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Why TikTok’s Biggest Stars Are Struggling to Sell Beauty Products

Sephora has dropped Addison Rae’s Item Beauty and Hyram Yarbro’s Selfless by Hyram, which launched at the retailer to much fanfare in 2021. Both influencers failed to develop brands that resonated with their followers.
Sephora ended its relationship with Selfless by Hyram at the end of 2022.
Hyram Yarbro’s ascension to Gen Z skin care authority coincided with the beginning of Covid-19.

Sephora has lost confidence in some of its most famous faces.

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