Is the power of beauty-influencer brands waning?
But there are signs that a shift may be underway.
Yarbro says Selfless is not shuttering, and the brand plans to expand and announce new retail partners.
Addison Rae
Selfless says its products provide gentle, nonirritatingskin care with lower concentrations of chemicals than that of competitors.
Due to changes in direction and retail adjustments, Selfless by Hyram products have been winding down at Sephora.
Sephora declined to comment.
James Charles hosting a Morphe event in 2018
But on TikTok, the most popular products are inexpensive, accessible, and…not exactly cute.
Is this the end of the shelfie?
Item Beauty, on the other hand, is pausing its operations entirely.
James Charles hosting a Morphe event in 2018
Item markets itself as a clean beauty line with lush ingredients that helps its consumers achieve a natural look.
The launch at Sephora allowed fans to discover the brand in real life.
It was also notably one of Sephoras few Gen Zfocused, influencer-led brands.
Jeffree Star poses for photos at Cosmoprof in 2018.
She declined to comment further when contacted byVogue Business.
The priority now is to focus on e-commerce and wholesale, Forma Brands tellsVogue Business.
Morphes stores outside the US will remain open.
Jeffree Star poses for photos at Cosmoprof in 2018.
A big fan base isnt enough.
These developments point to a shift in an industry that for years has been shaped by influencers.
However, the market has become crowded asa plethora of influencer-founded brands have boomed in recent years.
A new generation ofTikTok-born beauty brands, such as Refy and Youthforia, are also emerging.
Consumers are becoming wary ofmisinformation, sponcon, and questionable promotional tactics.
Thats what happened in respect to Morphe and their key stars.
The risk is when a brand is too closely tied to a creator.
The average consumer doesnt think of a person attached to [those brands].
As the creator economy matures, more influencers will strive to launch their own brands.
There will always be a portion of the market that will gravitate toward influencer brands.
But people dont like the same things that they did when they were 15.
That means some time in the spotlight before eventual churn, she says.
For existing influencer brands, the difficulty will be growing their businesses amid tough competition and higher interest rates.
Larger beauty conglomerates benefit from brand awareness and bigger budgets amid a cost-of-living crisis, says Kantars Zawislak.
Its an uphill climb for influencer-led beauty brands, new and old.
