Safiya Nygaard: the most successful beauty influencer on social media
Safiya Nygaard is a name that may not ring a bell, yet according to the British cosmetics comparison platform Cosmetify, this 30-year-old American is the highest-earning beauty influencer in 2022. Cosmetify published its "2022 ranking of the richest beauty influencers," established by examining posts made on social networks YouTube, TikTok and Instagram.
Nygaard earns 191,248 euros per combined post on social networks (i.e. for posting the same content on various social network platforms). It is on YouTube, where she has 9.5 million subscribers, that the young woman earns 182,544 euros per video, whereas on Instagram she earns 6,955 euros for a post and she earns 1,749 euros for a TikTok video.
What makes her special? Talking about beauty with a sense of humour. Nygaard has made a name for herself with videos in which she mixes 600 lipsticks or eyeshadow palettes to create a unique shade.
In her latest video, posted on September 29, the influencer mixes nearly 200 lip glosses purchased at Sephora. Sponsored by phone case specialist Casetify's, the video has been viewed 2.7 million times to date.
Second place on the podium is taken by a more familiar name, Huda Kattan. This seasoned businesswoman, born in the United States to Iraqi parents, is a beauty guru and social networking star who earns 172,149 euros per combined post. Hudan Kattan earns the bulk of it on Instagram, where she has 2.6 million followers, getting 163,307 euros for a single post. Her beauty brand Huda Beauty, which she co-founded with her sister in 2013, has 51.2 million followers.
It is worth noting that in 2021 Kattan topped the list of the richest beauty influencers. However, while she has dropped down a step, Kattan has seen her combined earnings increase by 35,000 euros.
Finally, in third place is the American James Charles. The 23-year-old make-up artist/model/influencer earns 141,118 euros for a combined post. He is also the highest earner on the Chinese network TikTok, making 33,433 euros per video posted. However, he has been embroiled in controversy more than once, accused in particular of having sent sexual messages to minors, which for a time led to the demonetisation of his videos on YouTube. The young man has nevertheless seen his combined earnings soar by 30,000 euros and has a Youtube following of 23.8 million subscribers.
Nikita Dragun, Bretman Rock and sixth-placed Chiara Ferragni from Italy, whose cumulative earnings per post are all above €95,000, are among the beauty influencers who saw their earnings increase in 2022.
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