Hyram Yarbro

Last updated

Hyram
Hyram Yarbro at Web Summit 2022.jpg
Yarbro in 2022
Personal information
Born
Hyram Yarbro

(1996-04-20) April 20, 1996 (age 28)
Prescott, Arizona, U.S.
Education[[]]
YouTube information
Channel
Years active2017–present
GenreBeauty
Subscribers4.56 million [1]
Total views543.2 million [1]
TikTok information
Page
Followers5.8 million
Likes299.2 million
Last updated: July 10, 2024

Hyram Yarbro (born April 20, 1996) is an American skin care influencer known for his videos on YouTube and TikTok. His videos consists primarily of product reviews, skin care advice, and reactions to celebrity skin care routine videos. [2] In 2021, he launched his skin care product line, Selfless by Hyram, with Sephora. [3]

Contents

Early life and education

Hyram's hometown of Paulden, Arizona Paulden AZ - panoramio.jpg
Hyram's hometown of Paulden, Arizona

Yarbo was born in Paulden, Arizona, and grew up on a cattle ranch. [4] [5] He is one of five children and says his family were "strict" followers of Mormonism. [6] As a teenager, Yarbro says he was kicked out of his family's home when he came out as gay. [2] [7] According to Yarbro, throughout his teen years and early twenties, he suffered from depression and eating disorders. During this period, he engaged in self-harm and attempted suicide. [8]

In 2014, Yarbro moved from Arizona to Honolulu, Hawaii, to study at Brigham Young University–Hawaii. [4] He later dropped out for financial reasons. [8] According to Yarbro, while in college, he noticed premature aging of his skin and became passionate about skin care products. [9] [7] He went on to work as a make-up artist at Saks Fifth Avenue. [4] Yarbro has described his motivation for starting his YouTube channel as the widespread practice of skin-care companies misinforming consumers about the facts of dermatology in order to gouge the prices of their products. [9] [4] [10]

Career

Yarbro began his YouTube channel in 2017. [9] [11] In 2019, his number of subscribers increased from 50,000 to 500,000 in under two weeks, [4] reaching a million before the end of the year. [5] He joined the video-sharing platform TikTok in 2020 and quickly amassed a large following during the COVID-19 lockdown, gaining nearly 6 million during his 6 months on the platform. [12] [13]

Between March and October 2020, Yarbro released videos about the L'Oréal sub-brand Cerave that were credited with contributing to increased popularity and sales of the brand. [14] [15] [16] During this period, his videos contributed $3.2 million in media impact value for the brand [14] and reportedly led to a 89% increase in its global sales in 2020. [15] This led to Yarbro receiving a paid partnership from L'Oréal to create branded content on TikTok and YouTube. [17]

In October 2020, Yarbro signed with United Talent Agency. [18] [19] That December, he announced his first product collaboration, the Hyram x Kinship Sea the Good collection. A portion of the collection's profits were donated to Lonely Whale, a charity devoted to removing plastic from oceans. [20] In 2022, he started a podcast called Justaposition, a play on the word juxtaposition, [5] which is centered around exploring his and other influencers' mental health journeys. [8] That year, he also began posting to Flip, a shopping-focused social media app with a similar interface to TikTok; although according to Glossy, he had only a small following on the app as of that August. [21]

Selfless by Hyram

In June 2021, Yarbro launched his line of skin care products called Selfless by Hyram, consisting of five products priced between $20 and $30. The line was created in collaboration with Colette Laxton and Mark Curry, co-founders of skin care brand The Inkey List, and released exclusively to Sephora stores in 29 countries and online on June 24. [17] [22] Yarbro teamed up with non-profits Rainforest Trust, Youth, and Thirst for the release of the line. [23] The line was released in the UK in March 2022. [24]

Content

Yarbro is amongst a wave of social media influencers on platforms such as TikTok referred to as "skinfluencers" for their focus on skin care products. [2] [17] [25] He has also been described as "at the forefront of the men's skin care movement" by GQ Australia . [26] His content consists of reviews and recommendations of beauty products, skin care tutorials, and reaction videos in which he reacts to the skin care regimes of his fans and online influencers. [12] [18] [19] On TikTok, Yarbro utilizes the duet feature to make such reaction videos. [25] According to lifestyle magazine Elle, he also uses the feature to debunk skin care myths propagated by other users. [27] He is known for recommending products which are at a lower price point, [18] [28] [29] generally at a price under $50 [4] and regularly under $10. [10]

Yarbro's reviews have been described as taking an ingredients-first approach, and he has become known for his catchphrase "the ingredients don't lie" which has appeared in his merchandising. [2] [12] [10] [30] According to The Washington Post , Yarbro's brand focuses on promoting "clean beauty" consisting of products with safe, organic ingredients. [31] According to The Independent, he disapproves of products containing fragrances and essential oils whilst praising brands that utilize sustainable practices to make their products. [10] Yarbro states in his content that he is not a licensed dermatologist or aesthetician, instead calling himself a "skin care specialist", [11] and has claimed that his content should not be taken as medical advice but as "shopping with a best friend". [25]

Yarbro makes money from his content via affiliate links, YouTube ads, and brand sponsorships. [4] [12] [31] He has stated that he refuses 90 to 95% of brand deals offered to him based on product ingredients, price, and a desire to retain the trust of his audience. [4]

Criticism

Yarbro has been criticized for promoting a trend called "slugging" in which Vaseline is applied thickly to the face and left overnight which dermatologists say can worsen acne. [32] Nylon included excessive slugging on their list of the 10 worst beauty trends on TikTok of 2021, naming Yarbro as one of the influencers that promoted the trend. [33]

Awards and nominations

YearCeremonyCategoryResultRef.
2020 10th Streamy Awards BeautyNominated [34]
2021 11th Streamy Awards Nominated [35]

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References

  1. 1 2 "About Hyram". YouTube.
  2. 1 2 3 4 Fetto, Funmi (June 6, 2021). "Hyram Yarbro, Gen Z's skincare saviour: 'YouTube gave me a reason to live'". The Guardian. Retrieved April 18, 2022.
  3. ↑ https://www.cnn.com/2021/06/15/business/hyram-sephora-skincare-line/index.html
  4. 1 2 3 4 5 6 7 8 Simonetti, Isabella (February 5, 2022). "Hyram and the Everyday People's Skincare Revolution". Observer. Retrieved April 18, 2022.
  5. 1 2 3 Segal, Lindy (July 27, 2022). "How Hyram Yarbro Became TikTok's Biggest Skin Care Star". Harper's Bazaar. Retrieved August 10, 2022.
  6. ↑ Dazed (July 26, 2022). "Hyram opens up about his journey with eating disorders and self harm". Dazed. Retrieved October 21, 2024.
  7. 1 2 Vischer, Annie (April 8, 2022). "Everything You Need To Know About Hyram Yarbro And His Skincare Line". Grazia. Retrieved April 18, 2022.
  8. 1 2 3 Attwood, Naomi (July 26, 2022). "Hyram opens up about his journey with eating disorders and self harm". Dazed. Retrieved August 10, 2022.
  9. 1 2 3 Weinstock, Tish (June 22, 2021). "How TikTok's Hyram Yarbro Found Self-Acceptance Through Skin Care". Vogue. Retrieved April 18, 2022.
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  12. 1 2 3 4 Strugatz, Rachel (September 8, 2020). "The Content Creator Who Can Make or Break a Skin Care Brand". The New York Times. ISSN   0362-4331 . Retrieved April 18, 2022.
  13. ↑ Fisher, Alice (October 25, 2020). "How TikTok is proving beauty is more than skin deep". The Guardian. Retrieved April 18, 2022.
  14. 1 2 Weil, Jennifer; Repaci, Fabiana (December 7, 2020). "The Story Behind CeraVe's Success". WWD. Retrieved May 10, 2022.
  15. 1 2 Ozuem, Wilson; Willis, Michelle (2022). "Influencer Marketing". Digital Marketing Strategies for Value Co-creation. Cham: Palgrave Macmillan. pp. 209–242. doi:10.1007/978-3-030-94444-5_10. ISBN   978-3-030-94444-5.
  16. ↑ Sundaravelu, Anugraha (August 3, 2020). "TikTok is making this budget skincare brand sell out everywhere". i-D. Retrieved May 10, 2022.
  17. 1 2 3 Strugatz, Rachel (June 3, 2021). "How Hyram Yarbro Turned His TikTok Fame Into a Skin-Care Line". Allure. Retrieved April 18, 2022.
  18. 1 2 3 Collins, Allison (October 29, 2020). "Skin-care Content Creator Hyram Yarbro Signs With UTA". WWD. Retrieved April 18, 2022.
  19. 1 2 Weiss, Geoff (October 28, 2020). "YouTube's De Facto Skin Care Guru, Hyram Yarbro, Signs With UTA (Exclusive)". Tubefilter. Retrieved April 18, 2022.
  20. ↑ Rearick, Lauren (December 1, 2020). "TikTok's Hyram Debuted First Product Collaboration With Skincare Brand Kinship". Nylon. Retrieved April 18, 2022.
  21. ↑ Flora, Liz (August 4, 2022). "From Addison Rae to Hyram, TikTok stars head to short video app Flip". Glossy. Retrieved August 11, 2022.
  22. ↑ Kavilanz, Parija (June 15, 2021). "He has 7 million TikTok followers. Now he's launching his skincare line". CNN. Retrieved April 18, 2022.
  23. ↑ Frey, Kaitlyn (June 24, 2021). "Beauty Guru Hyram Yarbro's Debut Skincare Line Gives Back in a Big Way". People. Retrieved April 18, 2022.
  24. ↑ Mamona, Sheilla (March 7, 2022). "Hyram answers some of the internet's biggest skincare questions". Glamour UK. Retrieved April 18, 2022.
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  29. ↑ Frey, Kaitlyn (December 22, 2020). "How the Internet's Most Popular Skincare Expert Hyram Yarbro Is Shaking Up the Beauty Industry". People. Retrieved April 19, 2022.
  30. ↑ Rodgers, Daniel (January 19, 2021). "How Hyram Yarbro and TikTok Skinfluencers Are Impacting the Beauty Industry". Vogue. Retrieved April 19, 2022.
  31. 1 2 Ferguson, Amber; Decaille, Nia (June 18, 2020). "The creative ways beauty pros are facing the pandemic". The Washington Post. Retrieved April 19, 2022.
  32. ↑ Schiffer, Jessica (June 15, 2021). "You May Not Want to Get Your Beauty Tips From TikTok". The New York Times. ISSN   0362-4331 . Retrieved April 19, 2022.
  33. ↑ Pitcher, Laura (December 9, 2021). "10 TikTok Beauty Trends We Should Definitely Leave In 2021". Nylon. Retrieved April 19, 2022.
  34. ↑ Ramos, Dino-Ray (October 21, 2020). "YouTube Streamy Awards Nominations Unveiled With David Dobrik, Emma Chamberlain And James Charles Leading The Pack". Deadline. Retrieved April 23, 2022.
  35. ↑ Complex, Valerie (October 20, 2021). "Streamy Awards Nominations Announced; Names Include MrBeast, Lil Nas X, Ryan Reynolds". Deadline. Retrieved April 23, 2022.
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