K | Cosmetics, Gen Z beauty brands |
| PatrickStarrr | 4M+ YouTube | $20K – $60K | Inclusive beauty, MAC, cosmetics |
| Bretman Rock | 8M+ YouTube | $25K – $80K | Gen Z beauty, lifestyle brands |
| Manny MUA | 4M+ YouTube | $15K – $50K | Drugstore + premium beauty |
| Safiya Nygaard | 10M+ YouTube | $30K – $90K | Fashion, quirky beauty experiments |
Checking Current Rates for These Creators
Estimated rates in creator lists reflect follower tier benchmarks — actual deal rates depend on real engagement performance, which changes over time. The Instagram Analyzer generates engagement-adjusted rate benchmarks for any public creator profile, giving you a current market rate estimate to compare against quoted prices before outreach begins.
When choosing between two creators from this list at similar follower tiers, the Profile Comparison Tool shows both profiles' engagement scores and implied rates side by side — making the value difference concrete before budget is committed.
FAQ
How much do beauty YouTubers charge for brand deals?
Beauty YouTubers with 5M–15M subscribers typically charge $30,000–$100,000 for a dedicated tutorial or review video featuring a sponsor's product. The beauty category commands higher Instagram rates than YouTube rates — a 10M-subscriber beauty creator's Instagram post rate often exceeds their YouTube integration rate due to stronger visual engagement on the platform.
Do beauty creators disclose brand deals?
FTC guidelines require disclosure of paid partnerships in the US, and YouTube's own policies require disclosure. The beauty category has one of the highest disclosure compliance rates of any creator niche, partly because audiences are sophisticated enough to identify undisclosed sponsorships and respond negatively when they discover them.
For rate benchmarks across all creator tiers and niches, see our influencer pricing guide. Browse all profiles in the influencer database or filter by niche using the category pages.
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