On Instagram, specificity is vital.

Data from Dash Hudson shows creators who deal with niches — aging skin, curly hair care and fantastical makeup looks, to call just a few — are seeing more rapid growth on Instagram than their mega-influencer or generalized-content counterparts.

“We’re seeing it with the forms of folks that brands need to work with and where brands are seeing essentially the most impact with their marketing campaigns — it’s those creators with more area of interest followings which might be winning,” said Jillian Robinson, director, global communications and events at Dash Hudson.

The ten fastest-growing Instagram beauty creators — whose following sizes range from 20,300 (makeup artist @helloadri) to 554,000 (aesthetician student @mattrandon) — have seen a mean 1,122 percent increase in followers in 2023. Beauty as an entire — brands included — saw 6.4 percent growth in the course of the period.

“Creators who post about skincare are likely to be the fastest-growing,” said Dash Hudson customer insights manager Quinn Williams, naming @addicted_to_face, who creates skincare content for a 40-plus consumer, as one example. Creators like @brittminetti and @makeupnco, who post about curly hair and makeup launches, respectively, are managing to chop through the noise, too.

“Instagram may be very saturated — there are literally thousands of brands, and [the platform] has been around an extended time, nevertheless it’s promising to see that there’s a requirement for brand new creators to the market,” said Williams, adding that creator content receives 16 times more engagement than brand content on Instagram.

The ten fastest-growing beauty influencers on Instagram year-to-date, per Dash Hudson.

@phoeberreynolds: +2,494 percent, +216,000 followers

2. Ada Kalisz

@helloadri: +1,848 percent, +18,700 followers

3. Brittany Minetti

@brittminetti : +1,045 percent, +92,100 followers

4. Eilidh Moffat

@addicted_to_face: +841 percent, +142,000 followers

5. Matt Randon

@mattrandon: +824 percent, +544,000 followers

6. Emilia Marantos

@byemmaleah: +656 percent, +122,000 followers

7. Nia Echols

@niakajumulo: +564 percent, +56,500 followers

8. Tiffany Sarah

@makeupnco: +550 percent, +44,500 followers

9. Ola Awosika

@ola_awosika: +451 percent, +194,000 followers

10. Isabel Wright

@thewrightglow: +448 percent, +90,000 followers