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By Rachel Strugatz
Santa becomes enraged when Letizia Timoni in college. Letizia, now 16, and most of her friends have used her apricot-smelling facial scrub and she peels off the top layers of the skin with nut peels. St. Ives’ mask and face were components of his skincare program.
A month later, she Hyram Yarbro and threw it all away.
Yarbro, the red-headed author of Skin Care through Hyram, a YouTube channel that has become a TikTok account, captivated teenagers like Ms. Timoni in the pandemic with sharp product reviews, element tutorials and laughter videos that responded to the skin of celebrities and influencers. care routines like Bella Thorne, Skai Jackson and Madison Beer. For the most part, Mr. Yarbro, 24, doesn’t approve of any of his skincare routines.
Its mantra is “the ingredients do not lie”, regardless of the length or popularity of a logo or the fame of the founder. He takes the courage in attention and is uncompromising in his perspectives on perfumes in skin care products, chemical sunscreens and facial scrubs, especially those of St. Ives.
“By the time Hyram came out and was so adamant about the gravity of his situation, he simply wiped out that mark,” said Letizia, who lives in South Korea.
Yarbro believes St. Ives scrubs are competitive with the skin. They provide instant gratification, leaving skin soft, it says, but in the end cause inflammation, redness and tenderness. “Facial scrubs in general are just rubbish,” he said, in a possible TikTok video.
In an email, St. Ives said: “Millions of people enjoy our St. Louis medical uniforms. Ives. ” While we appreciate Hyram’s opinion,” he added, “we respectfully disagree. “
The continuation: “We are proud to make sure that our nutshell powder scrub, which is used in many of our exfoliators, is finely polished and polished so that each particle has an elegant surface to announce a safe and effective exfoliation. “
Ava Michael, 13, said she stopped bushings because of Mr. Michael, Yarbro, Chloe Ramsey, 14, and her friend Devon Blum, 12, Ava started with Kiehl’s cleaner, and Chloe went from a competitive sugar scrub to a glycolic acid cleaner.
None of them had heard of Skincare through Hyram until March, now they are all enthusiasts of the common serums and peelings, which charge about $7, and CeraVe, a pharmacy logo, two of the influencer’s essentials. . Yarbro has a dating business with CeraVe but with ordinary people.
“I have realized that corporations take credit for the ignorance of visitors,” Yarbro said. “At the very least, I tell other people that they didn’t have to pay so much cash for smart skin care. “
The rise of YARBRO TOKINFLUENCER’s fame began just as other people began to quarantine. Real clothing and makeup tracked meals inside, and interest in skin care and non-public care at home exploded. In early March, Skincare through Hyram had only 100,000 followers on TikTok and today has more than six million.
“I grew up on a farm animal farm,” said Yarbro, who moved from Arizona to Honolulu five years ago. “I think the sun is your most productive friend. “From now on, it will not go unapplied to at least SPF 30.
He is the authority on skin care in adolescents (ask if he is under the age of 24), but is not a dermatologist, chemist or beautician. A former Saks Fifth Avenue makeup artist turned skin care enthusiast has spent more than 4 years reading what he said. represented thousands of ingredients. He followed dermatologists, beauticians and chemists on social media, furiously devouring its contents and asking questions.
“They called me when I said something bad, ” said Mr. Yarbro, “they’re still doing it. “At first, a student follower to become a beautician corrected him that he had made essential oils smart for sensitive skin (they are not).
“It’s wonderful for them to be able to say, ‘Okay, Hyram, no. You don’t know those ingredients’ or ‘You want to know how they’re potentially destructive to the skin. ‘ »
Despite the lack of formal training, you can read a product label and inform you about the composition of an ingredient, its purpose, how it interacts with the skin and skin for which it will work.
It turns out that GEN Z is tired of the classic good-looking, prying-friendly, easily identifiable sponge through the magical delicacy of an hour, beloved hair and flawless makeup. A poreless human maintains the product for which he is paid, praising a miracle element used in such small quantities that he may never offer the benefits for which he is destined.
This might have worked in Generation Y, but Skincare through Hyram enthusiasts interested in learning how to draw or buy the new palette (which looks precisely like the previous palette) that sells an influencer. They need Mr. Yarbro’s opinion on Rihanna’s Fenty Skin (he’s not a big fan).
But above all, he is not indebted to brands, especially those who pay for advertising, labels like CeraVe, Kosas, Purito, Foreo and Curology have worked with M. Yarbro, knowing that there is a possibility that he will speak negatively about His products. He once made a sponsored video about Dermalogica, “denigrating them quite harshly,” he said, but “they weren’t salty about it. “
Your technique works. Yarbro hopes to become a billionaire this year. In July, you earned $265,000 for online advertising, associated sales (the relief of a sale you get when someone buys something they link to your content) and the position of brand partnerships. Said. Yarbro stated that many brands touch it and that it selects about 3 per month. In January last year, he earned $50 for associated sales.
“As usual, I have debatable opinions,” Yarbro said in July in a 26-minute YouTube video titled “The Truth About Fenty’s Skin,” in which he shared the “good, the bad and the ugly. “
The good: Hydra Visor, a hybrid moisturizer and sunscreen, safflower oil, a “moisturizing oil that is not a scented essential oil” and niacinamide. It also has a rechargeable package.
The bad: the smell of Hydra Visor and the use of chemical UV filters.
“I felt a lot of tension to give a positive review,” he said. “It was a scary video to make. I was sweating and shaking. Meanwhile, other influential people, celebrities and good-looking editors were on social media to listen to Rihanna’s line.
“Mr. Yarbro capitalizes on what Generation Z is passionate about,” said Holly Jackson, director of Traackr, an influential marketing company.
It referred to its perspectives on sustainability, environmental impact on ingredients and affordable recommendations, such as the normal peeling solution AHA 30% BHA 2%, which is priced at $7. 20. Yarbro talks about the label, not because he gets paid to do so, even if the company has sent him products.
“I’m surprised no wonderful logo has come after him or a celebrity,” Timoni said. “It says it in a very gentle way, but it also drops a product. However, other people still love him.
Yarbro talked about CeraVe for months before the company asked him if he would paint with them on a paid basis, he said.
“This is our first attempt to communicate with someone who is one hundred percent aligned with Generation Z,” said Tom Allison, founder of CeraVe. Before that, CeraVe only made it to Generation Z thanks to the doctors’ recommendations, Allison said. The company has become interested in social media, but initial efforts went to Generation Y. The first sponsored content gave the impression in June and August.
“It was very transparent that he was a major force in the area of skin care when we started seeing other people buying CeraVe,” said Michelle Miller, vice president of marketing for Kosas, a makeup logo that sponsored Mr. Yarbro in July. Hyram, Ms. Miller, 36, bought CeraVe and the Ordinary.
Kosas’ sales tripled within 48 hours of skincare’s mention through Hyram, he said.
“It’s a golden Cheez-It, ” said Miller.
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