Before influencers took over, there were the OG beauty gurus, filming makeup tutorials and beauty tips straight from their bedrooms and sharing them on YouTube—the go-to platform for all things beauty.
Their videos were authentic, relatable, and packed with easy-to-follow tips, making them the trusted source for anyone looking to perfect their makeup skills. From everyday looks to glam transformations, these creators shaped the early days of the online beauty community, setting the stage for what was to come.
But, where are the OG beauty gurus now? If you’re curious like us, take a look at what they’ve been up to, both on and off the screen.
Michelle Phan
Michelle Phan, one of the first YouTube beauty gurus, became a go-to source for beauty tips and tutorials. Starting in May 2007 as a college student sharing a natural makeup look on her small channel “Ricebunny,” she has since amassed over eight million subscribers with her stunning makeup transformations and beauty-related content.
However, Michelle left the beauty scene in 2016, citing the need to focus on her mental health and well-being. She had been open about her struggles with burnout and the pressure of constantly creating content, which led her to prioritise self-care. During this time, she shifted her content focus, discussing deeper topics such as relationships, self-worth, and spirituality.
Her longtime partner, Dom, had been a prominent figure in her earlier videos and fans were curious about the status of their relationship, though she remained relatively private about it in recent years. Recently, some fans expressed concerns, speculating that Michelle might have joined a cult because of a series of curious posts she has put up, though she had not publicly addressed these rumours.
Despite the speculation, Michelle continued to maintain her platform and speak on topics she was passionate about. Most recently, she has started Afterglow, a podcast that focuses on self-discovery and personal growth.
Follow her on YouTube and Instagram if you’ve missed watching her videos.
Nikkie de Jager
Loved by many, including us, Nikkie de Jager (NikkieTutorials), started uploading makeup videos to YouTube in 2008 when she was just 14.
She wanted to recreate Lauren Conrad’s makeup look after watching MTV’s The Hills, however when she couldn’t find the right YouTube tutorial, she decided to create her own look. After two years of posting videos, she took makeup classes at B Academy in Amsterdam, and in 2011, signed with Colourfool Agency, 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.
However, her career was not without its challenges. In 2020, Nikkie was thrust into the spotlight for reasons beyond her makeup expertise when she bravely came out as transgender in an emotional video. This decision came after she was blackmailed by individuals threatening to reveal her story before she was ready.
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 if you’ve missed watching her videos.
Bretman Rock
Bretman Rock shot to fame in 2015 with a viral contouring video on YouTube and Vine, quickly becoming known for his makeup tutorials and hilarious personality. In 2021, he starred in MTV’s Following: Bretman Rock and made history as the first openly gay man on the cover of Playboy.
With 18 million Instagram followers and 8 million YouTube subscribers, his channel now covers everything from beauty tips to mukbangs and travel. Along the way, he’s won awards such as the People’s Choice Award for Beauty Influencer and Breakthrough Social Star at the MTV Movie and TV Awards.
Despite his success, Bretman faced challenges, from navigating internet trolls and criticism about his identity to dealing with the pressure of being a public figure in the LGBTQ+ community. Still, he remains a beauty icon and entertainer who continues to shine.
Follow him on YouTube and Instagram if you’ve missed watching his videos.
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 if you’ve missed watching her videos.
Meredith Foster
Meredith Foster is a well-known American YouTuber who started her channel back in 2009, around the same time as other OG beauty gurus. She gained popularity with her beauty, fashion, and DIY videos, attracting a large following for her upbeat and relatable content.
Like many early YouTube stars, Meredith became one of the OG beauty gurus who helped shape the beauty community.
In recent years, Meredith has shifted her focus away from traditional beauty content. After surviving domestic violence and experiencing sexual abuse/assault, she now creates more content centred around self-love, acceptance, and healing.
Her videos often reflect her journey of personal growth, offering a mix of lifestyle, wellness, and inspiration. While she still connects with her beauty roots, Meredith’s content today is more about empowering her audience and sharing her path to inner strength and happiness.
Follow her on YouTube and Instagram if you’ve missed watching her videos.
Zoe Sugg
Zoe Sugg, also known as Zoella, is a British YouTuber, author, and entrepreneur who became one of the biggest names in the beauty and lifestyle space.
She has amassed over 10 million subscribers, sharing makeup tutorials, fashion hauls, and beauty tips. Her charming, down-to-earth personality helped her amass millions of followers, making her one of the OG beauty influencers on the platform.
During her initial career, she faced criticism over her content being overly polished and commercial as her brand grew. Some fans felt that her earlier, more authentic videos were being overshadowed by sponsored content.
In 2017, she was involved in a controversy regarding the pricing of her Zoella advent calendar, which many fans and critics found too expensive for the items it contained and some also claimed that “she isn’t technically a beauty guru” on Reddit.
Beyond YouTube, Zoe expanded her brand by launching her own beauty line, Zoella Beauty, and publishing a series of best-selling novels, starting with Girl Online in 2014. Her sudden rise to fame, however, took a toll on her mental health. Zoe has been open about her struggles with anxiety and panic attacks, shedding light on the pressures of being constantly in the public eye.
Despite these hurdles, she has continued to build her career, becoming a major figure in the influencer world and advocating for mental health awareness.
Follow her on YouTube and Instagram if you’ve missed watching her videos.
James Charles
James quickly built a massive following on YouTube with his bold makeup looks, vibrant personality, and artistic tutorials. He first made headlines in 2016 at just 17, becoming the first male CoverGirl ambassador.
Notable collaborations followed, including the launch of his iconic James Charles x Morphe Artistry Palette and partnerships with influencers like Jeffree Star, NikkieTutorials, and Emma Chamberlain, creating viral content that resonated deeply with his audience.
In 2019, James was at the centre of a public feud with beauty influencer Tati Westbrook, which led to accusations of manipulative behaviour and inappropriate actions. The drama, dubbed “Dramageddon,” caused a significant loss of subscribers and put his career under intense scrutiny. Although he later addressed the situation and attempted to clear his name, the fallout left a lasting impact on his reputation.
James faced another controversy in 2021 when allegations of inappropriate conversations with minors surfaced. These claims led to significant backlash, with several brands and collaborators distancing themselves from him. As a result, he took a brief hiatus from social media to reflect on his actions and later issued public apologies.
Despite these controversies, James remains a prominent figure in the beauty community. His ability to navigate these obstacles, while continuing to engage his millions of followers, is a testament to his influence and resilience.
Makeup remains central to his brand, but he has also expanded into lifestyle content, vlogs, and his beauty line, Painted, which is designed to cater to all skin tones.
In addition to his online presence, James has created his own beauty brand, Painted, which offers products designed to be perfect for all skin tones.
Follow him on YouTube and Instagram if you’ve missed watching his videos.
Patrick Simondac
Patrick Simondac, also known as PatrickStarrr, is a Filipino-American beauty influencer, makeup artist, and YouTuber known for his bold makeup looks and vibrant personality. Since starting his YouTube channel in 2013, he has gained a huge following through glamorous tutorials and beauty tips.
As a plus-size, openly gay man, Patrick is a strong advocate for inclusivity in the beauty industry.
While Patrick is mostly known for his positive collaborations, he faced some challenges, including a brief feud with fellow influencer James Charles during the “Dramageddon” controversy in 2019.
Although they later reconciled, the situation highlighted tensions in the beauty community. He also expressed disappointment with Morphe over their decision to discontinue his collaboration.
In addition to his YouTube success, Patrick has collaborated with several major beauty brands and launched his own line, One/Size that can now be found in major beauty stores worldwide, including Sephora. His brand emphasises inclusivity and self-expression, reflecting his commitment to celebrating diverse beauty.
@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
After launching his beauty brand, One/Size, Patrick faced an issue with one of his products, a setting spray, where many customers reported it as “spraying out white powder”. He addressed the concerns promptly, reassuring his customers and emphasising his commitment to quality.
Patrick’s influence in the beauty world makes him one of the OG beauty gurus. We love to watch all his content and appreciate the flair he brings to the beauty industry.
Follow him on YouTube and Instagram if you’ve missed watching his videos.
Huda Kattan
As a pioneer in the beauty space, Huda Kattan has solidified her status as an OG beauty guru.
Professionally known as Huda Beauty, Huda Kattan, is a renowned beauty influencer, makeup artist, and entrepreneur. She first gained attention with her makeup tutorials on Instagram and YouTube, where her stunning looks and expert advice quickly captivated a global audience.
Huda’s rise to fame began with her beauty blog, which she started in 2010 and her influence soared with the launch of her own cosmetics line, Huda Beauty, in 2013.
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 “seriously pisses me off when people like huda beauty writes articles about ‘how to lighten your vagina with lemon juice’, no wonder young girls are insecure.”
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 if you’ve missed watching her videos.
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.
She 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 if you’ve missed watching her videos.
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. Her makeup is always on point, which we envy so much but also learn techniques from.
Nikita’s influence extends beyond makeup tutorials, launching her own beauty line, Dragun Beauty, known for its inclusive range of products and edgy aesthetic. Her brand has become popular for its high-quality formulas and unique packaging, catering to a diverse range of skin tones and styles.
She also does amazing transformation makeup looks that make her appear statue-like, showcasing her incredible artistry.
Follow her on YouTube and Instagram if you’ve missed watching her videos.
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.
However, Lindy’s journey has seen its share of personal challenges. After sharing much of her life online, including lots of content featuring her long-time boyfriend whom she later married, she went through a public divorce after having two children with him.
More recently, Lindy revealed she had found love once again and was dating someone, but this time, she kept her beau out from public domain. Throughout these ups and downs, Lindy has been open about her experiences with motherhood, raising her children, and navigating major life transitions.
Despite these personal hurdles, she remains an influential figure, often posting content that resonates with her long-time followers, who appreciate her authenticity and resilience.
Though Lindy doesn’t post beauty tutorials as frequently as before, she continues to inspire others with her heartfelt content and personal growth journey.
Follow her on YouTube and Instagram if you’ve missed watching her videos.
