South African Beauty Influencers You Need To Know 2023
In 2023, influencer marketing is a global industry. And while content creators are continuing to set the pace for beauty in the U.S., South Africa’s close-knit influencer community means that individual bloggers, YouTubers and make-up artists play an even larger role in driving earned media for brands across the pond.
To help beauty brands better understand South Africa’s influencer economy, and illustrate the rewards of building mutually beneficial relationships with content creators, Impulse Africa Magazine has highlighted five top SA beauty influencers to keep an eye on.
Morag Steyn is rated as one of the top ten celebrity make-up artists on the African continent. She is an expressive, innovative individual who prides herself in creating masterpieces from bare canvases.
With over a decade in the beauty, makeup and fashion industry coupled with a whole lot of travel experiences, Steyn has shaped an immaculate reputation which has landed her international accreditation over the years.
She has had the privilege of working for top influential fashion designers and films from Africa and Bollywood such as Quiteria & George, Alison the movie, Roxy Burger and many more.
ALSO READ: Morag Steyn’s Star Continues To Rise
Nuzhah Jacobs is an entrepreneur, beauty content creator and self-taught makeup artist based in Cape Town, South Africa. She uses her social media platforms to showcase her love for makeup, hair, fashion, beauty and video related content in a creative and exciting way and aspires to inspire others on her journey.
Apart from letting her creative juices flow on the internet, she is also a UCT Business Science Marketing graduate who hopes to run her own empire one day and in doing so, positively change the world.
Nuzhah is a total pro when it comes to both makeup and hair. She shares tips on everyday looks, guides you through the bolder choices and is never short on wholesome advice.
With her casual-chic style and penchant for colorful makeup looks, it’s easy to understand why Nuzhah has emerged as one of the SA.’s top beauty influencers.
She favors a wide range of brands in her positive, sun-kissed Instagram content, but has proven an especially valuable advocate for premium drugstore products like Wet ‘n’ Wild, Essence, Almay and Revlon.
Mihlali is an award-winning content creator, has featured on the formidable Forbes 30 Under 30 list and is one of the South Africa’s top beauty influencers.
With over 1.6 million followers on Instagram, 369 thousand subscribers to her YouTube channel and almost 90k followers on TikTok, Mihlali is a proven professional loved far and wide.
Known for his avant-garde and SFX makeup looks, which range from abstract art pieces to spooky skulls, Mihlali can be counted on to fill your Instagram feed with eye-catching, one-of-a-kind content.
Kay favors a wide range of brands in her positive, sun-kissed Instagram content, and has proven an especially valuable advocate for many brands in the beauty industry.
Her exceptional variety in content creation makes her one of the most knowledgeable and useful South African beauty influencers out there.
She’s got everything from affordable drugstore buys to Chanel, fragrances to haircare – she’ll even walk you through wearing your first wig.
Kay has a YouTube channel that has over 134 thousand subscribers. On December 1, 2020, she received a silver play button award from Youtube for surpassing 100,000 subscribers. Most of the videos she posts on the platform are makeup tutorials.
Vongai an award-winning beauty influencer and professional makeup artist based in Johannesburg, South Africa. With over 65 000 YouTube subscribers and 135k Instagram followers.
While best known for her social media beauty content creation and YouTube channel, Vongai Mavingire, better known as Vongai Mapho, is a professional makeup artist and an avid hair and fashion enthusiast.
She features some of the most iconic brands in beauty and skincare, like Elizabeth Arden, Maybeline, Nivea, Avon and Revlon. All brands we love and can easily get our hands on here in South Africa.
What Brands Should Know
These influencers may be superstars with large audiences, but brands can also build impactful relationships with lesser-known, up-and-coming content creators.
The South African beauty community boasts passionate and prolific influencers with varied following sizes, all of whom play a key role in supporting the success of their favorite brands.
Drawing on the above influencers, here are a few key takeaways for brands looking to strengthen their ties to content creators:
- Reward loyal influencers with opportunities for collaboration
- Prioritize long-term relationships
- Brand loyalty trumps product loyalty
- Tap time-honored fans for paid activations
- Work with influencers who align with your values
Shared values play an integral role in sustaining authentic, impactful brand-influencer relationships. Knowing what your brand stands for, and clearly articulating your mission, are necessary steps towards attracting content creators with similar priorities.
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