NEW YORK, Dec 25 — Social networks have become trend incubators, determining the products, tips, techniques and inspirations that will take off and shape the beauty industry. This is thanks to equally powerful influencers followed by millions of people around the world, who turn simple beauty gestures into buzzing phenomena. And in 2022, it was Mikayla Jane Nogueira who was the most popular among them.
The dictionaries point to the power of marketing and define an influencer as a person who, due to his popularity and expertise in a certain field, can generate interest in something (such as a product) and even influence the consumer choices of internet users through his posts on social media. This single term says a lot about our times and inspires the dreams of many teenagers and young adults around the world. Because not just anyone can be an effective influencer… An influencer must find the right way to maintain interest among their followers and inspire – or influence – them when they decide to open their wallets. And it’s clear that these social media users are becoming increasingly difficult to convince.
Mikayla Nogueira, the most influential
American makeup artist and social media star Mikayla Jane Nogueira seems to have found the perfect formula, making her the most popular influencer of the year in 2022, according to the first Beauty Trends Report from the online beauty retailer. LookFantastic.** Both humorous and sincere, her posts are winning followers all over the world, to the point where the young woman is the subject of 2,400 monthly searches on average. Search interest for her name has increased by 1275% in just one year.
@mikaylanogueira TURN MYSELF INTO A VAMPIRE #makeup #beauty #vampire #halloween #halloweenmakeup original sound – Mikayla Nogueira
With more than 13.8 million followers on TikTok, Mikayla Nogueira is a little less popular on Instagram with “only” 490,000 followers. But it should be noted that this is an unauthenticated account through which the social network star only shares personal posts. Her professional account, Beauty by Mikayla Jane, has over 2.4 million followers. And that’s not all, as the makeup artist is regularly quoted in the media for his innovative techniques and tips and is the originator of many beauty trends such as “sticky method, to name just one. This type of media coverage helps elevate the makeup artist’s status as the most powerful beauty influencers in the world.
In second place is London-based Nigerian social media star Uche Natori, who, although not as well-known as her counterpart, is one of the beauty influencers who will be closely followed in the coming months. Known for her perfect foundation – she refers to herself as the “bass queen” – the young woman has 300,000 followers on Instagram, almost 160,000 on TikTok, is also on YouTube and has been the subject of an average of 2,400 searches per month, as much like Mikayla. Rounding out the top spots in this ranking of the year’s most popular female influencers are American Meredith Duxbury (1,900 monthly searches, 16.2 million followers on TikTok), Danielle Marcan (720 monthly searches, 3.4 million followers) and Tammi Clarke ( 480 monthly searches, 560,000 followers).
The unbeatable Kylie Jenner
When it comes to celebrity influencers (referring to those who were already famous before making a foray into the beauty scene) dominating the makeup world, this time it’s Kylie Jenner, no surprises there, who has risen to the top spot in 2022 The former reality TV star is simply unstoppable on social media, with no less than 376 million followers on Instagram (and that’s not counting the people who follow her countless cosmetics and fashion brands). Meanwhile, the hashtag #kyliejennermakeup alone has generated 255 million views on TikTok so far.
@kyliejenner get ready with me part 1 @kyliecosmetics Aesthetic – Tollan Kim
Another star who launched her own skincare brand in 2022, Hailey Bieber is the second most popular celebrity makeup influencer in the world. Around 50 million people now follow her on Instagram, while the hashtag #haileybiebermakeup is responsible for 209 million views on TikTok. She is ahead of actress Alexa Demie, the star of the series Euphoria, whose makeup inspirations have been viewed more than 80 million times on TikTok, Madison Beer (65 million views), and, last in this top 5, Kim Kardashian, whose influence, it should be said, goes far beyond the realm of makeup and beauty. — ETX Studio
**To determine these 2022 beauty trends, LookFantastic used internal data and researched which products, tools and celebrities influenced 2022 beauty trends. From analyzing online searches for skin care ingredients to analyzing demand for certain brands and products, the platform deciphered the statistics and numbers to discover the year’s big trends.
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