Hyram Yarbro Announces Selfless by Hyram, a Purpose-Driven Skincare Line

Hyram Yarbro, the lovable yet no-nonsense personality behind hit YouTube channel Skincare by Hyram, will launch his very own brand: Selfless by Hyram. The skincare expert, whose channel boasts a following of over 4.5 million subscribers, developed the line in partnership with The Inkey List, a skincare and haircare brand that shares Yarbro's ingredients-first approach to beauty.

As detailed in a teaser video set to soaring string instrumentals, Selfless by Hyram aims to deliver quality products while sparking change in four major areas: environment, health, education and empowerment, which the brand's website characterizes as "some of the biggest issues facing people and planet today." To start, Yarbro has teamed up with Rainforest Trust and Thirst Project, two organizations that will receive a portion of proceeds from each Selfless purchase. Funds will help protect tropical rainforests from deforestation and provide clean drinking water to people in Eswatini, Africa.

Sefless by Hyram will begin with five hero products, the majority of which are carbon-neutral and formulated with responsibly harvested ingredients. (A page on the brand's website is dedicated to its sustainability efforts, a commendable step towards transparency.) Selfless also packages its offerings in 100 percent recyclable, sugarcane-based tubes.

"We are in an industry focused on empowerment and self care,” Yarbro told WWD. "I wanted to create a brand that would be selfless — and connect consumers’ purchasing power with a greater cause," he said, building on an assertion he makes in his announcement video: "I didn't want to create a skincare brand unless it sparked social change."

Selfless by Hyram will launch globally at Sephora on June 24. Products will price at no more than $30 USD.

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