The trusted key players
One particular influencer, or ‘skinfluencer’, springs to mind when discussing the increased interest in skincare on social media: Hyram Yarbro, known online as Skincare by Hyram. Hyram is friendly, knowledgeable, and transparent in the fact that he is not a dermatologist, but a skincare enthusiast and specialist. His aim is to make his 4.3 million YouTube subscribers feel confident in their skin.
Hyram also uses TikTok as a platform to share his advice and recommendations. He engages with his followers on the app, reacting to and commenting on their skincare routines.
The OG skin influencer, known to many, is Caroline Hirons. As a qualified aesthetician, she began blogging about skincare ten years ago. Since then, the interest and growth in Caroline’s blog and social media presence have enabled her to grow an entire brand. She continues to educate and engage with the masses.
Caroline’s book titled ‘Skincare: The Ultimate No-Nonsense Guide’ made it into Amazon’s best sellers of 2020 list. The book placed alongside names such as David Walliams, Nigella Lawson, and none other than Barack Obama. If you use this as a scale to measure success, Caroline has certainly put skinfluencers on the map.
Although it is common for skinfluencers to post sponsored content about products with affiliate links, they are, for the most part, business entities in their own right. The fact they share content promoting a multitude of brands at different ends of the price spectrum creates a sense of trust. Their audience may not get this from a skincare specialist who works for a specific brand.
What does this mean for skincare brands?
Certain skincare brands have noticed a spike in product sales since information about products has become readily available and easy to digest on social media. Many of us will have seen the scary-looking blood-red facemask by the Canadian brand, The Ordinary.
The people of TikTok jumped on the trend of sharing their results from the red mask. In 2016, the brand that launched in 2016 reported that around 52,000 units were sold in the first two weeks of February 2020. A further 77,000 were sold in the third week. This meant a 1000% increase in demand compared to sales before their AHA 30% + BHA 2% Peeling Solution went viral on social media.
The way that TikTok’s algorithm works means that once users start engaging in skincare content, their ‘for you page’ will begin presenting them with more. Only increasing the boom within the industry.
We know that influencers have become the go-to for advice and inspiration. Skincare brand partnerships with skinfluencers could be the correct angle to be taking in terms of marketing strategy. Especially during a time where we are unable to splash out on luxury facials and have no events to showcase our favourite makeup looks.
Skincare influencers like Caroline Hirons and Skincare by Hyram are holding the beauty industry to account with their honest reviews and enthusiasm, one pimple at a time.