YouTube: most subscribed beauty content creators 2023

As of February 2023, Sandra Cires Art was the most subscribed beauty content creator on the video platform with over 16 million subscribers to the channel. Beauty and makeup creators Jeffree Star ranked second, with approximately 16 million subscribers. Fashion and beauty-related videos such as makeup and skincare tutorials, cosmetics hauls, and product recommendations are among the most popular content on YouTube. In recent years, Korean YouTube channels focused on beauty and skincare have experienced an increase in popularity, with K-beauty creator and vlogger PONY Syndrome (Park Hye-min) counting almost 6 million subscribers as of February 2022.

Social video platforms

As of the end of 2022, more than nine in 10 users worldwide reported watching videos online, with music videos being the most popular category. As of January 2023, around 37 percent of the global digital population accessed YouTube, while the short-video app TikTok saw a reach of approximately 19 percent among internet users worldwide. In recent years, video content has become increasingly more popular with users, with even text-based social media platforms like Reddit planning to include this format in their libraries.

Content creators and influencers marketing

Video content creation has become a popular industry in the U.S. with the rise of social media and online platforms. From YouTube to TikTok, video creators produce engaging and shareable content that is gaining audience traction. Moreover, Influencer marketing is becoming increasingly popular among both genders in the US. According to a 2022 survey among adults in the United States, around 36 percent of men and 42 percent of women stated they followed influencers or content creators on social media. In addition, the market for influencer representation has witnessed significant growth, with its size increasing by more than twofold since 2019. As of 2022, the industry has reached an all-time high value of 16.4 billion U.S. dollars, highlighting the growing importance of digital influencer marketing.