Why Brands Should Pay Attention to YouTube's Diverse Beauty Space

The rise in male beauty influencers has been unprecedented within the last few years and YouTube seems to be leading the flawlessly contoured way. According to a recent blog post from Pixability, diverse beauty, primarily consisting of male, transgendered and gender-nonconforming beauty creators, has accrued a huge following of online audience members and brands including Maybelline, Covergirl and L’Oreal are taking notice.

Pixability states, “diverse beauty represents only .6% of the beauty category on YouTube, this niche is growing nearly 2 times as fast as the overall beauty space… By creating content around emerging trends, brands can better position themselves to drive visibility as the trend continues to take off.”

The company goes on to explain the diverse beauty space grew nine times in 2016 over what it was in 2015. The space has garnered over 740 million views, 7,000 channels, 21,000 videos and 1 million Facebook shares.

Diverse Beauty Influencers You Should Know

1. Manny Mua: 3.2 million Instagram followers; 2.3 million YouTube subscribers; Maybelline’s first male brand ambassador.
2. James Charles: 1.4 million Instagram followers; 776,000 YouTube subscribers; first male face of Covergirl.
3. Hari Nef: 180,000 followers on Instagram; featured in L’Oreal Paris ad campaign; transgender actress, model and activist.
4. Patrick Starr: 2.9 million Instagram followers; 2.1 million YouTube subscribers; collaborated with Anastasia Beverly Hills.