FASHION concentrations of chemicals than competitors. It also touts a message of social consciousness, having established partnerships with environmental nonprofits Rainforest Trust and Thirst Project. The priority ahead is keeping the product line “accessible” and continuing its mission for “social change”, he wrote in an emailed statement. “Due to changes in direction and retail adjustments, Selfless by Hyram products have been winding down at Sephora. We have had a wonderful relationship with Sephora and owe much of our success to the support of the Sephora corporate team, beauty advisors, and every client who has purchased our products in store and online.” Sephora declined to comment. Item Beauty, on the other hand, is pausing its operations entirely. The brand was launched in August 2020 by TikTok star Rae, who currently counts 88.9 million followers on the platform. Item markets itself as “a clean beauty line with lush ingredients” that helps its consumers achieve “a natural look”. While the brand originally launched direct-to-consumer, available to shoppers via an e-commerce site, it entered into an exclusive partnership with Sephora in August 2021. The launch at Sephora allowed fans to discover the brand in real life. It was also notably one of Sephora’s few Gen-Z focused, influencer-led brands. Rae shared on her Instagram Stories: “As some of you know, Item Beauty will be ending its exclusivity with Sephora and taking a hiatus while I reimagine my journey in beauty to make sure it reflects who I am today.” Products will still be available to purchase on Item Beauty’s e-commerce site throughout February, she added, sharing a 40 per cent off discount code. She declined to comment further when contacted by Vogue Business. Founded in 2008, Morphe set itself apart by partnering with influencers to provide their followers with discount codes for fans to use at checkout to purchase a specific item for a reduced price. Morphe then began embarking on deeper partnerships with powerhouse influencers, such as Jeffree Star and James Charles, who would not only promote the products online but make inperson appearances that drew so many fans that malls across America had to shut down. It led to revenues topping 0 million in 2019, according to a company presentation from December 2021 obtained by Bloomberg. However, Morphe severed ties after Star was accused of racism and harassment in 2020 and Charles was embroiled in sexual misconduct claims in 2021. Star has responded via a YouTube video titled “Doing What’s Right” in which he reflected on his behaviour on social media, apologised and talked about the importance of inclusivity to his brand. Charles has also responded via YouTube, including in a video titled “Holding Myself Accountable” in which he apologised for his actions. The priority now is to focus on e-commerce and wholesale, Forma Brands tells Vogue Business. Morphe’s stores outside the US will remain open. “We believe this shift will position Morphe to better compete in the broader beauty landscape and more efficiently reach our customers where and how they shop,” a Forma spokesperson says. www.glamsquadmagazine.com 35
Glamsquadmagazine.com is a Fashion, Culture, and Lifestyle Magazine. Targeted at an upwardly mobile segment of the Nigerian and African market, Glamsquad seeks to provide inspirational yet attainable fashion, entertainment, and lifestyle culturing to Women.
Contributing to conversations on contemporary fashion, dining, beauty, wellness, music, and movies; our goal is to positively shape the conversation on these topics in a way that Informs, inspires, empowers, and ultimately entertains Nigerian and African women.
Glamsquad magazine is for the sophisticated, tasteful, yet fun-loving woman.
Let’s hold you by your hands into the world of fashion. Like and follow us on any of our social media platforms.
Connect With Us