Sephora launches Addison Rae’s Item Beauty and Hyram Yarbro’s Selfless

Sephora launches Addison Rae’s Item Beauty and Hyram Yarbro’s Selfless

Sephora launches Addison Rae’s Item Beauty and Hyram Yarbro’s Selfless

  • Influential brands Item Beauty and Selfless by Hyram are being pulled from Sephora.
  • Addison Rae launched Item Beauty in 2020 and Hyram Yarbro launched Selfless in 2021.
  • Industry sources told Insider that influencer-founded beauty brands have seen mixed results over the years.

It appears that the beauty products of two popular influencers – Addison Rae and Hyram Yarbro – may no longer be available in shopping malls in America.

An insider has confirmed from a well-informed industry source that Sephora will be pulling Item Beauty Addison Rae and Selfless by Hyram Hyrama Yarbro from its shelves. While Item products are still available for purchase on the beauty giant’s website, Selfless products are nowhere to be found.

Representatives for Rae and Yarbro did not respond to Insider’s requests for comment prior to publication. Sephora also did not respond to an Insider’s request for comment.

Item Beauty was launched in August 2020 by Rae, who gained internet fame by recreating viral dances on TikTok. Her brand positions itself as a “clean, science-backed” line, free of chemicals found in traditional cosmetics.

While Item originally launched as a direct-to-consumer brand – selling to customers via an online store – it entered into an exclusive partnership with Sephora in August 2021.

Yarbro, a beauty vlogger whose skincare teaching videos have earned him millions of followers on YouTube and TikTok, launched his Selfless by Hyram skincare line directly at Sephora in June 2021.

Selfless advertises itself as gentler than other skincare lines on the market, offering products with lower concentrations of chemicals such as retinol and salicylic acid than competitors.

Rae and Yarbro’s fame suggested that their brands were poised to succeed with their target audience – the millions of fans who followed them on TikTok, YouTube and Instagram. However, a well-informed source in the beauty industry said Sephora customers did not connect with either brand, according to correspondence seen by Insider.

“It’s sort of a fallen star,” said Shannon Coyne, co-founder of Asbury and Coyne Advisors, noting that the brand’s growth has slowed significantly in recent months.

“You lose TikTok and Instagram and you’re out of business”

Skincare influencer Hyram Yarbro looks in the mirror.

Hyram Yarbro has millions of followers on social media, but his brand isn’t doing so well at Sephora.

Selfless by Hyram



That companies like Item and Selfless are struggling is no shock to beauty connoisseurs. Over the past three years, Insider has discovered that as many as 25 celebrities and influencers have launched beauty or skincare brands, and only the best of them have been able to climb to the top.

The news of Item and Selfless comes just a week after Morphe Cosmetics, a beauty chain known for its collaborations with influencers, announced it would close all of its stores in the US.

“Celebrities rely on their surname, but there has to be more than just a name, because they fall in and out of favor,” Coyne said.

Item products had been heavily discounted at Sephora for weeks, signaling that the beauty chain was likely looking to get rid of stock.

Moreover, Rae herself has been relatively silent about the brand on social media. She last posted an entry about the brand on her personal Instagram feed on September 29, 2022.

“Sephora is a retailer, not a manufacturer,” Jeffrey Ten, a beauty industry veteran and president of Global Indie Brand Development, told Insider. “They’re selling you space. They don’t build your brand. You are responsible for building your brand.”

Both brands also saw a drop in social media followers. Rank has gone from 355,000 Instagram followers in November 2021 to 334,000 today, according to Social Blade data. And Selfless has grown from 196,000 Instagram followers in November 2021 to 170,000 today, according to Social Blade.

“You lose TikTok and Instagram and you’re out of business,” Ten said.

TikTok stars like Rae have struggled to form lasting bonds with their fans. While it’s a good platform for discovery, there’s a limited ability to sell in-app products, agents and developers told Insider.

Celebrity endorsed brands include bright spots like Selena Gomez’s Rare Beauty

That’s not to say that all celebrity-founded beauty brands fared poorly.

Dae Hair, founded by Instagram influencer Amber Fillerup Clark, is touted by investors and analysts as an example of a brand that resonates well with customers.

In December, the brand announced an $8 million Series A deal led by Verity Venture Partners – a rare bright spot in a time when many investors have pulled out of new deals in the consumer space.

Similarly, singer Selena Gomez’s Rare Beauty has been cited by several industry sources as another great example of celebrity-backed beauty success.

The brand launched at Sephora in September 2020 and has seen steady growth. Rare Beauty website traffic increased over 70% between November 2021 and November 2022, according to data provided to Insider by analytics platform Likeweb. One industry expert said the brand is likely doing well at Sephora as well.

Whether a beauty brand will stand the test of time ultimately seems to depend on how much personal capital a celebrity or influencer is willing to invest in it.

“Celebrities and influencers with their embedded communities can be great brand boosters and early adopters, but just being a talent-driven brand today is not enough,” one investor focused on beauty startups told Insider.

“Consumers are extremely astute and well-informed and the market is highly competitive; In order to truly resonate with the consumer, it is imperative that brands are able to stand on their own in terms of product quality, effectiveness, value and brand positioning,” they added. .

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