What Brands Can Learn From Sephora’s Decision To Drop Beauty Lines by TikTok Stars Addison Rae and Hyram Yarbro

Retail Bum
5 min readJan 18

Beauty retailer Sephora has pulled the plug on Item Beauty and Selfless by Hyram, two brands founded by TikTok stars Addison Rae and Hyram Yarbro, last week.

While on the surface, it might sound like a crazy idea to pull brands founded and promoted by two influencers who have a…