skincare influencer, a new study by Lookfantastic, the THG-owned beauty site, shows.

The e-tailer has compiled an index that rates the ‘skinfluencers’ with the biggest followings across TikTok and Instagram, as well as studying Google search data to reveal the most searched for skincare brands around the world.

As mentioned, The Ordinary comes top with over 37 million annual searches. It’s actually way ahead of second-placed Neutrogena, with just 7.85 million searches and third-placed Foreo on 6.85 million. 

Numbers start to tail off from there with Eucerin on 5.6 million, Pai on 4.9 million, Ameliorate on 2.8 million and Moroccanoil, Elizabeth Arden, Cosrx and Elemis rounding out the top 10, all with more than two million searches a year.

The Ordinary seems to have scored strongly for its cruelty-free/additives-free profile. But it’s also helped by regular mentions from influencers.

And that’s where Hyram Yarbro comes in. He recommends The Ordinary quite a lot. And with what Lookfantastic says is a combined following of over eight million people, that’s clearly a key way that many consumers discover such brands.

After finding fame on YouTube, “Hyram has turned his skincare advice, reviews, and reactions into a Gen Z-fuelled skinfluencer empire,” Lookfantastic said.

Again, as with the skincare brands, the market-leading skinfluencer has a clear lead over the number two, Dr Muneeb Shah with a 5.55 million combined following, and the third-placed Victoria Lyn on 5.51 million.

Medical dermatologist Dr Muneeb Shah “helps to debunk skincare myths” and has come to prominence very quickly having made a big impact on TikTok by storm, and earning himself over 5 million followers in less than a year. 

Next come JC Dombrowski (2.8 million), Young Yuh (1.56 million), Jade Marie (1.3million), Dr Dustin Portela 1.27 million), Vi Lai (0.88 million), Caroline Hirons (0.6 million) and Ben Neiley (0.597 million).