Hyram Yarbro
Hyram | |
|---|---|
 Yarbro in 2021 | |
| Personal information | |
| Born | Hyram Yarbro Arizona, US |
| Education | Brigham Young University |
| YouTube information | |
| Channel | |
| Years active | 2017–present |
| Genre | Beauty |
| Subscribers | 4.6 million |
| Total views | 391.7 million |
| TikTok information | |
| Followers | 6.4 million |
| Likes | 285.6 million |
| Page Display Name | @hyram |
Updated: April 19, 2022 | |
Hyram Yarbro is a skincare influencer known for the his Skincare by Hyram videos on YouTube, Instagram and TikTok. He released his own line of skincare products called Selfless by Hyram in June 2021.
Early life and education[edit]
Hyram Yarbro was born and raised in Arizona.[1] He grew up on a cattle ranch in a rural area of Arizona,[1][2] one of five children in his family.[3] His family were members of the Church of the Latter Day Saints.[3] Deeply disapproving of homosexuality, Yarbro's family expressed what Yarbro called "extremely violent rhetoric and dangerous remarks made about gay people"[3] and he was kicked out of the family home when he came out as gay.[4] Aged 18, Yarbro moved from Arizona to Honolulu, Hawaii in 2014 to study at Brigham Young University.[2][3][5] There, he studied international cultural studies, peacebuilding, anthropology, and entrepreneurship.[2] According to Yarbro, while at college he experienced premature aging and became passionate about skincare products when he used them and saw how effective they could be.[1][4] He went on to work as a make-up artist at Saks Fifth Avenue.[2][6] Yarbro has described his motivation for starting his YouTube channel as being borne out of a realization whilst working the job that there weren't any resources online about skincare directed towards consumers.[1][2][6]
Internet career[edit]
Yarbro began his YouTube channel in 2017.[1][7] According to Yarbro, his "big break" on the platform occurred in 2019 when he went from 50,000 to 500,000 subscribers in under two weeks.[2] He joined TikTok in 2020 and experienced rapid growth during the COVID-19 lockdown, going from 100,000 followers on TikTok in March 2020 to over 6 million by September.[5][8] In October 2020, Yarbro signed with United Talent Agency.[9][10] That December, he announced his first ever product collaboration with the Hyram x Kinship Sea the Good collection. The collection consisted of a face cleanser, moisturizer, and moisturizing sunscreen by Kinship, and donated a portion of its profits to Lonely Whale, a charity devoted to removing plastic from oceans.[11] In December 2020, Yarbro was part of the expert judging panel for Megan Thee Stallion and Tinder's Put Yourself Out There Challenge.[12]
In June 2021, Yarbro launched his own line of skincare 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 skincare brand The Inkey List, and released exclusively to Sephora stores in 29 countries and online on June 24.[13][14] Yarbro teamed up with non-profits Rainforest Trust, Youth and Thirst for the release of the line with the aim of protecting over 2,500 acres from deforestation, restoring over 370,000 tons of carbon dioxide into the atmosphere, and funding clean water projects in over 60 African communities in the first year after release.[15][16][17] The line was released in the UK in March 2022.[18]
In a review of the line for The Independent, Louise Whitbread praised the choice of ingredients in the products which she says are "proven to make a difference to skin" and gave especial praise to the Centella & Green Tea Hydrating Gel Cleanser. She also found the provided information about the social impact of the products "informative and useful".[19] Marriska Fernandes of Yahoo! Canada Style praised the consistency and effectiveness of the products, and called the Niacinamide & Maracuja Daily Barrier Support Moisturizer "one of [her] favourite products in the line".[20]
Content[edit]
Yarbro's content consists of reviews and recommendations of beauty products, skincare tutorials, and reaction videos in which he reacts to the skincare regimes of his fans and online influencers.[5][9][10] On TikTok, he reacts to other users' videos about their skincare routines by using the duet feature.[21] He also uses the feature to debunk skincare myths propagated by other users.[22] He is known for recommending affordable products,[9][19][23] generally at a price under $50[2] and even regularly under $10.[6] In his reviews, he takes an ingredients-first approach and has become known for his catchphrase "the ingredients don't lie" which has appeared in his merchandising.[3][5][6][24] Yarbro promotes "clean beauty" consisting of products with safe, organic ingredients,[25] and disapproves of products containing fragrances and essential oils because they can be harsh on sensitive skin.[6][23] He also praises brands that utilise sustainable practices to make their products.[6] Yarbro makes clear in his content that he is not a licensed dermatologist or aesthetician, instead calling himself as "skincare specialist",[7] and has claimed that his content should not be taken as medical advice but as "shopping with a best friend".[21] Doctors have argued that consumers should not take skincare advice from influencers on TikTok. Yarbro has been criticized along these lines for promoting a trend called "slugging" in which Vaseline is applied thickly to the face and left overnight which dermatologists say may worsen acne.[26] Nylon included excessive slugging on their list of the 10 worst beauty trends on TikTok of 2021.[27]
Yarbro makes money from his content via affiliate links, YouTube ads, and brand sponsorships, although he has said that he has to refuse 90 to 95% of the deals offered by brands due to his high standards on ingredients and a desire to retain the trust of his audience.[2][3][5][25] Yarbro also avoids working with luxury brands due to his focus on recommending products with lower price points.[21]
Influence[edit]
Yarbro has been cited as a leading online skincare influencer, or "skinfluencer", by multiple publications.[3][13][21] In 2021, beauty brand Look Fantastic ranked Yarbro at the top of their Skinfluencer Index.[6] He has also been described as "at the forefront of the men's skincare movement" by GQ Australia.[28] On TikTok, hashtags such as #skincarebyhyram[3][21][24] and #HyramApproved have gone viral,[6][23] and users often tag his profile asking if products are approved by him.[21] He is particularly influential amongst Generation Z; The New York Times has referred to him as "the Gen Z whisperer" for his influence over the demographic.[3][5] Generation Z and millenials are more likely to discover beauty products through word-of-mouth marketing than other demographics, making skinfluencers such as Yarbro more important for advertising to younger consumers.[29] His audience is primarily made up by generation Z and is 90% women.[30]
Yarbro's endorsement has been noted to contribute to "soaring sales" for the brands he approves of according to The Guardian.[3] He has been credited with contributing to the popularity of L'Oréal sub-brand CeraVe amongst generation Z.[14][29][31] Between March and October 2020, his content contributed $3.2 million in media impact value for the brand.[29] Yarbro's positive coverage of CeraVe also reportedly led to a 89% increase in global sales for the brand in 2020.[32] This led to Yarbro receiving a paid partnership from L'Oréal to create branded content on TikTok and YouTube.[14] Pore strips by Peace Out Skincare saw a fourfold increase in sales in the 24 hours after Yarbro released a TikTok featuring the product.[21] Sales also tripled online for Kosas within 48 hours after he mentioned the brand in a video.[5][9] Yarbro has also influentially criticized brands such as the Unilever-owned skincare brand St. Ives and Fenty Beauty by Rihanna.[5][6][33] Following Harbro's criticism of St. Ives in a YouTube video called "The Truth About St. Ives", other skincare influencers such as Dr. Muneeb Shah made videos on the brand and it received widespread criticism amongst influencers across TikTok.[33]
References[edit]
- ↑ 1.0 1.1 1.2 1.3 1.4 Weinstock, Tish (2021-06-22). "How TikTok's Hyram Yarbro Found Self-Acceptance Through Skin Care". Vogue. Retrieved 2022-04-18.
- ↑ 2.0 2.1 2.2 2.3 2.4 2.5 2.6 2.7 Simonetti, Isabella (2022-02-05). "Hyram and the Everyday People's Skincare Revolution". Observer. Retrieved 2022-04-18.
- ↑ 3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 Fetto, Funmi (2021-06-06). "Hyram Yarbro, Gen Z's skincare saviour: 'YouTube gave me a reason to live'". The Guardian. Retrieved 2022-04-18.
- ↑ 4.0 4.1 Vischer, Annie (2022-04-08). "Everything You Need To Know About Hyram Yarbro And His Skincare Line". Grazia. Retrieved 2022-04-18.
- ↑ 5.0 5.1 5.2 5.3 5.4 5.5 5.6 5.7 Strugatz, Rachel (2020-09-08). "The Content Creator Who Can Make or Break a Skin Care Brand". The New York Times. ISSN 0362-4331. Retrieved 2022-04-18.
- ↑ 6.0 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 Connor, Liz (2021-05-31). "Who is Hyram Yarbro? Everything you need to know about TikTok's biggest skinfluencer". The Independent. Retrieved 2022-04-18.
- ↑ 7.0 7.1 Krause, Amanda (2020-11-24). "YouTube made influencers like Jeffree Star millionaires, but TikTok is making room for drama-free beauty stars". Insider. Retrieved 2022-04-19.
- ↑ Fisher, Alice (2020-10-25). "How TikTok is proving beauty is more than skin deep". The Guardian. Retrieved 2022-04-18.
- ↑ 9.0 9.1 9.2 9.3 Collins, Allison (2020-10-29). "Skin-care Content Creator Hyram Yarbro Signs With UTA". WWD. Retrieved 2022-04-18.
- ↑ 10.0 10.1 Weiss, Geoff (2020-10-28). "YouTube's De Facto Skin Care Guru, Hyram Yarbro, Signs With UTA (Exclusive)". Tubefilter. Retrieved 2022-04-18.
- ↑ Rearick, Lauren (2020-12-01). "TikTok's Hyram Debuted First Product Collaboration With Skincare Brand Kinship". Nylon. Retrieved 2022-04-18.
- ↑ Rearick, Lauren (2020-12-29). "TikTok's Skincare Whisperer Hyram Teamed Up With Tinder To Share Date-Ready Skin Tips". Nylon. Retrieved 2022-04-19.
- ↑ 13.0 13.1 Strugatz, Rachel (2021-06-03). "How Hyram Yarbro Turned His TikTok Fame Into a Skin-Care Line". Allure. Retrieved 2022-04-18.
- ↑ 14.0 14.1 14.2 Kavilanz, Parija (2021-06-15). "He has 7 million TikTok followers. Now he's launching his own skincare line". CNN. Retrieved 2022-04-18.
- ↑ Frey, Kaitlyn (2021-06-24). "Beauty Guru Hyram Yarbro's Debut Skincare Line Gives Back in a Big Way". People. Retrieved 2022-04-18.
- ↑ Weiss, Geoff (2021-06-08). "Skincare Vlogger Hyram Yarbro Is Launching His Own 'Selfless' Brand At Sephora Stores Globally". Tubefilter. Retrieved 2022-04-18.
- ↑ Cummings, Moriba (2021-06-24). "Skin care influencer Hyram Yarbro's first-ever product line launches at Sephora — all $30 and under". Yahoo! News. Retrieved 2022-04-18.
- ↑ Mamona, Sheilla (2022-03-07). "Hyram answers some of the internet's biggest skincare questions". Glamour UK. Retrieved 2022-04-18.
- ↑ 19.0 19.1 Whitbread, Louise (2021-06-24). "Are Hyram's new sustainable skincare products as good as his TikToks?". The Independent. Retrieved 2022-04-18.
- ↑ Fernandes, Marriska (2021-08-11). "Does the Selfless by Hyram skincare line live up to the hype? I put it to the test to find out". Yahoo! Canada Style. Retrieved 2022-04-18.
- ↑ 21.0 21.1 21.2 21.3 21.4 21.5 21.6 Flora, Liz (2020-07-20). "TikTok's skinfluencers emerge as Gen Z's go-to source". Glossy. Retrieved 2022-04-19.
- ↑ Penrose, Nerisha (2021-11-10). "TikTok Beauty University: The Who's Who of Makeup, Skincare, and Hair". ELLE. Retrieved 2022-04-19.
- ↑ 23.0 23.1 23.2 Frey, Kaitlyn (2020-12-22). "How the Internet's Most Popular Skincare Expert Hyram Yarbro Is Shaking Up the Beauty Industry". People. Retrieved 2022-04-19.
- ↑ 24.0 24.1 Rodgers, Daniel (2021-01-19). "How Hyram Yarbro and TikTok Skinfluencers Are Impacting the Beauty Industry". Vogue. Retrieved 2022-04-19.
- ↑ 25.0 25.1 Ferguson, Amber; Decaille, Nia (2020-06-18). "The creative ways beauty pros are facing the pandemic". The Washington Post. Retrieved 2022-04-19.
- ↑ Schiffer, Jessica (2021-06-15). "You May Not Want to Get Your Beauty Tips From TikTok". The New York Times. ISSN 0362-4331. Retrieved 2022-04-19.
- ↑ Pitcher, Laura (2021-12-09). "10 TikTok Beauty Trends We Should Definitely Leave In 2021". Nylon. Retrieved 2022-04-19.
- ↑ Xidias, Angelica (2021-08-24). "6 of your most-asked skincare questions, answered". GQ Australia. Retrieved 2022-04-19.
- ↑ 29.0 29.1 29.2 Weil, Jennifer; Repaci, Fabiana (2020-12-07). "The Story Behind CeraVe's Success". WWD. Retrieved 2022-04-18.
- ↑ Chikhoune, Ryma (2021-03-13). "Gen Z Skin Care Guru Hyram Yarbro on What Matters Most to Today's Young Beauty Consumers". WWD. Retrieved 2022-04-19.
- ↑ Sundaravelu, Anugraha (2020-08-03). "TikTok is making this budget skincare brand sell out everywhere". i-D. Retrieved 2022-04-18.
- ↑ 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. Search this book on
- ↑ 33.0 33.1 Shira, Dhavi (2021-03-05). "The power of TikTok cancel culture". Glossy. Retrieved 2022-04-19.
