For years, influencer brands dominated the beauty industry—but now they’re dropping like flies. 

For years, influencer brands dominated the beauty industry—but now they’re dropping like flies. YPulse recently shared how professional beauty brands are taking back the market and celeb focused brands like Morphe are on the outs. Skincare, hair, and makeup brands have been overrun by celebs and influencers over the last several years, but now Sephora will no longer be selling Selfless by Hyram, Hyram Yarbro’s skincare brand in partnership with The Inkey List, and will also stop selling Item Beauty, TikToker Addison Rae’s makeup brand. While these Gen Z-focused brands were hot among young consumers, their viralness isn’t proving longevity in the industry, and having a large fanbase simply “isn’t enough” to keep them going as “[young] consumers are becoming savvier, putting time into researching beauty products before making a purchase.” (Vogue Business)