The American You-Tuber Angie - HotandFlashy - isn't my style at all (as regards make-up/hair/clothes) but the reason I like her content is that she really puts in the work.
If she's reviewing a foundation, for example, she'll test it through the day taking pictures to show how it looked initially, then after lunch and then towards the end of day. Then she'll do the same the next day but using a primer first. Or if she's had a cosmetic procedure she'll show and report on the results after a week, then a month, then six months, then 18 months (if it's the sort of thing that's supposed to last that long). And she's just as likely to give negative as positive reviews of products and procedures. She researches the evidence for skincare ingredients, looks for cheaper versions and shows how to use products.
This is the sort of content I want from a beauty IGer/YouTuber/influencer - not indiscriminate gushing over product. Is there a UK-based equivalent?