Who is Matthew Newman?

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Matt Newman: Elevating Hair Care with Viral Tutorials and Authentic Charm

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Matt Newman is redefining digital hair care content with humor, simplicity, and skill. Known for her catchphrase “Is it cute from the back?!?!” and signature long waves, Matt fuses hairstyling tutorials with viral storytelling on TikTok and Instagram. Her approach balances relatability with technical know-how, turning everyday hair challenges into playful, must-watch moments.

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As a New York-based hairstylist, Matt has earned the trust of millions through real-time hacks, honest product demos, and a tone that feels more like a friend than a brand. Her audience spans young beauty enthusiasts and professional stylists alike, all drawn to her down-to-earth delivery. Whether she’s testing a viral ribbon hack or showing how to fake volume with two hair ties, she keeps content rooted in accessibility and authenticity.

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Matt’s rise wasn’t overnight — her platform grew from consistency, creative edits, and strategic humor that avoids industry clichés. While her TikTok presence is explosive, her Instagram is more intimate, blending tutorials with audience commentary and product integrations. Her visual brand is instantly recognizable: confident close-ups, textured hairstyles, and a tone that invites followers to try for themselves — not just watch.

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Collaborations come naturally to Matt, as she’s built partnerships with major haircare names like TRESemmé, Living Proof, and Bumble and Bumble. But what sets her apart isn’t just reach — it’s resonance. Audiences trust her to vet trends and simplify styling, making her a reliable bridge between brands and the everyday beauty community.

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An Influencer Active on Social Media

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Matt Newman maintains a powerful presence on both TikTok and Instagram, where she engages a wide U.S.-based beauty audience through high-frequency, tutorial-driven hair content.

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Matthew Newman's Social Media Strategy Analysis

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TikTok: Matt Newman’s Viral Engine for Everyday Hair Wins

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TikTok is where Matt’s creativity explodes — her 2.8 million followers are drawn to a stream of hair hacks, quick transformations, and candid reactions. She’s mastered the art of storytelling in under 30 seconds, often starting with a bold visual or challenge and finishing with a satisfying hair reveal. This hook-to-payoff rhythm drives replayability and shares, giving her videos long lifespans.

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Matt’s content is filmed with an intimate, front-camera style that feels like FaceTiming a friend. Her expressions and tone — playful, curious, confident — pull viewers in immediately. She often tests viral products or tools with a mix of skepticism and enthusiasm, which makes her reactions both authentic and relatable. Even when hacks fail, she owns it, reinforcing audience trust.

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Posting an average of 25.7 videos per week, she maintains one of the most active content cadences in the hair care space. This frequency feeds TikTok’s algorithm while also giving her room to experiment with different tones — comedic one day, educational the next. The variety keeps her feed dynamic and her audience engaged across viewing habits and time zones.

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Her engagement rate of 0.81% at this scale — paired with an average of 479.7K views per post — proves that Matt isn’t just reaching viewers, she’s retaining them. With a daily rhythm of four uploads at 5 PM, she’s nailed timing that aligns with both U.S. early risers and global beauty audiences. TikTok is not just a platform for her — it’s where she dominates.

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• Username: @mattloveshair
• Influence Score: 88.8 / 100
• Followers: 2.8M
• Activity: 25.7 videos/week
• Engagement Rate: 0.81%
• Growth: 0% (stable)
• Average Engagement: 22.7K
• Posting Habits: 4 times a day at 5 PM EST

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Instagram: Intimacy, Reels, and Beauty Conversations in Motion

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On Instagram, Matt translates her TikTok success into a slightly slower, more conversational format. Her Reels take time to build, often with longer captions, product tags, or voiceover context that allows for deeper connection. The tone remains casual, but the platform allows for more polished editing and storytelling structure.

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Her 1.6M followers on Instagram see more behind-the-scenes personality — eye-rolls, smirks, and thoughtful captions that show she’s not just chasing trends, but shaping them. This audience gets the “why” behind the hacks, as well as brand collaborations framed more intentionally. The carousel and Stories format give her space to share additional angles, from before/afters to product links.

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Despite posting only 13 times per month, she maintains a healthy 0.29% engagement rate, which is impressive for beauty creators with over a million followers. With growth at +4.02% and nearly 62K new followers in the last month, her strategy clearly favors quality over quantity. Her content feels like a curated mix of her best TikToks plus original experiments tailored for IG’s moodier vibe.

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Posting four times daily at 1 PM, she reaches early-morning scroll sessions and international viewers alike. Instagram becomes her brand-building hub — it’s where PR partners, beauty insiders, and haircare brands come to evaluate her polish and consistency. In short, it’s the platform that turns her followers into loyal fans and customers.

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• Username: @mattloveshair
• Influence Score: 88.9 / 100
• Followers: 1.6M
• Activity: 13 posts/month
• Engagement Rate: 0.29%
• Growth: +4.02%
• Average Engagement: 4.6K
• Posting Habits: 4 times a day at 1 PM EST

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Matthew Newman's Social Media Influence Summary

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Matt Newman ranks in the top 1% globally for both Instagram and TikTok in the hair care category, cementing her as one of the most influential voices in digital beauty content.

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Learn more about the Favikon Methodology here

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Content Strategy: Humor, Hacks, and High-Trust Education

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Matt’s content strategy is rooted in one thing: making hair care simple and fun. Her visuals are tight, well-lit, and unmistakably branded with her expressive gestures and straightforward captions. Her audience isn’t just watching; they’re trying the tips at home — and tagging her in the results.

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Reachability & Partnerships

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Matt is highly reachable for partnerships — especially product demos, haircare launches, and lifestyle collaborations. She has already worked with TRESemmé, Living Proof, Bumble and Bumble, and others in the pro-beauty circuit.

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With a “very safe” brand rating, “cheerful” tone, and fully non-political stance, her content is a safe yet high-impact environment for B2C marketing. Her daily output and responsiveness make her an ideal choice for brands looking to activate fast-moving social campaigns.

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Conclusion: Matt Newman — Where Hair Meets Humor and Influence Meets Integrity

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Matt Newman has carved a space in the beauty world that is all her own — approachable, funny, and technically sound. With a stronghold on both TikTok and Instagram, she engages millions with educational and genuinely entertaining content that converts casual viewers into loyal fans.

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View the AI-powered profile

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