13 Beauty creators shaping South Africa’s next beauty era

A new generation of South African beauty creators is changing what beauty looks like online. With honest reviews, experimental makeup, hair expertise and distinctly local hot takes, these are the voices making us stop, watch and feel inspired.

Beauty content has evolved beyond perfectionism. If anything, many of us are less interested in flawless makeovers and overly polished reviews, and more drawn to honest content that feels useful, personal and grounded in real experience.

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That shift is especially noticeable in the local beauty space, where a new generation of creators is carving out their own lane across makeup, skincare, hair and fragrance. Some bring amore technical eye to their content, while others have mastered the kind of recommendation that feels like it’s coming from a friend who has already tried the product so you don’t have to.

That sense of trust is a big part of what makes beauty content resonate now. Seeing the finished look is only part of the appeal. We also want to know what went into it, what worked, what didn’t and, ultimately, whether something is worth spending money on.

The beauty creators we’ve rounded up also bring local context to viral trends we see online. Across makeup, hair, skincare and fragrance, these creators are making content feel more expressive, useful and easier to relate to. Makeup has become more experimental, with less pressure to follow one set aesthetic, while hair and wig creators are going beyond installs and styling tips to help audiences find trusted sellers, avoid scams and make smarter purchases. Skincare content has also become more considered, with a stronger focus on honest reviews, practical advice and what actually works.

And in fragrance, creators are making scent feel more approachable through personal reviews, layering tips and recommendations that take some of the guesswork out of finding a perfume worth the spend. For this issue, we’re spotlighting the next generation of beauty creators who have been keeping us inspired, informed and, every now and then, convincing us that we probably do need one more lip product. Across different corners of the beauty world, they’re bringing fresh ideas, honest opinions and perspectives that make their content worth coming back to.