---
title: The Top 20 Sustainable Beauty Influencers in 2021
description: Discover the UK and Ireland’s top 20 sustainable beauty influencers of 2021, as revealed by the mmi analytics team.
image: https://www.mmi-analytics.com/hubfs/Blog/Blog%20Post%20Images/The-Top-20-Sustainable-Beauty-Influencers-in-2021.jpg
---

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 Feb 01, 2022

# The Top 20 Sustainable Beauty Influencers in 2021

Don’t mistake [sustainable beauty](https://www.mmi-analytics.com/blog/5-ways-sustainable-beauty-messaging-has-changed-in-2021) for a trend; it’s the future of consumer goods. According to a poll by [weDo/ Professional](https://www.wedoact.com/en-gb/weblog/sustainable-beauty/ethical-buying/), 54% of consumers consider sustainability a key factor when buying beauty products. With that in mind, it’s no surprise that more and more beauty brands have ‘responsible retail’ high on their 2022 agendas. But their mission shouldn’t just be to clean up their new and existing product lines – they need to be conscious of their [influencer choices](https://www.mmi-analytics.com/blog/discover-influencerconnect-and-change-the-way-you-connect-with-influencers), too.

The talent you partner with has a direct reflection on your brand’s own ethos, which means choosing an influencer who doesn’t live an eco-friendly lifestyle can negatively impact a sustainable beauty launch. In order to make the affinity feel natural and authentic, it's important to work with influencers who live by the eco-conscious values you’re promoting – and not just when they’re getting paid.

[![Find out how to transform how you identify and track the best influencers →](https://no-cache.hubspot.com/cta/default/8031552/c9de1fce-0dcd-497d-a96a-df8280615727.png)](https://cta-redirect.hubspot.com/cta/redirect/8031552/c9de1fce-0dcd-497d-a96a-df8280615727)

At mmi, we track mentions of key beauty trends and terms to identify the top influencers for each subject, so you can discover talent that truly aligns with your brand. Between 2020 and 2021 in the UK and Ireland, our data reveals that mentions related to sustainable beauty increased by 110%, with 58% of those mentions appearing on the Instagram grid.

The key messages we track include:

- Organic
- Vegan
- Cruelty-free
- Clean beauty
- Paraben-free
- Plant-based
- Eco-friendly

Not only does this data help us pinpoint a sharp increase in eco-friendly messaging; it also enables us to spot which influencers are most vocal in the space.

 

## **In 2021, the top sustainable beauty social accounts by mention on Instagram and YouTube were:**

 

1. Nicole @veganbeautygirl - UK Instagram grid
2. Vicky @kabukirine - UK Instagram grid
3. Feelunique @feelunique - UK Instagram grid
4. Justine @justinejenkins - UK Instagram grid
5. The Ting Thing @the_ting_thing - UK Instagram grid
6. Samio @samiorenelda - UK Instagram grid
7. Sharon @backtoyoubeauty - UK Instagram grid
8. Kate @kakemeup - IE Instagram grid
9. Becky @beckyaddams - UK Instagram grid
10. Gemma @makeup_muddle - UK Instagram grid
11. Cinta @cintalondon - UK Instagram Stories
12. Stephanie Toms - UK Youtube channel
13. Daisie Smith - UK Youtube channel
14. Vicky @kabukirine - UK Instagram Stories
15. Justine @justinejenkins - UK Instagram Stories
16. Cult Beauty @cultbeauty - UK Instagram grid
17. Sally @irishbeautyfairy - IE Instagram grid
18. Cinta @cintalondon - UK Instagram grid
19. Nicole @veganbeautygirl - UK Instagram Stories
20. Nadine Baggott - UK Youtube channel

 

## **Meanwhile, the top sustainable beauty social accounts by reach on Instagram and YouTube were:**

 

1. Cult Beauty @cultbeauty - UK Instagram grid
2. Feelunique @feelunique - UK Instagram grid
3. Holly @hollywilloughby - UK Instagram grid
4. Laura @thewhitmore - UK Instagram grid
5. Lucy @lucywatson - UK Instagram grid
6. Danielle @daniellemarcan - UK Instagram grid
7. Look Fantastic @lookfantastic - UK Instagram grid
8. Lena @lenkalul - UK Instagram grid
9. Boots @bootsuk - UK Instagram grid
10. Kaushal @kaushal - UK Instagram grid
11. Nikki @nikki_makeup - UK Instagram grid
12. Niomi @niomismart - UK Instagram grid
13. Space NK @spacenk - UK Instagram grid
14. Rosanna @rosannadavison - IE Instagram grid
15. Cher @cherwebbmakeup - UK Instagram grid
16. Ling Tang @ling.kt - UK Instagram grid
17. Alice @alxcext - UK Instagram grid
18. Amy @amykatrianne - UK Instagram grid
19. Hannah @hannahmartinmakeup - UK Instagram grid
20. Nicole @veganbeautygirl - UK Instagram grid

 

Amongst eco-conscious Instagrammers and celebrities with soaring reach, etailers – including Cult Beauty and Feelunique – ranked high in terms of both mentions and visibility. It’s a reminder of how deeply media and etail have converged in recent months, with beauty stores proving to be as crucial a part of your PR strategy as press and influencers.

[![Picture of influencer](https://no-cache.hubspot.com/cta/default/8031552/c0d49da8-2c64-4cab-8356-215093c8488f.png)](https://cta-redirect.hubspot.com/cta/redirect/8031552/c0d49da8-2c64-4cab-8356-215093c8488f)

 

## **Beauty categories with the highest number of sustainable beauty mentions:**

 

Our data doesn’t just show us who the top influencers are in the sustainable beauty space; it also reveals which categories are receiving the highest number of mentions. Cosmetics came in at the top spot, with 54% of overall coverage, followed by skincare, which received 28% of influencer posts. Haircare received 11% of sustainable beauty mentions, while toiletries and fragrance reached 4% and 3% respectively. But this isn’t necessarily an indicator that eco-friendly fragrances and toiletries are of less interest; it may be a sign of a gap in the sustainable market for brands to fill.

 

If you’re looking for advice on the right influencers to promote your next product launch or supercharge your PR strategy, reach out to us or arrange a callback [here](https://www.mmi-analytics.com/contact). 

 February 1, 2022

[Comments](https://www.mmi-analytics.com/blog/the-top-20-sustainable-beauty-influencers-in-2021#)

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 3.10.2023

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[media](https://www.mmi-analytics.com/blog/topic/media)

 4.04.2023

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[media](https://www.mmi-analytics.com/blog/topic/media)

 21.03.2023

### [How to Use Influencer Marketing Insights to Improve Your Campaign ROI](https://www.mmi-analytics.com/blog/how-to-use-influencer-marketing-insights-to-improve-your-campaign-roi)

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[etail](https://www.mmi-analytics.com/blog/topic/etail)

 7.03.2023

### [5 Ways Beauty Brands Are Driving Marketing Innovation in 2023](https://www.mmi-analytics.com/blog/5-ways-beauty-brands-are-driving-marketing-innovation-in-2023)

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