Some of the most popular hime gyaru brands are to my knowledge Jesus Diamante and Liz Lisa, to state a few examples. I think it's pretty, but still has that rockish part of gyaru in it. That's why it's not lolita, but gyaru.
The girl in the last picture is probably a lolita, since she's wearing many popular lolita brands, and it looks like she's wearing a high-waisted skirt which is commonly associated with lolita. And the girl in the second-to-last picture is most definitely just a gyaru. Hime is just what it sounds like, 'princess'.