Sephora Drops Item Beauty and Selfless by Hyram

The beauty industry has witnessed a surge in the launch of celebrity and influencer-founded beauty brands in recent years. These brands leverage the popularity and reach of their founders to connect with their target audience and carve a niche in the market. However, not all influencer-founded beauty brands achieve the same level of success. In this article, we explore the rise and fall of two such brands, Item Beauty by Addison Rae and Selfless by Hyram Yarbro, as they face the challenges of building a sustainable business in a highly competitive industry.

The Launch of Item Beauty and Selfless by Hyram

Addison Rae’s Item Beauty

Addison Rae, a prominent TikTok star known for her viral dances, ventured into the beauty industry with the launch of Item Beauty in August 2020. Positioned as a “clean, science-backed” beauty line, Item Beauty aimed to provide consumers with products free from the harmful chemicals often found in traditional cosmetics. Initially, Item Beauty operated as a direct-to-consumer brand, selling products exclusively through an online storefront.

Hyram Yarbro’s Selfless by Hyram

Hyram Yarbro, a renowned beauty vlogger with millions of followers on YouTube and TikTok, introduced his skincare line, Selfless by Hyram, in June 2021. Selfless positioned itself as a gentler alternative to other skincare brands, featuring products with lower concentrations of chemicals like retinol and salicylic acid. Unlike Item Beauty, Selfless made its debut directly in Sephora, a popular beauty retailer.

The Challenges Faced by Influencer-Founded Beauty Brands

A Crowded Market

The beauty industry has become increasingly saturated with celebrity and influencer-founded beauty brands. Over the past few years, Insider reports that as many as 25 celebrities and influencers have launched their own beauty or skincare lines. With such intense competition, it has become crucial for these brands to differentiate themselves and deliver exceptional products to capture consumer attention and loyalty.

The Power of Personal Branding

While celebrity and influencer founders bring their massive followings and dedicated fan bases to their beauty brands, building a successful business requires more than just a familiar name. Beauty brands must stand on their own in terms of product quality, efficacy, value, and brand positioning. Consumers today are savvy and informed, demanding excellence from the brands they choose to support.

The Decline of Item Beauty and Selfless by Hyram

Sephora Pulls the Plug

Despite the initial excitement surrounding Item Beauty and Selfless by Hyram, both brands faced significant challenges in maintaining their momentum. Sephora, a key retail partner for both brands, decided to discontinue their partnership. Insider has confirmed that Sephora will be removing Item Beauty and Selfless by Hyram from its shelves. While Item Beauty products remain available for purchase on Sephora’s website, Selfless products are nowhere to be found.

Lackluster Performance and Social Media Engagement

A well-connected source in the beauty industry revealed that Sephora customers did not connect with either Item Beauty or Selfless by Hyram. Correspondences seen by Insider indicated that the growth of Item Beauty had slowed significantly in recent months. The decline in social media followings was also evident, with Item Beauty losing Instagram followers from 355,000 to 334,000 and Selfless losing followers from 196,000 to 170,000.

The Success Stories: Dae Hair and Rare Beauty

Amber Fillerup Clark’s Dae Hair

While many influencer-founded beauty brands struggle to gain traction, there are success stories worth exploring. Dae Hair, founded by Instagram influencer Amber Fillerup Clark, has resonated well with customers. Investors and analysts have praised Dae Hair as an example of a brand that effectively connects with its target audience. In December, the brand secured an $8 million Series A deal, a testament to its industry recognition and growth potential.

Selena Gomez’s Rare Beauty

Selena Gomez’s Rare Beauty has also emerged as a shining example of celebrity-backed beauty success. Launched in Sephora in September 2020, Rare Beauty has consistently experienced growth. Site traffic to Rare Beauty’s website increased by over 70% between November 2021 and November 2022, according to Similarweb data. Industry experts speculate that the brand is likely performing well at Sephora too.

Lessons Learned and the Future of Influencer-Founded Beauty Brands

The challenges faced by Item Beauty and Selfless by Hyram highlight the importance of strategic planning, product differentiation, and continuous brand promotion. While celebrity and influencer founders have the advantage of a dedicated fan base, they must also focus on delivering high-quality products, establishing a strong brand identity, and adapting to changing market dynamics.

Influencer-founded beauty brands must also recognize the limitations of social media platforms like TikTok and Instagram. While these platforms are effective for brand discovery, their ability to drive product sales is limited. Brands need to establish a presence across multiple channels, including retail partnerships, to reach a wider customer base.

The rise and fall of influencer-founded beauty brands like Item Beauty and Selfless by Hyram demonstrate the challenges of building a successful business in the highly competitive beauty industry. While some brands struggle to connect with consumers and maintain growth, others, like Dae Hair and Rare Beauty, have found success by delivering exceptional products and establishing a strong brand presence. The future of influencer-founded beauty brands hinges on their ability to navigate the evolving market landscape, deliver innovation, and build lasting relationships with their customers.