Natalie O’Neill is one of the UK’s most influential skincare enthusiasts with a combined following of over 1.4 million across her Instagram, TikTok, YouTube and Substack platforms. Her mission is simple: to demystify the skincare industry and democratise skincare information on a mass scale.

Her Substack has become one of the standout examples of creator-led media done right, growing 41.5% between March and April 2026 alone and now reaching over 11,000 subscribers. Her blog, natalieoneilll.com, informs 150,000 readers monthly and has amassed more than three million visitors since 2023.

Before building her platform, Natalie spent a decade in marketing – including six years at a fashion brand – giving her a rare insider understanding of how products are positioned and sold to consumers. It’s this background that makes her voice so distinctive: she knows exactly how the industry works, and her audience knows it too.

Natalie’s independently conducted audience research – including a hormonal acne survey completed by 6,782 followers – is a testament to the depth of trust she has built. She is a long-term ambassador for Aveeno, Dr Sam’s and Dermatica, and a sought-after panellist for brands including Cetaphil and OPI.