The social media influencer industry has exploded over the past few years, with beauty, fitness, fashion and travel influencers dominating social media. Beauty influencers, in particular, have become increasingly popular, making the leap to doing things big time, signing major contracts and promotional deals with cosmetics companies.
For those of you who may not be aware, a beauty influencer is an individual who endorses specific beauty brands and/or products on their social media platforms. These influencers typically have followings that are of a significant size and are engaged with the content they produce. In certain cases, celebrities (such as the people in the Kardashian family) can be influencers, but it is certainly not the case that one has to be a celebrity in order to be influential.
Today, I want to share with you the top 10 Singaporean beauty influencers who have dominated most of our social media sites, ranked from the highest percentage of Singaporean audience to the lowest.*
Ranked the number 1 beauty influencer in Singapore according to her percentage of Singaporean followers, Nicole has 48.49% of her audience from Singapore.
As a blogger, YouTuber and Instagrammer, Nicole has a well-established presence in the social media industry. She started off her career with only giving reviews to the online makeup community, and has since made her way up the ladder to become a full-fledged social media influencer.
Her blog gives detailed makeup product reviews, which we can use to help us in our decision making when purchasing makeup products.
Here, Nicole gives us some simple tips on how to do our makeup. Above is a video where she does a Korean-inspired makeup tutorial, a style of makeup that many teenage girls nowadays want to learn how to do.
She also has a brightly colored Instagram feed, where most of her posts focus on fashion and beauty.
Ranked 2nd in place in Singapore is Christabel Chua, who has 41.72% of her audience from Singapore.
Born in 1991 and started blogging as early as 2012, Christabel was the Singapore social media award nominee for Breakout Star of 2015 and has since become a beauty host of TheSmartLocalTV. She can be found at her Instagram handle @bellywellyjelly. She publishes beauty and travel videos on YouTube and has over 200 000 followers on Instagram.
Jamie Tan has 39.32% of her audience from Singapore, hence putting her in 3rd place on our list.
Jamie Tan (@jamietyj) is a beauty and lifestyle influencer, who has a presence on both Instagram and YouTube. Most of Jamie’s videos feature her trying out new methods of improving one’s skin conditions. However, Jamie also does simple makeup routines for her regular audience, like you and I.
Ranked 4th in place is Mongchin Yeoh (@mongabong), with 38.30% of her audience Singaporean.
Mongchin started her career as an influencer around 2012 when she was still in university. Like many others, she started out her social media career in the blogshop modeling scene. The Singapore Management University Accountancy undergraduate then decided to go into the niche areas of fashion, beauty, food and travel.
Mongchin’s videos and blog posts are easy to follow as her steps are simple and very clear, hence enabling her audience to effectively learn beauty tips from her. Many of Mongchin’s products and hauls are available in the Singaporean market, making her videos very helpful for her audience should they be interested in purchasing the featured products.
Ranked 5th in place is Roseanne Tang (@roseannetangrs), with 36.94% of her audience from Singapore.
Roseanne owns one of Singapore’s top beauty blogs and is currently a professional makeup artist who is running her own makeup school, which you can check out at @bloombyroseanne. She was also nominated for the Beauty Award at Influence Asia 2015, Asia’s largest social media awards show.
Roseanne Tang is a certified makeup artist. In her videos, and blog posts which are detailed and well-presented, she takes you through her daily life where you will get to see product hauls and beauty reviews, wherever she is.
6th on our list is an influencer that everyone should already be familiar with–Naomi Neo (@naomineo_), who has an audience that is 35.87% Singaporean.
At the age of 22, Naomi Neo is already a prominent youth influencer on various social media platforms. Creating video content of various types, including beauty tutorials, Q&As, challenges and vlogs of her travels and her life, her videos have sparked over a hundred thousands views thus far. Getting married in March earlier this year and being an expectant mother certainly has not hindered her from continuing to post videos as per usual!
Attesting to her popularity, her latest video on styling short hair, shown above, garnered 34k views in just 19 hours of being published.
In 7th in place is Soh Pei Shi (@speishi), with 33.77% of her audience from Singapore.
Pei Shi is a beauty and fashion YouTuber and Blogger who has a social media audience of 276k followers on Instagram and 126k subscribers on Instagram. She is sponsored by companies such Innovative Dermatological Solutions and Cleo Hair and Makeup, and has also worked with numerous brands including KFC, Sunsilk, and Olympus.
Her girl crush makeup video as shown above has garnered over 130k views and sparked many positive comments on the excellence of the video.
Miyake Ng (@mykxii) has 30.81% of her audience from Singapore, making her 8th in place for the top 10 beauty influencers in Singapore.
If you are interested in being in-the-know for all things related to beauty, Miyake is just the right person to follow! Additionally, she gets exclusive peeks of products that have yet to be officially launched in Singapore. This beauty influencer is a huge fan of Etude House and hence, most of the products she showcases are from that brand. Miyake also hosts Facebook giveaways on her Facebook fan page, so be sure to check them out!
Ranked in 9th place is Wendy Cheng, otherwise known by her online moniker, @xiaxue, who has 28.32% of her audience from Singapore.
Wendy is a Singaporean blogger, online television personality and YouTuber who writes about beauty, her life, and local issues.
Her blog attracts over tens of thousands of readers daily, and although many of her posts have sparked heated discussions, they have also won her prestigious blog awards and earned her sponsorship deals, as well as stints as a columnist and a TV show host.
Wendy also does beauty influencer marketing on her blog, as shown below.
Below is one of the beauty videos posted on her blog and on YouTube after she revived her YouTube account. Wendy claims that the makeup tutorial had no photoshop on it at all, but only features her “amazing” makeup skills.
The last of the top 10 beauty influencers in Singapore is Leanne, who has 17.85% of her audience from Singapore.
At 46, Leanne (@loveforskincare) is one of the older and more mature beauty influencers in Singapore. This means that she typically introduces her audience to products that are slightly pricier from luxury brands skincare brands like La Mer and cosmetics brands like YSL, Dior and Tom Ford. Those who are of the same age range would probably find her reviews on wrinkle and spot treatment products especially useful.
Instead of having all the information gathered on one main page, her blog is neatly categorised into skincare, cosmetics, fragrances and lifestyle sections, which makes it easier to find what you are searching for.
On her Instagram, you’ll find great skincare tips, product information, her top picks of makeup and beautiful photos of her make-up and skincare collections.
We hope you’ve enjoyed our take on 10 beauty influencers in Singapore, ranked according to their percentage of Singaporean followers!
*For those of you who may be wondering why we have chosen to rank the influencers based on their percentage of Singaporean followers, rather than the absolute number, this is because many brands continue to manage their influencer marketing efforts locally. In such cases, one can pay for a mega-influencer who has many followers, but find that only 20-30% of the influencer’s audience actually finds the content relevant.