YouTube: most subscribed beauty content creators 2022

As of April 2022, Jeffree Star was the most subscribed beauty content creator on the video platform with over 16 million subscribers to the channel. The channel Sandra Cires Art 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 2021, more than nine in 10 users worldwide reported watching videos online, with music videos being the most popular category. Around 37 percent of the global digital population accessed YouTube, while the short-video app TikTok saw a reach of approximately 16 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.

Video content creators in the U.S.

While far from being a mainstream profession, content creation is an increasingly recognized digital career for users in leading global markets such as the United States. According to a 2020 survey of YouTubers based in the country, six in 10 reported thinking that the platform gave them creative and earning opportunities they would not be able to access via traditional media. In 2021, around three in 10 online users in the United States reported having created video content specifically for the internet. While the share of creators who made money uploading their videos on the internet remained moderate, 43 percent of those who managed to generate revenues from their content saw between 100 and 999 U.S. dollars annually.