Is the power of beauty influencer brands waning? Years of helping brands drive awareness and sales by producing content that is more relatable than traditional celebrity flashy campaigns Many creators launch their own brands as a way to directly monetize their loyal fan base. But there are signs that change may be underway.
Selfless by Hyram, a skincare brand founded by influencer Hyram Yarbro in partnership with The Inkey List, and Item Beauty, a makeup brand founded by TikToker’s Addison Rae, are no longer selling on Sephora. Item Beauty will continue to be available at discounted prices on Sephora’s e-commerce website, but Selfless by Hyram is no longer available for purchase online from specialty beauty retailers owned by LVMH.
Meanwhile, Los Angeles-based cosmetics giant Morphe, once valued at $2 billion thanks to flashy collaborations with celebrity influencers, is closing all of its brick-and-mortar stores in the US. . Its parent company, Forma Brands, agreed to be acquired by a group of secured lenders after filing for Chapter 11 bankruptcy this week.
Yarbro says Selfless isn’t shutting down, and the brand plans to expand and announce new retail partners. Sephora became its exclusive retail partner in June 2021 on the back of his success as a skin care vlogger for Yarbro, with his 4.56 million followers on YouTube and his 6.1 million followers on TikTok. rice field. Selfless says its products offer “gentle, non-irritating” skin care with lower concentrations of chemicals than its competitors. Advertises a message of awareness.
Going forward, our priority is to keep our product line ‘accessible’ and continue our mission of ‘Social Change’. We have a great relationship with Sephora and much of our success is due to the support of our corporate team, our beauty advisors and all of our clients who have purchased our products in store or online.” declined to comment.
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A swipe of Instagram reveals that most beauty products have sans-serif typefaces, kitschy names, and, of course, millennial pink palettes. , and… not cute at all. Is this the end of Shelfie?
Item Beauty, on the other hand, has completely shut down. The brand was launched in August 2020 by his TikTok star Rae. Rae currently counts 88.9 million followers on the platform. The items are marketed as a “clean beauty line with rich ingredients” to help consumers achieve a “natural look.” The brand initially launched direct-to-consumer sales available to shoppers via its e-commerce site, but in August 2021 she entered into an exclusive partnership with Sephora. The launch on Sephora allowed fans to discover the brand in action. It was also his one of Sephora’s few Gen Z-focused, influencer-driven brands.
Ray said on Instagram Stories: The products will still be available for purchase on her Item Beauty e-commerce site throughout February, she added, sharing a discount code for 40% off.She declined to comment further when contacted by vogue business.
