With tons of video content on YouTube, it can be a struggle to discover new content creators. If you’re bored with your current subscription list, then please check out these underrated Beauty YouTubers.
Sona is an Armenian makeup artist living in Los Angeles who originally turned to YouTube as a hobby. Unlike many of the larger beauty gurus who produce content largely for views/entertainment value, Sona’s videos are great resources for anyone wanting to learn how to better apply makeup. In addition to her YouTube channel, she regularly posts on her Instagram and her blog, Simply Sona.
Additionally, Sona launched her own cosmetics line, Persona, sold online and online at Ulta. Products available include liquid lipsticks, highlighters, an eyeshadow palette, and two color theory kits (which include a four-pan palette, eyeliner, and eyeshadow brush).
Check out some of my favorite videos by Sona below:
This video is actually how I found Sona’s channel. After finding this video, I admit that I binge-watched so many videos on her channel and became a loyal viewer.
I’m a sucker for anything that helps me show how to get flawless looking skin since I have acne-prone skin with large pores and discoloration. The above video was so interesting to watch because I could see her skin being transformed before my eyes.
Like Sona, Melissa got her start as a professional makeup artist. While Melissa does provide more traditional first-impression style reviews, she produces a lot of helpful makeup tutorials, too. She spices up her content by sharing an occasional vlog-style video that delves into health or lifestyle related content. On her Instagram, she also goes beyond the beauty guru norm by providing tons of lifestyle and fitness inspiration.
I get a lot of inspiration from Melissa because I love her beauty content and her lifestyle content, especially because I hope to write about more than just beauty. Over the next year, I want to find better ways to sprinkle in health and wellness-related content in a way that is engaging and authentic. Please see below for some of my favorite videos:
When Melissa posted this tutorial, I was 100% inspired to do a monochromatic look with the cosmetic products that I already owned.
Melissa shares sneak peeks about her healthy lifestyle on her YouTube channel and Instagram, so as someone who is trying to improve her own health habits, I appreciate her healthy lifestyle content. I find her content helpful and motivating. Plus, it makes her more content more interesting.
Stephanie Nicole has surpassed Tati as my most trusted YouTube Beauty Guru. Outside of YouTube, Stephanie is a working professional in the industry, on the business side, so her content brings that informative perspective.
Her videos are always extremely long (sometimes too long), but I find her reviews and her content to be some of the most educational on YouTube. Recognizing that her videos are long, she lists time stamps in her description boxes so that viewers can skip to the content they find most interesting or relevant.
In terms of content, she covers everything from product reviews, buyer guides, how-to’s, and just generally informative videos on skin care, new brands, or nonsurgical procedures. In her review videos, she shows brush and finger swatches, demonstrations, price comparisons, and information on wear-time.
Additionally, she loves to promote indie brands like Colored Raine and Juvia’s Place. She cares about the ethics of the brands that she talks about, which is a refreshing change compared to some larger YouTubers.
Please see the below for some informative videos from Stephanie:
I learned so much about facial oils watching this video. In fact, this was the video that made me realize that I could use these types of products without clogging my pores or making my oily skin worse.
Here’s an example of one of Stephanie’s reviews. She is one of the most comprehensive reviewers on the platform.
Disclaimer: Wayne Goss has the worst click-bait titles.
However, he is an extremely talented makeup artist who shares snackable content that is easy to follow and easy to digest. Moreover, he bucks the trend that “more is more” and shows how to apply makeup in a fresh-faced yet glamorous way. His tips and tricks show his viewers how to enhance their natural beauty rather as opposed to following the trendy looks of the day.
I do not watch him for his product reviews, but rather, I view his content to truly learn how to better apply my own makeup and to make the most of my skin care. Additionally, unlike many other “beauty gurus” he demonstrates how to apply makeup on himself and on a model.
In addition to being a professional makeup artist and YouTuber, Wayne produces a line of makeup brushes. Personally, I do not own any of his brushes because they are quite expensive, but I’ve only heard rave reviews about them. Check them out here.
Out of everyone included on this list, Wayne has the largest pool of subscribers. However, I feel like his content is often overlooked compared to other large, trendy YouTubers. Here are a few videos I found helpful:
Wayne Goss is a truly talented makeup artist. His videos are snackable but informative. Amateur makeup lovers will learn effective tips from his mini tutorials.
While I don’t love a lot of Wayne’s product reviews, I did found this video helpful. However, I do want to call out that if you are planning to mix a skincare cocktail that you should do your research first. Certain ingredients will cancel each other out or may cause a bad reaction on the skin, so be cautious!
The Relatable Reviewers
I’ve been watching Jessica Braun’s videos since she had less than 100K subscribers, so it has been incredible to see her grow to over 500K this year. In many ways, I feel like I’ve grown with Jessica, as I’ve seen her channel evolve over the years. Out of all the YouTubers on this list, I find her content to be the most relatable because she isn’t a makeup artist, but doesn’t quite fit the mold of a traditional beauty guru either. Her content largely covers beauty (hauls, reviews, unboxings, declutters).
I love that Jessica regularly declutters and curates her beauty collection. Too often we see influencers with this massive hoard of products that they’ve purchased to review or received in PR, but don’t actually use in their daily lives. It is refreshing to see Jessica cull her collection.
Like Jessica, it has been so amazing to see Tayla grow over the years. Like so many of the other individuals mentioned on this list, I trust her when she reviews or recommends products – especially foundation. Why? She’s cultivated her channel through her famous Foundation Friday and 15 Days of Foundation series.
For a long time, Tayla suffered from severe, cystic acne, so her reviews are great resources for individuals with problematic or oily skin. She’s since gone on Accutane, so much of her acne has cleared up, but she still has scarring and discoloration. Additionally, she is super open about her skin struggles and doesn’t hide her skin when she gives her reviews. In fact, during foundation reviews, she’ll zoom in so that you can see exactly how a foundation is wearing throughout the day. She is so comprehensive with her review process, so I trust her when she talks about a foundation’s wear-time and coverage.
Also, Tayla regularly promotes the non-profit, Project Beauty Share, on her channel and specifically tries to raise awareness and funds for the charity through her 15 Days of Foundation series and related merchandise. Project Beauty Share collects new and gently used personal hygiene and cosmetic products and distributes them to marginalized, underprivileged women through various women’s charities.
If you’re ever looking to try a new foundation, chances are Tayla’s reviewed it. Try typing her YouTube name and the name of the foundation into the description bar on YouTube. While you may not have the same skin type as her, she will provide a brutally honest review with the ability to compare each foundation to the vast number of others she’s tried.
If you are unfamiliar with “Project Panning,” this is a popular challenge/community among beauty addicts who recognize that their beauty collection has spiraled out of control. To pan, a product means that you’ve completely finished that product. The name is in reference to the silver pan that many powder products, such as eyeshadow, blushes, and bronzers, often come in.
RELATED: Project Panning: What Is It?
Both Jacquelyn and Elle have largely moved on from the traditionally themed project pans, but I found their content super helpful as I realized that I had amassed more makeup products than I could ever use in my lifetime.
RELATED: Makeup Addiction: Breaking the Habit
Jacqueline is a Texas native with a passion for cruelty-free beauty. If you’re interested in downsizing your beauty collection (and closet) or going cruelty-free, then her channel may be a great resource for you!
She is currently in the midst of preparing to move to Maui, so she’s had a tone of minimalism / decluttering related content on her channel to help inspire you to get rid of the things you own, but don’t really use or need. The below video sums up her journey over the last four years:
In the above video, Jacquelyn discusses her project panning journey and what she’s learned over the course of her four years trying to downsize her collection and go cruelty-free. I found this video relatable because I’m currently on my own downsizing journey and still trying to strike the right balance between having fun with and trying out new makeup, but trying to use what I already own.
I’ve been watching Elle since she had less than 5,000 subscribers, so it has been exciting to see her channel grow. Like Jacquelyn, she has also been a major source of inspiration as I navigate through my own makeup minimizing journey.
Beyond her project-pan related videos, Elle regularly uploads tutorials, Get Ready With Me’s, and other creative content specific to the beauty industry (such as palettes she wished existed or brands she finds boring,etc.). Additionally, while I don’t have the same aesthetic as her, I love to see how she plays with colors and shapes in her looks.
Like Elle, I’ve been trying to pan my ABH Mario Palette this year. I haven’t been as successful as she has been, but her updates are a source of motivation for me.
After compiling this list, I realized how I’ve been watching most of these YouTubers since they first started posting their content. Even though I don’t know any of these individuals personally, it’s been exciting to see how they’ve grown as creators and to see how I’ve grown with some of them.
I could have included quite a few more YouTubers, since this list doesn’t include some of the larger channels that I still love to watch, but I wanted to share some of my favorite micro and mid-tier influencers with you!
Who are your favorite beauty creators on YouTube? Please let me know in the comments below! I’m always looking for more inspiration.