since the beginning of lockdown, TikTok has amplified the conversation to a whole new level. “Skin care can be so intimidating, but on TikTok, we can keep it accessible,” says Yarbro, whose follower count has risen from 100,000 to 7 million since March.
. “I like to be the kind of girlfriend who can sit you down and teach you about corrective skin care.”Of course, much of the skinfluencer phenomenon owes its boom to the pandemic. As our anxieties surrounding wellness harden, health has never been so important. People want to know exactly what they’re buying and how it works. “That’s why there’s been such an explosion in the attention given to skinfluencers,” says Yarbro.
“You don’t need to spend a lot of money to have good skin,” Yarbro points out. “It’s funny because so many luxury brands have positioned themselves in total opposition to what gen-Z are looking for, which is to know what the ingredients are and how they work.” Meanwhile, there’s no fee that could convince Willis to partner with them either. “If you want a good moisturizer, you can just go to the drugstore,” she says.
Ultimately, Yarbro, Willis, and their contemporaries represent a fresh new attitude that cuts through the industry’s traditional marketing fluff, signaling a shift in the influencer economy, which is “undergoing a period of change built on realism and rawness,” as Livvy Houghton, a researcher at The Future Laboratory, puts it.
skincarebyhyram mayjayday omg Hyram is in vogue!!! I feel so proud of him 🥰