Everyday Glamour & Authenticity: How U.S. Creators Shaped Influence in September
Influence in the United States in September revolved around everyday glamour, personality, and highly shareable storytelling. Fashion and lifestyle creators dominated the space, turning outfits of the day, GRWMs, and candid life updates into must-watch content, while beauty voices, from bold makeup lovers to skincare obsessives, kept feeds busy with product talk, routines, and experimentation, including K-beauty. Across the board, the aesthetic leaned relaxed and wearable: neutral tones, natural-looking skin, and a classic red lip that felt polished but not overproduced. Yet even with huge followings and strong visual identities, engagement remained unpredictable, with spikes driven by viral moments rather than steady interaction — a reminder that in the US, influence is as much about timing and cultural relevance as it is about follower count or perfect visuals.
Key Insights This Month
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Discussions heavily revolved around fashion, beauty, and lifestyle topics, with a notable exploration of Korean skincare routines.
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Influencers showed a shift towards a more casual and relaxed mood in their content, aligning with the everyday lives of their audience.
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A shared shift toward relaxed, natural aesthetics, from neutral tones to fresh skin and classic red lips — helped top U.S. creators feel both aspirational and approachable, strengthening emotional connection with their audiences.
Brooke Monk
Brooke Monk (@brookemonk_) is a US-based TikTok and Instagram creator known for relatable comedy skits, lip-syncs and lifestyle content aimed at Gen Z.
She’s built a multi-million-strong following across platforms and often features fashion, beauty and her relationship with fellow creator Sam Dezz in her posts.
Alix Earle
Alix Earle (@alix_earle) is a US social media influencer and creator famous for her “Get Ready With Me” beauty, lifestyle and fashion content that helped her amass millions of followers on TikTok and Instagram.
She’s known for candid, relatable videos, brand influence that often makes products sell out, and expanding her presence into podcasting and broader media projects.
Mikayla Jane Nogueira
Mikayla Nogueira (@mikaylajmakeup) is an American makeup artist and beauty influencer known for her highly popular makeup tutorials, honest product reviews and engaging beauty content on Instagram and TikTok.
She’s built a large following of millions by sharing her passion for cosmetics and approachable style that resonates with beauty fans worldwide.
Haley Kalil
Haley Kalil, known online as Haleyy Baylee, is an American social media influencer, model and former beauty pageant titleholder who shares lifestyle, beauty and humorous content with millions of followers on Instagram and TikTok.
She initially gained attention through pageants and Sports Illustrated modeling and has built a large fan base with expressive videos and quirky pop-culture takes.
Becca Bloom
Becca Bloom (@beccaxbloom) is an American luxury lifestyle influencer and “RichTok” creator known for showcasing high-end fashion, travel, and glamorous everyday moments across Instagram and TikTok. She’s gained millions of followers by sharing glimpses into her affluent life, elegant aesthetic, and designer-filled content.
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Bretman Rock
Bretman Rock (@bretmanrock) is a Filipino-American beauty influencer and social media personality known for his bold makeup tutorials, humor and larger-than-life presence across Instagram, YouTube and TikTok. He rose to fame with viral beauty content, has starred in his own MTV reality show, and is celebrated as an LGBTQ+ trailblazer in digital culture.
Nara Aziza Smith
Nara Aziza Smith (@naraaziza) is a South African-German model and lifestyle influencer known for her polished fashion, travel and family-centered content on Instagram and TikTok. She gained viral fame for stylish cooking and “home life” videos while sharing her life with husband model Lucky Blue Smith and their children.
Valentina Ferrer
Valentina Ferrer (@valentinaferrer) is an Argentine model, actress and former Miss Argentina 2014 who’s now a global fashion and lifestyle influencer with a strong presence on Instagram. She creates content around fashion, wellness and her life with partner J Balvin and their child while also working as an entrepreneur in the wellness space.
Sunday Kalogeras
Sunday Kalogeras (@sundaykalogeras) is a media influencer and content creator best known for her viral TikTok videos featuring lip-syncs, dance clips, fashion and lifestyle content that have earned her millions of followers.
She also shares fashion and everyday life posts on Instagram and often collaborates with her sisters on creative projects and a shared YouTube channel.
Shay Sullivan
Shay Sullivan (@shay.sullivann) is a US-based social media influencer and beauty/lifestyle creator known for fashion, makeup and hair content on Instagram and TikTok that has earned her hundreds of thousands of followers. She posts style-focused photos and videos and collaborates with brands while growing her digital creator presence.
