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How TikTok is proving beauty is more than skin deep

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October 25, 2020 at 07:04AM

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Social media smarts and a sense of humour are highly profitable for a new breed of ‘skinfluencer’

He grew up on a cattle ranch in Arizona before moving to New York to work on a department store makeup counter. Now at just 24, despite having no formal dermatology qualifications, Hyram Yarbro is a skincare guru to millions worldwide.

Yarbro is one of a new breed of superstar social media “skinfluencers” who have gained popularity during lockdown – especially on TikTok – and are changing what we buy and why.

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Lockdown affected grooming routines, with a shift to skincare from make-up and perfume. It will come as no surprise to anyone who’s tried to book a salon appointment since March that home-treatment sales are up, with teeth-whitening products up 180% and hair-dye sales six times higher than last year.

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