A wellness coach and a farmhouse-renovation star both get filed under “lifestyle,” but they reach audiences that barely overlap, and a brand that briefs the wrong one has wasted the budget before the post goes up. That is why this page is sorted the way it is. We took 20 of the lifestyle creators people actually work with, grouped them by what they do rather than by follower count alone, pulled their current Instagram numbers, and wrote down where each one fits. The figures are live and we re-check them every month.
20 creators, 95.5M+ combined followers, 20 verified. Last checked September 2026.
How to use this list
Everything below is grouped by niche, because authority in lifestyle does not carry across them. A home-décor audience will not take a fitness coach’s word on a sofa, and a wellness following has little patience for a dessert account. Each creator has their reach, where they are based, and a line on the kind of brand they suit. If you are hiring by geography, the US, UK and Australia shortlists are right below.
The shortlists, by region
United States
Jay Shetty (18.8M), Joanna Gaines (13.7M), Farah Merhi (7.5M), Lauren Conrad (5.7M), Tieghan Gerard (Half Baked Harvest) (5.4M), Studio McGee (Shea McGee) (4.1M), Big Little Feelings (3.5M), Massy Arias (3.1M).
United Kingdom
Jay Shetty (18.8M), Louise Pentland (3.5M).
Australia
Kayla Itsines (15.4M), Natasha Oakley (3.4M), Emily Skye (2.5M), Chloe Ting (2.3M).
The full list, by niche
Wellness & mindful living
Mindfulness, personal growth and the business of feeling better. The fastest-growing corner of the whole category.
1. Jay Shetty @jayshetty ✔
18.8M followers, 10,150 posts, UK / USA
Ex-monk, chart-topping podcaster, best-selling author. Jay Shetty is the biggest single platform in wellness, full stop, and nothing else in mindfulness or personal growth comes close on reach.
2. Marie Forleo @marieforleo ✔
935K followers, 3,598 posts, USA
Marie Forleo teaches people how to build a business and actually finish things. Better suited to personal-development, productivity and small-business brands than to beauty or fashion.
3. Melissa Wood @melissawoodhealth ✔
412K followers, 1,565 posts, USA
Melissa Wood built the MWH method on pilates and breathwork for a premium, design-literate crowd. Works for high-end wellness and activewear.
4. Matt D'Avella @mattdavella ✔
356K followers, 0 posts, USA
Matt D'Avella makes calm, well-shot films about minimalism and habits. A quiet fit for productivity and intentional-living brands, and a poor one for anything loud.
Fitness
From mass-market workout apps to holistic coaching and real-body advocacy.
5. Kayla Itsines @kayla_itsines ✔
15.4M followers, 9,076 posts, Australia
Kayla Itsines co-built the Sweat app into one of the biggest names in women's fitness. Activewear and fitness-tech brands after scale start here.
6. Massy Arias @massy.arias ✔
3.1M followers, 4,742 posts, USA
Massy Arias coaches strength and talks openly about mental health, which is a big part of why her community trusts her. Good for fitness, supplements and holistic health.
7. Emily Skye @emilyskyefit ✔
2.5M followers, 3,607 posts, Australia
Emily Skye keeps it real about postpartum bodies and everyday training rather than gym-perfect content. A fit for accessible fitness and family wellness.
8. Chloe Ting @chloe_t ✔
2.3M followers, 496 posts, Australia
Chloe Ting's free workout programs went viral enough to become a verb among Gen-Z. Fitness apps and mass-market activewear reach a young audience through her.
Home & interiors
Feeds that work as showrooms, most with a product line attached.
9. Joanna Gaines @joannagaines ✔
13.7M followers, 3,449 posts, USA
Fixer Upper made her a household name and Magnolia made her a mogul. Joanna Gaines owns the warm, farmhouse, family-first end of home and garden like nobody else.
10. Farah Merhi @farahjmerhi ✔
7.5M followers, 1,540 posts, USA
Farah Merhi turned Inspire Me! Home Décor into one of the biggest home brands online, with a QVC furniture line to match. If you sell for the home and want scale, she is the first call.
11. Studio McGee (Shea McGee) @studiomcgee ✔
4.1M followers, 6,541 posts, USA
Shea McGee's studio does clean, timeless interiors, and the feed doubles as a shop window thanks to a Target line and steady product drops. A fit for furniture and home brands that want the look to feel high-end.
Family & parenting
A small, high-trust group reaching one of the most engaged, high-spend audiences online.
12. Big Little Feelings @biglittlefeelings ✔
3.5M followers, 2,081 posts, USA
Two experts, one of them a child therapist, turned toddler tantrums into the most trusted parenting account online. Family and education brands get real authority here, not just reach.
13. Louise Pentland @louisepentland ✔
3.5M followers, 5,883 posts, UK
Louise Pentland has documented motherhood, home and body-positive fashion for a UK audience for years, with a voice warm and funny enough to keep people close. Good for family, home and inclusive-fashion brands over here.
14. Amber Fillerup Clark @amberfillerup ✔
1.1M followers, 4,724 posts, USA
Amber Fillerup Clark built Barefoot Blonde around Hawaii family life and hair, then built a business on top of it. Family-travel, hair and lifestyle brands fit naturally.
Food & entertaining
Cookbook authors and recipe creators who turn a plate of food into a shoppable post.
15. Tieghan Gerard (Half Baked Harvest) @halfbakedharvest ✔
5.4M followers, 5,712 posts, USA
Tieghan Gerard's recipes look lavish and cook easy, which is exactly why the cookbooks sell the way they do. Food, kitchen and entertaining brands do well with her.
16. Sarah Fennel (Broma Bakery) @bromabakery ✔
1.5M followers, 4,691 posts, USA
Sarah Fennel photographs dessert well enough to make you bake at midnight. Baking, dessert and kitchen brands get rich visual content out of her.
17. Molly Yeh @mollyyeh ✔
895K followers, 3,170 posts, USA
Molly Yeh cooks Midwest-meets-global with a warmth that carries from her Food Network show straight to the feed. A fit for food, baking and homeware brands that want storytelling, not just a product shot.
Aspirational lifestyle
The all-rounders, blending fashion, home, travel and beauty into one world.
18. Lauren Conrad @laurenconrad ✔
5.7M followers, 1,713 posts, USA
Lauren Conrad turned reality fame into a real lifestyle business across fashion, beauty and home. Accessible-premium brands in any of those lanes fit.
19. Natasha Oakley @tashoakley ✔
3.4M followers, 5,199 posts, Australia
Natasha Oakley co-founded Monday Swimwear and lives the swim-travel-sun life her audience wants. Swim, resort and travel brands are the obvious fit.
20. Arielle Charnas @ariellecharnas ✔
1.4M followers, 8,297 posts, USA
Arielle Charnas grew Something Navy out of a personal-style blog and now folds in motherhood. Works for accessible-luxury fashion and lifestyle.
How we put this together
We started from the lifestyle rankings already showing up in search, noted who kept appearing, then pulled live Instagram figures for each name and checked every account by hand before it went in. Grouping is by main niche, order within a niche is by follower count. Numbers come from public profiles and shift constantly, so read them as roughly current rather than exact. Several of these creators are bigger on TikTok, YouTube or their own podcast than on Instagram.
Common questions
Who is the biggest lifestyle influencer right now?
By Instagram following, Jay Shetty leads this list at 18.8M followers. But the category does not really have one winner. Joanna Gaines owns home, Kayla Itsines owns fitness, and Big Little Feelings is the parenting account brands trust most, and none of them competes with the others for the same brief.
How should I pick one for my brand?
Start with the product. A sofa or a paint line points to Farah Merhi or Studio McGee, a supplement or a meditation app to Jay Shetty or Massy Arias, a baby product to Big Little Feelings, a kitchen brand to Tieghan Gerard. Every entry above says who it suits, so work down from the niche rather than the follower count.
Which creators reach a specific country?
For the US, Jay Shetty and Joanna Gaines have the most reach. In the UK it is Louise Pentland, and in Australia, Kayla Itsines and Natasha Oakley. The regional shortlists near the top have the rest.
Are the follower counts exact?
They are pulled live from each public profile and refreshed monthly, but social numbers move daily. Treat them as accurate to the month, not the follower, and keep in mind Instagram is only one of the places most of these people publish.
What actually counts as a lifestyle creator?
Someone whose audience follows how they live rather than one product category, so the work spans wellness, home, family, food, fitness and the aspirational blend of all of it. Grouping them by their main niche is the only way to make a list this broad useful.
