Every year, we discover new faces on our social media feeds who don’t just tell us what beauty products to use or how to apply them—they make us want to do it too. They’re making big, bold moves that you follow without missing a scroll or a swipe up, and you’re invested in their beauty journeys as much as your own. That’s when you know they’ve crossed over from a good old influencer to the inspirers du jour.
We round up our current favourite movers and shakers of the beauty world. If you ask us, you should’ve already been following yesterday.
Charlotte Cho
Esthetician, author and K-Beauty representative to the world, Charlotte Cho is the co-founder of Soko Glam, an online store with an exceptional round-up of cult Korean beauty products. You might also know her as the person who introduced the world to the 10-step skin routine we’re all obsessed with. Now, she’s the co-creator of her own line of skincare christened, Then I Met You, which she describes as “more than just a beauty brand”. The brand’s philosophy is rooted in the Korean concept of jeong that lays emphasis on developing deep emotional bonds with people, places, and things that matter.
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Dr Shereene Idriss
What started as a one-time Instagram live session to answer derm questions, is now a Sunday night routine with Dr Shereene Idriss, where she simply gives easy-to-follow advice to all your skin concerns, while in bed. The series is known as #PillowTalkDerm. Having started off as a New York City dermatologist specialising in facial aesthetics and rejuvenation, she’s already the hot doc of tinsel town, whose famous clientele now includes Mindy Kaling, Ashley Graham and Paloma Elsesser. Tune in this weekend.
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Masaba Gupta
We’ve always loved her clothes, but Masaba is now also making her foray as the poster girl for modern beauty in India–cue her multiple beauty collaborations with brands like Lakmé, Clinique, and most recently a line of 12 lipsticks and nail paints, with Nykaa. Her collections are always a big hit with ladies who like their pout looking stunning and feeling supple, because that’s how those lipsticks feel on your lips–like a hug. She also kept the packaging super fresh with her iconic prints slapped onto them.
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Lauren Singer
You probably remember her as the girl who shot to fame for collecting two years of trash in a little jar—a fine example of zero waste living, coming from a now young entrepreneur, best known for her blog Trash is for Tossers. Naturally, her sustainable beauty routine was a thing of great interest and marvel. It got her on the Forbes 30under30 list, and manifested in The Package Free Shop, a curation of eco-friendly plastic-free lifestyle products. Famous words? “Sheet masks are trash,” she says of single-use skincare products.
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Hannah Bronfman
If this feels like a familiar face, it’s because you’ve seen her sweat it out in a myriad fitness classes all over Snapchat. It all started with one popular hashtag, #HBFIT in 2015, that then turned into a website dedicated to all things fitness. Hannah Bronfman is now one of the top lifestyle and wellness gurus to follow, and also author of Do What Feels Good, a compilation of her favourite natural remedies and recipes. Definitely someone to run with.
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Alessandra Steinherr
Former beauty editor and now creator of a 20-piece skincare collection in collaboration with Primark, industry veteran Alessandra Steinherr has served up some serious beauty advice on her Instagram hashtag #AskAlex over the years. You should definitely follow her #SundayFacial Instagram feature that’ll give you a weekly dose of self-love goals.
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Malvika Sitlani
Post her stint as a front-running contender on the first season of India’s Next Top Model, Malvika Sitlani has made her mark as a reliable source for beauty intel. Her love for make-up and skincare has earned her a dedicated 377k Insta following, who watch her dole out easy-to-achieve looks on the regular. Fun fact: the stunner also won ELLE’s Best Beauty Blogger award in 2019.
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Featured photographs: Instagram
