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Video On Demand

Pixability breaks down the beauty vlogging universe to see which influencers and brands are winning and losing consumer engagement through video.

Top Performing Beauty Vloggers of 2017*:

*ranked by total views gained

  1. Tati Westbrook: gained over 223 million views on YouTube

YouTube handle: @glamlifeguru

Highlight: With 3.7 million subscribers, Westbrook’s increase in viewership can be credited to her routine publishing of product reviews and mix of makeup and skin-care content. Her most-viewed video in 2017 was a makeup tutorial of her own bridal look, which has received over 3.5 million views.

  1. Rachel Levin: gained over 222 million views on YouTube

YouTube handle: @Rclbeauty101

Highlight: Levin’s most-watched video in 2017 was “Disney Princess Prom,” a comedy skit showing Disney princesses’ makeup and costumes. The video has 11.1 million views.

  1. Nikkie De Jager: gained over 190 million views on YouTube

YouTube handle: @nikkietutorials

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Highlight: De Jager’s strong growth can be attributed to her frequent collaborations with other vloggers and celebrities, like James Charles, Kim Kardashian and Jessie J, the latter of which resulted in her most-viewed video of 2017 with over 10.7 million views.

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Top Performing Branded Beauty Videos of 2017*:

*ranked by total views

  1. Dior:

Featuring actress Natalie Portman, Dior’s video advertisement for Rouge Dior, a new liquid lip stain, brought in roughly 15 million views on YouTube. It is projected that about 60 percent of views came from paid traffic.

  1. Dove:

Drawing in viewers with a side-by-side comparison with another brand, Dove’s ad for its Dermacare Scalp Antidandruff Shampoo received 14.3 million views with about 50 percent coming from paid traffic.

  1. Maybelline New York:

With a short, instructive video for its Master Camo Color Correcting Kit, Maybelline New York earned 9.6 million views, roughly 88 percent coming from paid traffic.


Here, the brands that are winning and losing at video.


  • Fenty Beauty: Rihanna’s namesake cosmetics line earned roughly 122,000 subscribers and over 8.9 million views on YouTube, over 2.8 million Instagram followers and roughly 344,000 page likes and 2 million video views on Facebook during its launch year.
  • Glossier: The Millennial-minded brand grew its YouTube following by 145 percent, reaching over 165,000 subscribers in 2017. Glossier’s YouTube views increased by 43 percent to 33 million.
  • Milk Makeup: Milk Makeup experienced a 114 percent increase in its subscribers, reaching over 96,000, and a 52 percent increase in its video views to 7 million on YouTube.


  • Clean & Clear: As a result of infrequent video content, the Johnson & Johnson-owned skin-care line experienced a 61 percent year-over-year decrease in views on YouTube, from 14 million in 2016 to 1.5 million in 2017.
  • Hourglass Cosmetics: The cosmetics line known for its complexion and highlighting products saw a year-over-year decrease of 49 percent in video views on YouTube, which can be attributed to its focusing mainly on branded tutorials with makeup professionals rather than integrating influencer content in as well.
  • Mary Kay: With just under 100,000 YouTube followers, Mary Kay experienced a year-over-year decrease of 16 percent in video views with all 78 videos posted in 2017 receiving a total of one million views. This can be a result of the brand’s lack of strategic media support, which limits viewership and exposure.

Which Brands Own Views in Beauty in 2017:

Beauty brands, especially in the mass market, have leveraged the high demand for beauty content by creating videos that engage beauty lovers. Here, the top five brands that owned the most beauty content views on YouTube:

  1. L’Oréal Paris: 103 million
  2. Revlon: 61 million
  3. Garnier: 60 million
  4. Cover Girl: 59 million
  5. Maybelline New York: 57 million

Source: Pixability