YouTube skincare guru Hyram Yarbro — who is known for significantly bolstering the sales of brands he mentions in his highly-viewed beauty reviews — is getting his own skincare line at Sephora.
The 25-year-old worked with licensing firm Semaphore on the deal, which helped to pair Yarbro with affordable skincare brand The Inkey List to create a new standalone line dubbed Selfless By Hyram. Selfless will drop at 663 Sephora stores in 20 countries — and on the retailer’s website — on June 24.
Selfless will tout a message of social consciousness, having established partnerships with the environmental nonprofits Rainforest Trust and Thirst Project. In its first year, the brand has committed to protecting over 2,500 acres from deforestation, and providing access to clean water for 35,000 people in over 60 communities throughout Eswatini, Africa.
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“Through Selfless by Hyram, I want to connect the beauty industry with social change,” Honolulu-based Yarbro said in a statement. “My goal is to help people by not only creating high quality skincare with incredible formulations, but to also give people an opportunity to empower others around the world who are impacted by some of the biggest global issues known to our generation.”
Thus far, only one product from Selfless has been revealed — a Retinol & Rainbow Algae Repair Serum that is priced at $30 — though Yarbro says he will reveal other launches on his social channels ahead of the brand’s debut later this month.
Yarbro counts 6.8 million followers on TikTok, 4.6 million subscribers on YouTube, and 1.2 million followers on Instagram.
You can check out Yarbro’s Selfless brand announcement right here:
