Are Beauty Influencer Brands Falling Out of Fashion?

glamour.com:

By Is the power of beauty influencer brands waning? After years of helping to drive awareness and sales for brands by producing content that feels more relatable than glitzy campaigns from traditional celebrities, have launched their own brands as a way to directly monetize their engaged fan bases.

But, there are signs that a shift may be underway.Selfless by Hyram, the skincare brand founded by influencer Hyram Yarbro in partnership with The Inkey List, and Item Beauty, a makeup brand launched by TikToker , will no longer be sold at Sephora.

While Item Beauty still appears on Sephora’s e-commerce website at discounted prices, Selfless by Hyram can no longer be purchased online via the LVMH-owned specialist beauty retailer.Meanwhile, Los Angeles-based makeup giant Morphe, onced valued at $2 billion thanks to splashy collaborations with celebrity influencers, is shutting down all of its physical stores in the US.

Its parent company, Forma Brands, this week entered an agreement to be acquired by a group of secured lenders after it filed for Chapter 11 bankruptcy.Yarbro says Selfless is not shuttering, and the brand plans to expand and announce new retail partners.