Skin and Beauty Influencers Worth Following

Wayne Goss is a professional makeup artist with over fifteen years of experience in the beauty industry. He began posting on YouTube in 2009 and his channel has grown to over 3.7 million subscribers with more than 300 million views. He is one of the original UK beauty YouTubers, and his influence on makeup technique in this country is significant.

What sets Wayne apart is his focus on technique over product promotion. His most famous contributions include the 502 setting method and the sandwich technique for long-wear makeup, both of which have been widely adopted by professional makeup artists and beauty enthusiasts alike. He trained as a makeup artist in London after developing an interest in cosmetics in his twenties, partly prompted by his own experience with acne.

He runs a makeup brush line under his own name, with brushes manufactured in Japan by master brushmakers. The quality is consistently high and the range is focused on professional-grade tools rather than a sprawling product line.

Lisa Eldridge is one of the most respected professional makeup artists working in the UK today. She has served as Creative Director at both Lancome and Shiseido, is the author of the New York Times bestselling book Face Paint: The Story of Makeup, and has presented a BBC history documentary series on the evolution of cosmetics. She has been awarded an MBE for her services to the beauty industry.

Her YouTube channel and Instagram presence offer a different perspective from most beauty influencers: her content is rooted in professional editorial and celebrity makeup rather than product-first content creation. She shares technique-led tutorials, campaign breakdowns, and historical context for beauty trends that most influencers do not have the background to offer.

Her approach to beauty is elevated and accessible simultaneously. She has a talent for explaining why a particular technique works and how it relates to the broader principles of makeup application. Her product recommendations tend to be curated rather than voluminous, which makes them more considered than the constant stream of new releases that most beauty channels push.

Alexandra Anele is a UK-based beauty YouTuber who celebrated ten years on the platform in October 2025. Her channel focuses on technique-driven makeup tutorials, honest product reviews, and practical beauty advice that works in real-world contexts rather than studio lighting.

Her content covers the full spectrum of makeup application, from base preparation and foundation matching to feature-specific tutorials covering eyes, lips, and complexion. What makes her stand out is the consistency of her production quality and the directness of her recommendations. She does not pad her content with lengthy personal stories before getting to the useful information.

Her series of collaborations with skincare professionals is one of the more useful formats in the UK beauty YouTube space. She applies the same evaluative approach to skincare as she does to makeup, which is useful for UK shoppers trying to navigate the vast array of products on the market.

Leanne Page is a UK-based skincare and beauty creator who has built a substantial following on TikTok with practical, no-nonsense content about skincare routines, product recommendations, and the realities of building a considered skincare regimen. Her approach is particularly strong on the practical side: what actually works in a daily routine, what to prioritise, and how to avoid the common pitfalls of overcomplicated multi-product regimens.

She runs the Regimes Beauty Box, a curated subscription box that delivers over GBP 200 worth of skincare products for GBP 49.99 per quarter. The box is designed around the concept of building a cohesive routine rather than accumulating individual products, which aligns well with the approach we take on this site.

Her content is particularly useful for younger audiences navigating skincare for the first time, and she has a talent for explaining ingredient function and routine logic in straightforward terms without overcomplicating things.

Alicia Archer is a UK-based content creator who focuses on sustainable habit modifications, realistic lifestyle content, and practical beauty advice. She was formerly known as kinky sweat and has built her following on content that combines movement, wellbeing, and beauty in a way that feels grounded rather than aspirational.

Her beauty content tends to focus on realistic routines, honest product reviews, and an approach to beauty that is integrated into a broader lifestyle rather than treated as a separate pursuit. She is known for long-form content that goes deep on individual products and techniques rather than rapid-fire hauls or trend-driven content.

Her annual best-of roundup videos are particularly well-regarded in the community, offering considered recommendations across skincare and makeup rather than chasing every new release.

Nicola Londors is a UK-based beauty blogger whose site, Nicola Londors, covers skincare, makeup, and fragrance with a focus on products available in the British market. She runs an active content pipeline that includes curated beauty picks, honest reviews, and partners with Lookfantastic, Sephora UK, and Charlotte Tilbury.

Her content is particularly useful for UK shoppers who want recommendations grounded in the products and retailers actually available here, rather than US-centric content that does not translate well to the British market. She is consistent in her publishing and her reviews tend to focus on long-term value rather than trend chasing, which makes her site a useful reference point for building a considered beauty routine.

Katie Jane Hughes is a London-based beauty content creator and former makeup artist who has become known for her distinctive approach to editorial and avant-garde eye makeup. Though she no longer works as a professional makeup artist, her editorial background informs a distinctive aesthetic that has attracted a substantial following on Instagram.

Her content is primarily visual and aesthetic rather than tutorial or review-led, but it is consistently interesting as a reference point for understanding what is possible with makeup as a creative medium. Her approach to colour theory, placement, and the relationship between makeup and face shape is more sophisticated than most beauty content on Instagram.

For UK shoppers, she is less directly useful than others on this list for practical purchasing decisions, but she is worth following for the way she approaches makeup as craft rather than product endorsement.

Robert Welsh is a professional makeup artist based in the UK who runs one of the more straightforward and practically useful beauty YouTube channels in the UK space. His content covers everyday makeup application, technique tutorials, and honest product reviews with a consistent focus on what actually works rather than what is new.

He and his wife Charlotte (who also creates beauty content) have built a loyal audience around content that prioritises technique and longevity over trend and new releases. Robert's approach to foundation matching and base application is particularly well-regarded in the professional makeup community.

Hyram Yarbro is a US-based skincare content creator who has built one of the most popular skincare-focused channels on YouTube and TikTok. With a background in skincare formulation and a genuine passion for ingredient science, he offers a perspective on skincare that bridges the gap between consumer content and formulation expertise.

His content focuses heavily on ingredient analysis and routine building, with a consistent emphasis on understanding what you are putting on your skin and why. He is particularly strong on breaking down ingredient labels, explaining what individual ingredients do, and helping viewers understand whether a product is worth purchasing based on its formulation rather than its branding.

He is a former formulation chemist and has been transparent about his background, which is refreshing in a space where professional credentials are often implied rather than stated.