Because we're always looking for expert advice on how to be our best selves, below are our top picks for the personalities breaking new ground in the beauty sphere. Many are entrepreneurs who have leveraged their brand into style and beauty deals, plus voices we look to for exclusive advice on finding the right foundation for our skin tone or perfecting some lazy girl beauty magic.
1. Irene Sarah
When she's not documenting her travels to dreamy far-flung locales like Bali and Santorini, photographer and blogger Irene Khan is breaking down her beauty buys in every selfie, from the Huda falsies we've come to know and love to her favorite makeup palettes.
If you want sheer eye candy in your feed, from alternate ways to wear eyeliner to editorial beauty looks in jewel tone colors, head straight to Beauty is Boring's feed. The blog was created by makeup artist and photographer Robin Black to serve up aspirational looks that are anything but snooze-inducing.
Atlanta-based vlogger Ellarie lends her buoyant personality to her Instagram feed, delivering bite-sized video tutorials on dramatic beauty looks such as glittery eyeshadow and bold lips. Be sure to bookmark and follow before your next night out.
The self-taught vlogger Maryam Maquillage is the ultimate beauty guru to follow for eye makeup tutorials and tips on mastering her perfect cat-eye flick. Watching her transform a bare face into poreless, cat-eye perfection is like art in motion, but see for yourself below.
We can thank Deepica Mutyala for her genius red lipstick hack for concealing under-eye circles and you'll find similar need-to-know-hacks plus product discount codes for your favorite brands on her blog.
UK-based Lesley (a correspondent for ASOS) started her blog Fresh Lengths as a hair journal, but it's since grow into a platform for Lesley to catalogue her beauty secrets and style choices, too. She's a must-follow if you're a woman of color who wants tips on styling natural hair and in-depth hair product reviews.
Another vlogger that's become a go-to beauty and style guru for her Youtube tutorials is the Kardashian-esque Teni Panosian. She's a pro at achieving flawless beauty looks, from glamorous waves to her signature falsie-length lashes.
UK-based Lalonde is one of the most beloved personalities on the beauty scene, known for her friendly, down-to-earth online presence. She's a great resource for beauty reviews, but covers everything from food to interiors on her blog, and even has a section for shopping clothes.
Follow Christine's feed for beauty giveaways or check out her video log at Youtube for apartment tours, roundups of her favorite products, and interviews with fellow beauty bloggers and style stars.
When she's not killing our faves with product shots of what beauty products she's feeling on any given day, Felicia Walker Benson of This That Beauty is giving great beauty advice to women of color, like the best foundation for darker skin.