Wayne Goss

Overview

Wayne Goss is a big name in the beauty world, known for his honest advice and no-nonsense approach to makeup and skincare. He's built a loyal following of nearly 5 million across platforms, but his YouTube channel is where he truly shines. While he's a global creator ranked in the top 6% worldwide on the platform, it's his genuine personality and expert tips that keep fans coming back for more.

Performance At A Glance

Wayne's got a massive audience that's steadily growing. While a 0.15% growth in 30 days might not sound huge, it's significant when you're already talking about millions of followers! He's ranked in the top 5% of creators in the UK, his home country, and while his global ranking is solid, there's always room to climb higher. The best part? His fans are super engaged with his content, clocking in an average engagement rate of 6.71%, which is fantastic. And with a CreatorDB score of 96/100, it's clear he knows what he's doing! This high score signifies he's hitting all the right notes in terms of content quality, consistency, and audience connection.

What They Create

Wayne creates a mix of how-to guides, product reviews, and vlogs, all centered around beauty and skincare. He primarily focuses on long-form YouTube videos, but he's also experimenting with Shorts and dabbling on Instagram and TikTok. He doesn't shy away from controversial topics, as seen in videos like "MAKEUP TRENDS THAT NEED TO DIE IN 2026 - PART TWO!!!!" which has garnered a whopping 23.44% engagement rate. Another hit is "BEAUTY TRENDS THAT NEED TO DIE IN 2026!" where he fearlessly shares his opinions, resulting in huge views and engagement. What makes his content stand out is his honesty, expertise, and willingness to call out trends he doesn't agree with – a refreshing change in the often-filtered beauty world.

Why They're Great & Where They Can Grow

Wayne excels at providing honest, expert advice that people trust. His no-nonsense approach and willingness to speak his mind are definite strengths. He's also great at sparking conversations and engaging his audience. A potentially exciting opportunity could be exploring collaborations with other experts (like his recent video with Dr. Zoë Harcombe) to broaden his appeal and offer even more diverse perspectives. He could also leverage his shorter-form content on TikTok and Instagram to drive even more traffic to his main YouTube channel.

Bottom Line

For brands, Wayne Goss is a fantastic partner for authentic product reviews and tutorials. For Wayne, continuing to experiment with different content formats and collaborations could unlock even more growth and engagement. Consider focusing on topics that spark debate and conversation!