In the beauty world, the terms “MUA” (Makeup Artist) and “HMU Influencer” (Hair & Makeup Influencer) are often used interchangeably—but they represent two distinct roles with different goals, skill sets, and career paths. In recent years, the beauty industry has seen an explosive rise in digital content, with platforms like Instagram, TikTok, and YouTube giving beauty professionals and enthusiasts alike the tools to reach global audiences. This surge has catapulted both MUAs and HMU influencers into the spotlight, turning everyday tutorials and product reviews into major cultural moments. Whether you're a beauty enthusiast trying to understand who to follow or someone looking to break into the industry, knowing the difference is essential. In this post, we’ll break down what sets MUAs apart from HMU influencers, how their work impacts the beauty landscape, and why each plays a unique role in shaping trends, techniques, and trust online.
What is the difference?
The main difference between MUAs and HMUs lies in their scope of services:
MUAs specialise solely in makeup—they focus on enhancing facial features using makeup techniques, including foundation, contouring, eye makeup, and more. Their expertise is centred around skin tones, textures, product formulas, and creating different makeup looks for various settings like weddings, fashion, film, or editorial.
HMUs are trained in both makeup and hair styling, offering a more comprehensive beauty service. In addition to makeup, they can style hair—whether it's blowouts, updos, braids, curls, or other on-trend styles—making them ideal for clients who want a full beauty transformation from one professional.
How can brands collaborate with MUAs and HMU influencers?
Brands can effectively leverage both MUAs and HMU influencers to promote beauty products by tapping into their unique strengths. MUAs offer professional credibility, showcasing product performance in real-world settings like photo shoots or weddings, and can lead masterclasses or provide expert reviews that build trust. Meanwhile, HMU influencers drive visibility and engagement through trend-based content, unboxings, tutorials, and affiliate marketing, helping products go viral and boosting sales. Combining both is a smart strategy—MUAs provide authority and depth, while influencers amplify reach and audience connection, creating a well-rounded, impactful campaign.
What’s the biggest benefit of using MUAs in a campaign?
MUAs bring a high level of technical expertise and professional credibility to any brand collaboration, making them invaluable partners in the beauty space. Unlike casual users or influencers who may focus on aesthetics or trends, MUAs are trained to understand product formulations, application techniques, skin compatibility, and long-lasting performance. They work directly on clients with a wide range of skin tones, textures, and concerns—often in high-pressure environments like weddings, editorial shoots, fashion runways, red carpets, and film sets—where products must perform flawlessly and photograph well. Because of this hands-on experience, their endorsements are rooted in real-world testing, not just personal preference. When a professional MUA recommends a product, it's typically because it has met their high standards across multiple scenarios, which builds trust among both consumers and other beauty professionals. This level of authenticity and performance-based validation can significantly elevate a brand's reputation.
How do you find the right MUA or influencer for your brand?
MUAs like Dominic Skinner and Evie Clark bring a high level of technical expertise, industry experience, and professional credibility to any brand collaboration, making them invaluable partners in the beauty space. Unlike casual users or content creators who may focus primarily on trends or aesthetics, MUAs are trained professionals who understand product formulations, application techniques, skin compatibility, and long-lasting performance. They’ve worked directly with clients across a wide range of skin tones, textures, and concerns in high-stakes environments like weddings, editorial shoots, film sets, fashion runways, and red carpet events—where products must perform under pressure and in different lighting conditions.
Because MUAs are deeply embedded in the industry, they understand what works not just on themselves, but across diverse faces and use cases. This insider knowledge gives their product endorsements an added layer of credibility and trustworthiness. Consumers and fellow professionals alike value their recommendations because they know these artists aren’t just following trends—they’re choosing products based on performance, reliability, and real-world testing. When a professional MUA like Dominic Skinner or Evie Clark stands behind a product, it signals that the item has passed a high standard of quality, making their voice particularly influential in both professional and consumer circles.
As the beauty industry continues to evolve in both the digital and professional spaces, understanding the difference between MUAs and HMU influencers has never been more important. While MUAs bring hands-on expertise, professional training, and behind-the-scenes experience, HMU influencers such as Jess Hunt and Freya Tidy drive trends, shape consumer behaviour, and create engaging, educational content for the masses. Both roles contribute immense value to the beauty landscape, just in different ways. Whether you're a brand looking to collaborate, a consumer seeking reliable advice, or an aspiring artist deciding your path, recognising the unique strengths of each helps you make more informed decisions. In the end, it’s not about choosing one over the other—it’s about appreciating how both contribute to the creativity, credibility, and culture of beauty today.
Ready to Work with a Beauty Influencer?
If you're looking to collaborate with an MUA or HMU influencer to boost your next campaign, you’re in the right place.
Connect directly with one of our expert Matchmakers at 0203 9580 427 to discuss every detail—from creative concept and target audience to budget and execution. Prefer a quick start online? Fill out our online contact form to begin the process. Let our influencers bring authentic reach and lasting impact to your brand.
