Who is Katy DeGroot aka Lustrelux?

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Katy DeGroot: Building a Beauty Empire through Wellness and Realness

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Katy DeGroot, better known as LustreLux, first gained recognition on YouTube through her in-depth beauty tutorials, often spotlighting personal skincare routines and makeup breakdowns. Her approachable tone and knack for simplifying product application helped her amass a dedicated beauty-following. At her peak, Katy was among the most influential makeup educators on the platform. Though her YouTube channel is now inactive, its legacy still drives her credibility today.

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She later expanded to Instagram, where her lifestyle and wellness content evolved to include fitness routines, mental health reflections, and self-care tips. Her content frequently integrates subtle brand mentions while retaining a casual tone. Katy posts consistently at 6 PM EST, maintaining structure and visibility within her loyal fan base. The shift from long-form to shorter, lifestyle-focused posts reflects her evolving content direction.

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Beyond content creation, Katy is the Founder of Thirty Years, a personal brand focused on elevated home essentials. She uses her platform not just for promotion, but as an authentic extension of her lifestyle. The brand is frequently tagged across her feed, signaling a hands-on role in its development. Her crossover from creator to entrepreneur is grounded in her audience’s trust and product alignment.

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Katy's content avoids political commentary, focusing instead on positivity, wellness, and minimalism in tone. She rarely engages in trends or viral formats, opting instead for consistency and familiarity. Her cheerful and very safe content style gives her a stable place in brand collaborations. With over 8,700 influence points and ties to figures like Desi Perkins and Shayla, she remains a respected voice in beauty and wellness.

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An Influencer Active on Social Media

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Katy has an audience spread across five platforms, with Instagram and YouTube anchoring her visibility. Her 2.1M Instagram followers make it her top-performing channel, while her legacy on YouTube (1.9M subscribers) still contributes to her brand value. Other platforms like TikTok and X are currently inactive.

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Katy DeGroot's Social Media Strategy Analysis

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Instagram: The Core of Her Current Influence

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Katy’s Instagram is a curated space where fashion, fitness, and beauty converge. Her feed features brand events, mirror selfies, and high-glam makeup looks—often in collaboration with Rare Beauty, Fenty, and Alo. Her aesthetic leans minimal but never sterile, with soft lighting and warm tones that feel personal. It’s less about daily life and more about delivering polished lifestyle content with commercial quality.

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She leans into seasonal style cycles, using captions like “butter yellow ftw” and embracing texture-heavy looks in sync with trending palettes. Her stories extend her brand’s intimacy—sharing skincare favorites, quick workouts, and meal ideas with wellness undertones. This real-time format builds loyalty with her audience, who rely on her for both aspirational and relatable takes. She avoids excessive product tagging, keeping the focus on trust over sales.

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Unlike many creators who rely on giveaways or CTA spam, Katy sustains her growth through design consistency and campaign-worthy posts. Her audience engagement remains high (with 15K+ likes on recent posts), showing that followers are deeply invested in her point of view. While some posts feature brand partnerships, the aesthetic rarely changes—blending sponsored and organic seamlessly. The result is a visually harmonious feed that drives silent conversion.

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She also leverages Instagram Live for behind-the-scenes and unfiltered Q&A sessions—moments that reveal her long-standing bond with followers from her YouTube days. Whether swatching a new lip gloss or discussing her skincare routine, her tone remains conversational and grounded. This layered approach makes Instagram both a billboard and backstage pass. For Katy, the platform is about brand-building with personality, not just beauty posts.

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• ‍Username: @katy
• Influence Score: 80.1/100‍
• Followers: 2.1M‍
• Activity: 7 posts/month‍
• Engagement Rate: 0.41%‍
• Growth: -0.2%‍
• Average Engagement: 8.8K‍
• Posting Habits: Twice a week at 6 PM EST

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YouTube: A Legacy Platform With Minimal Activity

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While Katy’s upload frequency has slowed, her YouTube channel remains a central archive of her beauty evolution. Her most-watched videos range from tutorial-style breakdowns to GRWMs (Get Ready With Me) that offer a full view of her product preferences. She isn’t trend-chasing here—instead, she revisits timeless formats like “Full Face of First Impressions” or “My Everyday Makeup,” which continue to perform well. These formats create content longevity and searchability.

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Katy’s beauty tutorials are known for their calm, talk-through format—eschewing fast cuts or TikTok-style editing. She maintains a deliberate pace, letting viewers follow along and absorb her insights. She’s particular about shade names, textures, and product wear-time—building credibility that fans return for. Her channel isn’t just entertainment; it’s an archive of tested beauty advice.

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• ‍Username: @katy
• ‍Influence Score: 21.1/100‍
• Followers: 1.9M‍
• Activity: 0 videos/month‍
• Engagement Rate: 0%‍
• Growth: 0%‍
• Average Engagement: 0‍
• Posting Habits: Once a year at 7 PM EST

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TikTok: Brief Momentum, Now Inactive

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On TikTok, Katy experiments more than she does on other platforms—sharing offbeat GRWMs, filters, and subtle humor. While the tone is more relaxed, she doesn’t chase virality through gimmicks. Her presence on the app is limited but effective, often tying into trending beauty products without veering off-brand. When she posts, it's concise but impactful—rarely exceeding 30 seconds.

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She uses TikTok to test concepts before expanding them into longer YouTube content. For instance, a quick “clean girl” beauty look might later appear as a 10-minute tutorial on YouTube. This feedback loop allows her to stay attuned to younger Gen Z viewers without diluting her core style. Her videos typically feature no heavy transitions, allowing the focus to remain on products and technique.

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TikTok is also where she embraces her wellness angle, occasionally highlighting protein smoothies, gym routines, and everyday health habits. These clips add depth to her content strategy and reinforce the aspirational side of her brand. Rather than appearing overly curated, they offer a glimpse into her real-time lifestyle shifts. It’s Katy unplugged—but still on-brand.

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While her following on TikTok is smaller than on YouTube or Instagram, it’s growing steadily due to high retention and relatable content. Her approach here is not about mass appeal—it’s about attracting the right followers who resonate with her slow-glow beauty philosophy. This deliberate pacing contrasts with TikTok’s fast content churn, giving her profile standout value. She’s not trying to go viral—she’s trying to stay consistent.

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• ‍Username: @katydegroot‍
• Influence Score: 12.8/100‍
• Followers: 129.2K‍
• Activity: 0 videos/week‍
• Engagement Rate: 0%‍
• Growth: 0%‍
• Average Engagement: 0‍
• Posting Habits: Once a year at 8 PM EST

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X (Formerly Twitter): Fully Dormant

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Katy’s activity on X has slowed significantly over the past few years. While she once used the platform to engage with fans and share real-time thoughts, she now opts for more visual-first platforms. Her older tweets remain live, often showcasing product commentary, brand love, and industry shoutouts. However, this platform is no longer a focus in her strategy.

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Her presence here still has value in terms of legacy search. Fans often cite old tweets about launches or opinions, giving the account a secondary life as a historical log. Some beauty brand mentions continue to receive engagement years later. Though dormant, her Twitter remains aligned with her authentic tone—casual, funny, and occasionally self-deprecating.

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• ‍Username: @lustrelux‍
• Influence Score: 7.8/100‍
• Followers: 447.8K‍
• Activity: 0 tweets/week‍
• Engagement Rate: 0%‍
• Growth: -0.15%‍
• Average Engagement: 0‍
• Posting Habits: Once a year at 12 PM EST

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Lustrelux’s Social Media Influence Summary

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Katy’s Favikon Influence Score is 8,716 points, placing her in the Top 2% for Makeup in the U.S. and Top 9% on Instagram both nationally and globally. She ranks #179 in Makeup (U.S.) and #1141 worldwide—figures that reflect more than follower count, emphasizing her brand safety and long-term trust. While her recent growth is modest, her consistent relevance in the beauty space remains undeniable.

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Learn more about the Favikon Methodology here

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Content Strategy: Wellness Meets Minimalism

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Katy’s content strategy is built around intentionality, not noise. She doesn’t post daily or jump on every trend—instead, her focus is consistent, calm, and deliberate. Whether it’s skincare tips, workout shots, or home decor inspiration, each post aligns with her minimalist wellness philosophy. Her brand safety and positivity scores are both very high, signaling suitability for partnerships with health and beauty brands.

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Reachability and Partnerships

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Katy’s audience reach is anchored in a core beauty community that has followed her since the early days of YouTube glam tutorials. Many of her Instagram followers are long-time subscribers, making her engagement deeply rooted in trust and product familiarity. She isn’t chasing virality—she’s speaking directly to an audience that’s invested in her routine, style, and recommendations. This makes her highly effective for legacy and premium beauty campaigns.

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She rarely experiments with unfamiliar formats or unrelated trends, instead opting to showcase consistent visuals, soft glam looks, and partner launches. Her reach is strongest among millennial beauty consumers who value brand continuity and authenticity over novelty. Even without high posting volume, her audience remains responsive to product features and life updates. It’s a loyal, curated reach—not a viral one.

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Conclusion: A Legacy Built on Trust and Timeless Glam

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Katy DeGroot has successfully evolved from tutorial creator to wellness advocate and entrepreneur. While she’s scaled back her content volume, her influence remains strong in the U.S. beauty space, and her brand Thirty Years adds long-term depth to her creator profile. With a loyal following, high-quality network, and a track record of positive, audience-first content, Katy continues to be a reference point for beauty creators prioritizing consistency, care, and community.

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