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Hyram Yarbro and Addison Rae Didn’t Need Beauty Brands

Hyram Yarbro and Addison Rae are the latest content creators-turned-founders to discover online fame alone doesn’t translate into beauty sales.

By the end of 2022, Yarbro’s skin care disappeared from Sephora’s stores and website. — Yarbro’s “authenticity” as an authority who could review and recommend brands and products was his greatest asset. (Courtesy)

By

Rachel Strugatz

18 January 2023

BoF PROFESSIONAL

About a year ago, at a Sephora in New York City’s Meatpacking District, I found a meagre selection of TikTok skinfluencer Hyram Yarbro’s skin care line, Selfless by Hyram, stashed at the back of the retailer. Similarly, Addison Rae’s Item Beauty, which entered the retailer several months earlier, wasn’t as prominently displayed as one would expect for someone with nearly 90 million TikTok followers.

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