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As the influence of beauty creators continues to skyrocket, 2024 is poised to be another phenomenal year for those making content in the beauty space. Last year, this market generated over $430 billion in revenue, a number that is expected to reach approximately $580 billion by 2027, according to a report by Mckinsey & Company.
Like many industries, diversity certainly falls short in the beauty world. But things are changing, thanks to a growing number of talented Black beauty creators who are helping to shape a more diverse industry. Last year, YouTube video titles featuring "dark skin" or "inclusive" garnered over 150 million views. And beauty brands have started to take note, adding more shades in their lines to accommodate a larger range of skin tones.
It can be challenging to pinpoint the most important Black trailblazers in the beauty space, as YouTube is overflowing with so much talent and creativity. That’s why we’ve done the hard work for you and put together a list of some of the top Black YouTubers creating beauty content today.
Jackie Aina boasts over 3.5 million subscribers on YouTube. Born to a Nigerian father and African-American mother, Jackie Aina is a wildly popular beauty influencer renowned for her pioneering role in advocating for the visibility of people of color in the cosmetic industry. Transitioning from a professional makeup artist to a YouTube star, Jackie's channel, established in 2009, serves as a platform for empowering women of color through tutorials, insights, and loads of interesting content. She has partnered with major beauty brands like Anastasia Beverly Hills, e.l.f. Cosmetics, and Sephora. She is a leading voice in beauty, dedicated to instilling confidence in her diverse audience, one video at a time. Check out one of her most popular videos which runs through Instagram beauty brands, currently sitting at 4.5 million views.
It is no surprise that Nyma Tang recently won the YouTube Content Creator Award for her contributions to the beauty industry. With over 1.4 million subscribers, this superstar creator shares her expertise in makeup, skincare, and beauty tips. She was also recently featured in Flowers, a YouTube documentary series showcasing Black creativity. Her groundbreaking series "The Darkest Shade" has been hugely popular for its focus on testing and reviewing makeup products for deeper skin tones, such as her review of Fenty Filt'r Foundation, her most successful video to date. With all of this success, it is no surprise that she’s been sponsored by powerhouse brands such as Make Up For Ever, Fabletics, and CVS.
Alissa Ashley is another unstoppable force in the beauty community. Famous for her relatable beauty content and for recreating iconic celebrity looks ranging from Rihanna to Lady Gaga, Ashley boasts over 2 million subscribers and an impressive 70 million views on her channel. Beyond her makeup skills, she extends her expertise to hair content, offering a range of tutorials and tips. She has partnered with NYX cosmetics, Target, and MAC. Check out her most popular video - her fragrance hack on Youtube shorts, which has clocked over 2 million views.
Raye Boyce, also known as ItsMyRayeRaye, is a leading YouTuber with over 1.8 million subscribers. She is known for her dynamic beauty tips, hair tutorials, and affordable makeup hacks. Boyce became one of the first Black women to amass over 1 million subscribers on YouTube, marking an important milestone for representation in the industry. She has collaborated with brands such as Pantene, Revlon, L’Oréal, and Makeup Forever and she has her own successful lipstick line in partnership with ColourPop. Check out ItsMyRayeRaye’s most viewed video to date: DIY Permanent at Home Eyelash Extension Application.
Shalom Blac is best known for her transformative wig and makeup tutorials and her courageous openness about her experience as a burn survivor. It was her collaboration video, "The Power of Makeup," which first went viral, launching her into the spotlight. Her message of self-love and acceptance has won her a growing audience of devoted followers, as her commitment to being vulnerable with her audience is unmatched. She has collaborated with top brands, including MAC Cosmetics and Makeup Forever. Check out her most popular video, which has over 16 million views, where she faces her fears and asks her crush to remove her wig and makeup.
Social media is teeming with beauty influencers. But it's clear that Black YouTubers in the beauty space will continue to gain traction on the platform because of their creativity, authenticity, and their ability to celebrate individuality. Viewers, and especially Gen Z viewers, are hungry for content that speaks to their own specific needs - whether it's learning a new makeup technique or discovering skincare routines tailored to their skin type. Viewers want honesty, vulnerability, and humor. And these creators have shown they can do just that, and then some.
More and more beauty brands are seeing the impact that creators of color have with their audiences. Brands that we have seen regularly sponsoring Black YouTubers in the beauty space include Lancome, MAC, HelloFresh, Brooklinen, Noom, Make Up For Ever, and Gymshark.
We created this list by searching for Black beauty YouTubers on the ThoughtLeaders platform, which scrapes millions of pieces of content every day. Additionally, on our platform, we can use keywords like "makeup for dark skin", "beauty hacks for dark skin" to dig even deeper into the content and to identify what is discussed in each and every video (yes, we pull full video transcripts to fully understand how to contextualize each video.) This makes it much easier to cut through irrelevant content and instantly find the creators that match what we’re looking for.
If you are a brand interested in sponsoring Black beauty channels on YouTube, we can help you pick the best channels.
If you are a creator interested in scaling your YouTube sponsorship, let us help you match with relevant brands.
