Top 5 beauty influencers revealed amid online pandemic boom

Australia’s beauty industry is valued at $7.7 billion, according to the Australian Competition & Consumer Commission (ACCC) and business savvy influencers are capitalising on the online market.

With millions of Aussies stuck at home during lockdown, social media has never been more popular.

From Tik Tok to Twitter, the online space helps people stay informed and connected and one particular market that’s capitalising on our frequent scrolling is the online beauty business.

With estimates valued at an eye-watering $7.7 billion, according to the Australian Competition & Consumer Commission (ACCC), the Australian beauty and personal care products industry has been booming throughout the pandemic.

With spas and salons closed and many people working from home, some consumers are turning to social media for makeup tutorials and beauty advice.

Rihanna’s Fenty beauty uses influencers for marketing purposes.

Kim Kardashian’s beauty line has enlisted Aussie influencers.

“There is a huge appetite for makeup, ageing and skincare tutorials and tips,” said Nicole Reaney, director of Inside Out PR.

“It’s lockdown, and people want a way to nurture themselves and ‘feel good’. The proliferation of virtual meetings and image-driven social and digital use overtaking regular phone calls, means more people are attending to their appearance. An individual’s digital footprint and record is more important than ever.”

Business savvy influencers are tapping into this niche market by becoming vehicles for brands targeting specific audiences, earning them millions of dollars every year, according to experts.

Among Australia’s highest paid beauty influencers is Brisbane’s Shani Grimmond, who boasts 1.4 million Instagram followers.

The 24-year-old began posting makeup tutorials online as a hobby eight years ago, which has turned into big business.

“At this level, partnerships can be anything from $15,000 to $200,000 or more,” Reaney estimated.

“Micro-influencer posts can begin at a ‘contra level’ and lead to posts earning influencers $200 to $4,000 per post.”

In 2018, Grimmond expanded into fashion and launched her very own swimwear line Sylk Swim.

When asked how much money she makes, the influencer remained tight-lipped.

“I don’t want people to think that I’m bragging about making money because obviously this job is incredible,” she said on YouTube.

“I absolutely love making videos for you guys, I love doing makeup for you guys... obviously to have that as a job is the most incredible thing in the world and I’m so grateful but I don’t think it would be a good idea to sit here and be like, ‘I’ve made this much money this year’. To be honest, it fluctuates so much.”

Beauty influencer Shani Grimmond has 1.4 million Instagram followers.

Like Grimmond, there are many others making a comfortable living as online content creators including Los Angeles-based Chloe Morello, 31, and Perth’s Lauren Curtis, 28, who each have 1.2 million followers.

Melbourne makeup aficionado Christina Sikalias, 29, is also in the online beauty business with 642,000 Instagram followers, along with Sydney’s Rowi Singh, 26, who has 337,000.

Multimillion-dollar brands like Dior, L’Oréal and singer Rihanna’s Fenty Beauty are recruiting more influencers like Morello and Curtis to promote their goods through product placement, tutorials and sponsored posts.

“The online industry, not just beauty, has been booming since Covid started in March last year,” said Influencer manager, Max Markson.

“The online beauty industry was already booming when I first got involved in 2018 because what many start-ups found is they could launch simply by having a product. They don’t need retail outlets or shops, they can just do it all online.

“They can use Instagram influencers for instant revenue through Instagram stories. Once you have 10,000 followers, you can do a ‘swipe up’ which allows people to buy the product straight away. In the past, companies would buy TV or radio ads and hope that people would remember the product when they went to the shop. With Instagram, they buy it right away.”

Markson negotiates deals with brands on behalf of his clients and he estimated that some beauty influencers are making at least six-figures per year.

Beauty influencer Chloe Morello shares makeup tips with her 1.2 million fans.

Lauren Curtis also has a large Instagram following.

“It depends on how many followers your client has,” he said.

“One influencer might not have a lot of followers (say 20,000 to 30,000) but they can still charge around $500 for a paid post. Whereas someone with half a million followers can earn upwards of $5,000 per post,” he said.

“If you’re young and clever, it’s a great way to make fast money.”

Reaney said there are a number of factors driving the beauty industry.

“There are new demands lifting and shifting the appetite for beauty - from sustainability, self-care through isolation, the closure of available services and growth in the men’s and gender neutral markets,” she said.

“In addition, many makeup artists, personalities, models and technicians are currently out of work, and this social avenue provides them with an income opportunity.”

While the industry has been lucrative for many, there has been some criticism around the ethics behind sponsored content.

Critics have often questioned how honest a sponsored social media post can be when it’s paid for.

Influencer Christina Sikalias has built a lucrative business online.

Rowi Singh also shares cosmetics tips online.

In February, The Australian Association of National Advertisers updated its code of ethics forcing social media influencers to “disclose when they are financially benefiting from products placement or recommendations”.

The change was in response to IPSOS research, which found 7 in 10 people were in favour of influencers being made to disclose any arrangement with brand owners in an effort to help consumers distinguish between advertising content and user generated content.

These rules apply to both timeline posts and temporary content such as Instagram stories.

NSW Fair Trading confirmed it has received more than a dozen complaints so far this year in relation to buying goods online.

“In 2021 NSW Fair Trading has received 14 complaints about beauty products purchased online. These complaints relate to non-supply, allege non-genuine product, quality and misleading advertising across makeup, perfume and skincare,” a NSW Fair Trading spokeswoman said.

Beauty influencer Shani Grimmond

An ACCC spokeswoman said, “The Australian Consumer Law has general provisions to ensure that consumers are not misled about a product’s quality, safety and performance.”

Runway Room Cosmetics CEO, Alex Fevola, said establishing credibility and trust between influencers and their followers is vital.

“I think people are turning to social media for makeup tips because it’s free and easily accessible,” Fevola said.

“Also, many people are inspired by ‘beauty experts’ and want to re-create their looks. Social media is visual and seeing someone that you relate to, use and recommend a product is just like good old fashioned word of mouth.

“It’s a very powerful marketing tool for brands, especially when it’s authentic. It’s also a great way for consumers to shop for products as they are making an informed purchase. The blogger or influencer has done the research and comparisons, has tried and tested the product and given their tick of approval. This gives the consumer trust in the product and gives the product instant credibility.”