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Because certain opinion leaders have such an influence over their niche, companies find it extremely valuable to find these particular peoplt to represent their products, though oftentimes, many companies will use people like actors and actresses to represnt a beauty company or raise awareness for a cause e.g. BLM, Stop Asain Hate, and LGBTQ+ support). Since opinion leaders have an influence over people, this can drives sales up for the company or creat more awareness.

Nikkie de Jager, also known by her Instragam handle as Nikkietutorials, is a trans woman who vlogs beauty products. With an astounding 13.8 million followers, she gives tutorials on makeup trends and critiques makeup. Since her stardom through social media, she has also done makeup for celebreties and it appears that she will be one of the judges for a show in the Netherlands (where she's from).

With a smaller following, Hidden San Diego has roughly 188,000 followers. With about 2,500 posts on hidden gems to visit across San Diego, they have also published a book on it as well as expanded their website to include membership and are selling merch (like tshirts). They also have gone outside of San Diego and have also created another Instagram handle called Hidden California.