Who is Ester Lima?

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Ester Lima: Shaping Brazil’s Curly Hair Movement with Authenticity and Expertise

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Ester Lima is a Brazilian beauty influencer who has become a prominent voice in the curly hair care community. Her content focuses on promoting natural hair routines, effective product use, and embracing one’s texture with pride. Based in Brazil and speaking primarily Portuguese, she connects deeply with her local audience while remaining relevant on a global scale. Her presence is a refreshing mix of expertise and authenticity.

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She creates structured tutorials, product reviews, and routine breakdowns that guide her followers through the complexities of maintaining healthy curls. Ester doesn’t just recommend products—she educates on how to use them, when to apply them, and why they work. Her content is visually clean, easy to follow, and often features real-time results. This has earned her trust and credibility across all platforms.

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What sets Ester apart is her ability to balance personal content with professional insights. She frequently shares glimpses of her daily life, adding a relatable layer to her brand. Her routines reflect real hair care struggles, making her posts more meaningful than polished influencer aesthetics. Through these everyday moments, she turns education into empowerment.

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With partnerships from brands like Apice, L'Oréal, and Soul Power Brasil, Ester has proven her commercial value while staying true to her voice. She consistently ranks in the top tier of beauty influencers in Brazil, especially within the haircare niche. Her rise in the digital space is driven not by trends, but by consistency, clarity, and a deep understanding of her audience. Ester Lima is not just an influencer—she’s a trusted guide for anyone navigating natural hair care.

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An Influencer Active on Social Media

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With a presence across TikTok, Instagram, and YouTube, Ester Lima connects with over 3.6 million followers through platform-specific strategies rooted in hair care expertise and engaging routines.

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Ester Lima's Social Media Strategy Analysis

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TikTok: Where Curls Come to Life in Real Time

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TikTok is Ester Lima’s largest platform, with 2.1M followers, and it serves as her core hub for curly hair care education. Her videos are concise, visually engaging, and often centered on problem-solution formats. She leverages TikTok’s fast-paced, trend-driven algorithm while staying grounded in niche value. From “wash day” vlogs to porosity explanations, her content has real educational depth.

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Ester’s visual strategy is clean and close-up, often filmed in natural lighting with minimal distractions. This draws attention to hair texture and transformation, which is key to her audience's interest. Text overlays, emojis, and product tags are used strategically to increase retention and relevance. She ensures each clip provides immediate visual payoff — a key factor in TikTok virality.

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She’s highly consistent, posting around 2.4 videos per week, and tends to publish content twice a week at 5PM, tapping into early viewer activity. Despite no recent follower growth (+0%), her engagement remains strong at 3.13%, with average views per video around 367.2K. She maximizes content utility by focusing on product routines and hair health outcomes.

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This platform allows Ester to be casual, direct, and unfiltered while still offering high-value tips. Her authority in the hair care niche comes not from viral challenges but from solving recurring problems for curly-haired viewers. Brands like L'Oréal and Apice partner with her here due to the authentic product demonstrations and trust she’s built. TikTok is where her expertise meets mass visibility.

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• Username: @byesterlima
• Influence Score: 87.2/100
• Followers: 2.1M
• Activity: 2.4 videos/week
• Engagement Rate: 3.13%
• Growth: 0%
• Average Engagement: 65.7K
• Posting Habits: Twice a week at 5 PM EST

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Instagram: High-Impact Visuals Meet Community Warmth

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Instagram is Ester’s second largest platform with 1.3M followers, and it offers a warmer, more personal take on her content. Here, she showcases lifestyle moments, hair routines, and aesthetic transformations in both Reels and static posts. Her visuals are polished and bright, leaning into “feel-good” beauty that complements her educational style. It’s a platform where professionalism meets relatability.

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She uses Reels to amplify what works on TikTok, but tailors the aesthetic for Instagram’s more curated audience. Carousel posts often include quotes, product benefits, and style breakdowns — a format that performs well among beauty followers. Her most engaging content includes “before and after” routines and soft tutorials framed by engaging captions. It’s a careful mix of vibe and value.

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Ester posts about 5 times per month, consistently once a week at 5 PM, aligning her output with optimal engagement windows. With a 3.89% engagement rate and average post engagement of 51.9K, she maintains a loyal community. While growth is slightly negative (-0.67%), her audience is clearly responsive and invested. Her consistent aesthetic and brand alignment ensure lasting impact.

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Instagram is also where she leans into partnerships more visibly — tagging brands, running giveaways, or teasing tutorials sponsored by hair care companies. This visual-first approach lets her emphasize product packaging, usage steps, and finished results. It’s a platform that helps her translate educational authority into aspirational influence. For beauty collaborations, it’s her most brand-ready space.

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• Username: @byesterlima
• Influence Score: 91.6/100
• Followers: 1.3M
• Activity: 5 posts/month
• Engagement Rate: 3.89%
• Growth: +0.67%
• Average Engagement: 51.9K
• Posting Habits: Once a week at 5 PM EST

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YouTube Shorts: Niche Authority in Bite-Sized Visuals

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Although YouTube is Ester’s smallest platform with 270K followers, it’s rapidly gaining traction due to her consistent short-form content. She repurposes her best TikTok and Instagram videos into Shorts, optimizing for searchability and retention. These videos typically include high-quality tutorials, styling ideas, and product usage tips. Her approach is quick, effective, and highly visual.

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She averages 1.2 videos per month and posts once a week at 8PM, with a lighter upload schedule compared to her other platforms. Her content here performs well with an average view count of 20.2K and 2K engagements per post. The engagement rate is lower at 0.74%, but YouTube’s longevity and discoverability still offer valuable exposure. Growth is notably strong at +7.49%.

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The YouTube Shorts format suits Ester’s ability to deliver fast, result-driven beauty content without filler. While long-form YouTube isn’t her current focus, her strategy on Shorts aligns well with current beauty consumption trends. It’s a growing pillar in her presence, giving new audiences a way to discover her outside Instagram or TikTok. This passive discovery model strengthens her brand recall.

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Ester’s YouTube content is also more SEO-friendly, with titles like “16-Step Hair Routine” or “Finishing Your Curls with Me,” which help in capturing viewers via search. The captions and comments reflect audience curiosity and loyalty, showing that even with modest numbers, the trust runs deep. YouTube complements her multi-platform strategy by turning short content into long-term visibility.

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• Username: @byesterlima
• Influence Score: 85.8/100
• Followers: 270K
• Activity: 1.2 videos/month
• Engagement Rate: 0.74%
• Growth: +7.49%
• Average Engagement: 2K
• Posting Habits: Once a week at 8 PM EST

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Ester Lima's Social Media Influence Summary

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Ester Lima ranks in the top 1% for haircare content both in Brazil and globally. With a total Favikon score of 9,051 points, she holds a level 2 influence badge, putting her above most of her niche peers. She’s currently ranked #4 for haircare in Brazil and #28 worldwide—clear indicators of her credibility and traction within the beauty community.

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Learn more about the Favikon Methodology here

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Content Strategy: High Trust, Routine-Based Storytelling

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Ester’s success hinges on clarity, not flash. Her videos are usually shot in soft lighting, in-home environments, and always focus on technique and results. Instead of pushing aspirational luxury, she positions beauty as a process—one based on effort, knowledge, and self-care.

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Reachability and Partnerships

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Ester is highly reachable and has proven her ability to maintain long-term partnerships with brands like Apice, Soul Power Brasil, and Forever Liss. She has tagged Apice over 30 times, signaling consistency and trust.

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Her campaign ripeness is strong, particularly for hair-focused and vegan beauty brands. With her content categorized as “very safe” and “bright,” she is brand-safe and maintains positive, non-controversial engagement. Her Brazilian audience is both loyal and responsive—especially to new product integrations done via tutorials.

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Conclusion: More Than Just a Creator—A Community Educator

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Ester Lima’s journey is one of commitment to a clear niche, consistent value, and audience empowerment. She’s not just influencing beauty standards—she’s educating her audience to define beauty for themselves, one curl at a time.

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