Why Do Some Celebrity Beauty Brands Fail Spectacularly?

At the beginning of the year, beauty journalist and content creator Laura Capon posted a TikTok video detailing the five beauty brands she felt were at risk of shuttering in 2024. Among them was Nimya, the personal care brand created by YouTuber Nikki Tutorials aka Nikkie de Jager-Drossaers. Capon cited the reason for her prediction as de Jager-Drossaers’ decision to launch skincare before makeup, the niche she is best known for. “People want makeup from you,” Capon says. “Your [personal] brand isn’t established in skincare, it’s established in makeup. Looking at the website, it’s not aspirational, it’s not affordable, it’s not even particularly cool.” Another influencer brand with a tumultuous story is Selfless By Hyram, created by Hyram Yarbro. Yarbro, who has over 4.5 million YouTube subscribers and 826k Instagram followers, first released his skincare line in collaboration with The Inkey List, launching exclusively at Sephora in 2021. In January 2023, Sephora dropped both Selfless By Hyram and Item Beauty (Addison Rae’s blue light-focused skincare brand).