Sephora dropping Addison Rae's Item Beauty and Hyram Yarbro's Selfless

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Sephora is dropping the beauty lines of TikTok stars Addison Rae and Hyram Yarbro

TikTok stars like Rae have had a hard time forming lasting bonds with their fans. While it's a good platform for discovery, there is limited ability to sell products on the app,That isn't to say that all celebrity-founded beauty brands have fared poorly.

Likewise, singer Selena Gomez's Rare Beauty has been also cited by several industry sources as another shining example of celebrity-backed beauty success. Whether a beauty brand stands the test of time ultimately seems to rest on how much personal capital a celebrity or influencer is willing to invest into it.

 

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