Before influencers took the spotlight, we had the OG beauty gurus, who filmed makeup tutorials and shared beauty advice right from their bedrooms on YouTube, the ultimate hub for beauty content.
Their videos felt genuine and relatable, filled with straightforward tips that made them the go-to experts for anyone wanting to up their makeup game. From casual everyday looks to stunning glam makeovers, these creators laid the groundwork for the online beauty scene we know today.
So, what’s happened to the OG beauty gurus? If you’re as curious as we are, let’s check out what they’ve been doing, both online and in their personal lives.
Bretman Rock
Bretman Rock burst onto the scene in 2015 with a viral contouring video that took YouTube and Vine by storm. He quickly became a go-to for makeup tutorials and showcased his funny side.
By 2021, he was making waves on MTV’s Following: Bretman Rock and made history as the first openly gay man to grace the cover of Playboy.
With a whopping 18 million followers on Instagram and 8 million subscribers on YouTube, his content now ranges from beauty hacks to mukbangs and travel vlogs.
He’s also snagged some awards, including the People’s Choice Award for Beauty Influencer and Breakthrough Social Star at the MTV Movie and TV Awards.
Even with all his success, Bretman has had to tackle some tough stuff, like dealing with internet trolls and facing criticism about his identity, all while managing the pressures of being a public figure in the LGBTQ+ community. Yet, he continues to be a shining star in the beauty world and beyond.
Follow him on YouTube and Instagram.
Bethany Noel Mota
Bethany Noel Mota, one of the OG beauty gurus, rose to fame in 2009 with her YouTube channel, Macbarbie07. Her haul videos, where she shared fashion finds, beauty tips, and DIY projects, quickly gained a massive following.
Bethany’s fun and relatable content made her a pioneer in the beauty and lifestyle space, shaping the influencer culture we know today.
However, at the height of her fame, Bethany faced burnout and struggled with the pressure of maintaining her online persona. She also opened up about dealing with cyberbullying and the emotional toll it took on her mental health.
Despite these hurdles, Bethany continues to share her life with fans, occasionally treating them to beauty content while staying connected to her roots.
Follow her on YouTube and Instagram.
Meredith Foster
Meredith Foster is a popular American YouTuber who kicked off her channel in 2009, right alongside other early beauty influencers. She quickly gained traction with her fun beauty, fashion, and DIY videos, building a big fanbase thanks to her cheerful and relatable vibe.
As one of the original beauty gurus, Meredith played a key role in shaping the beauty community on YouTube.
Recently, she’s taken a different direction, moving away from the typical beauty scene. After overcoming domestic violence and dealing with sexual abuse, she now focuses on themes of self-love, acceptance, and healing.
Her videos showcase her personal growth journey, blending lifestyle, wellness, and motivational content. While she still touches on beauty topics, Meredith’s current work is all about empowering her viewers and sharing her journey toward inner strength and happiness.
Follow her on YouTube and Instagram.
Zoe Sugg
Zoe Sugg, better known as Zoella, is a prominent British YouTuber, author, and entrepreneur who has made a significant impact in the beauty and lifestyle industry.
With over 10 million subscribers, she shares everything from makeup tutorials to fashion hauls and beauty advice. Her relatable and friendly vibe established her as one of the OG beauty gurus on the platform.
In the early days of her career, she faced some backlash for her content, which some critics felt became too polished and commercial as her brand expanded. Many longtime fans believed her earlier, more genuine videos were being overshadowed by sponsored posts.
A notable controversy arose in 2017 when her Zoella advent calendar was criticized for being overpriced given the items inside.
Outside of YouTube, Zoe has broadened her brand with the launch of her beauty line, Zoella Beauty, and a series of best-selling novels, kicking off with Girl Online in 2014.
However, her rapid rise to fame came with challenges, particularly affecting her mental health. Zoe has been candid about her battles with anxiety and panic attacks, highlighting the stress that comes with being in the spotlight.
Despite these challenges, she has persevered, solidifying her status as a key player in the influencer scene and championing mental health awareness.
Follow her on YouTube and Instagram.
Michelle Phan
Michelle Phan, a pioneer among YouTube OG beauty gurus, quickly became the go-to for beauty advice and tutorials. She kicked things off in May 2007 as a college student, showcasing a natural makeup look on her little channel called “Ricebunny.”
Fast forward, she now boasts over eight million subscribers, thanks to her amazing makeup transformations and beauty content.
Michelle stepped away from the beauty world in 2016 to concentrate on her mental health and overall well-being.
She had been candid about her battles with burnout and the constant pressure to produce content, which made her realise the importance of self-care. During this period, she changed her content direction, diving into more profound subjects like relationships, self-worth, and spirituality.
Alongside her role as a content creator, Michelle also launched her own beauty brand, EM Cosmetics with products that are crafted with meticulous precision and painstaking intention to enhance your natural beauty.
Additionally, her long-time partner, Dom, had been a prominent figure in her earlier videos and fans were curious about how their relationship was doing, but she kept things pretty private in recent years.
Some fans even voiced their worries, wondering if Michelle might have joined a cult, although she never publicly addressed those rumours. Regardless of the chatter, Michelle kept her platform alive, sharing her thoughts on the topics that mattered to her.
Follow her on YouTube and Instagram.
Nikkie de Jager
Nikkie de Jager, better known as NikkieTutorials, has won the hearts of many, including ours. She kicked off her YouTube journey in 2008 at just 14 years old, inspired by Lauren Conrad’s makeup from MTV’s The Hills.
When she couldn’t find a tutorial that matched her needs, she decided to create her own. After two years of sharing her makeup skills, she took classes at B Academy in Amsterdam and signed with Colourfool Agency in 2011, officially launching her professional makeup career.
Today, with over 19 million Instagram followers and 14 million YouTube subscribers, Nikkie continues to deliver incredible beauty content. From sharing her go-to makeup routines to reviewing unique beauty products and offering her honest thoughts, she captivates her audience with her charm and skill.
As one of the most beloved OG beauty gurus, she has truly cemented her place in the beauty world.
But her journey hasn’t been all smooth sailing. In 2020, Nikkie faced a tough moment when she publicly came out as transgender in a heartfelt video. This was a courageous move, especially since she was being blackmailed by people threatening to expose her story before she was ready to share it.
In addition, she expressed in one of her videos that she disliked collaborating with certain brands, which she didn?t mention specifically, as they didn’t align with her values or standards.
Follow her on YouTube and Instagram.
James Charles
James Charles, one of the original beauty gurus, skyrocketed to fame thanks to his daring makeup styles, lively personality, and creative tutorials. He first caught the public’s attention in 2016 at the young age of 17, making history as the first male ambassador for CoverGirl.
He rapidly amassed a huge following on YouTube by teaming up with prominent brands, influencers, and celebrities. Some of his standout collaborations include his partnership with beauty powerhouse Morphe, where he launched the iconic James Charles x Morphe Artistry Palette.
Additionally, he has worked with influencers like Jeffree Star, NikkieTutorials, and Emma Chamberlain, producing viral content that truly connected with his fans.
In 2019, James found himself at the heart of a public dispute with beauty influencer Tati Westbrook, resulting in serious allegations of manipulative behaviour and inappropriate conduct. This incident, referred to as “Dramageddon,” led to a notable drop in his subscriber count and placed his career under heavy scrutiny.
Although he later spoke out to defend himself and sought to restore his reputation, the repercussions of the drama had a lasting effect on how he was perceived.
Despite these challenges, James continues to be a significant presence in the beauty industry. His ability to overcome these hurdles while still connecting with millions of followers showcases his influence and determination.
While makeup remains a core aspect of his brand, he has also branched out into lifestyle content, vlogs, and his beauty line, Painted, which aims to be inclusive for all skin tones.
Follow him on YouTube and Instagram.
Patrick Simondac
Patrick Simondac, widely recognized as PatrickStarrr, is a Filipino-American beauty influencer, makeup artist, and YouTuber celebrated for his striking makeup styles and lively character.
Since launching his YouTube channel in 2013, he has attracted a massive audience with his glamorous tutorials and beauty advice. As a plus-size, openly gay individual, Patrick passionately champions inclusivity within the beauty realm.
While he is primarily known for his uplifting collaborations, he has encountered some hurdles, including a short-lived conflict with fellow influencer James Charles during the “Dramageddon” incident in 2019.
Though they eventually made amends, the episode underscored existing tensions in the beauty community. Additionally, he voiced his disappointment regarding Morphe’s choice to end their collaboration.
@patrickstarrr I want to personally apologize to @Anyssa kuba💗 and @Sarah and anyone else that received a On Til Dawn bottle like this. We know this experience is not what you expect from @onesize and can assure you that the One/Size team and I are actively carrying out an in-depth investigation together with our manufacturers. At ONE/SIZE we take the safety and quality of our products very seriously. All of our products undergo extensive testing in order to ensure that they are kept to the highest standard and quality control. Thank you for believing in this brand and thank you for letting me know about this issue. I want to make this right for all of you ❤️ #greenscreen #greenscreenvideo
In launching his beauty brand, ONE/SIZE, Patrick faced an issue with one of his products, a setting spray, when many customers reported it spraying out white powder. He addressed the concerns promptly, reassuring his customers and emphasising his commitment to quality.
Follow him on YouTube and Instagram.
Huda Kattan
Huda Kattan, better known as Huda Beauty, is a world-famous beauty influencer, makeup artist, and entrepreneur.
Like many other OG beauty gurus, she first caught people’s attention with her makeup tutorials on Instagram and YouTube, quickly building a loyal following. Huda launched her beauty blog in 2010, and her rise to fame took off in 2013 when she introduced her own cosmetics brand, Huda Beauty.
Her brand became a major force in the beauty industry, offering a wide range of products like foundations, eyeshadows, and false lashes.
However, Huda has faced her share of controversies. In 2018, she was criticised for promoting a vaginal skin-whitening product on her blog, sparking outrage over endorsing harmful beauty standards.
Many were quick to criticise, with some leaving remarks such as “Gigantic FAIL – Shame on you Huda,” and “So a ‘lighter’ everything is preferred to ‘dark’ …. ?? Even in 2018.”
She later apologised and removed the post.
Additionally, she’s been accused of cultural appropriation and copying other creators, notably facing backlash from Beauty Bakerie for allegedly mimicking their marketing.
Despite these controversies, Huda remains a powerful figure in beauty. Her latest product, the Huda Beauty Blush Filter, has been well-received, continuing her brand’s success.
Follow her on YouTube and Instagram.
Shayla Mitchell
First gaining recognition on Instagram with expertly crafted tutorials, Shayla Mitchell, known as Makeupshayla, is one of the OG beauty gurus, celebrated for her vibrant makeup looks and engaging content.
She quickly expanded her influence to YouTube, where she shares beauty tips and product reviews. Shayla has collaborated with major beauty brands like ColourPop and has been featured in numerous campaigns, solidifying her status as an OG beauty guru.
In 2017, she was involved in a public feud with fellow influencer Jeffree Star, who accused her of body-shaming YouTuber Jackie Aina and criticised her for allegedly having a negative attitude in the beauty community.
Although Shayla denied the claims, the drama drew widespread attention. Later, Shayla faced backlash over her Maybelline collaboration when fans accused her of not being transparent about product reviews and sponsorships, leading to discussions about influencer transparency.
In spite of the controversies, Shayla has maintained her strong presence in the beauty industry, continuing to captivate her audience with bold makeup looks and innovative content on Instagram.
Follow her on YouTube and Instagram.
Nikita Dragun
A model, makeup artist, and, of course, one of the OG beauty gurus, Nikita Dragun has made a significant impact in the beauty industry with her bold and innovative approach.
She began gaining fame with her stunning makeup looks and tutorials on YouTube, where her creativity and charisma quickly captured a large audience. We often find ourselves envious of her flawless makeup, but we also pick up valuable techniques from her work.
Her impact goes beyond just tutorials; she has launched her own beauty brand, Dragun Beauty, which is celebrated for its inclusive product range and bold design. The brand has gained popularity for its top-notch formulas and distinctive packaging, appealing to a wide variety of skin tones and preferences.
She also does amazing transformation makeup looks that make her appear statue-like, showcasing her incredible artistry.
Follow her on YouTube and Instagram.
Lindy Tsang
Lindy Tsang, or as most people know her, Bubzbeauty, is a beauty influencer from Northern Ireland.
She built a huge fanbase on YouTube by sharing beauty hacks, skincare routines, and creative DIY projects. Being one of the OG beauty gurus, she quickly became a cherished personality in the beauty world thanks to her genuine and approachable style.
Lindy has definitely faced her fair share of personal struggles along the way. After sharing a lot of her life online, including plenty of moments with her long-time boyfriend who eventually became her husband, she went through a very public divorce after having two kids together.
Recently, she opened up about finding love again and is now dating someone new, but this time she’s keeping her relationship under the radar. Through all the ups and downs, Lindy has been candid about her journey as a mom, raising her kids, and dealing with significant life changes.
While she may not share beauty tutorials as often as she once did, she continues to be a strong influence, sharing content that really connects with her loyal followers who value her honesty and strength.
Follow her on YouTube and Instagram.
