SERMO Influencer Index, March 2017

The Sermo Influencer Index

MARCH 2017

powered by

ED I T OR ’ S LE T T ER

Welcome to SERMO’s third annual Influencer Index - our analysis of the digital influencers specialising in luxury and lifestyle that the network’s 18 agencies around the world consider the most important to work with for their clients’ brands. This includes lists from three new network territories – The Netherlands, Poland and the West Coast of the US. While influencer marketing becomes a dominant force, especially for luxury and premium brands, 79%* of decision makers cite identifying the right influencers to work with as the greatest challenge. That’s why we think this list is more valuable than ever and why we’ve made our data analysis more rigorous this year.

We still believe that there is a place for the human element of analysis – our relationships with influencers and understanding their impact, beyond the numbers, matters. So we use our unique 70:30 algorithm to compile the list: 70% data score (an influencer’s total audience reach across all their social platforms) + 30% relationship score (human judgement based on professionalism, creativity and peer influence web) = influence score.

This year we’ve brought in Influencer

The SERMO Influencer Index 2017

Relationship Management (IRM) technology provider, Traackr, as our data partner to provide the total audience reach figures.

Another addition this year is a new list of Beauty and Grooming Influencers. The global beauty business is worth $293.5 billion and is predicted to increase to $335.6 billion by 2020 (Raconteur). It’s an industry that has led the way in influencer marketing and one which we’re frankly obsessed with! So while there is overlap with the luxury and premium sectors, we thought it was worth a closer look. You’ll find the separate Beauty and Grooming Index on page 35.

As you might expect, influencers come and go. There’s a high level of churn in each country’s lists – around 70%. Having said that, the top ranking influencer in each of Brazil, China, Germany, India and Ireland remain the same. But in many others, last year’s number one is no longer in the top 10. It’s important to keep track of rising stars to help us anticipate who will be major players in the future and gratifying to see one rising star from the 2016 list making it into the 2017 top 10 in most countries.

*Econsultancy’s 2016 report on the rise of influencers in fashion and beauty

This Index has always had global reach. But for the first time, we have influencers in our global top 18 and our beauty list that appear twice – nominated by more than one SERMO agency. This pan-territory trend will grow as clients seek scale and reach.

We’re helping make that happen by connecting the influencers in the Index with clients across territories via our network of specialist agencies, and by helping these influencers market themselves on a global scale.

A new global media is emerging and we hope this Index will help you chart its development for the benefit of your business.

Tanya Hughes President, SERMO Communications

2

C o n t e n ts Seven Trends To Track 4 LUXURY LIFESTYLE INFLUENCERS Global Top 18 Luxury Lifestyle Influencers 5–9 Top 10 Luxury Lifestyle Influencers By Market 10–28 Rising Stars In Luxury Lifestyle 29–35 BEAUTY AND GROOMING INFLUENCERS Global Top 18 Beauty And Grooming Influencers 36–40 Top 10 Beauty And Grooming Influencers By Market 41–59 Rising Stars In Beauty And Grooming 60–66

The SERMO Influencer Index 2017

3

S E V EN T REND S T O T R A C K . . .

INSTAGRAM — THE GIFT THAT KEEPS ON GIVING

In all markets except China, Instagram is the favourite platform for luxury, lifestyle and beauty brands, as blogs lose their edge. And Instagram keeps making it easier to create impact - Live, Stories and longer video function give influencers and therefore brands plenty of options. According to L2, Instagram’s the most effective social platform for driving likes, shares and comments. The addition of Shop Now links will soon make it a vital sales tool too.

4

1 2 5

NO LONGER LOST IN TRANSLATION

Bollare in LA and RSVP in Russia voted Sonya Esman their top influencer in luxury lifestyle she’s Russian born but lives in the US, writing in English and Russian and working with many global brands. In beauty, both Bollare and Dijksman Communicatie in The Netherlands have voted Dutch-based but English speaking Nikkie De Jager their no.1 influencer in beauty. Influencers are increasingly offering translation options on their blogs, writing bi-lingual captions/hashtags on posts, adding subtitles to videos or producing silent videos to appeal to global audiences. Pan territory campaigns can only get easier.

snapchat goes lux Snapchat’s playful, ephemeral nature is catnip to Millennials. It used to be counter-intuitive for luxury brands, but now the likes of Tiffany & Co., Sephora and Burberry are finding that a fun, light touch is having impact with their next generation of customers. Get your lenses on.

The SERMO Influencer Index 2017

MEN MUSCLING IN As men continue to embrace the growing grooming market, they’re seeking guidance on what to use and how. Male influencers are muscling in on the ‘how to’ video phenomenon.

Will they reach the numbers of their female counterparts? Unlikely, but good news for brands looking for cost effective reach.

6

HAVE INFLUENCE, WILL TRAVEL Influencers are being flown all over the world to attend brand launches and events. As every inch of their stylish, glamorous lives represents content for their platforms, the travelling experience itself can be as important at the final destination.

So remember to build in brand related opportunities into the entire itinerary.

life more ordinary

THE NEW PUBLISHING Learning from media owners, influencers are now publishing their reach and engagement stats as well as building widgets and links into posts to drive direct sales. The whole world of influence has certainly commercially matured in the last year - but as with traditional publishing, it’s not just about numbers. Who the influencer is influencing - their web of influence - and what they’re like to work with matter too.

3

7

The Instagram-perfect lives of top influencers is undoubtedly putting pressure on their followers to lead similarly perfect lives. But a backlash from a new breed of sceptical, sarcastic influencers from China’s “diaosi” (“normal”) subculture is having an impact. They complain about modern Chinese society, influencer endorsements and certainly don’t like conspicuous consumption. Gogoboi, China’s no.1 influencer in luxury lifestyle, was said to have initiated this movement, but many have followed and now command huge audiences. This could be good news for brands at the more mass end of the market as young audiences turn away from luxury, celebrity and influencer ‘gloss’.

4

The Sermo Influencer Index Luxury lifestyle INFLUENCERS

The SERMO Influencer Index 2017

5

Global top 18 43,780 Views

L u x u r y Li f e st y l e Influencer s

TRENDING

4,589 likes

The SERMO Influencer Index 2017

6

16 20

16 20

jessica stein

Thassia naves

YE SI

Carin Olsson

dagmar ochmanczyk

kary ng

@tuulavintage

@thassianaves

@gogoboi

@parisinfourmonths

@dagibee

@ngk

australia

brazil

china

france

germany

hong kong

Bio

Bio

Bio

Bio

Bio

Bio

Jessica Stein is undoubtedly one

Named by WGSN and Business

One of the most influential style

Swedish born Carin is a Paris-based

Second time winner of the

The super stylish singer’s Instagram

of the most influential and highly

of Fashion as one of the most

bloggers in China, Ye’s alter-ego

photographer taking professional

Signsaward “Shooting Star in

is full of personality and strikes a

regarded influencers in Australia.

influential people in the global

“Gogoboi” critiques the style of

snaps of all things Parisian. Her

Communication” and 2016 winner of

very fashionable beat with stunning

Her social accounts are somewhat

fashion industry. You’ll find street

celebrities in his unique, imaginative

Instagram is full of her healthy

Nickelodeons Kid’s Choice award for

lifestyle snaps and enviable travel

like a travel diary, capturing

style, workout videos and healthy

(and naughty) way – with the ability

lifestyle and her fashionable

Favourite Videoblogger in Germany,

shots from her adventures around

gorgeous scenery, whilst also

living inspiration on this Brazilian

to expose the embarrassing and

adventures not only around Paris,

Austria and Switzerland. Dagi Bee’s

the globe. It’s clear to see why

incorporating designer fashion, food

globetrotter’s social platforms.

unglamorous sides of the fashion

but all over the world.

make-up tutorials and “haul” videos

she’s one of Hong Kong’s

are a huge hit with millions of

leading tastemakers.

from various cultures and

and luxury industry.

luxe experiences.

teenagers worldwide.

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

The Outnet | REVOLVE

Farfetch | Sephora | GUCCI

Swarovski | Chanel | H&M

Dior | Elie Saab | Bobbi Brown

Nike | Coty | Laduree

SK-II | Tom Ford Beauty | Philips

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

3,900,000

3,400,000

7,116,000

980,000

11,000,000

1,333,000

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platform

Top Online/social Platforms

Dolce & Gabbana Beauty

The SERMO Influencer Index 2017

Click the icons to view influencers’ latest posts

7

16 20

16 20

MALINI AGARWAL

suzanne jackson

chiara ferragni

ewa chodakowska

sonya esman

nathan hartono

@missmalini

@sosueme_ie

@theblondesalad

@chodakowskaewa

@sonyaesman

@nathanhartono

INDIA

IRELAND

ITALY

POLAND

RUSSIA

SINGAPORE

Bio

Bio

Bio

Bio

Bio

Bio

Malini is widely regarded as India’s

Ireland’s most successful blogger,

It’s no surprise Chiara’s success

A life coach and fitness fanatic,

This fashionista oozes style. Her

This young singer and actor’s following expanded out of Singapore

first celebrity blogger. Formerly a

built from her sell out events, books

is still skyrocketing, with multiple

inspiring her followers to become

posts depict the most fashionable

popular DJ on Mumbai’s Radio One,

and beauty line, SOSU, continues to

collaborations under her belt, she

health and fitness obsessed

of lives. Born in Russia, Sonya grew

to other Mandarin-speaking

her blog and social platforms cover

grow with a fashion label and a radio

has been immortalised as a Barbie

themselves. All the inspiration you

up in Toronto and now lives in New

countries when he was runner-up in

the latest gossip, news and trends

DJ slot on Dublin’s Q102 where she

and each of her Instagram posts of

need is on her Instagram, but if

York but she hasn’t lost her roots,

the first season of Sing! China. His

in Bollywood, fashion and lifestyle.

talks all things beauty, fashion

her sparkly and oh so glamorous life

that’s not enough, she’s published

regularly blogging and posting in her

Instagram is as playful, young and

Her Instagram posts are full of

and lifestyle.

receive, on average, 80,000 likes.

five books, 20 DVDs and tours the

native language.

fun as him.

her VIP friends, funny memes and

country doing workshops

motivational quotes.

and classes.

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Koovs | The Oscars | Benefit

MAC | Cluse | Universal

Pantene | Amazon Fashion | GUCCI

Adidas | Nałęczowianka

Skinceuticals | MTV | Celine

Buro 24/7 Singapore | Google

Agent Provocateur

Fendi

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

3,600,000

560,000

9,900,000

3,300,000

4,600,000

300,000

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

The SERMO Influencer Index 2017

Click the icons to view influencers’ latest posts

8

aida domenech

negin mirsalehi

taim al falasi

niomi smart

sonya esman

katerina irlin

@dulceida

@negin_mirsalehi

@taimalfalasi

@niomismart

@sonyaesman

@kat_in_nyc

spain

the netherlands

uae

uk

us (la)

us (ny)

Bio

Bio

Bio

Bio

Bio

Bio

Aida is an iconic It-girl whose posts

The Amsterdam-based Persian

Named by Arab business magazine

One of the UK’s most accomplished

Sonya may have been born in Russia

There is no mistaking this Russian born New Yorker is a fashion and

document her travels, with every

beauty’s eponymous fashion,

as one of the most powerful women

fashion, fitness and lifestyle

and spent her formative years in

destination and outfit as fashionable

beauty and lifestyle platform

in the region and twice the world’s

vloggers. Niomi is author of

Toronto, but she now resides in

portrait photographer from her

as the last with her signature

launched in 2012 and chronicles

most influential young Arab. Not

successful clean-eating cookbook

the US where she documents her

Instagram and blog. Her page feels

femme fatale style. She has recently

her travels, beauty tips, and outfit

only has she won awards for travel

“Eat Smart” and last year,

fashion and travel stories in both

like a digital coffee table book full

launched her own fragrance through

inspiration. Multiple high-end

and vlogging, she is also

launched SourcedBox with fellow

English and her native

to the brim with imaginative, unique

brand partnerships and over four

a passionate foodie.

YouTuber Marcus Butler, a monthly

language, Russian.

and creative photography.

Magasalfa called “Mucho Amor”.

million followers later, her success

subscription box filled with

continues to grow.

healthy snacks.

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Dsquared2 | Tommy Hilfiger | Moschino

Bebe | Philosophy | Linda Farrow

Kit Kat | Ferrari

Max Factor | Simple | Adidas

Kate Somerville | GUCCI

La Perla | Tiffany & Co | Bergdorfs

Dubai International Jewellery Week

Warby Parker

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

2,900,000

4,100,000

2,900,000

4,700,000

4,600,000

1,000,000

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

The SERMO Influencer Index 2017

Click the icons to view influencers’ latest posts

9

top 10

L u x u r y Li f e st y l e Influencer s by market

Posted 3 hours ago

22,564 likes

3,654 shares

The SERMO Influencer Index 2017

10

16

16

NICOLE WARNE

20

20

JESSICA STEIN @tuulavintage

@garypeppergirl

INFLUENCE SCORE

INFLUENCE SCORE

98

67

Total audience reach

TOP 10

Total audience reach

3,900,000

2,200,000

L u x u r y Li f e st y l e MARGARET ZHANG

16

in Australia

20

Influencer s

REBECCA JUDD

@margaret_zhang

@becjudd

INFLUENCE SCORE

INFLUENCE SCORE

47

39

Total audience reach

Total audience reach

960,000

710,000

ELLE FERGUSON

TASH SEFTON

@elle_ferguson

@tashsefton

INFLUENCE SCORE

INFLUENCE SCORE

35

29

Total audience reach

Total audience reach

710,000

260,000

HASS MURAD @sydneymensstyle INFLUENCE SCORE

29 Total audience reach

175,000

NADIA FAIRFAX

BROOKE TESTONI

KATE WATERHOUSE

@nadiafairfax

@brooketestoni

@katewaterhouse7

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

27

25

24

Total audience reach

Total audience reach

Total audience reach

180,000

150,000

200,000

The SERMO Influencer Index 2017

11

16

16

TOP 10

camila coutinho

20

20

THASSIA NAVES @thassianaves

@camilacoutinho

INFLUENCE SCORE

INFLUENCE SCORE

96

78

Total audience reach

Total audience reach

3,400,000

2,600,000

L u x u r y Li f e st y l e

16 20

@lalanoleto

INFLUENCE SCORE

INFLUENCE SCORE

59

55

Total audience reach

Total audience reach

1,600,000

1,200,000

16

lala noleto

@lalatrussardirudge

helena bordon

mariah bernardes

@byhelenabordon

@blogdamariah

SOPHIA ALCKMIN @sophiaalckmin

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

53

38

34

Total audience reach

Total audience reach

Total audience reach

1,200,000

780,000

570,000

HELENA LUNARDELLI

christina pitanguy

@helena_lunardelli

@chrispitanguy

@annarfasano

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

30

30

30

Total audience reach

Total audience reach

Total audience reach

400,000

310,000

300,000

The SERMO Influencer Index 2017

20

LALA RUDGE

16

in Brazil

20

Influencer s

ANNA FASANO

12

16

16

TOP 10

Chrison wang

20

20

Ye si @gogoboi

@chrison克里森

INFLUENCE SCORE

INFLUENCE SCORE

99

64

Total audience reach

Total audience reach

7,116,000

3,954,000

L u x u r y Li f e st y l e annie fan @anny_styleontop

INFLUENCE SCORE

INFLUENCE SCORE

55

51

Total audience reach

Total audience reach

2,753,000

2,686,000

16

@bags包先生

bo gao

@黎贝卡的异想世界

@sofreshtowear

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

45

42

32

Total audience reach

Total audience reach

Total audience reach

2,083,000

1,714,000

673,000

20

rebecca li

@吉良先生

yin tang

@商务范

daisy song @山茶花camelia

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

29

29

28

Total audience reach

Total audience reach

Total audience reach

169,000

100,000

246,000

16

wei deng

@石榴婆报告

20

yan cheng

The SERMO Influencer Index 2017

16

in China

16

TAO liang

20

20

Influencer s

13

16 20

carin OLSSON

TOP 10

CAMILLE CALLEN

@parisinfourmonths

@noholita

INFLUENCE SCORE

INFLUENCE SCORE

100

59

Total audience reach

Total audience reach

980,000

540,000

L u x u r y Li f e st y l e Influencer s

Olivia Thébaut

INFLUENCE SCORE

42

38

Total audience reach

Total audience reach

310,000

250,000

constance gennari

20

renan pacheco

@lilyrose

INFLUENCE SCORE

16

in France

lisa hassani

@oliviathebaut

marissa cox

@iamrenanpacheco

@thesocialitefamily

@ruerodier

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

34

31

31

Total audience reach

Total audience reach

Total audience reach

250,000

100,000

120,000

joann pai

anna dawson

@sliceofpai

@theballoondiary

@yonderfr

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

30

28

25

Total audience reach

Total audience reach

Total audience reach

140,000

140,000

16,000

The SERMO Influencer Index 2017

mathieu belay

14

16

andre hamann

20

DAGMAR OCHMANCZYK

TOP 10

@dagibee

@andrehamann

INFLUENCE SCORE

INFLUENCE SCORE

94

35

Total audience reach

Total audience reach

11,000,000

1,100,000

L u x u r y Li f e st y l e Influencer s in Germany

katharina damm

sandra ebert

@katharinadamm_official

@black_palms

INFLUENCE SCORE

INFLUENCE SCORE

34

29

Total audience reach

Total audience reach

890,000

110,000

linda mutschlechner

jennifer schleich

@lindarellade

@jestil211

René Gärtling @renegaert

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

29

24

24

Total audience reach

Total audience reach

Total audience reach

86,000

69,000

60,000

marie schÖniger

dario carlucci

@glitter_everywhere

@dariocarlucci

@mr_gentleguy

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

22

18

14

Total audience reach

Total audience reach

Total audience reach

70,000

54,000

45,000

The SERMO Influencer Index 2017

ferkan sandi

15

TOP 10

16

geneva vanderzeil

20

kary ng @ngk

@apairandaspare

INFLUENCE SCORE

INFLUENCE SCORE

94

65

Total audience reach

Total audience reach

1,333,000

740,000

L u x u r y Li f e st y l e zoe suen

@lielaine

@zosuen

INFLUENCE SCORE

INFLUENCE SCORE

36

32

Total audience reach

Total audience reach

150,000

150,000

jj. acuna

thomas fung

@thewanderlister

@thomas_fung

@samishome

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

30

28

27

Total audience reach

Total audience reach

Total audience reach

33,000

41,000

58,000

samantha wong

20

20

16

in Hong Kong

elaine li

16

Influencer s

justin wong

cyrus chow

feiping chang

@justincywong

@cycycyrus

@xoxofei

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

25

24

22

Total audience reach

Total audience reach

Total audience reach

17,000

36,000

30,000

The SERMO Influencer Index 2017

16

16 20

MALINI AGARWAL

TOP 10

archana vijaya

@missmalini

@archanavijaya

INFLUENCE SCORE

INFLUENCE SCORE

98

40

Total audience reach

Total audience reach

3,600,000

940,000

L u x u r y Li f e st y l e @aakritiranagill

INFLUENCE SCORE

INFLUENCE SCORE

37

36

Total audience reach

Total audience reach

450,000

334,000

16

aakriti rana gill

@thatbohogirl

aashna shroff

scherezade shroff

@thesnobjournal

@sherryshroff

@caughtinacuff

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

36

36

34

Total audience reach

Total audience reach

Total audience reach

390,000

330,000

200,000

20

20

16

16

shereen sikka

riya jain

masoom minawala

@santoshishetty

@shereenlovebug

@missstylefiesta

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

33

26

25

Total audience reach

Total audience reach

Total audience reach

270,000

127,967

280,000

The SERMO Influencer Index 2017

20

16

kritika khurana

in India

santoshi shetty

20

Influencer s

17

TOP 10

16

PIppa o’connor

20

16 20

suzanne jackson @sosueme_ie

@pipsy_pie

INFLUENCE SCORE

INFLUENCE SCORE

96

91

Total audience reach

Total audience reach

560,000

500,000

L u x u r y Li f e st y l e Influencer s

rosie connolly

38

Total audience reach

Total audience reach

190,000

130,000

erika fox

16

46

16

INFLUENCE SCORE

leanne woodfull

20

20

anouska brandon

@makeupfairypro

INFLUENCE SCORE

20

16

in Ireland

joanne larby

@rosieconxxx

@anouskapb

@retroflame

@leannewoodfull

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

47

42

39

Total audience reach

Total audience reach

Total audience reach

148,000

110,000

170,000

james kavanagh

lauren arthurs

darren kennedy

@jamesalankavanagh

@lovelauren_eu

@darrenkennedyofficial

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

35

34

34

Total audience reach

Total audience reach

Total audience reach

54,000

110,000

83,000

The SERMO Influencer Index 2017

18

16

16

TOP 10

patricia manfield

20

20

chiara ferragni @theblondesalad

@patriciamanfield

INFLUENCE SCORE

INFLUENCE SCORE

98

30

Total audience reach

Total audience reach

9,900,000

290,000

L u x u r y Li f e st y l e tamu mcpherson

paolo stella @paolostella

@atprettybirds

INFLUENCE SCORE

INFLUENCE SCORE

29

29

Total audience reach

Total audience reach

210,000

160,000

16

in Italy

20

Influencer s

filippo fiora & filippo cirulli

LORENZO LIVERANI

candela novembre

@dandyattitude

@liveranilorenzo

@candelanovembre

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

28

27

25

Total audience reach

Total audience reach

Total audience reach

290,000

160,000

450,000

20

linda tol

@giottocalendoli

@lindatol_

@erika_boldrin

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

25

24

24

Total audience reach

Total audience reach

Total audience reach

100,000

310,000

320,000

The SERMO Influencer Index 2017

16

giotto calendoli

erika boldrin

19

EWA CHODAKOWKSA

TOP 10

JOANNA KRUPA

@chodakowskaewa

@joannakrupa

INFLUENCE SCORE

INFLUENCE SCORE

94

86

Total audience reach

Total audience reach

3,300,000

3,200,000

L u x u r y Li f e st y l e INFLUENCE SCORE

77

62

Total audience reach

Total audience reach

2,500,000

1,800,000

16

@maffashion_official

INFLUENCE SCORE

MaRina Łuczenko

Jessica Mercedes Kirschner

20

16

Julia Kuczyńska

@annalewandowskahpba

@margaret_official

@jemerced

@marina_official

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

49

44

34

Total audience reach

Total audience reach

Total audience reach

1,200,000

960,000

570,000

@makelifeeasier_pl

katarzyna pytel @paniekscelencja

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

33

28

23

Total audience reach

Total audience reach

Total audience reach

330,000

190,000

330,000

16

Katarzyna Tusk

@karolinagilonofficial

20

karolina gilon

The SERMO Influencer Index 2017

20

16

anna lewandowska

in Poland

Małgorzata Jamroży

20

Influencer s

20

sonya ESMAN

TOP 10

ravshana kurkova

@sonyaesman

@rav_shana

INFLUENCE SCORE

INFLUENCE SCORE

100

83

Total audience reach

Total audience reach

4,600,000

1,500,000

L u x u r y Li f e st y l e Influencer s

elena letuchaya

in Russia

nataly osmann

@elenapegas

@natalyosmann

INFLUENCE SCORE

INFLUENCE SCORE

71

67

Total audience reach

Total audience reach

1,100,000

1,012,000

anastasia volkova

svetlana ivanova

@anastasia_volkova

@artistkaivanova

@ritagalkina

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

43

37

34

Total audience reach

Total audience reach

Total audience reach

411,000

350,000

112,000

20 16

maria kolosova

kate butko

rita galkina

magomed umkhaev

@kyklamasha

@katebutko

@magamgd

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

32

31

31

Total audience reach

Total audience reach

Total audience reach

57,000

75,000

38,000

The SERMO Influencer Index 2017

21

TOP 10

16

rosalyn lee

20

nathan hartono @nathanhartono

@heyrozz

INFLUENCE SCORE

INFLUENCE SCORE

100

57

Total audience reach

Total audience reach

300,000

111,000

L u x u r y Li f e st y l e Influencer s

20

16

in Singapore

mae tan

TABITHA Nauser

@marxmae

@tabithanauser

INFLUENCE SCORE

INFLUENCE SCORE

50

46

Total audience reach

Total audience reach

86,000

77,000

yvette king

sonya davison

@vettyking

@sonyadavison

nicole wong @ncwong

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

46

46

42

Total audience reach

Total audience reach

Total audience reach

84,000

72,000

59,000

@anitakapoor

@tracyjoyphillips

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

38

30

30

Total audience reach

Total audience reach

Total audience reach

42,000

19,000

16,000

The SERMO Influencer Index 2017

tracy phillips

16

anita kapoor

@pooburr

20

stephanie er

22

16

16

TOP 10

alexandra pereira

20

20

AIDA DOMENECH @dulceida

@lovelypepa

INFLUENCE SCORE

INFLUENCE SCORE

97

75

Total audience reach

Total audience reach

2,900,000

2,100,000

L u x u r y Li f e st y l e 16

sara escudero

grace villarreal

@collagevintage

@gracyvillarreal

INFLUENCE SCORE

INFLUENCE SCORE

56

54

Total audience reach

Total audience reach

1,400,000

1,100,000

16

in Spain

gala gonzalez

20

marta riumbau

20

Influencer s

Mike Madrid & Gabriel García

@martariumbau

@galagonzalez

@cupofcouple

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

52

49

37

Total audience reach

Total audience reach

Total audience reach

1,100,000

1,200,000

450,000

marc forne

maria pombo

@marcforne

@mariapombo

@ines_arroyo

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

34

33

30

Total audience reach

Total audience reach

Total audience reach

330,000

460,000

340,000

The SERMO Influencer Index 2017

ines ARROYO

23

NEGIN MIRSALEHI

TOP 10

andy torres

@negin_mirsalehi

@stylescrapbook

INFLUENCE SCORE

INFLUENCE SCORE

98

68

Total audience reach

Total audience reach

4,100,000

2,600,000

L u x u r y Li f e st y l e Influencer s in The Netherlands

monica geuze

manon tilstra

@monicageuze

@manontilstra

INFLUENCE SCORE

INFLUENCE SCORE

37

34

Total audience reach

Total audience reach

760,000

350,000

yara michels

charlotte groeneveld

@yara_michels

@thefashionguitar

lizzy van der ligt @lizzyvdligt

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

34

32

30

Total audience reach

Total audience reach

Total audience reach

240,000

610,000

260,000

claire rose cliteur

noortje de groot

@claartjerose

@queenofjetlags

@moderosa

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

29

28

26

Total audience reach

Total audience reach

Total audience reach

190,000

340,000

210,000

The SERMO Influencer Index 2017

roos-anne van dorsten

24

taim al falasi

TOP 10

karen wazen bakhazi

@taimalfalasi

@karenwazenb

INFLUENCE SCORE

INFLUENCE SCORE

96

32

Total audience reach

Total audience reach

2,900,000

240,000

L u x u r y Li f e st y l e

16 20

NADYA HASAN

16

in the UAE

20

Influencer s

tamara al gabbani

@thefierce_nay

@tamaraalgabbani

INFLUENCE SCORE

INFLUENCE SCORE

32

31

Total audience reach

Total audience reach

170,000

200,000

michelle karam

mahmoud sidani

@traveljunkiediary

@mrmoudz

emkwan mo khan @emkwan

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

30

30

29

Total audience reach

Total audience reach

Total audience reach

100,000

86,000

51,000

20

elias el-indari

@ahmaddaabas

@eliaselindari

@dana.hourani

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

29

28

27

Total audience reach

Total audience reach

Total audience reach

40,000

65,000

45,000

The SERMO Influencer Index 2017

16

ahmad daabas

dana hourani

25

TOP 10

16

fleur bell

20

NIOMI SMART @niomismart

@fleurdeforce

INFLUENCE SCORE

INFLUENCE SCORE

99

63

Total audience reach

Total audience reach

4,700,000

2,700,000

L u x u r y Li f e st y l e Influencer s

em ford

INFLUENCE SCORE

57

52

Total audience reach

Total audience reach

2,000,000

1,600,000

ruth crilly

20

suzie bonaldi

@deliciouslyella

INFLUENCE SCORE

16

in the UK

ella mills

@mypaleskinblog

lily melrose

@hellooctoberxo

@modelrecommends

@llymlrs

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

37

33

31

Total audience reach

Total audience reach

Total audience reach

650,000

570,000

470,000

lucy williams

craig landale

@lucywilliams02

@menswearstyle

@apetogentleman

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

29

26

25

Total audience reach

Total audience reach

Total audience reach

250,000

260,000

80,000

The SERMO Influencer Index 2017

chris beansal

26

sonya esman

TOP 10

chriselle lim

@classisinternal

@chrisellelim

INFLUENCE SCORE

INFLUENCE SCORE

100

59

Total audience reach

Total audience reach

4,600,000

2,300,000

L u x u r y Li f e st y l e Influencer s in the US (Los Angeles)

julia engel

mary seng

@juliahengel

@happilygrey

INFLUENCE SCORE

INFLUENCE SCORE

50

42

Total audience reach

Total audience reach

1,600,000

820,000

vanessa hong

brittany xavier

@thehautepursuit

@thriftsandthreads

jenny cipoletti @margoandme

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

39

35

35

Total audience reach

Total audience reach

Total audience reach

620,000

570,000

349,000

olivia lopez

mara ferreira

@lusttforlife

@maraferreira

@lifeofboheme

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

33

32

31

Total audience reach

Total audience reach

Total audience reach

350,000

150,000

69,000

The SERMO Influencer Index 2017

marta cygan

27

katerina irlin

TOP 10

rocky barnes

@kat_in_nyc

@rocky_barnes

INFLUENCE SCORE

INFLUENCE SCORE

96

94

Total audience reach

Total audience reach

1,000,000

910,000

L u x u r y Li f e st y l e Influencer s in the US (NEW YORK)

marcel floruss

EMILY LUCIANO

@marcelfloruss

@emily_luciano

INFLUENCE SCORE

INFLUENCE SCORE

51

45

Total audience reach

Total audience reach

380,000

270,000

ian elkins

lainy hedaya

@ianelkins

@lainyhedaya

moti ankari @motiankari

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

41

41

39

Total audience reach

Total audience reach

Total audience reach

180,000

180,000

180,000

Cipriana Quann

harley viera newton

@ciprianaquann

@harleyvnewton

@preveyor

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

39

39

29

Total audience reach

Total audience reach

Total audience reach

180,000

160,000

78,000

The SERMO Influencer Index 2017

brendan fallis

28

rising stars

I n l u x u r y l i f e st y l e

Each of our 18 SERMO agencies were asked to identify two influencers who they consider to be “ones-towatch� in the luxury lifestyle space. These influencers might have relatively small followings now, but their online influence is growing fast. Working with this new generation of talent can be incredibly powerful. They engage on a more personal level with their audience, so receive higher engagement on posts and offer a more attractive price point for brands. Many have built personal brands around niche topics such as acne, stationary and the challenges (and joys) of motherhood.

Catch them at this early stage of their careers and reap rewards in the long-term.

The SERMO Influencer Index 2017

29

Bio

TANJA GACIC

Bio

LUIZA SOBRAL

@myempiricallife

Founder of My Empirical Life, Tanja

@luizabsobral

AUSTRALIA Total Audience REach

46,000

Gacic creates memorable content that appeals to diverse audiences.

Croatian born, Tanja fuses local and international style seamlessly appealing to an audience beyond just the Australian consumer. Tanja

BRAZIL Total Audience REach

180,000

has collaborated with major brands

AUSTRALIA Total Audience REach

63,000

Bio Shaun’s platform was initially created as a travel and lifestyle blog, however over the years he’s fast become a cross-category, influential men’s life and style icon. Prestigious brands such as Moët are reaching out and utilising

Bio Carolina’s passion for fashion and

BRAZIL

style started at the age of 15, after

Total Audience REach

Week for the first time. Proving to

643,000

she attended São Paulo Fashion be a life changing experience and the inspiration behind her dream job, she shares her Brazilian beach and street style with her growing

with fashion brand Paola Frani in Milan, and has managed the marketing and e-commerce for one of Rio’s biggest luxury

dong yang @搅拌棒 CHINA Total Audience REach

70,499

Bio Dong is famous for his storytelling and his cheeky sense of humour.

He became famous for a particularly funny story called “LV’s WeChat Moment” which went viral. He has a strong sense of style and a passion for all things luxury.

part series campaigns.

@carol

She’s worked as a graphic designer at Publicis, on projects

art, business and fashion.

Birley’s platform for editorial-like

CAROLINA JANNINI

Brazil’s top business school.

all things digital in the worlds of

Louis Vuitton and Swarovski.

@shaunbirley

a fashion marketing grad from

brands. She’s passionate about

such as Alexander McQueen, SK-II,

SHAUN BIRLEY

Twenty-seven year old Luiza is

yue liang @glassrose CHINA Total Audience REach

159,758

Bio Glassrose’s founder Yue Liang is a famous fashion blogger and creative writer. Her interviews have been featured in Milk Hong Kong and she has had articles published in the Chinese version of The New York Times.

fan base.

The SERMO Influencer Index 2017

30

katharina bansemer

Nathanyel Bens @nathanyelbns france Total Audience REach

180,000

Bio Nathanyel is not only a blogger and photographer but also a freelance consultant in digital marketing. He has been lucky enough to work with some renowned brands in the fashion, hospitality and high tech

@thekfaktor germany Total Audience REach

31,000

experiences as an actress, photographer and student. She shares her street style outfits,

and Givenchy.

beauty products.

Bio

christoffer cheng

@etdieucrea

of feel good family blog Et

@curiouschristoffer

120,000

of subject areas fueled by her

travels and reviews on the latest

Elisa Gallois is the founder

Total Audience REach

Katharina covers a wide range

industries such as Burberry

Elisa Gallois france

Bio Through her blog The K-Faktor,

Dieu Crea (And God Created).

Following her simple and colourful daily life as a happy mum to three young children, Elisa shares her adventures of motherhood, her travel

hong kong Total Audience REach

24,000

experiences and home and decor

Bio Educated in New York, Christoffer returned to Hong Kong to become a dentist where he found his passion for photography. His social platforms represent his love for fashion and gentlemen’s street style.

inspiration that you’ll never tire of seeing.

jasmin fatschild

ruby kwan

@myberlinfashion

@rougecloset

germany Total Audience REach

18,000

Bio Jasmin set-up My Berlin Fashion to not only inspire people but also as a platform to share her thoughts about fashion, beauty, travel and a healthy lifestyle. She posts daily in English as well as German.

hong kong Total Audience REach

41,000

Bio Based in Hong Kong, and working for an international corporate, Ruby uses her blog as a creative outlet for style and beauty recommendations. She loves sharing how she mixes statement pieces to achieve her everyday elegant yet stylish looks.

The SERMO Influencer Index 2017

31

ambika anand @ambikaanand india Total Audience REach

700,000

louise cooney Bio Indian TV anchor and editor in chief at lifestyle channel NDTV Good Times. Ambika currently hosts Eyes on Style, Band Baajaa Bride and has previously anchored popular shows such as

@louisecooney_ ireland Total Audience REach

50,000

The Big Fat Indian Wedding.

Bio A fashion, lifestyle and travel blogger based in Dublin. After spending the past year living in New York she began documenting her daily experiences, outfits and inspirations. Louise most recently won “Best Fashion Blog” in the Blog Awards Ireland 2016.

aien jamir @aienjamir india Total Audience REach

173,000

Bio Fashion blogger and style influencer who has graced the pages of magazines such as Vogue, Cosmopolitan, ELLE, Grazia, Femina and L’Officiel. She has worked with a plethora of global brands including Gap, Nike, adidas, H&M, MAC, Bobbi Brown

luca macellari palmieri @lucamacellaripalmieri italy Total Audience REach

128,000

and Aeropostale.

holly white @hollywhite.ie ireland

Holly White can name TV presenter, fashion stylist, actress,

Total Audience REach

writer and blogger as her talents.

27,000

products she loves, her favourite

Holly.ie is where she shares recipes and any stylish additions to her already enviable wardrobe.

male influencers in Italy. The wellgroomed Italian shares his daily outfit inspirations while on his travels hopping from one swanky hotel to the next offering his recommendations and reviews on his blog.

ELENA & GIULIA SELLA Bio

Bio Luca is one of the most interesting

@designbygemini

Bio Founded in 2015 by twin sisters Elena and Giulia Sella, Design By

italy

Gemini is a design studio that

Total Audience REach

of its creators – interior design

37,000

combines the two disciplines and architecture. Their blog and social platforms follow their journey to international art exhibitions and design weeks, and feature their projects and room ‘make overs’.

The SERMO Influencer Index 2017

32

Agnieszka Wilczewska @ciocialiestyle poland Total Audience REach

180,000

uliana dobrovskaya Bio Agnieszka, or otherwise known as Ciocia Liestyle, is a quirky fashion and lifestyle influencer based in Warsaw. She is the wife of Michał Wilczewski, party host and owner of clothing and accessories store,

@ulianadobrovskaya russia Total Audience REach

13,000

Wujaszek Lifestyle for which they

aarika lee

@whatannawears

Bio

poland

popular lifestyle blog, What Anna

Total Audience REach

240,000

Anna Skura is the author of Wears. She started with purely fashion but her social media and blog has evolved to cover lifestyle and travel. She owns a travel

@aarikalee

russia

Bio Musia is a singer and actress who comes from a famously arty family.

founder of dress loan company

13,000

singer and resident artist at The

The SERMO Influencer Index 2017

RMBRTheDress. She is also a Mad Men Attic Bar alongside her

charmaine seah-ong @eleventhour singapore

her a loyal following in the creative

Total Audience REach

14,000

community which continues to grow

16,000

enviable wardrobe.

at Elementary Co. and co-

band The Next Movement.

Total Audience REach

music career, as well as her

Bio Singaporian Aarika Lee, is

Total Audience REach

Her creativity and class have gained

due to her insider coverage of her

life, be that hanging out with friends

marketing director & copywriter

called Hollycow.pl.

@musiatotibadze

a relaxed, yet very cool, style. Her Instagram is an insight into her daily

singapore

agency with her husband

musia totibadze

fashion muse. She has a youthful, care free, girl next-door image with

or behind the scenes on set.

both model.

anna skura

Bio Uliana is a young actress and

Bio Charmaine is the co-founder of Elementary Co. with a fountainhead of ideas and flair for turning everything she touches into something up-to-the-minute.

When Charmaine isn’t busy with work she is busy being mother to her daughter Charlie Rose Ong.

33

ANDREA belver @andreabelverf SPAIN Total Audience REach

330,000

iris dijkers Bio Andrea is a young enthusiastic Instagrammer and entrepreneur.

She has collaborated with brands such as Calvin Klein, H&M and Zadig & Voltaire, to name a few.

She has also written a book about

@adashoffash THE NETHERLANDS Total Audience REach

has turned into a fashionable

150,000

business. She shares pictures of her

SPAIN Total Audience REach

140,000

merel van poorten @andathousandwords THE NETHERLANDS

Bio Barcelona-born stylist and fashion consultant Blanca is part of Net-a-Porter’s network of stylish influential women, The Net Set. Buro 24/7 say they have a “crush” on her style. She’s about to launch her own fashion line with Juan

anum bashir @desertmannequin UAE Total Audience REach

38,000

and her fashion, beauty and

Bio Stylish blogger Anum has recently featured on Vogue.com for “blazing a new trail for women’s style in the Middle East”. She uses her experience gained through her role as Communications Officer for Qatar Museums, to aid her mission

Avellaneda, the Spanish designer

to fuse the worlds of fashion

of men’s fur clothing.

and art.

Bio Merel’s blog is named after the saying “A picture says a thousand words”. It’s where

dee mohamud @deemohamud UAE

she shares her thoughts and Total Audience REach

inspiration with beautiful

Total Audience REach

140,000

imagery featuring her self-

24,000

designed jewellery range, her luxury travel adventures, favourite beauty products and healthy meals.

The SERMO Influencer Index 2017

beautiful home town, Amsterdam, lifestyle musings.

Belver, El outfit perfecto”.

@blancamiro

creative outlet for her graphic design and illustrations, Iris’s blog

her experiences called “Andrea

blanca Miró

Bio Iris started A Dash of Fash as a

Bio Dee uses her blog Street Style Savvy to visually document her daily life and style with weekly vlog posts showcasing her cool, understated take on fashion. She has collaborated with Fossil Q Wander smart watches and the Hyatt Regency Dubai Creek.

34

ali gordon @aligordon89 uk Total Audience REach

340,000

josephine fear @josieldn

marta pozzan Bio The purpose of Ali’s blog is to represent the everyday man.

Covering multiple aspects of his life and expressing his style, love for photography and passion for fitness. Not to mention his

@marta_pozzan uS (La) Total Audience REach

100,000

Bio Italian born Marta shares her unique style and bold outfits that transcend trends and combine her European roots with her American life. Marta started working as a fashion editor for Vanity Fair Italy‘s

relationship with our rising star in

fashion editor-in-chief Silvia Paoli

beauty, Lydia Millen.

and for LostinFashion.it.

Bio London-based Josephine runs

uk

a lifestyle blog designed to

Total Audience REach

inspirational details with a special

200,000

travel. Her platforms are inherently

emphasise attainable and focus on fashion, beauty and feminine and incorporate a classic

lisa dengler @lisadengler

Bio

us (NY)

Lisa is an up and coming fashion

Total Audience REach

planning to add another string

140,000

and chic style which is affordable

and lifestyle influencer. She’s to her bow by focusing on video content creation with the intent to build organic, durable and multilayered relationships with brands.

and on trend.

angela fink @angelafink us (la) Total Audience REach

150,000

The SERMO Influencer Index 2017

kamran razmdjoo Bio Editorial fashion stylist, Angela, created The Fashion Sight to serve as inspiration and her point of view and perspective on all things fashion, style and culture.

Featuring all the latest catwalk and

@kamran_raz Us (NY) Total Audience REach

65,000

Bio LA based fashion stylist and creative director Kamran is cofounder of KMSTYL, a personal styling company. As a passionate celebrity stylist he works with luxury designers to put together

style updates with emphasis on

the most unique styles for

curating a beautiful life.

his clients.

35

The Sermo Influencer Index BEAUTY AND GROOMING INFLUENCERS

Of the 200 most viewed beauty videos on YouTube, 86% were made by influencers. Only 14% by brands.

Influencer videos have 22 times the engagement of brand videos.

No wonder then that the beauty industry is the sector to watch in influencer marketing. It’s worth highlighting four ways beauty brands are innovating:

1

2

INFLUENCER SQUADS

dedicated influencer channels

Beauty brands don’t just work with influencers,

Influencers are being recruited to create

they work with influencer squads – the wider

branded content for dedicated influencer

circle of like-minded influencers they can reach

channels, beyond branded channels - look at

through pack leaders.

Estee Lauder’s “I Love Makeup” and L’Oreal’s “Destination Beauty”. This content is also increasingly being used as part of advertising campaigns.

3

4

Micro-influencers

Feature-focus

Beauty brands were amongst the first to take a

Such is the artistry of some beauty influencers

layered approach to influencer marketing and

that they practice extreme feature-focus. In

work with micro-influencers* to engage on a

China, many influencers won’t attend events

more personal level with consumers.

and it’s difficult to find good quality photos

Micro-influencers have gained popularity

of them online. Some won’t even show their

in the last year – they’re underserved by

whole face in public. Beauty influencer,

brands, offer a more attractive price point

水蛋蛋, does amazing eye make-up, but all her

and generate high engagement levels. But of

photos/videos are close-ups of just one of her

course they’re hard to keep track of - brands

eyes. And in Ireland @makeupmonster.ie would

need good identification tools and agencies

only provide us with a lip shot.

with their ears to the ground.

The SERMO Influencer Index 2017

*loosely defined as anyone with a social following in the 10,000-100,000 range

36

43,780 Views

Global top 18

b e au t y a n d g r o o m i n g Influencer s

TRENDING

4,589 likes

The SERMO Influencer Index 2017

37

16 20

16 20

shannon harris

camila coelho

kevin CHOU

coline

lamiya slimani

elva ni

@shaaanxo

@camilacoelho

@kevin老师

@eppcoline

@lamiyaslimani

@misselvani

AUSTRALIA

brazil

china

france

germany

hong kong

Bio

Bio

Bio

New Zealand-born Shannon is best

Born in Brazil and now residing

Known for helping shape the face of

known for her beauty tips and

in the US, Camila is an expert in

Asian beauty and fashion, celebrity

special effects make up tutorials.

Brazilian beauty and a fashionista.

make-up artist Kevin (aka “Kevin

She launched to fame after posting

She takes in fashion weeks all over

Kevin Teacher”) shares make up

a heartfelt video about her struggle

the globe, documenting her travels

and skin care tutorials and health/

with depression. Shannon has been

with beautifully glam shots and an

wellbeing advice on his blog

nominated for “Vlogger Of The Year”

unmistakable Brazilian flair.

and social channels. His content

Bio Coline is a refreshing mix of classic French chic with a rock star edge.

Uber cool, she has as many moral principles as she has tattoos. Her YouTube is full of everything from make up tutorials to vegan recipes and tips on recycling.

Bio

Bio

One third of “The German

Elva says you must do what makes

Kardashians” and one of Germany’s

your soul happy, and hers must be

most influential social media

the most content soul around. Her

personalities. From music, beauty,

Instagram oozes positive energy

fashion to lifestyle Lamiya loves to

with her healthy eating and yogi

find new ways of recreating herself.

lifestyle, not to mention impeccable

Her blog and social channels are all

street style and beauty tips.

at the 2017 Shorty Awards that

addresses commonly faced issues by

about high end beauty, her style

honour the best content creators

those with Asian skin such as yellow

and travel.

and producers on social media.

undertones, oily skin, pigmentation and dark spots.

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Sephora | NKD Skin | Maybelline

Sephora | Scholl | GUCCI

N/A (Kevin has his own brand,

Essie | Ouai Haircare | Pai Skincare

BH Cosmetics | Maybelline | Coty

Philips | SK-II | Chanel

BeautyMaker)

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

9,000,000

13,000,000

55,753,000

640,000

2,400,000

560,000

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

The SERMO Influencer Index 2017

Click the icons to view influencers’ latest posts

38

rati tehri singh

sinead cady

clio zammatteo

Karolina Gołębiewska

kate clapp

peishi soh

@ratitehrisingh

@sineadycady

@cliomakeup_official

@stylizacje

@kateclapp

@speishi

india

ireland

italy

poland

russia

singapore

Bio

Bio

Bio

Bio

Bio

Bio

Rati’s blog Makeupandbeauty.com

The most successful female

Clio is not only a hugely popular

StylizacjeTV is one of Poland’s most

Kate isn’t your average influencer.

Peishi is a young, energetic and

started as a place to share her love

YouTuber in Ireland, her channel,

make up artist with almost a million

popular YouTube channels for beauty

Yes she’s got strong style, expert

bubbly teenager but beneath the

of cosmetics with her friends, but

The Makeup Chair, is a beauty

subscribers on YouTube, but she is

product reviews, shopping hauls

beauty credentials and a gorgeous

facade lies a victim of bullying

has fast become India’s biggest

and lifestyle guide for subscribers

also a TV personality and author

and make up tutorials from spooky

Instagram page, but she’s also very

who emerged stronger in the face of adversity and has successfully

make up and beauty website and

all over the globe. But it’s not all

of an illustrated make-up manual,

special effects to everday beauty

funny. Her comic remakes of pop

community. With three successful

about beauty, you’ll also find outfit

and one of the most followed

routines and nail art. Karolina also

videos and commercials are rated

carved a name for herself. She

blogs in India, Dubai and the

inspiration and motivational

personalities in Italy.

has her own e-commerce store that

and viewed by millions.

writes about common teen issues

Philippines, Rati has a stable of over

quotes aplenty.

sells iPhone cases, jewellery

700 contributing writers.

and her love of K-pop and beauty.

and t-shirts.

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

MAC | Dior | Marc Jacobs Beauty

Rimmel | Sure | Simple

NARS | Georgio Armani | MAC

Bobbi Brown | Douglas

Benefit | Too Faced | NYX

Sunsilk | Laneige | Kylie Cosmetics

Myasia Beauty

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

6,423,000

1,100,000

4,800,000

1,500,000

10,900,000

540,000

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

The SERMO Influencer Index 2017

Click the icons to view influencers’ latest posts

39

16 20

patry jordan

nikkie de jager

huda kattan

samantha maria

nikkie de jager

ryan clark

@secretosdechicas

@nikkietutorials

@hudabeauty

@samanthamariaofficial

@nikkietutorials

@highfashionmen

spain

the netherlands

uae

uk

us (la)

us (ny)

Bio

Bio

Bio

Bio

Bio

Bio

Patry has a number of different

An international make up and hair

Huda’s credibility as one of the

Sammi’s lifestyle blog’s full of

Not just a hit in The Netherlands

The GQ brand ambassador is style and lifestyle coach to the men of

blogs covering everything from

guru with one of the most-viewed

world’s top beauty influencers was

beauty, travel and style. And there’s

Nikkie, with her sassy wit, is an

beauty, hair and nails to health and

beauty channels in the world.

reinforced by her recent win of

someone new frequently popping

international YouTube sensation

New York City who are seeking

fitness with guides to keeping fit at

Nikkie’s bold, fabulously fierce and

WWD Beauty’s “Digital Innovator

up in her posts, her baby girl. Sammi

who released her debut cosmetics

fashion innovation. He offers tips

home and easy recipes. You can also

quirky mannerisms never fail to draw

of the Year” award. Her empire

became a mum late last year so

collection “The Power of Makeup”,

and tricks for men to be the most

find all these tips in her book

in a laugh. Her make up tutorials

continues to grow globally with

you’ll now also find gorgeous baby

in collaboration with Too Faced last

well dressed and pristinely groomed

recreate some of Hollywood’s

tickets to her make up masterclasses

snaps and tips for motherhood.

year. She is obsessed by all things

versions of themselves.

most theatrical trends and have

being hot property.

“Girl Secrets”.

glitz, glamour and beauty and her

secured her a nomination for a 2017

personality is every bit as colourful

“YouTube Guru” Shorty Award.

as her tutorials

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

Brand Partnerships

L’Oreal | Rowenta | NARS

Ofra Cosmetics | Morphe Brushes

Sephora | Make Up For Ever | YSL

MAC | Nars | SK-II

Too Faced | Make Up For Ever

Gillette | Dolce & Gabbana

Tweezerman

The Art of Shaving

Lilly Lashes

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

Total audience reach

4,500,000

15,000,000

22,000,000

4,400,000

15,000,000

2,800,000

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

Top Online/social Platforms

The SERMO Influencer Index 2017

Click the icons to view influencers’ latest posts

40

top 10 Posted 2 hours ago

B e au t y a n d g r o o m i n g Influencer s by market

900 shares

30,577 likes

The SERMO Influencer Index 2017

41

16

16

TOP 10

LAUREN CURTIS

20

20

SHANNON HARRIS @shaaanxo

@lozcurtis

INFLUENCE SCORE

INFLUENCE SCORE

98

88

Total audience reach

Total audience reach

9,000,000

7,700,000

b e au t y a n d g r o o m i n g

16

CHLOE MORELLO

@misswen

@chloemorello

INFLUENCE SCORE

INFLUENCE SCORE

84

50

Total audience reach

Total audience reach

7,000,000

3,100,000

16

20

20

WENdy huang

16

in Australia

20

Influencer s

DANIELLE MANSUTTI

BRITTNEY SAUNDERS

@danimansutti

@brittney_saunders

@isabella_fiori

INFLUENCE SCORE

INFLUENCE SCORE

Influence ScORE

38

38

33

Total audience reach

Total audience reach

Total audience reach

2,100,000

1,800,000

1,400,000

BROOKELLE MCKENZIE @bybrookelle INFLUENCE SCORE

33 Total audience reach

630,000

The SERMO Influencer Index 2017

ELEANOR PENDLETON @eleanorpendleton INFLUENCE SCORE

27 Total audience reach

80,000

ISABELLA FIORI

MARIA YOUSIF @mariayousif_ INFLUENCE SCORE

22 Total audience reach

233,000

42

16 20

camila coelho

TOP 10

bianca andrade

@camilacoelho

@bocarosablog

INFLUENCE SCORE

INFLUENCE SCORE

98

89

Total audience reach

Total audience reach

13,000,000

11,000,000

b e au t y a n d g r o o m i n g alice salazar

16

bruna tavares

@alicesalazaroficial

INFLUENCE SCORE

INFLUENCE SCORE

54

46

Total audience reach

Total audience reach

4,900,000

4,400,000

vic ceridono

20

20

julia petit

16

@brutavaresppf

16

in Brazil

Rayza Nicรกcio

20

Influencer s

@rayzanicacio

@petisco

@diadebeaute

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

40

36

36

Total audience reach

Total audience reach

Total audience reach

2,600,000

1,900,000

1,500,000

camilla cabral

@blogmarianasaad

@millacabrall

@marina2beauty

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

29

26

24

Total audience reach

Total audience reach

Total audience reach

2,400,000

700,000

330,000

marina christina smith

16

The SERMO Influencer Index 2017

20

mariana saad

43

kevin chou

TOP 10

Zhiping liu

@kevin老师

@小p老师

INFLUENCE SCORE

INFLUENCE SCORE

96

71

Total audience reach

Total audience reach

55,753,000

36,009,000

b e au t y a n d g r o o m i n g Influencer s in China

lisa ma

Yunq lei

@美少女lisa酱

@化妆师mk雷韵祺

INFLUENCE SCORE

INFLUENCE SCORE

29

29

Total audience reach

Total audience reach

1,873,000

485,000

Yiling qiu

Weijie bien

小猪姐姐zz

@妖精边儿

@小猪姐姐zz

@仇仇qiuqiu

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

28

27

27

Total audience reach

Total audience reach

Total audience reach

1,144,000

957,000

753,000

水蛋蛋

Miao wu

Milky lu

@水蛋蛋

@喵爷-吴淼

@胸口碎大石milky

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

27

27

25

Total audience reach

Total audience reach

Total audience reach

740,000

688,000

673,000

The SERMO Influencer Index 2017

44

coline

TOP 10

LAURA cabezas

@eppcoline

@lodoesmakeup

influence score

INFLUENCE SCORE

94

59

total audience reach

Total audience reach

640,000

340,000

b e au t y a n d g r o o m i n g Influencer s in France

lisa gachet

kenza sadoun

@makemylemonade

@kenzasmg

INFLUENCE SCORE

INFLUENCE SCORE

55

49

Total audience reach

Total audience reach

230,000

230,000

capucine piot

Zoé Bassetto

@babillages

@zoebassetto

@carnetprune

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

45

42

40

Total audience reach

Total audience reach

Total audience reach

230,000

160,000

200,000

angeline layet

victoria monfort

lili barbery-coulon

emilie daudin

@lilibarberycoulon

@emiliebrunette

@vicmonfort

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

36

35

26

Total audience reach

Total audience reach

Total audience reach

110,000

140,000

56,000

The SERMO Influencer Index 2017

45

TOP 10

16

Nadine Müller

20

16 20

lamiya slimani @lamiyaslimani

@shoppinator

INFLUENCE SCORE

INFLUENCE SCORE

98

30

Total audience reach

Total audience reach

2,400,000

120,000

b e au t y a n d g r o o m i n g Influencer s in Germany

karin Grüttner

Magdalena ilic

@innenaussen

@hoardoftrends

INFLUENCE SCORE

INFLUENCE SCORE

26

26

Total audience reach

Total audience reach

80,000

77,000

francesca lesch

valerie husemann

@franellee

@simpleetchic

hanna schumi @foxycheeks

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

26

24

19

Total audience reach

Total audience reach

Total audience reach

63,000

60,000

25,000

kristina mrkonjic

Rebecca garcia

florentine flach

@tinacarrot

@beccygarcia

@derblasseschimmer

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

19

17

16

Total audience reach

Total audience reach

Total audience reach

18,000

27,000

9,000

The SERMO Influencer Index 2017

46

16

sue chang

20

elva ni

TOP 10

@misselvani

@suechangg

INFLUENCE SCORE

INFLUENCE SCORE

92

88

Total audience reach

Total audience reach

560,000

480,000

b e au t y a n d g r o o m i n g

in Hong Kong

alice ha

cynthia ip

@aliceha

@cynbunny

INFLUENCE SCORE

INFLUENCE SCORE

64

61

Total audience reach

Total audience reach

319,000

327,000

16

Influencer s

lok sin

jessie lee

@ohmyloksin

@4evajessie

@vnikali

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

42

29

27

Total audience reach

Total audience reach

Total audience reach

140,000

68,000

41,000

20

veronica li

rebecca jessie mcgeoch

karina ha

alexa bui

@rjmstyle

@hakarinian

@alexa.bui

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

26

23

21

Total audience reach

Total audience reach

Total audience reach

48,000

25,000

8,000

The SERMO Influencer Index 2017

47

rati tehri singh

TOP 10

devina malhotra

@ratitehrisingh

@guiltybytes

INFLUENCE SCORE

INFLUENCE SCORE

100

32

Total audience reach

Total audience reach

6,423,000

190,000

b e au t y a n d g r o o m i n g aayushi bangar

16

in India

20

Influencer s

namrata soni

@styledrve

@namratasoni

INFLUENCE SCORE

INFLUENCE SCORE

32

32

Total audience reach

Total audience reach

207,000

210,000

mehak ghai

ashima makhija

anshita juneja

@mehakghaiii

@ashima_colorsnglitters

@vanitynoapologies

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

32

31

31

Total audience reach

Total audience reach

Total audience reach

210,000

100,000

120,000

shreya jain

Ankita Srivastava

@shreyajain26

@corallistablog

@myhappinesz

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

28

25

23

Total audience reach

Total audience reach

Total audience reach

340,000

390,000

226,000

The SERMO Influencer Index 2017

Komal Narang

48

sinead cady

TOP 10

chloe boucher

@sineadycady

@chloeboucher

INFLUENCE SCORE

INFLUENCE SCORE

96

69

Total audience reach

Total audience reach

1,100,000

670,000

b e au t y a n d g r o o m i n g suzanne jackson

16

in Ireland

20

Influencer s

melanie murphy

@sosueme_ie

@melaniiemurphy

INFLUENCE SCORE

INFLUENCE SCORE

62

62

Total audience reach

Total audience reach

560,000

560,000

aisling murray

Siobhรกn McDonnell

@dramaticmac

@shivletzmakeup

sinead kavanagh @thebeauttruth

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

41

36

30

Total audience reach

Total audience reach

Total audience reach

240,000

254,000

99,000

rachel martin

karen constantine

yavanna evans

@itsrachmartin

@lovelygirlybits

@makeupmonster.ie

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

25

23

22

Total audience reach

Total audience reach

Total audience reach

47,000

45,000

34,000

The SERMO Influencer Index 2017

49

TOP 10

clio zammatteo

nicole husel

@cliomakeup_official

@kissandmakeup01

INFLUENCE SCORE

INFLUENCE SCORE

100

45

Total audience reach

Total audience reach

4,800,000

1,000,000

b e au t y a n d g r o o m i n g Influencer s in Italy

michela parisi

cindy sold

@mikelignayt

@lacindina

INFLUENCE SCORE

INFLUENCE SCORE

39

38

Total audience reach

Total audience reach

590,000

840,000

daniele Lorusso

alice venturi

@mrdanielmakeup

@alicelikeaudrey

anissa Toshkallari @anissamakeup

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

36

34

30

Total audience reach

Total audience reach

Total audience reach

690,000

690,000

710,000

Onorina Myslymi

vanessa ziletti

@pepperchocolate84

@vanessaziletti

@marta_cerreto

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

30

27

25

Total audience reach

Total audience reach

Total audience reach

570,000

360,000

360,000

The SERMO Influencer Index 2017

marta cerreto

50

TOP 10

Karolina Gołębiewska

agnieszka grzelak

@stylizacje

@agnieszkagrzelakblog

INFLUENCE SCORE

INFLUENCE SCORE

96

71

Total audience reach

Total audience reach

1,500,000

1,100,000

b e au t y a n d g r o o m i n g Influencer s in Poland

aleksandra furka

ewa grzelakowska-kostoglu

@olciiak

@redlipstickmonster

INFLUENCE SCORE

INFLUENCE SCORE

71

69

Total audience reach

Total audience reach

1,000,000

871,000

katarzyna gajewska

joanna ferdynus-goluszko

weronika Zalazinska

@maxineczka

@weronikazalazinska

@katosu

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

53

49

40

Total audience reach

Total audience reach

Total audience reach

630,000

450,000

250,000

joanna cymbalista

alina szczerba

barbara bogusz

@pannajoannamakeup

@alinaroseblog

@callmeblondieee_pl

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

38

29

28

Total audience reach

Total audience reach

Total audience reach

340,000

190,000

180,000

The SERMO Influencer Index 2017

51

kate clapp

TOP 10

maria way

@kateclapp

@maria__way

INFLUENCE SCORE

INFLUENCE SCORE

100

86

Total audience reach

Total audience reach

10,900,000

8,700,000

b e au t y a n d g r o o m i n g Influencer s

sonya esman

in Russia

liasan utyasheva

@sonyaesman

@liasanutiasheva

INFLUENCE SCORE

INFLUENCE SCORE

60

45

Total audience reach

Total audience reach

4,600,000

2,700,000

victoria moiseeva

beauty insider

@koffka_the_cat

@beautyinsider

@andreyshilkov

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

34

30

29

Total audience reach

Total audience reach

Total audience reach

570,000

286,000

94,000

16

elena krygina

20

16

@sophiesavenue

20

sophie eliseeva

andrey shilkov

elena pestrova

@elenakrygina

@pestrova

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

29

28

28

Total audience reach

Total audience reach

Total audience reach

89,000

590,000

74,000

The SERMO Influencer Index 2017

52

peishi soh

TOP 10

eunice annabel lim

@speishi

@euniceannabel

INFLUENCE SCORE

INFLUENCE SCORE

100

55

Total audience reach

Total audience reach

540,000

210,000

b e au t y a n d g r o o m i n g Influencer s in Singapore

karman e

roseanne tang

@madokeki

@roseannetangrs

INFLUENCE SCORE

INFLUENCE SCORE

46

46

Total audience reach

Total audience reach

140,000

120,000

mongchin yeoh

tabitha nauser

@mongabong

@tabithanauser

candice chen @makeup_box

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

41

38

37

Total audience reach

Total audience reach

Total audience reach

100,000

77,000

66,000

nicole wong

adlina anis

@ncwong

@adlinaanis

@evonnz

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

36

36

30

Total audience reach

Total audience reach

Total audience reach

59,000

63,000

32,000

The SERMO Influencer Index 2017

evonne ng

53

TOP 10

16

aida domenech

20

patry jordan @secretosdechicas

@dulceida

INFLUENCE SCORE

INFLUENCE SCORE

98

72

Total audience reach

Total audience reach

4,500,000

2,900,000

b e au t y a n d g r o o m i n g Influencer s in Spain

lizy perez

marta riumbau

@lizy_p_makeup

@riumbaumarta

INFLUENCE SCORE

INFLUENCE SCORE

72

42

Total audience reach

Total audience reach

2,800,000

1,100,000

grace villarreal

inmaculada serrano

@graceyvillarreal

@alittletoooften

gala gonzalez @galagonzalez

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

42

41

39

Total audience reach

Total audience reach

Total audience reach

1,100,000

980,000

1,200,000

isabel garcia

maria pombo

@aishawari

@mariapombo

@sarasabate

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

30

29

27

Total audience reach

Total audience reach

Total audience reach

520,000

460,000

450,000

The SERMO Influencer Index 2017

sara sabate

54

nikkie de jager

TOP 10

negin mirsalehi

@nikkietutorials

@negin_mirsalehi

INFLUENCE SCORE

INFLUENCE SCORE

98

47

Total audience reach

Total audience reach

15,000,000

4,100,000

b e au t y a n d g r o o m i n g Influencer s in The Netherlands

mascha feoktistova

yara michels

@beautygloss

@yara_michels

INFLUENCE SCORE

INFLUENCE SCORE

33

31

Total audience reach

Total audience reach

610,000

240,000

manon tilstra

anna nooshin

@manontilstra

@annanooshin

@serenaverbon

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

30

26

26

Total audience reach

Total audience reach

Total audience reach

350,000

490,000

420,000

serena verbon

cynthia schultz

vera camilla

@cynthiapuntnl

@veracamilla

@mrsbeautyscene

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

25

24

20

Total audience reach

Total audience reach

Total audience reach

160,000

530,000

90,000

The SERMO Influencer Index 2017

debbie zwiers

55

16 20

huda kattan

TOP 10

joelle mardinian

@hudabeauty

@joellembc1

INFLUENCE SCORE

INFLUENCE SCORE

98

93

Total audience reach

Total audience reach

23,000,000

22,000,000

b e au t y a n d g r o o m i n g Influencer s in the UAE

mona kattan

sheida babareza

@monakattan

@sheidafashionista

INFLUENCE SCORE

INFLUENCE SCORE

32

27

Total audience reach

Total audience reach

2,700,000

490,000

al reem saif

mohammed hindash

laura farrant

@hindash

@buynowbloglater

@alreemsaif

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

27

25

24

Total audience reach

Total audience reach

Total audience reach

290,000

220,000

140,000

najla kaddour

mariam rod

@najlakaddour

@mariam

@eljammi

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

24

23

22

Total audience reach

Total audience reach

Total audience reach

130,000

460,000

150,000

The SERMO Influencer Index 2017

eljammi gozalli

56

samantha maria

TOP 10

estee lalonde

@samanthamariaofficial

@esteelalonde

INFLUENCE SCORE

INFLUENCE SCORE

97

68

Total audience reach

Total audience reach

4,500,000

2,600,000

b e au t y a n d g r o o m i n g fleur bell

16

in the UK

20

Influencer s

kaushal molasaria

@fleurdeforce

@kaushalbeauty

INFLUENCE SCORE

INFLUENCE SCORE

61

64

Total audience reach

Total audience reach

2,700,000

2,300,000

em ford

victoria magrath

@mypaleskinblog

@inthefrow

lily pebbles @lilypebbles

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

58

49

44

Total audience reach

Total audience reach

Total audience reach

2,000,000

1,500,000

1,100,000

@reallyree

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

34

38

25

Total audience reach

Total audience reach

Total audience reach

570,000

930,000

76,000

The SERMO Influencer Index 2017

anna-marie lodge

16

@amelialiana

16

amelia liana

@modelrecommends

20

20

ruth crilly

57

nikkie de jager

TOP 10

jaclyn hill

@nikkietutorials

@jaclynhill

INFLUENCE SCORE

INFLUENCE SCORE

98

66

Total audience reach

Total audience reach

15,000,000

9,100,000

b e au t y a n d g r o o m i n g Influencer s in the US (Los Angeles)

desi perkins

kathleen fuentes

@desiperkins

@kathleenlights

INFLUENCE SCORE

INFLUENCE SCORE

54

49

Total audience reach

Total audience reach

6,100,000

5,300,000

dulce candy

karen sarahi

@dulcecandy

@iluvsarahii

claudia sulewski @claudiasulewski

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

47

45

43

Total audience reach

Total audience reach

Total audience reach

4,900,000

3,300,000

3,300,000

tracey and stefanie

marianna hewitt

@eleventhgorgeous

@marianna_hewitt

@alexandreagarza

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

41

35

32

Total audience reach

Total audience reach

Total audience reach

2,800,000

980,000

930,000

The SERMO Influencer Index 2017

alex garza

58

ryan clark

TOP 10

chriselle lim

@highfashionmen

@chrisellelim

INFLUENCE SCORE

INFLUENCE SCORE

90

88

Total audience reach

Total audience reach

2,800,000

2,300,000

b e au t y a n d g r o o m i n g Influencer s in the US (NEW YORK)

christine andrew

jonathan dahl & brian delaurenti

@hellofashionblog

@thegaybeards

INFLUENCE SCORE

INFLUENCE SCORE

53

29

Total audience reach

Total audience reach

900,000

50,000

justin livingston

moti ankari

@justinliv

@motiankari

jack greystone @jackgreystone

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

33

31

29

Total audience reach

Total audience reach

Total audience reach

280,000

180,000

260,000

luke ditella

joel alexander

@lukeditella

@hahajoel

@isaaclikes_

INFLUENCE SCORE

INFLUENCE SCORE

INFLUENCE SCORE

22

22

21

Total audience reach

Total audience reach

Total audience reach

140,000

79,000

51,000

The SERMO Influencer Index 2017

isaac hindin-miller

59

rising stars

I n b e au t y a n d grooming

The SERMO Influencer Index 2017

60

TINA YONG

Bio

lindsay woods

@tina_yong

Tina Yong is a rising beauty and

@thelindsaywoods

AUSTRALIA Total Audience REach

1,539,000

lifestyle vlogger and creator. Tina’s channel is a one-stop shop for all beauty lovers and makeup junkies around the world. She is one of the fastest growing beauty influencers in Australia and has collaborated

brazil Total Audience REach

1,200,000

Bio Lindsay currently works as a blogger and YouTuber, but dreams about becoming a hairstylist one day. Fascinated by alternative make up and fashion, she creates content with the intention to help

with brands such as Lancome,

and inspire people who share her

Smashbox and L’Oreal to name

quirky, alternative taste.

a few.

MICHELLE CROSSAN @michellecrossan_ AUSTRALIA Total Audience REach

220,000

nayara rattacasso @nayararattacasso brazil Total Audience REach

2,234,000

Bio Founder and editor of Beauty.Life.

Michelle, a beauty destination for women who love to mix luxe with high street finds. Her website and YouTube channel focuses on the enhancement of natural beauty

monica xu

Bio

@iaminred口红控

Monica owns more than 500

china Total Audience REach

217,000

lipsticks! She set-up her social channels as a place to share everything she loves about lipsticks with fellow beauty obsessors. IAMINRED was named the best and most comprehensive

and reviews a range of affordable

“Lipsticks colour test” platform by

and luxe products.

Chinese lipstick lovers.

Bio On Nayara’s entertainment channel, OrdinaryGiirls, you can find everything from hair tutorials and interior design tips to a guide to funk dance moves and debates on controversial issues surrounding feminism, such as her “Diário de um Silicone” - a special

Bei wang @私席seaty china

Bio Bei is trying to spread a healthy lifestyle to her fans and hosts 20

Total Audience REach

WeChat groups that discuss topics

400,000

skin care. She won the prestigious

from female fitness to beauty and Gold Panda Award last year for “Best Fashion Blog”.

series on silicone implants.

The SERMO Influencer Index 2017

61

laura goncalves @pinketcetera

Bio Laura is a Paris-based blogger

france

and graphic designer. On her

Total Audience REach

find a multitude of inspiration

130,000

beauty tips as well as travel

blog Pink Etcetera you will from her cookery skills, to recommendations and

diana debatin @laviedeboite

Bio The 31 year old Diana Debatin is

germany

the founder of blog, Lavie Deboite.

Total Audience REach

end fashion snaps to beauty, food,

8,000

and social channels. Including a

DIY tricks.

You’ll find street style and highand travel inspiration on her blog comprehensive guide to music festivals and how to style them out.

camille benaroche

Bio

angela yuen

@camilleetlesgarcons

Camille is a graduate of Paris’

@angela.yuen

france Total Audience REach

81,000

EFAP School of Communication and Journalism. She’s interned at magazines including ELLE and Marie Claire, and fashion is a huge part of her daily life. She founded her blog “Camille et les garçons”

hong kong Total Audience REach

177,000

with her three best guy mates, as a

Bio As a rising model in Hong Kong, Angela’s natural beauty and clean look have attracted many luxury brands to want to collaborate with her. Her fans are mostly local millennials.

place to share her style inspiration and discoveries.

vanessa Schümmelfeder & jana Strohbücker @midnightcouture germany Total Audience REach

16,000

ricky kazaf Bio In 2009, best friends Vanessa Schümmelfeder and Jana Strohbücker launched their blog “Midnight Couture”. The two lifelovers, as they call themselves, are based in Berlin and regularly share articles about fashion, travel, fitness and food.

The SERMO Influencer Index 2017

@rickykazaf hong kong

Bio Ricky Kazaf is an up and coming male make up artist and vlogger.

Total Audience REach

So influential, he is a YouTube

142,000

category. He is also famous for

ambassador for the beauty bringing the K-pop trend to Hong Kong.

62

arti nayar @artinayar

rebecca o’byrne Bio

india

Celebrity make up and hair stylist,

Total Audience REach

magazines, celebrity promotional

32,000

include Bollywood beauties Sonam

Arti works on feature films, events and weddings. Her clients Kapoor, Pernia Qureshi, Alia Bhatt

@hautesofabulous ireland Total Audience REach

27,000

@therightshadeofred

Bio

india Total Audience REach

her dream having taken her

finance, Urvashi is now living entrepreneurial skills picked up at business school, to turn her beauty blog “The Right Shade of Red”, into

@armelola italy

47,000

erica baldi

51,000

Instagram are a stunning social diary of her travels, make up and daily life. Her photography is beautiful, be it of her breakfast or atmospheric snaps from her travel adventures.

The SERMO Influencer Index 2017

can’t pin point her quirky style a growing Arme of followers to prove it.

@blueisinfashionthisyear

Dublin-based Sara B’s blog and

edge, Arme could have been born

but she has it in abundance and

sara b Bio

Bio Effortlessly cool with a timeless in the forties or noughties. You

@sarenabee

Total Audience REach

diary of not just what she wears

Total Audience REach

a budding beauty business.

ireland

passionate about in her life. It’s a

Armela Jakova After achieving her masters in

38,000

So Fabulous”, a blog where she writes about all the things she is

but her lifestyle, loves and beliefs.

and many more.

urvashi kumar

Bio Rebecca is the creator of “Haute

italy Total Audience REach

89,000

Bio “Blue is in Fashion This Year” shares Erica’s travels, sensations and tastes, along with ponderings on the blog world and life in general. She presents a fashion blog that is something different from an endless album of self-celebratory pictures.

63

Daria Gaweł @kosmetycznahedonistka

sergey ostrikov Bio

poland

Daria’s blog and Instagram have

Total Audience REach

inherently feminine feel. She

130,000

lay and has a knack of making

a heavy beauty focus and an is a dab hand at a pretty flat a photograph of a lipstick look

@ostrikovs russia Total Audience REach

51,000

@angelika_k_grabowska poland Total Audience REach

46,000

leading male beauty bloggers. He is a well-respected make up artist and chief business development officer at online beauty destination, Pudra.ru.

especially luxe.

angelika grabowska

Bio Sergey Ostrikov is one of Russia’s

Jamie Tan Yi Jing Bio Angelika Grabowska is a budding cosmetology expert who shares her learnings and inspiration in the form of tutorials on her popular YouTube channel. She specialises in make up, skin care, fragrances

@jamietyj singapore Total Audience REach

50,000

and hair product tips, tricks

Bio Jamie Tan is an award winning beauty vlogger who “loves a selfie”.

She is young and playful and it’s no surprise that her army of millennial followers is growing at a rapid pace.

and reviews.

yana fisti

lucinda zhou

Bio

@yanafisti

@lucindazhou

A graduate in Fashion

russia Total Audience REach

524,000

Bio A celebrity stylist and lifestyle blogger. Yana’s platforms follow not only her own personal style, but she also has a website with her husband where they document their joint style musings including beauty, lifestyle and luxury travel.

The SERMO Influencer Index 2017

singapore Total Audience REach

42,000

Communications, Lucinda is the co-founder and entrepreneur behind online store, Ohvola which stocks designers such as Balmain, Jimmy Choo and Alexander Wang.

Her Instagram is a hub of beauty, fashion, lifestyle and travel all impeccably presented.

64

andrea compton @andreacomptonn spain Total Audience REach

850,000

Bio Young digital influencer and budding photographer, Andrea Compton’s community is growing very fast. Since August 2016, she’s had a dedicated slot on leading Spanish radio station, Los 40 Principales, where she

charlotte batenburg @pinkypolish the netherlands

Charlotte’s love for nail polish. It’s

Total Audience REach

all things beauty and cosmetics.

47,000

one of The Netherlands’ most

profiles young singers and

@gigi_vives spain Total Audience REach

270,000

archana nair

Georgina’s life is beautifully

@archana.93

posts. She’s young and vibrant with an enviable life, travelling to stunning parts of the world and staying in top hotels, taking snaps all the way. It’s no wonder this

Her blog has quickly become successful and now includes videos building self-esteem.

Bio documented through her Instagram

since developed into a passion for

about deeper subjects such as

musicians.

georgina vives

Bio Pinky Polish started as a result of

uae Total Audience REach

112,000

Bio Born and raised in Dubai, the social media posts of this selfproclaimed make up and beauty junkie are bursting with energy and colour. Her vibrant snaps regularly feature her lustrous locks along with her favourite products,

young entrepreneur’s following

hair styles and fashion looks.

is growing.

Bio

jiami jongejan @jiamijongejan the netherlands

Jiami’s blog and vlog content covers fashion, photography, running, good coffee and travel and is aimed at young

dina sharif @dinalsharif uae

ambitious girls. She started her Total Audience REach

blog “Life Splash” in 2012 at

Total Audience REach

470,000

just nine years old when she

110,000

taught herself how to code, and has since gone on to win the European ‘Best Content for Kids Award’ and hold her own TED

Bio Dina balances her day job as an experienced interior designer with her other passion – make up and beauty. Her popular make up tutorials of everyday beauty looks or super special effects are fast becoming the “ones-to-watch” in the region.

talk at age 15.

The SERMO Influencer Index 2017

65

lydia elise millen @lydiaemillen uk Total Audience REach

920,000

Bio Lydia is a blogger and YouTuber with “more shoes than sense”. Her boyfriend, popular male influencer Ali Gordon, is her photographer and he pursuaded her to branch out from fashion into blogging about health, fitness and other

nikki deroest @nikkideroest

Nikki is a Los Angeles-based make

Total Audience REach

the face behind popular beauty

100,000

she shares make up tutorials and

aspects of her glamorous lifestyle.

gabriella pisani @prettyugly uk Total Audience REach

22,000

Pretty Ugly is an award winning online hub dedicated to health and beauty, exploring the latest and greatest products and treatments.

Started by Gabriella Pisani in 2014, the site provides a daily dose of all

asia jackson

Total Audience REach

130,000

reviews so you can recreate sought

@mimosasmanhattan us (ny) Total Audience REach

46,000

Bio Courtney Seamon is one half of the duo behind the blog “Mimosas and Manhattan”. The lifestyle blog follows cousins Courtney and Kelly on their stylish and oh so fashionable adventures that is their life in New York City.

phil valles Bio Los Angeles-based, Asia Jackson is a beauty blogger and actress. She pulls her many viewers in with her charming, animated and always authentic personality, sharing her reviews of the best products in skin care and beauty.

The SERMO Influencer Index 2017

blog “Hello To Beauty” where

courtney seamon Bio

and health.

us (la)

up artist to the stars. She is also

after celebrity looks.

things make up, skincare, hair

@aasian

Bio

us (la)

darkessentials us (ny)

Bio Phil is a New York-based fashion and lifestyle model who shares his

Total Audience REach

brooding style and a minimalistic

13,000

shots. He is also a healthy eating

aesthetic in his street style enthusiast with a stylish eye for food photography.

66

THE NEW GLOBAL MEDIA SERMO’s 18 luxury and lifestyle agencies around the world offer expert local influencer marketing in their own territories. They are also able, via the network, to connect influencers and clients for global reach.

If you would like to know more about SERMO’s unique take on influencer marketing - the new global media, please contact: Tanya Hughes, President, SERMO Communication E: tanya.hughes@talkpr.com TWITTER & INSTAGRAM: @SERMOCOMMS WWW.SERMOCOMMUNICATIONS.COM