Top Beauty Influencers in Australia (2026)

Australia’s beauty creator scene runs from a handful of names with global reach down to thousands of small, sharp accounts nobody has heard of. This list covers the top beauty influencers in Australia across three tiers, built from public Instagram follower counts read on 25 August 2026, with a note on what each creator is actually known for. It is a shortlisting tool, not a leaderboard.

The short answer: the four biggest Australian beauty creators (Lauren Curtis, Chloe Morello, Shani Grimmond and Sasha Morpeth) all sit above one million Instagram followers, but the macro tier between 100,000 and 1 million is where most Australian beauty briefs get their best work, and the nano tier below 10,000 rarely appears on any list at all.

Key Takeaways

Follower counts here were read from each creator’s public Instagram profile on 25 August 2026. They move constantly, so check the profile before you build a budget around one.
The tiers used: nano 1,000 to 10,000, micro 10,000 to 100,000, macro 100,000 to 1 million, mega 1 million and above.
Australia’s macro tier is deep and specialised: curly hair, maximalist colour, oily-skin product testing, bridal, dermal therapy. Specialism beats size for most beauty briefs.
The Cosmetic and Toiletry Retailing industry in Australia is worth $6.8bn in 2026 and grew 3.9% in 2026, according to IBISWorld.
TikTok is running its first Australian beauty event, TikTok BeautyFest, at the Hordern Pavilion in Sydney on Saturday 29 August 2026, with Estée Lauder, MECCA, L’Oréal, Head & Shoulders, Vaseline, Colgate, Neutrogena and Frank Green involved.

Mega Tier: Over 1 Million Instagram Followers

Creator	Instagram	Followers	Known for
Lauren Curtis	@lozcurtis	over 1 million	Long-running makeup tutorials and product reviews; one of the earliest Australian beauty creators to build a global audience from YouTube
Chloe Morello	@chloemorello	over 1 million	Makeup tutorials, product reviews and skincare, with a plain-spoken, approachable style
Shani Grimmond	@shanigrimmond	over 1 million	Gold Coast beauty and lifestyle content; founder of the Australian swimwear brand Sylk Swim
Sasha Morpeth	@sashamorpeth	over 1 million	Beauty and fashion content; nominated for Beauty and Fashion Creator of the Year at the TikTok Awards Australia 2025

Every follower count in this article was read directly from the creator’s public Instagram profile on 25 August 2026. Instagram rounds anything above one million to “1M”, so the mega tier is listed as “over 1 million” rather than a precise number. Counts move week to week. Check the profile before you quote a number to anyone.

This tier is a reach and credibility play. Lauren Curtis and Chloe Morello have been publishing beauty content for well over a decade, and their audiences are global rather than purely Australian, which cuts both ways: strong for a brand with international distribution, weaker for a launch that only ships within Australia. Shani Grimmond runs her own swimwear brand, Sylk Swim, which tells you she reads as a founder as much as a creator, and that changes the negotiating position.

Expect polished, produced content, long lead times, and formal contracting. Expect exclusivity clauses to come up, because these creators have ongoing relationships with brands that will not want a competitor in the same feed. Expect the rate to be the largest single line in your campaign budget. What that buys is a name your CMO recognises and a piece of content that can be cut down for paid.

Macro Tier: 100,000 to 1 Million Instagram Followers

Creator	Instagram	Followers	Known for
Zoë Foster Blake	@zotheysay	773K	Former beauty director of Cosmopolitan Australia and Harper’s Bazaar Australia; founded the skincare brand Go-To in 2014
Jayme Jo	@jaymejo	509K	Curly hair care and styling
Rowi Singh	@rowisingh	479K	Sydney-based maximalist colour makeup drawing on South Asian Australian identity; nominated for Beauty and Fashion Creator of the Year at the TikTok Awards Australia 2025
Tatenda Luna	@tatendaluna	470K	Melbourne-based high-glam transformations; nominated for Beauty and Fashion Creator of the Year at the TikTok Awards 2024
Tanielle Jai	@taniellejaimua	463K	Brisbane makeup artist with more than 16 years in the industry, known for bronzed glows and smokey eyes; runs her own brush collection and online courses
Florence Baitio	@florence_baitio	352K	Beauty and fashion content; nominated for Beauty and Fashion Creator of the Year at the TikTok Awards Australia 2025
Nikkia Joy	@nikkiajoy	236K	Australian makeup artist and reviewer who tests products on oily skin; owns Nikkia Joy Cosmetics
Eitan Broude	@eiitanbroude	179K	Beauty and fashion content; nominated for Beauty and Fashion Creator of the Year at the TikTok Awards Australia 2025
Ashlee Day	@ashleedaymua	154K	Sydney makeup artist, hair stylist and reviewer; nominated for Beauty and Fashion Creator of the Year at the TikTok Awards 2024
Ellen Malone	@askellenbeauty	140K	Beauty content; nominated for Beauty and Fashion Creator of the Year at the TikTok Awards Australia 2025

This is the deepest and most useful tier on the list, because almost every creator in it owns a specific territory. Jayme Jo is curly hair. Nikkia Joy tests on oily skin and owns her own cosmetics line, which makes her review of a competing base product genuinely weighty. Rowi Singh built a maximalist colour aesthetic rooted in South Asian Australian identity, which no amount of brief-writing will get you from a general beauty creator. Tanielle Jai has more than 16 years in the industry and teaches, so her audience arrives expecting technique.

Several names here carry TikTok Awards nominations for Beauty and Fashion Creator of the Year across 2024 and 2025: Rowi Singh, Tatenda Luna, Florence Baitio, Eitan Broude, Ashlee Day and Ellen Malone. Nominations, to be precise, not wins. It is a signal that the platform’s own editorial team rates them, and a useful thing to say internally when you are defending a list of names to someone who has not heard of any of them.

The content in this tier looks less produced than the mega tier and lands harder for it. Tutorials, application close-ups, honest first impressions, before-and-afters. If you are matching a product to a creator’s actual specialism, this is the tier to start in. For the campaign-strategy side of that, our guide to running a beauty product launch with creators covers the sequencing.

Micro Tier: 10,000 to 100,000 Instagram Followers

Creator	Instagram	Followers	Known for
Madeleine Edwards	@madeleineedwards	52K	Melbourne beauty therapist known for wearable soft glam and for posting unfiltered images of acne and eczema
Victoria Baron	@victoriabaron	24K	Sydney makeup artist; became the first Australian makeup ambassador for Chanel in 2014, with editorial and campaign work
James Vivian	@jamesvivian	21K	Melbourne dermal therapist with a clinic in Toorak and a practice in Double Bay, Sydney; launched his own cosmeceutical skincare line
Ellie	@captivatebyellie	13K	Sydney bridal makeup and hair artist
Zahrah Aliyah	@zahrahaliyah	11K	Beauty and lifestyle content, client makeovers and product reviews
Kaydee Kyle-Taylor	@ithinksheafreak	10K	Indigenous Australian creator known for detailed eyeshadow looks and body-positivity content

Follower count stops being a useful ranking signal in this tier. Victoria Baron sits at 24K and became the first Australian makeup ambassador for Chanel in 2014. James Vivian sits at 21K and is a practising dermal therapist with a clinic in Toorak and a practice in Double Bay, plus his own cosmeceutical line. Neither number tells you anything about their standing, and both of them carry professional authority that a creator ten times their size may not.

That is the trade in the micro tier. You give up reach and you buy specificity, credibility and, usually, better usage terms. Madeleine Edwards posts unfiltered images of acne and eczema alongside soft glam looks, which makes her a very different proposition for a skincare brief than a creator whose feed is uniformly flawless. Ellie works bridal, so her audience is planning a wedding, which is a purchase intent almost nothing else in beauty matches.

Expect faster replies, fewer agents in the middle, and content that reads as a recommendation rather than an ad. Expect to write your instructions more carefully, because there is less of a machine behind the creator to catch a gap in them.

Why There Is No List of Australia’s Top Nano Beauty Creators

Nano creators sit between 1,000 and 10,000 followers, and you will not find a credible ranked list of them anywhere. That is not an oversight. Lists like this one are built from reputation, press coverage, awards nominations and follower counts, and nano creators have none of the first three by definition. There is no editorial trail to follow.

They have to be found by search instead. That means working through hashtags, location tags, product tags, the follower lists of larger creators, and TikTok’s own discovery, then opening profiles one at a time and reading recent posts. It is slow, and there is no shortcut that produces a reliable list. Anyone selling you a ranked nano list is ranking on something that does not predict performance.

For a lot of beauty briefs, this is the tier that actually works. Nano creators post to an audience that mostly knows them. Their comment sections are conversations rather than emoji. If the job is UGC for paid social, or seeding a product across twenty suburbs of Sydney and Melbourne, twenty nano creators will usually give you more usable content and more genuine word of mouth than one macro creator at the same cost. The catch is that finding, vetting and coordinating those twenty people is a real job. Our guide to how to find creators in Australia walks through the search methods.

What a Follower List Can and Cannot Tell You

A list of names is the first ten percent of the work. Here is the rest of it.

First, check the audience is genuinely Australian. Several creators in the mega tier built their audiences on YouTube with global reach, and a creator with a million followers who converts in the United States is not a creator who will move stock in Chatswood. Ask for the country breakdown from the creator’s own analytics, and read it rather than accepting a summary. While you are in there, check for the other problem: purchased or inflated followings, which are still common enough to matter. Our guide to checking an influencer’s audience before you pay them covers what to look at and what the numbers should look like.

Second, read the last twenty posts, not the follower count. Follower count is a record of the past. Recent posts tell you whether the creator is still active, whether engagement has held, whether the aesthetic has drifted, and whether they posted three sponsored slots for competing brands last month. A creator who has quietly gone quiet for six weeks will still show the same follower number.

Third, agree rates and usage rights before anything is produced. Usage is the part that gets missed. A post on a creator’s feed and a licence to run that footage as a paid ad for six months are two different purchases at two different prices, and finding that out after the shoot costs more than sorting it upfront. Get the term, the platforms, the geography and the whitelisting position written down.

Fourth, run the campaign. Product delivery, drafts, revisions, approvals, disclosure compliance, posting windows, chasing the two creators who go quiet, collecting the assets, reporting. With one macro creator that is manageable in a spreadsheet. With twenty nano creators it is a coordination job that will eat a marketing manager’s week, every week, for the length of the campaign. That is worth knowing before you choose the tier, not after.

None of this is a reason to avoid creator campaigns. It is a reason to be honest about the size of the job when you plan one.

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What Brands Can Learn From These Creators

Specialism travels further than size. The macro tier is full of creators who own one thing: curly hair, oily skin, high-glam transformation, colour. The most reliable predictor of a good campaign is a genuine match between the product and what the creator is already known for, and that is a match you make by reading feeds, not by filtering a database on follower count.

Professional credentials carry weight in Australian beauty. Makeup artists, beauty therapists and dermal therapists show up across both the macro and micro tiers. Australian beauty audiences respond to someone who does this for a living and can explain why a formula behaves the way it does. If your product has a technical story, work with a professional.

Creators who own brands are a different kind of partner. Zoë Foster Blake founded Go-To in 2014 after running beauty desks at Cosmopolitan Australia and Harper’s Bazaar Australia. Shani Grimmond founded Sylk Swim. Nikkia Joy owns Nikkia Joy Cosmetics. They understand margin and launch mechanics, which makes them sharper collaborators and tougher negotiators, and it may make them unavailable to you if your category touches theirs.

Short video is where the category is being decided. Six of the ten macro creators listed here carry a TikTok Beauty and Fashion Creator of the Year nomination, and TikTok is putting on its first Australian beauty event, BeautyFest, at the Hordern Pavilion on 29 August 2026 with Estée Lauder, MECCA, L’Oréal and Neutrogena among the brands involved. Tickets are free. If your creator content is still being commissioned as static feed posts, that is worth revisiting.

Frequently Asked Questions

Who is the biggest beauty influencer in Australia?

Four Australian beauty creators sit above one million Instagram followers: Lauren Curtis (@lozcurtis), Chloe Morello (@chloemorello), Shani Grimmond (@shanigrimmond) and Sasha Morpeth (@sashamorpeth). Instagram rounds anything above a million to “1M”, so a precise ranking between them is not publicly readable. Counts were checked on 25 August 2026. Lauren Curtis and Chloe Morello are the longest-established of the four, both having built global audiences from YouTube.

How many followers does an Australian beauty influencer need for a brand campaign?

Fewer than most briefs assume. Tiers run nano at 1,000 to 10,000, micro at 10,000 to 100,000, macro at 100,000 to 1 million, and mega above 1 million. Victoria Baron has 24K followers and was the first Australian makeup ambassador for Chanel. Match the creator to the product and the format first, then let follower count set reach expectations rather than the list of names.

Are nano beauty creators worth using in Australia?

For seeding, UGC and word of mouth, often yes. Nano creators (1,000 to 10,000 followers) post to audiences that largely know them personally, and their comment sections behave like conversations. The cost is discovery: they do not appear on lists, they have no press trail, and they have to be found by searching hashtags, location tags and product tags one profile at a time.

How do I check an Australian beauty influencer’s audience is really Australian?

Ask for a screenshot of the country breakdown from the creator’s own Instagram or TikTok analytics rather than accepting a percentage in an email. Several of the largest Australian beauty creators built global audiences from YouTube, so a million followers can include very few Australians. Cross-check comment languages and tagged locations on recent posts for a rough sanity read.

What is TikTok BeautyFest Australia?

TikTok’s first Australian beauty event, running at the Hordern Pavilion in Sydney on Saturday 29 August 2026, with free tickets. Brands involved include Estée Lauder, MECCA, L’Oréal, Head & Shoulders, Vaseline, Colgate, Neutrogena and Frank Green, as reported by beautydirectory on 17 August 2026. It is a signal of how much weight the platform is putting behind beauty in the Australian market.

Using This List

Treat this as a starting point and a benchmark, not a buying decision. The names above tell you who is established and what the Australian beauty scene rewards; the campaign itself lives in the vetting, the rates, the usage rights and the coordination that comes after. Australia Experiences is a fully managed influencer and UGC marketing agency working with over 1000 vetted nano- and micro-creators in Australia, and the brand approves every creator before a campaign starts. Our creator sourcing and vetting page sets out how that work is structured.

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