The skincare influencers you need to know about

They have an encyclopedic knowledge of the epidermis, know their AHAs from their BHAs and aren’t afraid to shoot from the hip when it comes to honest reviews. All hail the beauty bloggers worth getting better acquainted with. 

According to Jessica Smith, freelance beauty and wellness consultant, today's beauty consumers are better educated than ever about the skincare products they choose to buy. In a world where Google can call up the benefits of any ingredient in seconds, a new hyper-educated shopper is emerging. The problem they face is deciding which source to depend on. ‘I think that's why we're seeing a rise in digital beauty platforms or skincare communities where consumers learn about, discuss and rate products in the reliable company of peers and experts. Not only do they turn to skincare blogs to understand what scientific terms mean, but also to find out how much of an ingredient is in a product and where to look for them on the packaging.’

Jessica notes that the use of influencers/celebrities as a marketing medium shows no signs of slowing down and it continues to be one of the most effective ways to build brand awareness and bring products to life. But with more names clamouring for digital space than ever before, it can be tricky figuring out whose opinion is credible. Luckily we’ve done the hard work for you: our ‘Big Five’ are the ones we trust implicitly when it comes to skincare advice. So follow, watch and learn. Your skin is in for a treat.

@nadinebaggott

As spunky as she is skin-savvy, straight-talking Nadine may have become the poster girl for the over 40s (hooray for age transparency) but her sage advice has won her legions of followers of all ages (116k at the last count). As a former magazine beauty director, this formidable expert has held her own for over 30 years and her ‘age is no barrier to looking and feeling great’ philosophy clearly resonates. Never afraid to tackle questions on cosmetic treatments (she’s a fan), her YouTube channel makes compelling watching especially when she enlists fellow beauty pals such as @modelrecommends Ruth Crilly. Don't miss the hilarious ‘Beauty Hags’ episodes featuring PR consultant and Beauty Banks co-founder Jo Jones. 

Nadine’s top skin tip: ‘It took me years to realise that you shouldn't fall for marketing hype, miracle claims and magical ingredients and that slow and steady wins the race when it comes to skincare. Not sexy I know but the plain, cold, hard truth. There are a handful of skin identical molecules that really work and these are vitamins A, C and B3, ceramides, glycerine, hyaluronic acid as well as some essential fatty acids, and they really needn’t break the bank. Beyond that, you need a great SPF and an even better cosmetic doctor to age like Jennifers Aniston and Lopez.’

@emmahoareau

‘Photographer, blogger, brand consultant and skinfluencer’ is how this Parisian native describes herself. Now a London resident, Emma’s beautifully curated content inspires as much as it educates thanks to her discerning eye with beautiful still life compositions which are usually bathed in natural light. As well as her covetable grid, Emma’s blog; Lolita Says So is also a wealth of travel, lifestyle and beauty gems. 

Emma’s top skin tip: ‘My top tip would be to properly cleanse the skin. It sounds obvious but a lot of people don't correctly double cleanse in the evening, which often means dirt and dead skin cells prevent skincare products from being absorbed properly, rendering them less efficacious. I recommend using a cleansing milk or gel in the morning, and an oil or balm to remove makeup at night (using a wet muslin cloth) followed by the same milk or gel cleanser you used in the morning. It makes a huge difference to the skin and means you get the most out of your serums and creams.’

@bambidoesbeauty

The name may sound delightfully cutesy and a quick scroll through Elle McNamara’s grid reveals a pleasing palette of muted pinks and charming still life arrangements but this beauty offering is anything but fluffy. Taking a minimalistic, no-nonsense approach to skin, Elle's well-versed in all things skincare and reveals an impressive grasp of the industry with insightful advice and insider knowledge. We particularly love her first impressions videos (it helps that her voice is as honeyed and soothing as her tips!) and brow aficionados will appreciate her enviable arches.

Elle’s top skin tip: ‘My approach has always been less is more. In a beauty industry full of new and exciting ingredients remember to listen to your skin and not just to trends – introduce one product at a time into your routine to reduce the risk of sensitivity or reaction.’

@abigailjames1

Dubbed ‘The Queen of Skin’, Abigail has built up a loyal following both in and out of the salon and it’s no surprise as the results speak for themselves. The award-winning skincare expert and author is known not only for her legendary facial massage but for her 360-degree approach to skin whether she's giving tips to busy mums on her website or demonstrating tips for tired eyes on her YouTube channel. Oh, and she also happens to have the most beautiful skin despite being a single working mother of three (now largely grown-up) children.

Abigail’s top skin tip: ‘Cleansing morning and night is a total essential: the evening to remove the pollution, sweat, makeup etc; the morning so you're starting the day with a clear face. You’ve been in bed for around six to eight hours and, since you sweat in your sleep, you need to start with a clean canvas. It’s also a great excuse to massage your face for 30 seconds to wake up your skin and prepare it better for skincare.’

@carolinehirons

What Caroline doesn’t know about skin quite frankly isn’t worth knowing. Skillfully cutting through the hyperbole, she isn’t afraid of drilling down to the nitty-gritty even if it can, on occasion, make the brands in question quake in their boots. It also happens to be what her 409k followers love her for. Font of all beauty knowledge, she describes herself as an ‘aesthetician, brand consultant and skincare activist’ but we prefer to think of her as the Madonna of the beauty world. 

Caroline’s top skin tip: According to her website, Caroline has the following advice for vitamin A novices; ‘Don’t apply a lot thinking it will work faster. It won’t. Save your money. And your skin. Apply a small pea-sized amount, or in the case of an oil, a few drops rather than an entire pipette. The results can be very alarming – in a good way – almost overnight. Don’t be tempted to think more is more. It isn’t. Apply every third night, moving to every second night unless a brand specifically says differently.'