The beauty creator continued to dominate TikTok with her creative makeup transformations this year, continually captivating her nine million-strong audience. There is data to suggest her influence goes far beyond the platform though – Google searches for content about her spiked in February shortly after she attended the Brit Awards 2022. In the lead-up to Halloween, she showed off her artistry – her video of her transforming into Insidious has almost six million views. Her best campaign? Teaming up with NYX Professional Makeup to test its Bare With Me concealer, which featured a rare voiceover that her followers loved.