TikTok “skinfluencers” are emerging as Gen Z’s go-to source for all things skincare. Dermatologists, estheticians, and skincare enthusiasts on TikTok with millions of devout followers have the ability to “make or break” sales for skincare and beauty brands. The hashtag #skincare has 11.1 billion views, while #acne has 2.2 billion views. Perhaps the most popular is Hyram Yabro, who has 5 million followers, and has emerged as the “de facto ruler” of TikTok “skinfluencers.” The hashtag #skincarebyhyram, which users use to submit their routines in hopes of participating in his signature reviews and duets, has more than 971 million views. Skincare brands’ videos are often flooded with comments tagging him to see if the product has earned the Yabro “stamp of approval.” Peace Out Skincare’s pore strips saw a “fourfold increase” within 24 hours after they began working with Yabro, while CeraVe collaborated with him after he frequently praised the brand—turning into a “cult favorite” among Gen Z. (Glossy, CNN)
