The unique struggle of influencer beauty brands
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- čas přidán 14. 02. 2023
- Addison Rae, Hyram Yarbro, and James Charles all have one thing in common. Apart from being popular influencers, they also all had beauty brands that ultimately didn't do so hot. Want to know why? Watch the full video to find out, and let me know in the comments if you bought any of these brands and what you thought of them.
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Tags: #beauty #businessnews #makeup #makeupbusiness #businessanalysis
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Quality content. As a product marketing manager, this is an excellent analysis of the influencer marketing skincare brands. Thanks so much! I’ll continue supporting.
Thank you so much! That means a lot to me!
Im very interested in the topic of marketing/management. Are there any books you recommend me to read???
another reason why hyram's skincare line failed is because he started getting flack for not having any credentials to make the claims that he did on his videos, losing the public's favor.
That too but I think a bigger reason is because people expected Hyram's products to be cheaper. It didn't help that he partnered with Inkey List since that brand's price point on the real lower end.
Not to mention the greenwashing, which he was hard on other brands for doing only for him to do it himself. He was just kinda full of it
@@hind__ this!
It was performative, green washed, overly priced, and he had no credentials. He didn't bring anything new to the skin care table. His marketing was deeply problematic because he used the method of white saviorism, which is something he had previously spoken out against
Exactly. He kept calling himself a skincare “expert” before he ever worked in the beauty industry at all and I was always questioning expert of what/how.
Glossier, Huda, Michelle. They ALL have one thing in common. They're grown! They had an actual vision. A dream. A plan. An execution. They created themselves. They put in the work. They did everything and hustled on their own to get where they are. These tiktok kids were handed this "platform" on a silver platter. They were approached by established brands for partnerships and collabs. Tiktokers were literally children in high school that copied other people's dance moves for ten seconds. Michelle had been in CZcams for years. She promoted herself. Which blossomed into her brand. Same with Huda and glossier. And! They're still here going very strong! They're the brains and heart. That's the difference.
And their products are good
Same with Krave beauty
They just produce one staple product, time and serve the market, have great well researched formulas and then build/expand around it. Most influencers rely on trends and fads.
@@jessicaadaora9109 this lol!
@@stephaniemoura9325 oh yes! Absolutely!
One of the successful examples would be SimplyNailogical. However she doesn’t really fit in this discourse - the integrity, hard work, smarts and genuine love for nail polish made the brand Holo Taco seem like a legit business, not like a way to make a bit more cash.
Well, every business is here to make money 😂 but what I mean is that it was done well, not trying to make the most money selling crap for enormous prices
Interesting - thank you for sharing!
And she also had a full time job working for the government or something, I think that contributes to consumers thinking/realizing that she isn't doing it for a quick buck.
I think its important to point out that inside the niche of nail polish, influencer products are not that common. So the idea retained its novelty factor.
Apart from that, simplyNailogical is huge on her niche, her selling products is comparable to pewdiepie selling his gamer chairs. The amount of people who were ready to buy where huge.
And finally, she did a lot right, her marketing was great, the name of her brand could only be that, and her first products made sense to the consumer. Once she stablished her brand, she was smart on the launch dates, faithful with formulation and remained constant in her yt presence and her brand growth.
she’s also such a sweet and endearing person. i would love to buy from holo taco but i don’t think they ship to where i live.
I don't buy from influencer brands. I honestly don't even watch reviews much anymore just because people lie so much for money. I just find something that interests me and read customer reviews. That's good enough now.
same
Lol same!
Same!
I never bought an influencer brand in my life. To me, 99% are just cash grabs.
Ok but it's not the flex you think it is. Buying a unilever or clinique cream is not necessarily a better choice for you or for the market.
Michelle Phan brand is the only one that is actually good.
@@anakindonissa Yeah, I heard good things about it, but it’s not available where I live.
Shaaanxo’s brand is also pretty legit, it think it’s very successful in NZ.
@@j____397 i bought it via her website. I think its also under Yesstyle ? Who is shaanxo
Not always! Have you heard of krave beauty? I think the influencer brands that fail is because they’re simply one more brand relying on the influencers image to sell, but there are some influencers that have came out with a proper company and brand that actually makes good products, for me, Krave beauty by liah yo is the best example! She is a skincare brand owner first, influencer second, I think that’s why it works
I think a lot of problems are caused by how over saturated the 'influencer' make-up industry became. I hope that consumers are getting wiser to the shady marketing techniques. One thing I find really annoying is when a company claims to be 'clean beauty'. There is no definition for 'clean' so it means absolutely nothing. Company's jumping on the bandwagon and greenwashing is such a cynical marketing ploy. This was really interesting, have a great day.
yes yes yes. i’m so tired of the fear mongering around it. just use whatever makes you happy ✨
I bought the Kosas tinted oil from Sephora a few weeks back and when it came it was absolutely rancid. I was in denial at first and still put it on my face before I went to work. By the end of the day my face was covered in rashes. Turns out there’s not a single preservative in there besides tocopherol- and they put no expiry dates in it!! How can these companies call themselves “clean” when they try selling you products that are moldy and actually dangerous to your health ?! Why not just put an actual stable preservative in? SMH. Never buying from Kosas or another “clean” beauty brand again!
Yeah ‘clean beauty’ is a red flag for me. A sign the company is trying to sell fear (and almost always on debunked non scientific info)
Whats greenwashing?
@@samruddhisaoji7195 Hi Samruddhi, it's when a company makes myriad claims to be environmentally sound but don't actually back it up.
You see many products labelled as 'natural, clean, 100% organic' etc.
Companies will use images of foliage, etc. to make a product appear 'green'. Another case was a product in a 'recycled cardboard' wrapper that actually had a plastic bottle inside.
It's a really cynical ploy to play on people's wish to do good, without actually backing up any of the claims they make.
Hope this helps. Have a wonderful week, best wishes from the UK.
I agree with the analysis on Hyram, when he launched his skincare line was the time that aestheticians, dermatologists, skincare chemists and all other skincare science experts came to the surface and became more popular. Besides the fact that people are no longer trusting of influencer brands.
he also wasnt marketable for international persons. i remember him dissing st. Ives saying it's for feet but for subscribers outside the US, it was the most accessible skincare product and it worked for many of us. I unsubscribed and stopped watching when he did that as well as finding that half the products he recommended weren't available in my country and the real experts basically debunked some of the things he was against
i remember watching a video somewhere on here that talked about how 1 million youtube subscribers and 1 million tiktok followers are VERY different.. on tiktok you can follow someone and never see their videos again, the engagement is soooo different. whereas to have 1 million on youtube that is a much more dedicated audience? so it honestly doesn't surprise me (knowing nothing about hyram) that his brand flopped. 7 million sounds like a lot but it probably doesn't equate to as much of an audience as we may think it does
Hyram has been successful on youtube for YEARS. LOL, I had no idea that he was even on tiktok now. 😂 😂
Hyram has a strong CZcams following and started out on CZcams, not Tiktok. So his audience is legit. However, his CZcams video views have fell drastically this past year.
Okay but you need room for the applicator. This doesnt mean they are underfilling to be cheap. The tube is oversized and is measured by volume/weight of the liquid inside, not size of the tube.
it's like when people think it's a "hack" to get starbucks drinks with no ice lol people don't know what volume displacement is i guess
exactly. all lip glosses, lip oils etc have a space inside so that the product doesn’t overflow with the applicator.
That was a TON of room just for the applicator 😬
@@3v3rything3 people get little/no ice so it doesnt dilute their drink..
@@babieeden i don’t know if you’ve seen the tik toks i’m referring to, but ive seen several where people order a small drink with no ice and then a large cup with only ice. Then they pour their small drink into the large cup with ice and it fills it up. Then they exclaim how it’s a hack to only pay for a small drink and pour it into the large, so they essentially get a large for the price of a small. Since they’re pouring it into a large cup full of ice, they don’t care about dilution
dang, i always thought it would be a good idea for hyram to have his own skincare line but i never even heard of selfless. maybe the marketing sucked bc honestly that's something i would consider buying
You can still get it at Target I think! They just got rid of it at Sephora.
He destroyed it and his channel himself..basically, when his brand came out he announced he wouldnt do skincare reviews anymore due to his brand? So for me I stopped watching then because it feels like a sellout. A LOT of people thought the name was also very pretentious.
Idk why Hyram was even making a skincare brand when he didn't have any specialized knowledge in dermatology. He kept on marketing himself as on the same par as doctors when in reality he was just a parrot for things already said by people with authority and leaned into kitschy marketing l.
@@de341f6 This is so true. He even called his reaction videos “Specialist reacts to XYZ’s skincare routine” which was so cringy since he’s not a specialist in skincare or dermatology.
I’ve always been saying this lol it always bothered me when he said specialists and tried to justify it by saying he’s not a dermatologist but he ‘knows a lot’ so that’s why he calls himself a specialist lol
I love the data mining for holes in the industry when the products are all completely typical and found under every other brand. The over saturation in beauty is insane
The girl who said she just took out the doefoot applicator and complained how much product is left doesnt know how packaging works.
It's not our job to figure out how packaging works.
@@rosiejimenez3953 u know it’s not cool to admit u don’t like using ur brain to figure out very simple things… good luck with that
Who is she?
@@rosiejimenez3953 imagine being less able to figure out how a volume of water behaves than a raven...
We all know how volume displacement works, however, you could have a smaller applicator and have more product. Especially considering the price point, it’s a little spendy for the amount of product, or lack thereof. A consumer friendly company would recognize that and make changes, instead of pushing a fairly expensive item with very little amount of product.
The overwhelming amount of these brands hitting the market made me think of all the Y2K perfume launches but worse. There was WAY too much product and dependence on it selling because of them being popular people and not because the products were that good, innovative, etc. Not to mention these influencers are always involved in “drama.”
I think morphe had a good run. Everyone had their eye palettes back in 17-18....it's just their image is not up to date...people now prefer motre lightweight/ less makeup looks where their items are still full face makeup kinda looks
I think the drama surrounding CZcamsrs and TikTok influencers as well has turned off Gen Z and Millenial consumers. We want the focus on the products, not on the influencer/the drama surrounding them. It's why Jefree hasn't been able to bring his brand back to the forefront.
I love your channels name! And the fact you deep dive into PMF (product market fit) is so engaging! You hit the nail on the head that the moat between one product and another is razor thin, which is the core reason influencer brands are short-lived. There is little product differentiation and this is a no - no for smart consumers who do lots of research before purchasing.
Thanks so much for your insightful comment, and for watching! I really appreciate it.
I have never heard of Hyram. However, who would name a skin care line Selfless?? The point is to work on one’s self, using the product to better oneself. No wonder it failed, the name is awful.
I haven´t done total 100% research, but based on what i´ve read, his skincare failed for reasons like:
Too pricy (in target it´s actually so much cheaper and that got people thinking Why it was so pricey while being in sephora?/)
Not so special (all of the ingredients are basic, nothing "THAT" special for it to cost what it cost)
And also, many people started to see Hyram for who he really was. He is no "skincare specialist" - it was just a title that store where he worked gave him, so he doesn´t have any medical/science degree so all of his information about ingredients and what they do are basically from wikipedia.
And most importantly - one day he was like "Oh I hate this product and brand soooo much" and as soon as that brand offered him sponsorship, he was like "OMG guys this is the best you can find!"...
...
I remember that i used to watch him couple of years ago and i liked few of his videos, but there was always something weird about him. From the way he is so against so many things that even licensed dermatologists were okay with, and how he was sellout to basically any brand that would offer him some quick easy money... I mean, no wonder his line kinda failed. Only time will tell if in target he would be more succesfull, but since target isn´t in my country, I´m not planning to buy his skincare line.
He called it selfless cause it supposedly didn’t harm coral reef. Basically his motto was you don’t need to hurt nature to get good products (I’m paraphrasing heavily here.) so it wasn’t about the self care aspect. He lives in Hawaii and he’s an advocate for the ecology there.
@@pandoravex4791 he’s a white man living in hawaii but used some white saviour looking campaign for his skincare line (using clips of the little black children with water or something) and I’m pretty sure he’s joked about his “white saviour ness” he’s a freak
I wouldn’t say Hyrams skincare line failed, it’s just gone to target, and given the inky lists price - that makes a lot more sense.
i’m not super interested in business, marketing, economics etc but you and underskin, make this type of content so interesting and informative by tailoring it to the beauty and fashion spaces. keep up the fantastic work! ❤
Thanks so much!!
I was just recently at Winners and I have seen Selfless by Hyram. I wasn’t shocked after seeing the Sephora news but I was still a bit surprised and it was really marked down too
How much was it selling for?
Fenty Beauty is named after Rihanna though. Her full name is Robyn Rihanna Fenty
Yes but it isn’t directly identifiable to her. The same way Rhode is named after Hailey but you don’t think of her when you think of the brand of you didn’t know it was named after her
@@dancedance182 yeah but if Rihanna did something bad enough that her brand wouldn’t want to be associated with her anymore (a la KVD Beauty), they would have to change the name because fenty is directly tied to her last name
Regarding glossier I don’t know how they’re gonna get any bigger when they don’t even listen to their customers. Doing the opposite of what the costumers want now.
Interesting. In what way do they not listen? I'd love to hear your insight
@@no.1belleandsebastianfan Thanks for sharing! I wonder if that'll hurt them now that they're in Sephora and there's that middleman involved!
Wow, that bit about the Ipsy data mining was very interesting! The whole video was interesting actually, keep up the good work 👍👍👍
And you're definitely right about the trend cycles. This is not only true about products and aesthetics/vibes, but people as well. Everyone who's online, especially Gen Z and Millennials, has developed extremely short attention spans. So even if they like an influencer, they may not be a loyal follower/ consumer for long; they'll jump to the next thing the moment they're bored. Add to that the fact that many of these influencers get themselves cancelled (usually for good reasons) every second week, and you understand. Even the not-influencers are on the same trajectory. Fenty and Rare may be popular now but with oversaturarion, inflation, and changing consumer habits, they're far from safe. And because for better or worse their brand name is connected to a celebrity, if that celebrity missteps, they're going down as well.
Thanks so much for the thoughtful comment! Glad you enjoyed the video :)
I love the idea of a data oriented channel with fantastic writing and delivery! Subscribed! Thanks 😊
Just finished watching. You will do super well with your channel! It’s the magic combo of quality, content and personality which always always succeeds! Very excited for you! Keep up the amazing work! ❤
Thank you so much! I really appreciate the kind words and you watching!
In my personal case (and maybe this is a generalized perspective) I wouldn't buy from influencer brands because I feel like they lack in quality and are purely made to target one specific audience, that is the people who follow the influencer, without giving any extraordinary benefits to their products. This is why I trust reputed brands that have been on the market for many years and obviously developed continually rather that a ghost-like company who sells products made over night.
07:19 actually Michelle young first brand em cosmetics was patner ship with L'Oréal Paris and she brought full share from loreal and re branding as clean make up beauty with korean style i gues
Thanks so much for watching!! Subscribe for more
@@thedevilwearsdata yess i like kinda channel like this for my future brand on my country
@@carvitqmilate9244 Great! What country are you from?
@@thedevilwearsdata Indonesia
you really deserve more subs cause this is fantastic analysis using real data 👏 love to see it!
In my eyes it's so nice to see those successful brands survive and last. It's proof that actual business is BUSINESS and not a cash grab
Unrelated, but that’s by far one of the coolest channel names I’ve ever seen!
I know without even having watched the video, that this is gonna be good! ❤
I went to binge ur videos but this is ur first one!!! Ugh!!! Can’t wait for new ones though
Aww thanks so much!! Make sure to subscribe and turn on post notifications so you don't miss new ones. I really appreciate the support!
Great first video! I can definitely see this channel growing
Thanks so much!
Too many choices ,everytime you turn around someone is launching a skin care line 🥴
Keep it simple
Pick some affordable make up at CVS , skin care stick with cereve , cetaphil , neutrogena , Shea moisture , laroche posey etc
Over saturated and over priced low quality skincare and makeup
This is so well made! I cant believe you have less than 1K. Ur gonna blow up soon, I know it ❤
Thanks so much!
omg i cant beleive ur a new channel, this is good content!
Thank you so much! Subscribe and turn on the notifications so you don't miss new videos coming soon!
this is such a good video i can’t believe you only have 200 subscribers!! i hope this channel goes well :) just keep going and don’t give up!
Thank you so much!!! This comment means the world to me.
Just watched all three of your videos! They are so informative and fun! Glossier is actually a pretty interesting case study as well. It was huge back in 2015/16 because it offered direct-to-consumer minimalism when everyone was tired of the makeup overconsumption where we had to buy 100000 makeup products to look put together. I'd argue it set the stage for American consumers to welcome skincare-focused k-beauty not too long after(summer 2018). Also glossier influenced the aesthetic of beauty--light pink, neutrals, marble, big airy spaces, lots of soft light.
They've had a significant fall from grace since then, however. After employees came forward about racism in the company, it really struggled to address the issue and rally. This, in addition launching items incongruous with its "natural" brand (sparkly eyeliner?), declining product quality, focus on merch rather than beauty products, and resignation of its CEO, means glossier is on the outs.
I think a better comparison to Huda's success are Pat McGrath or Patrick Ta, who were both established makeup artists prior to launching their own brands. They both found a niche in the luxury beauty industry while delivering consistency and quality.
Anyway, really enjoyed this a lot. I studied law and the business content is adjacent to what we learn in business associations, so that makes it extra fun. Thank you for the quality niche content, I subscribed!
Thanks so much for the detailed comment! It's so interesting what has become of Glossier. I want to make a video about it!
And thanks for watching all three videos, that means a lot. I really appreciate you subscribing :)
For the "mere mortal" this is all they need. For some one like Hyram and Charlie, they don't need a 10 year beauty career. Just having one - ONE - massive launch is more than one average worker and videographer can hope for. That's all you need to gain exposure and put your name on the map. Longevity is a different matter. Rihanna, as young as she is, had a 10 year career in the spotlight before launching her beauty career, which is actually in partnership with a giant company.
One big reason a lot of these brands fail is b/c often the products simply aren't very good. People realize there's no need to spend the extra money on one brand when a cheaper one is much better. A lot of these influencers don't even have anything to do with the actual products either, they just slap their names on them and expect that to be enough. They know their fans will rush out to buy the products but word travels fast nowadays- if something sucks, it doesn't take long for everyone to know and then sales dry up. Oversaturation is a big reason too, there's simply no need for dozens of different brands of matte nude lipsticks. You better be offering an incredible formula or very unique colors if you want to stay relevant. Yet another reason is that people's trust in influencers is at an all-time low. So many of them have been caught lying, falsely advertising product results, or just being outright terrible people when they think no one's looking, so when a new influencer brand pops up people just don't get excited anymore.
Hyram’s brand is in all the dollar (pound) shops in the UK😳 better for us now we can buy them super cheap. Got his retinol for £1.50
If you paid that little for it, there's hardly any retinol in it
54k views on your first video is crazy!! I went to binge your content and was so surprised this is your first one
Thanks so much! I just uploaded another about Elf if you’re interested :) more to come!
Subscribed! Thanks for the fascinating high quality video!
Great video - really insightful. Just some feedback - the volume levels kept fluctuating from really quiet to really loud so I kept having to adjust the volume. Would be great to equalise the sound or something before upload in future. Hope that's okay to point out!
This is really helpful feedback, thank you! I just uploaded a new video where I hope that isn't the issue :)
i had no idea this was your first video ??! so impressive i had to subscribe!!
Thanks so much!! More coming soon :)
Im delighted to say I've never heard of Addison Rae until now! Splendid video!
Thank you!
I Got It Bad by her is a bop give it a stream
Absolutely love the idea behind this channel!
great video, im interested in seeing more! 😁
Thanks so much! Definitely posting more soon :)
Fenty is literally Rihanna’s last name.
Yes it is :)
good luck on the channel!!
Jackie Aina’s candles are 70% off at Sephora too. 😕
I buy Krave Beauty, youtuber Liah Yoo, started this company. Pretty sure I was routed there by a skinfluencer, either Hyram or James Welsh. That stuff is amazing though. I’m very influenced.
I would love to see an analysis on why celebrity brands are thriving whereas influencer brands are flopping!
This is a great idea, I will def look into this and see if I can do something!
Loved this! Can’t wait for more videos
Easy come, easy go. If you become popular in what looks like the blink of an eye, chances are you’re just a trend and the hot new influencer to watch. That can easily crumble within years or even months as trends cycle so quickly nowadays.
edit; oh wow, just finished the video, we said the exact same thing! haha
This is so well done
Thank you so much!!
I bought the sbh salicylic acid and sea kelp spot treatment in tk maxx,for only 9€ (that's like $9)Not wanting to pay the original price.
Very nice, informative and relaxing. Subbed 👍🤠
Love the video! Keep on doing this kind of amazing content ✌️
Best regards from Austria 🇦🇹❤
this channel is so cool! i would j like to ask are you a business student/have studied business? also is all your content going to be centred around celebrity brands or just popular brands in general? ty!
Popular brands in general. And yes, background in business! Thanks for your comment and support!
@@thedevilwearsdata ok thankyou!
Congrats on uploading your first video! Can't wait to see what's next
Thank you Maisha! I appreciate the nice comment :)
This channel just started?? Wow, subbed to support!
Thank you so much!!
Yes please more content like this!!!
I would love to see visuals of the data showing these trends with breakpoints in the timeline of when interest fell off and then products launched. If possible
This is a great idea! I'll try to incorporate timelines in future videos. Thank you
I think one of reasons as to why Huda and other influencers had huge success is because they, as people, weren't well known. Their brands might've been well-known but they didn't have an Internet personality. Like, I didnt even know who Huda was back then, but I knew the brand. People didn't have a strong parasocial relationship and opinions on them. Plus, they started out earlyyyy.
While people like Addison, Hyram started out late and we were all catching up on influencer cashgrab BS. Plus Hyram and Addison are very well known figures on the Internet with people sharing various opinions and feelings about them. Addison is an open Trump supporter, while Hyram was exposed for a lot of undisclosed brand deals. I think its a matter of time and people's relationship w the influencer. The influencer brand market, and cosmetics industry in general is soooo saturated now.
We're tired of influencer brands now, ut we weren't even aware of them when Huda started out.
So what if she's a Trump supporter? should she support the racist, dementia ridden current 'president' 😂😂
I think the video is great but you should mind the audio levels next time because some videos are a smidge too loud compared to your voice (in most of the video, some recorded voice clips are a different volume)
You’re absolutely right! I noticed that too now. I’m editing my next video and will adjust the volumes. Thanks for watching and the constructive feedback!
GREAT Work Great Vid!!!👌🏽✨💗
Thank you!!
There are way too many cosmetic brands these days. Way too many.
Ditto with skincare.
More videos! PLEASE 🙏
Very interested video. Well put together and super cool to see a more scientific take on fashion and make up.
Thank you so much!!
@thedevilwearsdata It's also super refreshing to see a woman do these kind of videos. Eager to see more. It would be for instance super cool if you looked at H&M. Being a Swede it's so palpable how H&M always seem to fall to new low points. It was once so successful. What happened? Will H&M ever recover? Why is their online store so bad? Those are questions that puzzle me.
@@MissWhiskers Great idea! Thank you for the suggestion. I have added H&M to my list of companies to cover
Hyram got the deal with Target later.
Till 2020, Star's make-up line have been hugely successful. Partially bacause he was very popular, but also because his products have been quite unique on the market. His downfall is mostly on his persona - people finally hold him accountable for his cruel behaviour towards POC or for his fatphobia. But what also happened is him loosing the concept of what is trendy right now, still producing big, bulky, monochromatic pallettes as if we were still in 2019. He stopped to even follow trends, let alone to create ones. It's not what make-up looks anymore. The quality of his products have been out standing in 2018, but it's not anymore. So there is literally no point in buying his make-up other than being his fan.
I just love the name of your channel!
Thank you :)
Very good video !
Thanks so much Rachel! Feel free to subscribe for more :)
For 2 years I stopped buying makeup because I was in quarantine with the rest of America. Then in 2021 the natural look was the rage so there was no need for sparkly shadows and highly pigmented makeup by the time the world reopened in 2022. I still haven’t purchased more makeup outside mascara.
Where are u getting the data about sales ?
Which sales? For Morphe, Hyram, or Item?
Tik toks audience is not loyal like CZcamss. Tik tok is all about the next best thing and youtubers have an audience who tune up with them at a specific day over and over creating a long and stronger parasocial relationship, which increases the probability of said audience buying a product under a youtubers name.
The thing with influencers brands is, yall personalities are only make up and skincare? it seems like that's what everybody is doing and is not special anymore, and also are they a chemist? why would I trust a brand made by someone who build their platform on doing dances? sell me something else, something related with the thing that made you famous, all of this brands lack of personality on their own... for example rare beauty is not only Selena, it is a brand made to make u feel comfortable with your own kind of beauty, the same with Fendi, Rihanna scared the whole industry making foundation for all shades of black
Actually Hyram's brand didn't fail. It's too early to tell if it will but it's moving to target and they're lowering their price points. I think it'll be much better at target, because his younger demographic would have more access to the products there.
Definitely agree that it's too early to tell if he'll be a success at Target, but I think his sales at Sephora were quite low. Now that it's more accessible to his younger audience, it'll be interesting to see if it does any better
I totally agree. Selling through Sephora does not help reaching his demographic. Influencer brands have to be accessible because recognition, price point and willingness to try are great factors in capturing his audience. Influencers marketed beauty brands that they believe are good ones and now they'll ask their followers to jump ship. It's quite a big leap of faith esp for skincare/cosmetic routine.
When hyrams skin care came out I got it but it just didnt do that well on my skin. I feel like my current routine is just way better. The products are fine but there way better ones out there
as not a gen z, most of these have no reason for them to exist. there is not 'gap in market' with bad and old data. The market is flooded with same products so yes back then there was gaps but now its all filled. What they should focus is problem solving and even then, should accept that each problem will not have as many people vs just generic mass appeal.
Hyrams products are too expensive for Target. I wanted to try one but choose Naturium instead.
I don't buy influencers products but I do enjoy hyram's videos because his skincare tips and products I should buy have legit saved my skin. But I refuse to buy his stuff.
I love this 😻
Hello I feel like you can add some background music while you talk cause it makes the video interesting
Good idea!
Huda and Glossier have been able to appeal to global audiences! The products are quality and diverse. These influencers also catered to global audiences long time before the launch..
Loved hyram but he just knows one demographic and that’s it
Let’s celebrate that 🙏🏽
Huda and glossier survived because there was less online product cancel culture back then
In 2016???? you’re not serious?!
Lol the worst pic of miss Jeffree star.
We research because we can't afford to waste money on products that are crap.
Y’all didnt have to use that photo of jeffree ☠️
Haha we pulled it off his Wikipedia
I love your videos
Thank you Nathalie! I appreciate it :)
THANKS
I was wondering what happened to Hyram’s skincare line….
fenty and rare beauty stay in the game fr
the pic u chose of jeffree pls
I wish they would drop the luxury brands instead and keep the dermatologist/influencer brands instead.
Sephora is owned by LVMH (Louis Vuitton), so that will never happen.
Hyram has been on CZcams for much longer than he has been on Tiktok. He was big on YT before even Tiktok was created. That said, I think he is kind of overrated.
i think maybe a look at One/Size from Patrick Starr, would bc super interesting. Its a true influencer brand yet has truly been successful and slowly grown a cult following unlike most influencers brands. however the brand also doesn’t really focus on light makeup, clean beauty, or skin care. Instead, the brand focuses on full coverage, long wear, and inclusivity. Furthermore, Patrick Starr was never the largest influencer, the A list influencer like emma chamberlain or james charles (at one point lol). Would be a super interesting video!
This is a great idea! I'm going to look into it