The best fashion and beauty influencers in Germany

Julia Willecke was fourteen when she started her first beauty channel, and cosmetics is still her business. Two years of development went into the fragrance she has sold at Rossmann since February 2026 — water lily, vanilla, tonka, sandalwood. She also acts for ZDF.

Louisa Jindaoui started out at Zara and now does both at once: she puts her dresses to a vote and shows the renovation of her own house, room by room, in the same register. Her hair care work runs repeatedly with Schwarzkopf.

Since 2022 Lorena Rae has run her own label, RÆRE, whose Tall Edit cuts trousers for women who never find a long enough inseam. Before that she walked the Victoria's Secret runway in New York. She fronts Berlinale and Venice for Armani Beauty, and in between come long get-ready videos with the full product list.

“Fifteen cents to make, twenty for the jar” — that is how Leon breaks down what is actually inside a sixty-euro cream. He works as a product developer and formulates himself, which is why he gets as specific about the price as he does about the active ingredient. Die ZEIT ran a profile of him in April 2026.

A video about washing hair made him known in 2021, and he has stayed with the subject. Dejan Garz takes care routines apart step by step, sets drugstore products against each other, and calls his audience “Mäuse”. The master hairdresser now runs a hair care brand of his own, with the lines THE FOUNDATION and THE SENSITIVE.

Anna Kova makes clothes for curvy bodies because hardly anyone else does — she designs her own label in Lübeck and has it sewn in small runs in Łódź. On top of that sits the format that made her name: the same outfit worn two ways, and the audience decides which version wins.

Sequins, leather, olive green: Christine Eismann shoots evening wear at home, almost always with the same photographer. Beside that sit elaborately composited scenes — a lion, a throne of diamonds, a magazine cover she built for herself.

A pencilled blossom becomes an ombré dress: Paula Küttner shows the whole route — drawing, cutting, dyeing, sewing. She became known for sewing and upcycling videos, added a book in 2023, and since autumn 2025 has worked under her own name and in an atelier of her own. She designed a stage outfit for Jade Thirlwall.

Beige, brown, grey, black — Felix Ruess needs no more colour than that. He photographs wide trousers and oversized shirts against city architecture, always in the same muted palette. Cars are the second subject, and that one took a G-Class right across Iceland.

Paris, but frame by frame: Rebeca Oksana shoots her outfit clips as stop motion, together with the videographer Gian Meinecke. Her second format is colour pairings — which two shades belong together this season. What she actually wears is mostly H&M, ArmedAngels or Liebeskind.

Jana Libra writes out the full brand list for every outfit, and that is exactly what she is read for. She became known as Julia Willecke's younger sister; by now she stands for a style of her own. Her posts are set in Paris strikingly often — the most-watched is a to-do list for the city, down to the restaurant where the spaghetti hang on strings.

Anni shows how to get by with the clothes you already own: a top that sits without a single seam, a bra trick, a cut that suddenly works. It runs weekly and without much staging. Once a year the dirndl comes out for Oktoberfest, and the loungewear runs go out with Halara.

Team blonde or team brown? The question carries nearly every other post, and underneath it lies real colour work: Niclas Joshua shows balayage, lifts and corrections strand by strand. He styled Bianca Heinicke for the Bambi awards. Since 2025 the master hairdresser has worked for himself, renting a chair in a Cologne salon.

Black on black, then put to a vote: Anna Wein keeps her looks strictly monochrome and lets the audience decide. She worked with L'Oréal Paris over months, including the Cannes film festival in May 2026. A recurring motif is the coordinated twin looks she wears with a friend.

Seven body shapes, and a different neckline for each: Bille Scherzinger turns silhouette theory into concrete advice — which trouser cut, which collar, why pleated trousers work on stronger thighs. She names her audience as plainly as few in this business do: styling for women over thirty.