In 2019, the word "blog" encompasses so many different modes of content creation. From traditional blog websites to YouTube vloggers-turned-wordsmiths and now Insta-blogs that utilize Instagram photo captions to share long-winded thoughts, there are more opportunities than ever to tap experts and aficionados for their makeup, hair, and skincare rituals and reviews.
As beauty editors, we're well aware of the importance of the contribution these creators make to the beauty industry. Like us, they spend their time testing products, asking questions, and democratizing beauty to feel a little more accessible to everyone. This year, we noticed 10 content architects really upping their game, so we're calling them out for you to hopefully find even more resources to scratch your beauty itch. (Well, only after you visit us at Who What What, of course.)
Ahead, the 10 beauty bloggers who have our attention right now.
Katie Jane Hughes
If you're into makeup looks that showcase impeccable skin, perfect eyebrows, and bold lids, then you need to follow Katie Jane Hughes, like, yesterday. Not only is she a highly sought-after makeup artist with major clients like Kate Bosworth, Rosie Huntington-Whiteley, and Ashley Graham, but she's also turned her Instagram feed as a pseudo–beauty channel where she shares tips, techniques, and product recommendations galore.
Sort of Obsessed
Where to follow: @sortofobsessed
A self-proclaimed beauty and skincare obsessee, Adri's color-coordinated feed is chock full of honest-to-goodness product reviews of everything from the latest serums to the indie makeup and beyond. She doesn't show her face but instead blesses our timelines with the most aesthetically pleasing flat lays and shelfies anywhere online. Her beauty takes are always super honest and thorough, and we love how she'll run down an entire routine in a caption.
Ever wondered about the beauty routines of the international women of mystery you follow online? That's where The File comes in. Its website and Instagram account are dedicated to giving readers an exclusive look inside the homes and beauty cabinets of the world's most stylish women. Expect dreamy imagery and honest stories, for women, by women.
Where to follow: @esteelaundry
If Diet Prada–level shade is your cup of tea, then it's time to follow the beauty industry version, Estée Laundry. Not only does this account stay on top of all the mess, like cases of alleged cultural appropriation, copycats, and the like, but it has a running franchise called #ELCommunityReview that turns its comments into a discussion board for folks from all over the world to weigh in about specific products. It's an all-around good time.
YouTube sensation Jackie Aina's star has been on the rise since the internet caught on to her comical, absolutely stunning makeup tutorials. But over the last couple of years, the beauty buff has skyrocketed in popularity, snagging herself such accolades as NAACP Image Award for YouTuber of the year as well as WWD's Influencer of the Year Award in 2018. Most recently, Aina released an eye shadow palette with legacy makeup brand Anastasia Beverly Hills.
Where to follow: @gelcream
The trend of snapping photos of beauty products held up to airplane windows started here, and the whole internet should be so thankful for that innovation. Former magazine editor turned photographer slash Instagram beauty authority Yana Sheptovetskaya has compiled a feed chock full of beautiful, minimalist product shots (often held in her modelesque hand). But it's more than just pretty pictures that has grown the Gelcream audience to 120,000 followers–it's authenticity. Sheptovetskaya gives honest, in-depth, and fair ratings of the buzziest products, and she doesn't post any ads or spon-con. What a gift.
Beauty is Boring
What started as a creative outlet for renowned celebrity makeup artist and photographer Robin Black back in 2012 has evolved into a full-fledged movement. If you've seen a bright, portrait style photo of a woman with brightly colored makeup, looking really cool and genuinely happy, chances are Black shot it (or at least inspired it). While the accompanying Instagram account is the more current collection of content, the website's "The Face Archive" section gives readers a BTS look into the beautiful imagery.
Cult of Pretty
The brainchild of beauty insider Ann Colville Somma, Cult of Pretty is an online destination where readers can interact with the cult products they love and also discover indie brands they may not have heard of yet. From haircare to makeup, skincare, and just about every category in between, Somma brings the newest offerings from brands big and small to the forefront.
Marianna Hewitt's trajectory has been truly inspiring to watch. From re-creating celebrity hair and makeup looks, to launching her fashion and beauty blog and amassing an impressive 923,000 Instagram followers, this woman has been one to watch from to get go. After launching her very skincare line Summer Fridays with co-founder Lauren Gores Ireland in 2018, the company has recently launched its third instant classic, the CC Me Serum.
Glowing Up Podcast
Where to follow: @glowinguppodcast
So, this is technically the Instagram account for a hilarious beauty podcast called Glowing Up, and not a blog. But, we're giving it a mention here because hosts Esther Povitsky and Caroline Goldfarban take to the 'gram to share their "Glow Guides" of all the beauty favorites they talk about on each episode of the pod. They also create these shopping posts for guests who've appeared on the show, like Kiernan Shipka, makeup artist Nam Vo, and Tavi Gevinson.