The Changing Landscape of Beauty Influencers: Is the Power of Social Media Stars Waning?

The power of social media stars in the beauty industry may be on the decline, as evidenced by recent developments with popular influencer-founded brands. Selfless by Hyram, the skincare brand created by influencer Hyram Yarbro, and Item Beauty, the makeup brand launched by TikTok sensation Addison Rae, are facing setbacks in their retail presence.

Selfless by Hyram, known for its gentle and socially conscious skincare products, will no longer be sold at Sephora, its exclusive retail partner since June 2021. Yarbro insists that the brand is not shutting down and plans to expand and announce new retail partners in the future. However, the brand’s products are no longer available for purchase on Sephora’s e-commerce website.

On the other hand, Item Beauty, which markets itself as a clean beauty line for achieving a natural look, is pausing its operations entirely. The brand, launched by TikTok star Addison Rae in August 2020, entered into an exclusive partnership with Sephora in August 2021. This move allowed fans to discover the brand in real life and positioned Item Beauty as one of Sephora’s few Gen-Z focused, influencer-led brands.

These developments come at a time when Morphe, a makeup giant once valued at $2 billion, is shutting down all of its physical stores in the US after filing for Chapter 11 bankruptcy. The parent company, Forma Brands, has entered into an agreement to be acquired by a group of secured lenders.

The shifting landscape in the beauty industry raises questions about the long-term viability of influencer-founded brands and the impact of social media stars on consumer behavior. As these brands navigate challenges and changes in the retail landscape, the future of influencer-led beauty brands remains uncertain.