It’s easy to feel overwhelmed in today’s beauty landscape. There’s always another must-have product, another viral trend, or another 10-step routine to try. But sometimes, the most refreshing of inspiration doesn’t come from the mainstream at all. Just like how we turn to Pinterest to spark new outfit ideas, make-up can feel more exciting when we look at it from unexpected angles. These convention-defying influencers do exactly that—through niche histories, alternative aesthetics, or cultural perspectives, they give us a peek into how boundary-pushing make-up can be.
In a world where endless scrolling can easily lead to social media burnout, these creators remind us that beauty can be a source of curiosity, and bring joy. Following their journeys feels like stepping into a rabbit hole—through discovering a new palette, experimenting with unorthodox colours, or exploring cultural influences—their content invites you to approach make-up not as a routine, but as a form of creative play. For anyone looking to elevate their look or simply find fresh inspiration, these are the voices worth tuning into in 2025.
Erin Parsons @erinparsonsmakeup
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As trends cycle around, we find ourselves looking to the past to get current beauty inspirations. If you like lessons in history, Erin Parsons’s (@erinparsonsmakeup) content brings us down the vintage beauty rabbit hole. Her videos are definitely intriguing—in one, she could be bidding for Marilyn Monroe’s iconic red lipstick to show us the pigment. In another, she’d be trying on a hair tool from the 1920s to show us exactly how finger waves at the time would look like.
Lynda @lynda.florae
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Watching Lynda (@lynda.florae) do her makeup is like a treat to the eyes. The few seconds you see her pat on eyeshadow, and then follow with laying down feathers that curl outwards from the inner corner of the eye is truly mesmerising. Mentioning that makeup helped her “reconnect with her inner child”, her style is surrealistic and whimsical, taking inspiration from art and nature for her looks.
Ghoul/Xurian @ghoul.in.japan
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@ghoul.in.japan’s ghostly glam aesthetic brings an alternative voice to the beauty scene. For those who aren’t on Xiaohongshu, her content is also a perfect introduction to C-beauty and K-beauty brands that experiment with atypical colours, from moody vampy lipsticks to standout cult products, giving viewers a taste of the unexpected side of Asian beauty. Think swatches of cult brands like Girlcult or Cheriexxx, moody lipstick shades that lean vampy, and even nostalgic nods like reviews of Japanese Heisei-era perfumes. With a love for trying unexpected colours and uncovering hidden gems, her content feels like a rabbit hole into different, otherworldly sides of make-up.
Paloma @whor3chata_
@whor3chata_ @NYX Professional Makeup Cold brew lip liner dupe #lipliner #paloma ♬ Clair de lune/Debussy – もつ
It’s 2025, and news has spread that NYX’s cult-favourite lip liner, Cold Brew, has been reformulated. Long-time fans quickly noticed the colour payoff and texture aren’t quite the same—and that’s where Paloma (@whor3chata_) comes in. Through her popular series searching for the perfect red-toned brown liner to replace the original Cold Brew, she introduces us to a wide range of beautiful brown liners along the way. Beyond that, she brings a fresh perspective on makeup through a Latina beauty lens, and her reviews—delivered like a personal discussion between friends, have us leaning in to hear more.
Mei Pang @meicrosoft
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While Mei (@meicrosoft) does a variety of other things on social media, her beauty looks are especially stunning. Choosing unexpectedly interesting sources for her videos—such as preying mantis’, birds, and pop art—her take on these looks feel ethereal, almost otherworldly. She does an amazing job of using her face as a canvas, reeling us in with a dreamy voiceover as we watch her paint in washes of colour.
Monica Ravi-Conway @monica.raviii
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For brown girls with olive skin tones, Monica (@monica.raviii) is your go-to for finding beauty that fits. Struggling to find the perfect red lip for her own complexion, Monica documents her journey in a multi-part series—testing shades, dissecting undertones, and sharing tips along the way. Her hands-on approach has led to a collaboration with mob beauty, where she helped formulate a lipstick shade that feels perfect for her. Beyond reds, her content is dedicated to make-up that complements similar skin tones, offering her honest opinion to help others.
