25 powerful Aussie beauty influencers for your brand

Finding the right beauty influencers in Australia isn’t just about follower counts.

For social media managers working with local brands—or global brands eyeing the Aussie market—it’s about finding creators genuinely influencing purchase decisions, not just racking up views.

Aussie consumers value authenticity over perfection, but with 1 in 4 Australians identifying as influencers, knowing who drives results (and how to work with them) matters more than ever.

Online purchases are expected to drive nearly 40% of beauty industry revenue this year, and 52% of Aussies aged 18-29 are more likely to try influencer-recommended products.

Below are 25 favourite Australian beauty influencers worth working with in 2025.

10 must-know Aussie beauty influencers in 2025 (quick picks)

Before diving into the complete list, check out these 10 standouts you need to know.

1. Tatenda Luna (@tatendaluna), 2.2M TikTok followers

Source: Instagram

Tatenda Luna is known for her high-glam beauty transformations and sharp sense of humor. Her content blends bold makeup looks with personality-driven storytelling that keeps her TikTok audience hooked.

2. Chloe Morello (@chloemorello), 2.6M YouTube subscribers

Source: Instagram

Originally from Batemans Bay, New South Wales, Chloe Morello is one of Australia’s OG beauty YouTubers. Her channel is packed with luxe makeup tutorials, product reviews and lifestyle content with a signature dose of charm and honesty.

3. Tanielle Jai (@taniellejaimua), 351K Instagram followers

Source: Instagram

Tanielle Jai is a go-to pro for editorial glam. As a celebrity makeup artist based in Brisbane, Queensland, her feed showcases jaw-dropping artistry and high-impact beauty looks, making her an in-demand name in the industry.

4. Nikkia Joy (@nikkiajoy), 1.1M TikTok followers

Source: TikTok

Nikkia Joy, founder of Nikkia Joy Cosmetics, built her following on real-talk reviews and flawless glam. She’s known for keeping it brutally honest when it comes to makeup that actually performs.

5. Lauren Curtis (@lozcurtis), 3.3M YouTube subscribers

Source: YouTube

Lauren Curtis is one of the earliest pioneers in Australia’s beauty creator scene. With over a decade on YouTube, she’s known for all things beauty, including easy-to-follow tutorials and real-life chats.

6. Dr. Michelle Wong (@labmuffinbeautyscience), 623.8K Instagram followers

Source: Instagram

Dr. Michelle Wong is a Sydney-based beauty science communicator who breaks down skincare myths with evidence-based insights. Her page, Lab Muffin Beauty Science, is a trusted source for straight-talking education.

7. Brandon Scott (@itsbybrandon), 1.1M TikTok followers

Source: TikTok

Brandon Scott brings fierce energy to the beauty space with next-level eye looks and glam tutorials. His content is all about bold colour, confidence and celebrating self-expression.

8. Flex Mami (@flex.mami), 179.1K Instagram followers

Source: Instagram

Flex Mami (Lillian Ahenkan) is more than a beauty creator—she’s an Aussie cultural icon. Known for her eclectic style and thought-provoking takes, she fuses beauty with identity, self-reflection and social commentary.

9. Davey Rooney (@skincaredavey), 216.6K Instagram followers

Source: Instagram

Davey is Australia’s skincare-savvy bestie. His content mixes expert-level knowledge with approachable product reviews, making skincare education fun, inclusive and scroll-stopping. He also founded the skincare company Boring Without You.

10. Madeleine Edwards (@madeleineedwards), 50.8K Instagram followers

Source: Instagram

Madeleine Edwards serves elevated soft glam with a modern edge. Her content spotlights wearable looks, glowy skin and effortless beauty that resonates with both pros and casual makeup lovers.

The Australian beauty influencer landscape

Australia’s beauty influencer scene is shaped by a straightforward attitude and a strong sense of individuality.

Down under, you’ll find fewer polished accounts and more creators building trust through transparency, sharing unfiltered skin journeys, product fails or jaw-dropping drag looks in their bathroom light.

Raw, personal content resonates, especially on platforms like TikTok and Instagram, where Aussie influencers favour lo-fi over polished formats. Australian social media statistics can show you where Australian consumers engage online and pinpoint where your audience is most active to refine your influencer strategy.

For beauty brands, there’s a unique opportunity to partner with creators who don’t just sell looks, but sell trust. This is valuable when your audience values honesty over hype.

And it doesn’t just stop at content opportunities: Aussie beauty influencers have evolved alongside social media, embracing short-form video, live shopping and immersive brand activations. Want to stay ahead of what’s trending? See where the future is headed with these social media trends for 2025.

And if you’re keen to use influencer marketing but don’t know where to start? Check out these must-know tools.

How to find the right beauty influencers without wasting your budget

It’s easy to throw money at big names and get little in return. The key? Look past the vanity metrics and dig into how creators are actually influencing buyer behaviour. Using Sprout Social’s Influencer Marketing tool, you can see beyond follower counts and measure engagement, audience size, consistency in posting and more.

Check how they talk about unsponsored products

One of the best signs of influence is how a creator reviews and recommends products they weren’t paid to post about. Are they specific? Educational? Do their followers respond with trust? Are the comments brimming with excitement?

Remember, if a creator is already guiding purchase decisions organically, they’re far more likely to convert for your brand.

Study comments, not just content

Engagement isn’t just about likes—it’s about conversation.

Does the creator respond to people who ask for shade recommendations? Do they share their skin’s history in response to a comment? Are they responding to everyday followers as well as mutual accounts?

These are signs that an influencer isn’t just talking at their audience but creating a space that feels personal, helpful and loyal. That’s huge for your brand.

Test the waters before going all in

Gifting is underrated, and first impressions are rather valuable. Send creators a no-strings-attached product drop and watch what they do with it. Do they use it naturally in their routine? Do they follow up with feedback? Was it authentic?

This helps you spot creators who genuinely connect with your brand before committing to a bigger spend.

Figure out their beauty niche

Beauty influencers don’t always fall under one-size-fits-all titles.

While some creators do a mix of everything, many specialise: think acne-prone skin routines, full-beat glam or holistic approaches. So when choosing a creator, be sure their specialty aligns with your product category—you can’t expect a glam makeup guru to sell your minimal skincare line.

Tap into live moments

Some of the most effective campaigns are happening live, from product try-ons to interactive tutorials and social shopping events. To be ahead of your competitors, leverage influencer partnerships with live content and social shopping.

Top 25 beauty influencers in Australia

Here are the remaining top beauty influencers across Australia, across varying niches.

Female Australian beauty and makeup influencers

11. Shani Grimmond (@shanigrimmond)

• Instagram: 1.2M
• YouTube: 1.4M
• TikTok: 460.1K

Source: Instagram

From Brisbane, Shani Grimmond started her YouTube channel at the age of 16 and has turned her content into a full-blown beauty empire. Now with millions of followers across platforms, she shares bronzed glam, fashion inspo and day-in-the-life content that keeps fans locked in.

12. Madison Woolley (@madisonwoolley)

• Instagram: 696.5K
• TikTok: 153K
• YouTube: 150K

Source: Instagram

Gold Coast-based Madison Woolley offers ultra-polished beauty with a lifestyle twist. Her content merges soft glam with travel, fashion and her signature girly aesthetic—making her a go-to for the “clean girl” vibe.

13. Skye Wheatley (@skye.wheatley)

• Instagram: 652.1K
• TikTok: 386.7K
• YouTube: 245K

Source: Instagram

From reality TV to influencer stardom, Skye Wheatley brings drama, glam and big personality. Her beauty content leans sultry and bronzed, but her unfiltered takes keep followers coming back.

14. Rowi Singh (@rowisingh)

• Instagram: 453.8K
• TikTok: 275.2K
• YouTube: 13K

Source: Instagram

Rowi Singh fuses art and ancestry in every look. A proud South Asian-Australian creator, she uses makeup to explore identity, spirituality and maximalist self-expression. She’s worked with brands like Fenty Beauty and MECCA, bringing her bold, otherworldly style into the mainstream.

15. Brookelle McKenzie (@bybrookelle)

• Instagram: 956K
• YouTube: 1.1K
• TikTok: 41.3K

Source: Instagram

Brookelle was one of the original Tumblr-era beauty icons, and she’s still serving flawless looks. Her makeup style is moody, dramatic and dripping in 2010s nostalgia, reinvented for today.

Male Australian beauty and makeup influencers

16. Max May (@maxmade)

• Instagram: 96.9K

Source: Instagram

Max May is a celebrity makeup artist turned content creator who brings decades of industry experience to the digital space. Known for his luminous, skin-focused looks and effortless glam, Max shares tutorials, pro tips and BTS vlogs from major shoots.

17. Shannon JJ Williams (@shannonjjwilliams)

• Instagram: 66.3K
• TikTok: 59.3K

Source: Instagram

Shannon mixes glam artistry with a fun, down-to-earth attitude. Expect bold eyes, glowing skin and personality-packed reels that make his content feel like hanging out with your funniest friend.

18. Michael Finch (@michaelfinch)

• Instagram: 725K
• TikTok: 2.6M
• YouTube: 869K

Source: Instagram

Michael Finch is an Australian beauty creator turned food sensation. Known for his razor-sharp wit and makeup skills (and now for his epic food creations), Michael won TikTok’s Food Creator of the Year 2024 award. His blend of humour and talent keeps fans hooked.

19. Marcus Petaccia (@beatbymarcus)

• Instagram: 20.4K
• TikTok: 8.9K

Source: Instagram

Marcus is a rising star in the beauty world with a focus on glass skin, glossy lips and clean glam. His feed feels luxe but approachable—perfect for fans of fresh-faced beauty with a twist.

20. Michael Brown (@mbrown_beauty)

• Instagram: 35.6K
• Facebook: 2.8K

Source: Instagram

A veteran in the industry, Michael Brown has painted some of Australia’s most famous faces. His content leans pro with a focus on red carpet-ready looks and expert beauty breakdowns.

21. Davis Atkin (@davis.atkin)

• Instagram: 12.8K
• TikTok: 1K

Source: Instagram

Davis Atkin is an Australian hockey player and makeup enthusiast, known for his bold, expressive looks and candid storytelling. As the first openly gay man to play for the Kookaburras, Australia’s national men’s field hockey team, Davis has become a role model for inclusivity in sports.

Australian skincare influencers

22. Zoë Foster Blake (@zotheysay)

• Instagram: 793.2K

Source: Instagram

The founder of Go-To Skincare, Zoë Foster Blake is skincare royalty. Mother, business owner and lifestyle influencer, she brings a beauty editor’s brain and a cheeky tone to everything she shares.

23. Gemma Dimond (@gemdimond)

• Instagram: 51.2K
• TikTok: 61.4K

Source: Instagram

Gemma Dimond is more than just a skincare enthusiast—she’s a beauty writer, podcast host and the founder of Glow Journal. Plus, she’s done collabs with high-end brands like La Mer and Chanel, bringing luxury skincare into everyday conversation.

24. Hannah Collingwood English (@hannahcollingwoodenglish)

• Instagram: 73.4K
• TikTok: 16.7K

Source: Instagram

A pharmacist and skilled communicator, Hannah breaks down skincare jargon into digestible advice. Her reels balance education and personality, with a no-gatekeeping approach that skincare lovers appreciate.

25. Dr. Davin Lim (@drdavinlim)

• Instagram: 303K
• YouTube: 664K
• TikTok: 7.6K

Source: Instagram

Dr. Davin Lim is a Brisbane-based cosmetic dermatologist known for his straight-shooting skincare advice. He shares insights on acne, pigmentation and in-office treatments, all backed by years of clinical experience.

Grow your brand with help from Aussie beauty influencers

Looking for an exciting space to connect with dedicated and engaged audiences? The Australian beauty influencer landscape is rich with talent.

But it’s worth noting that the influencers spotlighted here represent only a small part of a diverse community.

To find the best fit for your campaign, brands need to dive deeper into the influencer scene.

Look beyond the follower count and focus on creators who resonate with your brand’s values, connect authentically with their followers, and speak to your target market.

For streamlined collaboration and efficient campaign management, consider using an influencer marketing platform. These tools help you identify the perfect partners, track performance and ensure your campaigns make a lasting impact.

And remember, collabs don’t have to stay on screen. See how interactive, live experiences are taking over the market and engaging followers in real-time.