Among beauty influencers, Uche Natori is a dynamo who is shaking up social feeds. Though the U.S. is home to the largest number of beauty creators, Natori, from London, England, has become a global sensation with her flawless and unique approach to makeup.
Growing up in a predominantly White neighborhood, Natori initially struggled with makeup application, despite her passion for it. “I wasn’t the best at it from the start, but I always loved and appreciated makeup,” she recalls. Over time, through practice and learning from others, she honed her skills. Then, while studying international relations and English at Aston University in Birmingham, Natori started her own YouTube channel to explore fashion.
But it wasn’t until her 2016 placement year with Disney, in the U.K. capital, that Natori’s career began to take off. “London is the hub for the influencer industry,” she explains. “I could attend more events and connect with more brands.” As she posted on her YouTube channel, the beauty industry took notice—drawn to her talent and her captivating presence. In the beauty community, a “face card” can open many doors; Natori’s became her ticket to success.
Her social media presence skyrocketed, with Natori quickly becoming known for her makeup techniques. One of her most notable collaborations was with L’Oréal Paris, with whom she offered a master class in South Africa. Her makeup tips—including some practical advice on meticulous layering—can easily be found through an online search. “I think a common misstep people make is not layering enough,” she says. “I tend to do the same step twice, whether it’s for more coverage or a natural look. Layering your skin care properly is just as important as layering your makeup.”
Natori’s influence has grown beyond social media. She’s graced red carpets, at U.K. movie premieres like Creed III and Wicked, and attended YSL Beauty events. In 2024 she got to interview one of her idols, Rihanna, at a Fenty Hair event. “That was absolutely insane,” she enthuses. “Rihanna was super sweet—and I’d worked with Fenty all year, so meeting her was a dream.” Reflecting on her journey, the content creator credits her first job, at the footwear chain Clarks, with teaching her the importance of discipline and networking. She also points to her experience at Disney, where she learned professionalism and time-management skills that have been invaluable in her influencer career. “A lot of this job is about meeting deadlines and being professional,” she says. “Networking is a big part, though it’s something I struggle with.”
Natori’s rise to fame is a testament to her talent, her authenticity and her commitment to making makeup accessible. Rejecting the idea of gatekeeping, she encourages her followers to embrace the learning process. “It took me two years to properly learn colors, undertones and placements,” she admits. “It’s about experimenting with what you know and getting to a point where you’re happy with it for yourself.”