Most popular YouTube beauty and style channels as of December 2019, ranked by number of subscribers
(in millions)
YouTube: most subscribed beauty content creators 2019
Mexican beauty blogger Yuya was the most subscribed beauty content creator on the video platform with 24.1 million subscribers to her channel in December 2019. Fashion- and beauty-related content such as makeup and skincare tutorials, cosmetics hauls and product recommendations are among the most popular content on YouTube.

Beauty content on YouTube

In 2018, beauty-related content on YouTube generated more than 169 billion video views, up from 59 billion views just two years prior. The most popular types of beauty content videos on YouTube are campaign films, favorites/reviews, and tutorials. Despite the popularity of campaign films, it is actually user-generated content by beauty vloggers and influencers that drives the views: As of August 2018, influencer views accounted for 60 percent of beauty content views on the video platform, while brands and publishers only generated 39 and one percent of views respectively. For female consumers, YouTube ranks higher than TV in terms of its appeal for inspirational beauty content and a third of female consumers also reported to watching YouTube beauty tutorial videos at least occasionally.
Most popular YouTube beauty and style channels as of December 2019, ranked by number of subscribers
(in millions)
Number of subscribers in millions
Yuya24.1
jeffreestar16.7
Wengie14
Musas13.7
NikkieTutorials12.3
Zoella11.5
SaraBeautyCorner10.5
Tati Westbrook9.69
Michelle Phan8.91
grav3yardgirl8.47
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Sources

Release date

December 2019

Region

Worldwide

Survey time period

December 2019

Special properties

YouTube cateogory: how to and & style

Supplementary notes

Excluding other subscribers to creators' other channels. Content creators, excluding brands. Creators whose main focus is beauty and style content.

YouTube: most subscribed beauty content creators 2019
Mexican beauty blogger Yuya was the most subscribed beauty content creator on the video platform with 24.1 million subscribers to her channel in December 2019. Fashion- and beauty-related content such as makeup and skincare tutorials, cosmetics hauls and product recommendations are among the most popular content on YouTube.

Beauty content on YouTube

In 2018, beauty-related content on YouTube generated more than 169 billion video views, up from 59 billion views just two years prior. The most popular types of beauty content videos on YouTube are campaign films, favorites/reviews, and tutorials. Despite the popularity of campaign films, it is actually user-generated content by beauty vloggers and influencers that drives the views: As of August 2018, influencer views accounted for 60 percent of beauty content views on the video platform, while brands and publishers only generated 39 and one percent of views respectively. For female consumers, YouTube ranks higher than TV in terms of its appeal for inspirational beauty content and a third of female consumers also reported to watching YouTube beauty tutorial videos at least occasionally.
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