I remember when I first discovered the world of beauty YouTube around 2009. In the past decade there’s no doubt the beauty YouTuber landscape has changed. There are the YouTubers who are known more for their drama than their dramatic makeup and there are up-and-comers who are starting to find their place on YouTube and establish an online community. YouTube involves a lot of hard work but the creators who know their communities and listen to what they want will go far on the platform.

I wanted to spotlight some of the best makeup YouTubers in 2021 and this won’t be a list of mega-names that you already know like James Charles or Jackie Aina, but a mix of established creators and new faces that you should definitely have your eye on.

In my opinion, the best makeup vloggers draw you in with their techniques and approach to makeup but get you to stay for their personality. YouTube is the platform where we can see personality shine through above all else and whether that means brutally honest reviews or tons of comic relief while applying false lashes, these creators stand out in my mind as the ones absolutely worth hitting the subscribe button for.

Jaleesa Jaikaran

First up I want to recommend my friend Jaleesa Jaikaran. Not only is Jaleesa a talented makeup artist working in New York City but she’s also super in touch with the beauty community and cares about sharing information and making it an inclusive place for everyone.

She has several videos where she discusses being a beauty influencer and MUA and she has also created the Beauty Room on Clubhouse for industry pros to connect.

Taylor Elizabeth

I found Taylor on YouTube a few years ago and we’ve even been able to work together and connect offline since we subscribed to each other’s channels. Taylor is a beauty advisor at Sephora and she shares awesome product reviews and makeup videos on her channel.

I especially love her drugstore product reviews and comparison videos because she shares super detailed info about what to expect from the products and always shares her honest reaction.

Sarah Novio

I met Sarah at an event in NYC and have been following her content ever since! I especially look forward to her YouTube videos because she reviews a lot of brands that I find interesting like Rare Beauty, Ilia Beauty, Undone Beauty, and Tower28.

You’ll love her laid-back and friendly vibe and as you listen you’ll feel like your cool, older cousin is telling you which products are worth it and which products are a pass.

Matilda on Video

I have never seen a makeup YouTuber quite like Matilda on Video and that’s why I was so intrigued by her channel when I first stumbled across it. Rather than showing her face in videos, Matilda shows all of her products in a flat-lay setup and will show swatches of products and chat through her finds via voiceover.

It’s a fresh approach to makeup that’s also packed with helpful insights and great product recommendations.

Jamie Paige

I wish I had discovered Jamie Paige’s YouTube channel sooner because I truly feel like she’s my beauty soul sister even though we’ve never met. I love hearing her product reviews and reactions to new launches because she’ll tell it like it is and give you tangible answers as to why she likes the things she likes. (If you’ve ever come across a YouTuber who uses the same three adjectives to describe products, Jamie is the opposite!)

I especially like when she does showdowns or top 5 videos to talk through her favorite products in a certain category or from a certain brand as I know that for someone who tests a lot of products for work she’ll have an opinion I can trust and a recommendation that I’ll love.

Lennie Billy

I met Lennie through my work at Jumprope and it’s always so fun to meet and connect with other creators who are on YouTube! You’ll love her friendly personality and her top-notch recommendations for products.

Her background as a makeup artist informs the content she creates and shares pro tips and tricks along the way.

Julia Adams MUA

I’m still a relatively new Julia Adams MUA subscriber but I wanted to add her onto this list because she came highly recommended when I polled my Instagram audience for their favorite makeup influencers on YouTube.

I am a huge fan of natural makeup looks and I subscribed immediately when I saw a ton of videos on her channel on everyday makeup looks. I’m excited to explore more of her content!

Allana Davison

If all beauty YouTubers were as fun and relatable as Allana Davison, the internet would undoubtedly be a better place. Allana is my favorite makeup YouTuber who I’ll watch no matter what kind of mood I’m in.

I’ve been a fan for a long time and particularly enjoy her full face brand review videos (true fans will start humming the “Full Face Friday” theme song that she used to sing at the top of each of these videos) and any video that her cat Meryl makes a guest appearance in. She’s always worth the watch.

Austen Tosone

Oh hey it’s me! I wanted to throw myself on here because my channel has grown a lot in the past year and I’m always trying to bring you the best and most honest beauty product reviews for the brands you know and love like Glossier, Florence by Mills, Laneige and Versed.

I try to stay on top of the new launches from the brands I’m obsessed with to notify my audience about all of my honest thoughts on what these brands are putting out. And trust me, I’m not afraid to be honest in my videos. Come along and subscribe!

What do you think? Should I do the best skincare YouTubers next? Let me know in the comments!

yours,

Austen

9 Makeup YouTubers To Subscribe to in 2024