In 2019, the word “blog” encompasses so many different modes of
content creation. From traditional blog websites to YouTube
vloggers-turned-wordsmiths and now Insta-blogs that utilize
Instagram photo captions to share long-winded thoughts, there are
more opportunities than ever to tap experts and aficionados for
their makeup,
hair,
and skincare
rituals and reviews.

As beauty editors, we’re well aware of the importance of the
contribution these creators make to the beauty industry. Like us,
they spend their time testing products, asking questions, and
democratizing beauty to feel a little more
accessible to everyone. This year, we noticed 10 content
architects really upping their game, so we’re calling them out for
you to hopefully find even more resources to scratch your beauty
itch. (Well, only after you visit us at Who What What, of
course.)

Ahead, the 10 beauty bloggers who have our attention right
now. 

Where to follow:
@katiejanehughes,
katiejanehughes.com

If you’re into makeup looks that showcase impeccable skin,
perfect eyebrows, and bold lids, then you need to follow Katie Jane
Hughes, like, yesterday. Not only is she a highly sought-after
makeup artist with major clients like Kate Bosworth, Rosie
Huntington-Whiteley, and Ashley Graham, but she’s also turned her
Instagram feed as a pseudo–beauty channel where she shares tips,
techniques, and product recommendations galore.

Where to follow: @sortofobsessed

A self-proclaimed beauty and skincare obsessee, Adri’s
color-coordinated feed is chock full of honest-to-goodness product
reviews of everything from the latest serums to the indie makeup
and beyond. She doesn’t show her face but instead blesses our
timelines with the most aesthetically pleasing flat lays and
shelfies anywhere online. Her beauty takes are always super honest
and thorough, and we love how she’ll run down an entire routine in
a caption.

Where to follow:
@the_file, the-file.com

Ever wondered about the beauty routines of the international
women of mystery you follow online? That’s where The File comes in.
Its website and Instagram account are dedicated to giving readers
an exclusive look inside the homes and beauty cabinets of the
world’s most stylish women. Expect dreamy imagery and honest
stories, for women, by women.

Where to follow: @esteelaundry

If
Diet Prada–level shade is your cup of tea, then it’s time to
follow the beauty industry version, Estée Laundry. Not only does
this account stay on top of all the mess, like cases of alleged
cultural appropriation, copycats, and the like, but it has a
running franchise called #ELCommunityReview that turns its comments
into a discussion board for folks from all over the world to weigh
in about specific products. It’s an all-around good time.

Where to follow:
@jackieaina,
YouTube, jackieaina.com 

YouTube sensation Jackie Aina’s star has been on the rise since
the internet caught on to her comical, absolutely stunning makeup
tutorials. But over the last couple of years, the beauty buff has
skyrocketed in popularity, snagging herself such accolades as NAACP
Image Award for YouTuber of the year as well as WWD’s Influencer
of the Year Award in 2018. Most recently, Aina released an eye
shadow palette with legacy makeup brand Anastasia Beverly
Hills.

Where to follow: @gelcream

The trend of snapping photos of beauty products held up to
airplane windows started here, and the whole internet should be so
thankful for that innovation. Former magazine editor turned
photographer slash Instagram beauty authority Yana Sheptovetskaya
has compiled a feed chock full of beautiful, minimalist product
shots (often held in her modelesque hand). But it’s more than just
pretty pictures that has grown the Gelcream audience to 120,000
followers–it’s authenticity. Sheptovetskaya gives honest,
in-depth, and fair ratings of the buzziest products, and she
doesn’t post any ads or spon-con. What a gift.

Where to follow:
@beautyisboring,
beautyisboring.com

What started as a creative outlet for renowned celebrity makeup
artist and photographer Robin Black back in 2012 has evolved into a
full-fledged movement. If you’ve seen a bright, portrait style
photo of a woman with brightly colored makeup, looking really cool
and genuinely happy, chances are Black shot it (or at least
inspired it). While the accompanying Instagram account is the more
current collection of content, the website’s “The Face Archive”
section gives readers a BTS look into the beautiful imagery. 

Where to follow: @cultograms, cultofpretty.com

The brainchild of beauty insider Ann Colville Somma, Cult of
Pretty is an online destination where readers can interact with the
cult products they love and also discover indie brands they may not
have heard of yet. From haircare to makeup, skincare, and just
about every category in between, Somma brings the newest offerings
from brands big and small to the forefront.

Where to follow: @marianna_hewitt, lifewithme.com

Marianna Hewitt’s trajectory has been truly inspiring to watch.
From re-creating celebrity hair and makeup looks, to launching her
fashion and beauty blog and amassing an impressive 923,000
Instagram followers, this woman has been one to watch from to get
go. After launching her very skincare line Summer Fridays with
co-founder Lauren Gores Ireland in 2018, the company has recently
launched its third instant classic, the CC Me Serum.

Where to follow: @glowinguppodcast

So, this is technically the Instagram account for a hilarious
beauty podcast called Glowing Up, and not a blog. But, we’re giving
it a mention here because hosts Esther Povitsky and Caroline
Goldfarban take to the ‘gram to share their “Glow Guides” of
all the beauty favorites they talk about on each episode of the
pod. They also create these shopping posts for guests who’ve
appeared on the show, like Kiernan Shipka, makeup artist Nam Vo,
and Tavi Gevinson.

Up
Next: The Top 10 Vegan Makeup Brands, Ranked

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