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Despite criticism and controversy, model and entrepreneur Hailey Bieber is rising to the rank of ultimate beauty icon, reveals a new study. At the origin of several makeup trends in 2022, including the now famous ‘glazed donut nails’, the American star can boast of being a boundless source of inspiration for billions of users on social networks.
Every year at the same time, it’s the same refrain. Rankings, retrospectives, and trends punctuate the last days of the year to find out who and what caused the rain and the good weather in different areas. That of influence is no exception, quite the contrary, the battle being fierce to determine who will be the most popular with the public – and the brands – the following year. And in this little game, the number of followers is no longer enough. You have to be a trendsetter, generate extraordinary search interest on Google, and – of course – get plenty of views on TikTok.
Something that the American entrepreneur Hailey Bieber seems to have mastered to perfection throughout the year. Not content with being followed by tens of millions of people on social media, including nearly 50 million on Instagram, the young woman is also behind a host of beauty trends that have exploded on TikTik this year, including the ‘glazed donut nails’, the ‘glazed donut skin’, or the ‘glazed brownie lips’ which have earned him much criticism and controversy. Regardless, the star has been talked about to the point of rising to the rank of ultimate beauty icon. And it is not his presence in the ‘Forbes 30 Under 30’ ranking for this end of the year that should change anything.
At the head of the Rhode Skin brand, specializing in skin care, Hailey Bieber has also panicked the counters on social networks, according to the latest report from SpaSeekers*, which designates her as the ultimate beauty influencer. The spa booking service reports a 421% jump in searches for its makeup looks from a year ago, while videos tagged with the hashtag ‘Hayley Bieber makeup’ have been viewed 167 million times on TikTok .
Matilda Djerf in the top three
If most of the influencers present in the ranking are none other than world famous stars, whether they are models, actresses, or singers, one personality seems to stand out: the Swedish star of TikTok Matilda Djerf, also at the head of a brand, which has propelled Scandinavian beauty and fashion to the forefront for several years. With a 133% increase in her beauty looks, and some 6.5 million views on the Chinese social network, the young woman takes 3rd position in this ranking, behind Bella Hadid.
Searches associated with the beauty looks of the American model have not increased significantly from one year to the next, on the order of 52%, but this is explained by her hegemony on the fashion and cosmetics planets for several years. . The proof, no less than 61 million views have been generated by its beauty enhancements.
In the rest of the ranking, we find – in order – Lily Rose Depp, Selena Gomez, Taylor Swift, Rihanna, Khloe Kardashian, Blake Lively, and Lizzo. A list which could – always – testify to a lack of diversity in the world of beauty, but which also marks the absence of two behemoths in the sector, Kylie Jenner and Kim Kardashian, who seem to have been made this year. steal the show by their sister Khloe.