Beauty as you know it is CHANGING.

Beauty on YouTube 2015 presents the latest YouTube beauty trends and findings extracted from Pixability’s YouTube software.

Pixability’s new study analyzes the YouTube practices of 215 beauty brands and 182,621 independent YouTube beauty creators who create YouTube videos focused on makeup, skincare, hair, nails, and perfume.

Michelle Phan’s monthly views have declined from 25.5 million views per month in 2009 to a 3-year low of 15 million views per month in 2015.

What’s New?

  • The quantity and variety of beauty content available on YouTube.
  • The changing composition of the audience watching beauty content.
  • The amount of advertising dollars being invested in YouTube.
  • The shifting rankings of specific beauty creators according to reach and influence.

Makeup Videos Dominate

Prevalence of Available YT Beauty Videos by Topoic
“The videos beauty creators are posting to YouTube have become the new TV shows for young audiences, and aggregating those channels makes YouTube MCNs (multi-channel networks) the new TV networks.”

–AdAge

“The beauty space on YouTube is massive and constantly evolving, and having a solid understanding of our audience and the influential beauty creator community is critical to our digital strategy.”

Andrea Barton, Global Social Community Manager, Bobbi Brown Cosmetics

Monthly views of men’s grooming content on YouTube doubled between Nov. 2013 and May 2014.

Men's Grooming Timeline on Beauty on YouTube

Top 25 YouTube Beauty Creators by All-Time Views

Top Beauty Content Creators
Beauty Study 2015