Who would have thought that one person can make or break a beauty brand? Meet Hyram Yarbro, the so-called "Gen Z Whisperer" and best known on online beauty circles as Skincare by Hyram. According to the New York Times, Yarbro, 24, is a former Saks Fifth Avenue makeup artist whose enthusiasm for skincare products and ingredients led him to fame and fortune by way of Youtube, TikTok and Instagram. While stressing that he is not a dermatologist, cosmetic chemist, or aesthetician, Yarbro has grown to become a skin care expert of sorts thank to years of self-study. As he tells the New York Times, he follows dermatologists, aestheticians, and chemists and asks them tons of questions, all while receiving constructive criticism from them as well.
Yarbro's ascent to fame began at the onset of Covid-19 when people got stuck indoors during the lockdown. As the New York Times reports, Skincare by Hyram started off with 100,000 TikTok followers in March. Today, that number has skyrocketed into more than six million and counting. He also has 1.1 million followers on Instagram and more than four million YouTube subscribers. His content is focused on skincare products, its ingredients, his honest and often brutal opinions on said products and product recommendations.
Yarbro tells People Magazine that his interest in skin care was piqued during his stint as a makeup artist in Saks Fifth Avenue. He often marveled at the amount of money that people were willing to spend on skincare products and that made him wonder if people really need to spend that much money to get achieve great skin. Once he started researching, he found out that you don't. There are drugstore staples that can improve your skin and only cost a fraction of luxury skincare products.
You may have noticed that CeraVe has been popping up on a lot of social media feeds. While CeraVe has long been a dermatologist-approved brand, it's thanks to Yarbro's unabashed love for them that their products have been flying off the shelves and showing up on every major retailer's best-selling list this past year. CeraVe reached out to Yarbro and he has already produced sponsored content on his social media accounts. Even Michelle Miller, the vice president for marketing at Kosas, admits that she bought CeraVe and The Ordinary products from watching Skincare by Hyram. Kosas, a clean makeup brand, did a sponsorship with Yarbro in July and within 48 hours after mentioning the brand in one of his videos, Miller says online sales of Kosas cosmetics have tripled.
With his golden touch and Gen Z's willingness to be educated, Yarbro's star will surely keep on rising. Fans have even prodded him about launching his own skincare line and he's keeping an open mind towards it. In the meantime, here are some of his favorite skincare products of 2020.
The Inkey List Salicylic Acid Cleanser
Herbivore Pink Cloud Jelly Cleanser
Youth to the People Kale + Green Tea Cleanser
CeraVe SA Renewing Cleanser
Then I Met You Cleansing Balm
Krave Beauty The Great Barrier Relief
iUnik Tea Tree Relief Serum
The Inkey List PHA Toner
Paula's Choice 2% BHA Solution
I'm From Honey Mask
SkinFix Liquid Peptide Face Cream
First Aid Beauty Coconut Water Cream
Rovectin Clean Lotus Water Cream
Youth to the People Adaptogen Moisture Cream
First Aid Beauty Mineral Sheer Tint SPF 30
Dear, Klairs Soft UV Airy Essence SPF 50
SunBum Mineral SPF 30 Tint Sunscreen
Purito Centella Unscented SPF 50
First Aid Beauty Niacinamide Eye Cream
Versed Vacation Brightening Eye Gel
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