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World’s Most Powerful Beauty Influencer Named: Who Is Nikkie de Jager?


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Nikkie de Jager, the Dutch makeup artist and beauty vlogger known as NikkieTutorials, has been named one of the best beauty influencers on Instagram and the world’s most powerful beauty influencer in a new study by Cosmetify. De Jager has a combined following of 42.7 million across Instagram, TikTok, and YouTube, and she commands the highest estimated earnings per post at $61,450. Her extensive reach and influence underscore why she is often cited among the top beauty influencers 2024.

Cosmetify’s latest index highlights the most popular beauty brands, the best beauty influencers, and retailers, as well as each country’s favorite beauty brand and the brands that have seen significant growth over the past year. De Jager’s top ranking in this index underscores her preeminence and widespread popularity in the beauty industry.

Bretman Rock, a Filipino-American social media personality and another one of the best beauty influencers on YouTube, took the second spot on the list. Rock has a slightly larger combined following of 43.93 million, but his estimated earnings per post are lower at $53,650. He is renowned for his vibrant personality, humorous videos, and engaging makeup tutorials, solidifying his place among the best beauty influencers.

The 2024 Cosmetify Index also revealed that Rare Beauty, the makeup and cosmetics brand owned by Selena Gomez, is currently the hottest beauty brand, with a score of 7.81 out of 10. Sol de Janeiro leads in engagement rate on Instagram, indicating a high percentage of likes and comments per post, which highlights the powerful interaction between brands and their followers facilitated by top influencers.

Bubble Skincare has emerged as a rising star in the beauty industry, experiencing a staggering 2,872% increase in searches, going from 131,700 to 3.9 million. Sephora, a well-established name in beauty retail, recorded the highest organic search traffic at 16.1 million and boasts a substantial Instagram following of 22.1 million.

The most-searched beauty brand in the last year was Oh K!, with 73.4 million searches worldwide, highlighting its growing popularity and influence.

These findings reflect the dynamic nature of the beauty industry and the significant impact that beauty influencers and brands have in shaping trends and consumer preferences. Nikkie de Jager’s top ranking is a testament to her remarkable impact and the strong connection she has built with her audience across multiple social media platforms, confirming her status among the best beauty influencers on Instagram and YouTube.

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