The Sermo Influencer Index
MARCH 2017
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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
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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
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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.
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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.
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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.
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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’.
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The Sermo Influencer Index Luxury lifestyle INFLUENCERS
The SERMO Influencer Index 2017
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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
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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
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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
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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
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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 GarcÃa
@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