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Has The Beauty Influencer Brand Bubble Popped?
For influencers looking to get into beauty, 2023 couldn't have started less auspiciously. Forma Brands, an incubator with brands connected to influencers and celebrities the likes of Jaclyn Hill and Ariana Grande, who's taking hers, R.E.M. Beauty, elsewhere, closed 18 Morphe stores and filed for Chapter 11 bankruptcy.
Sephora has dropped Item Beauty by
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Rachel Brown·January 13, 2023·1 min read
The 30-second read
For influencers looking to get into beauty, 2023 couldn’t have started less auspiciously. Forma Brands, an incubator with brands connected to influencers and celebrities the likes of Jaclyn Hill and Ariana Grande, who’s taking hers, R.E.M. Beauty, elsewhere, closed 18 Morphe stores and filed for Chapter 11 bankruptcy.
Sephora has dropped Item Beauty by Addison Rae, a brand from another incubator, Ipsy-owned Madeby Collective. Selfless by Hyram, which was created by influencer Hyram Yarbro in partnership with the brand The Inkey List, is departing the beauty retailer, too.
Prompted by the influencer brand woes, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 15 beauty, digital media, influencer marketing and brand development entrepreneurs, executives and experts the following questions: Do you think influencer beauty brands are no longer relevant? What sort of influencer beauty brand could succeed today?
The players
4 mentionedBrand
Bubble
Founded2020
HQNew York, NY, United States
Brand
AS Beauty
Founded2019
HQNew York, New York, United States
Revenue Range$150M+
Brand
The Inkey List
Retailer
Sephora
Founded1969
HQSan Francisco · Paris
OwnershipLVMH (public)
TypeSpecialty Retail
FormatOmni Channel
Doors~600 US · 2,700+ global
Brands Carried300+
ModelWholesale + Own Brand
Price Points
RxMassMasstigePrestigeLuxuryUltra Luxury
Categories
Skincare
Makeup
Fragrance
Hair
Bath & Body
Top 3 Geographies🇺🇸 🇫🇷 🇨🇦
Community
22.4M 6.8M 2.1M
Recognition
NRF Top 100 Retailers
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