01.11.23
Beauty retailer Sephora has reportedly cut ties with the beauty products of popular social media influencers Addison Rae and Hyram Yarbro.
According to Business Insider, Sephora will be pulling Addison Rae's Item Beauty and Hyram Yarbro's Selfless by Hyram from its shelves. Item products are still available to purchase on the beauty giant's site, while products from Selfless are nowhere to be found.
Rae launched Item Beauty, which is positioned as a “clean, science-backed” brand, in 2020. While Item originally launched as a direct-to-consumer brand, it entered into an exclusive partnership with Sephora in 2021. Also in 2021, Rae expanded the brand into the skincare category.
Selfless claims to be gentler than other skincare lines on the market, with products featuring lower concentrations of chemicals like retinol and salicylic acid than competitors. Furthermore, Yarbro teamed up with non-profits Rainforest Trust, Youth, and Thirst for the release of the line with the aim of protecting over 2,500 acres from deforestation, restoring over 370,000 tons of carbon dioxide into the atmosphere, and funding clean water projects in over 60 African communities in the first year after release.
In a statement, Yarbro complimented Sephora for having a “wonderful relationship” with Selfless by Hyram and successfully launching the brand. He explained that “changes in direction and retail adjustments” led to the brand winding down at the retailer. Selfless by Hyram remains available at Cult Beauty, where it entered last year.
On top of that, both brands have seen their social media followings drop too. Item went from 355,000 Instagram followers in November 2021 to 334,000 currently. And Selfless went from having 196,000 Instagram followers in November 2021 to 170,000 today.
Other possible factors include high price points and a market oversaturated with celebrity brands.
According to Business Insider, Sephora will be pulling Addison Rae's Item Beauty and Hyram Yarbro's Selfless by Hyram from its shelves. Item products are still available to purchase on the beauty giant's site, while products from Selfless are nowhere to be found.
About Addison Rae and Item Beauty
TikTok star and actress Addison Rae was ranked as the highest-earning TikTok personality by Forbes in 2020 and made the Forbes “30 Under 30” list for social media influencers in 2021.Rae launched Item Beauty, which is positioned as a “clean, science-backed” brand, in 2020. While Item originally launched as a direct-to-consumer brand, it entered into an exclusive partnership with Sephora in 2021. Also in 2021, Rae expanded the brand into the skincare category.
About Hyram Yarbro and Selfless
American skincare influencer Hyram Yarbro, whose videos primarily consist of product reviews, skincare advice and reactions to celebrity skincare routine videos, launched his skincare line Selfless by Hyram directly in Sephora in June 2021.Selfless claims to be gentler than other skincare lines on the market, with products featuring lower concentrations of chemicals like retinol and salicylic acid than competitors. Furthermore, Yarbro teamed up with non-profits Rainforest Trust, Youth, and Thirst for the release of the line with the aim of protecting over 2,500 acres from deforestation, restoring over 370,000 tons of carbon dioxide into the atmosphere, and funding clean water projects in over 60 African communities in the first year after release.
In a statement, Yarbro complimented Sephora for having a “wonderful relationship” with Selfless by Hyram and successfully launching the brand. He explained that “changes in direction and retail adjustments” led to the brand winding down at the retailer. Selfless by Hyram remains available at Cult Beauty, where it entered last year.
Why Sephora is Dropping the Brands
Rae and Yarbro both have millions of fans who follow them on TikTok, YouTube, and Instagram, however, one source said Sephora customers didn't connect with either brand, according to Insider.On top of that, both brands have seen their social media followings drop too. Item went from 355,000 Instagram followers in November 2021 to 334,000 currently. And Selfless went from having 196,000 Instagram followers in November 2021 to 170,000 today.
Other possible factors include high price points and a market oversaturated with celebrity brands.