Are Be Influen Falling Fashio FASHION ESCAPE 32 www.glamsquadmagazine.com
FASHION auty cer Brands Out Of n? Kati Chitrakorn Morphe’s failed bet on Jeffree Star and James Charles, plus the exit of Hyram and Addison Rae’s beauty lines at Sephora, indicate a reckoning for an industry that for years has been shaped by influencers. Is the power of social media stars waning in beauty? After years of helping to drive awareness and sales for brands by producing content that feels more relatable than glitzy campaigns from traditional celebrities, many creators have launched their own brands as a way to directly monetise their engaged fan bases. But, there are signs that a shift may be underway. Selfless by Hyram, the skincare brand founded by influencer Hyram Yarbro in partnership with The Inkey List, and Item Beauty, a makeup brand launched by TikToker Addison Rae, will no longer be sold at Sephora. While Item Beauty still appears on Sephora’s e-commerce website at discounted prices, Selfless by Hyram can no longer be purchased online via the LVMHowned specialist beauty retailer. Meanwhile, Los Angelesbased makeup giant Morphe, onced valued at billion thanks to splashy collaborations with celebrity influencers, is shutting down all of its physical stores in the US. Its parent company, Forma Brands, this week entered an agreement to be acquired by a group of secured lenders after it filed for Chapter 11 bankruptcy. Yarbro says Selfless is not shuttering, and the brand plans to expand and announce new retail partners. Sephora became its exclusive retail partner in June 2021 off the back of Yarbro’s success as a skincare vlogger, with a following of 4.56 million on YouTube and 6.1 million on TikTok. Selfless says it is “gentle, non-irritating” skincare with lower www.glamsquadmagazine.com 33
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