Italian Beauty Influencers: stories and trends

The beauty world has been revolutionized by a now-central figure in the cosmetics industry: the influencer. Thanks to the growing reach of social media, many women have found their place, becoming true points of reference for millions of followers who draw daily inspiration from their trends and ideas. Behind this popularity lies a range of profiles and journeys: on one side, the influencers, and on the other, content creators often more focused on crafting their unique content.

A name that made history in the beauty industry in this regard is Clio Zammatteo, better known as ClioMakeUp. Clio was one of the first to bring makeup tutorials to Italy through YouTube, paving the way for many other colleagues. Her informal and approachable style changed how beauty was communicated online, making her a beloved figure among the general public. Today, Clio continues to be an icon of Italian beauty, yet a new generation of talent has emerged, evolving and transforming their passion into a profession.

Nicole Husel: From Makeup Enthusiast to Successful Content Creator

Among the most popular figures in the Italian beauty scene is Nicole Husel, also known online as KissAndMakeup01. Nicole began her career on social media as a beauty influencer, sharing product reviews and tutorials. She has adapted to the evolving expectations of her audience, who now seek authenticity and professionalism beyond simple product promotion.

Vanessa Ziletti: Beauty as a Lifestyle

Another well-known name in the online beauty world is Vanessa Ziletti, who has a large following on YouTube and Instagram for her makeup tutorials and skincare advice. Vanessa has set herself apart by expanding her content offerings: in addition to makeup, she regularly shares fashion tips, travel insights, and lifestyle advice, redefining beauty as something more holistic.

Eleonora Tani: An Authentic Voice in Italian Beauty

Eleonora Tani is also recognized for her ability to communicate with freshness and authenticity. Her approach to makeup is creative and personal, going beyond just recommending trendy products. What makes her stand out is her genuine, humble communication style, which fosters a direct connection with her audience. Eleonora never presents herself as distant or unapproachable, and this authenticity is the cornerstone of her success.

Elisa Maino: The New Generation of Influencers

Among the younger generation, Elisa Maino stands out, having made her digital debut on TikTok. Elisa has successfully brought her style and passion for fashion and beauty to a younger audience. Her talent as a content creator shines through her ability to craft content that not only entertains but also inspires a new generation of beauty enthusiasts.

Cleo Toms: Fashion and Makeup

Cleo Toms was one of the first Italian beauty YouTubers to emerge on the scene. Known initially for her makeup tips, Cleo has evolved over time to include lifestyle, fashion, and personal growth content. Cleo embodies the modern influencer: versatile across various topics yet consistently authentic in her tone.

Today, influencers are demonstrating that it’s possible to collaborate with brands while offering something unique to their audience. This evolution reflects a growing demand from followers for authenticity, quality, and content that goes beyond marketing, making this world one of constant transformation.