Exclusive: Skin care guru Hyram has co-founded a brand with The INKEY List

Selfless by Hyram is here

Editor / July 01 2021

Ask any avid TikTok user to name the beauty content creator they’d love to see a skin care brand from most, and the resounding answer would undoubtedly be Hyram.

Hyram Yarbo (AKA @skincarebyhyram and one of the most knowledgeable, no BS skin care experts out there) has amassed a whopping 12 million followers across his social media in as little as three years, thanks to his science-backed, honest and informative advice. 

And it’s this trusted, reliable and relatable voice that’s not only allowed him to stand out on platforms often saturated in misinformation, but also led him to launching a namesake beauty brand that’s different to any other. 

Say hello to Selfless by Hyram.

Unlike other influencer and beauty brand collabs, Hyram has co-founded this brand with the founders of The INKEY List – Colette Laxton and Mark Curry – a company that already has a stellar reputation for creating gentle and effective products that don’t take advantage of people’s bank accounts. Can you say ‘match made in heaven’?

And rather than being a pure profit-maker (because let’s be honest, with Hyram’s rep the products are going to FLY off the shelves), every single purchase will have a social impact.

In an exclusive interview with BEAUTYcrew, all three founders (Hyram, Laxton and Curry) spoke of the partnership and how the brand is going to spark global change (as well as great skin).

It’s clear within the first few minutes that the mission behind Selfless by Hyram is what brought these founders together and fueled a harmonious alliance. 

Answering as to why he decided not to launch a brand solo like so many others, Hyram tells us: “Funnily enough, I had been working on my brand for quite a while on my own before The INKEY List.”

“I was very much like ‘I want the brand to be my own’ and didn’t feel comfortable trusting a partner fully with what I had developed and the idea of Selfless by Hyram,” he admits. 

However, the trio had been in touch frequently over the years and Hyram recalls that “every single time I'd connect with them, there was just such an alignment on values and ethics.”

The decision ultimately came down to the fact that by pulling their power together, Selfless by Hyram could create a huger impact and spark social change more than what Hyram believes he could’ve done alone.

Laxton adds that the brand couldn’t be further from an influencer collaboration or just something that ‘The INKEY List is doing’. “The three of us are co-founders, this is a partnership and we want to be conjuring change; this isn’t a fashionable product drop,” she tells BEAUTYcrew. “Mark and I matched Hyram’s social impact vision with new standards for transparency, sourcing standards, sustainability efforts, and finding really sustainable packaging solutions.”

“I didn’t want to create a skin care brand unless I knew it could be a catalyst for change,” confirms Hyram.

Niacinamide and Maracuja Daily Barrier Support Moisturizer, $42 at Sephora

Retinol & Rainbow Algae Repair Serum, $48 at Sephora

Centella and Green Tea Daily Gel Cleanser, $33 at Sephora

So just how will social change transpire from Selfless by Hyram? With transparency high on the priority list for the brand, each product sold will support organisations across four key areas: environment, health, education and empowerment.

The launch will kick off with a focus on the environment and health pillars, “because we identified those as the most pressing global issues facing the world,” says Hyram.

“For every healthy quality product that’s purchased, one person is provided with clean drinking water for one year, through our partnership with an incredible organisation called First Project,” he explains.

“And for every climate impact product purchased, acres of forest around the world are protected from deforestation through our partnership with Rainforest Trust.” 

So rather than a percentage of profits being donated or a commitment of monetary value being made, consumers will know exactly how and where their product purchase is making an impact and updates from the brand will be communicated frequently.

Mark & Colette from The INKEY List

Mark & Colette from The INKEY List

As well as the transparency and clear contribution of each product, Laxton and Curry are also super excited about the influence Hyram will have as an ambassador for the charities.

“He’s really going to lead the charge and if we can educate on each of these issues as well as give consumers an easy way to support, we hope that we can really make an impact.”

As for the products themselves, the full range launched on June 24th, 2021 in Sephora's across the world (yes, including Australia!). Hyram tells us, “I came to Mark and Colette and I said ‘I have these certain ingredients that I know my audience loves, and that I love, and I really want to use in my products.’” 

Combined with the innovation The INKEY List is known for, the trio created five products: Centella and Green Tea Daily Gel Cleanser ($33), Niacinamide and Maracuja Daily Barrier Support Moisturizer ($42), Salicylic Acid And Sea Kelp Pore Clearing And Oil Control Serum ($39), Retinol And Rainbow Algae Night Repair Serum ($48) and Mandelic Acid And Rice Bran Gentle Exfoliating Serum ($39).

And if Hyram's endorsement is anything to go by, they're going to "blow people’s minds". 

Our skin is so ready.

Main image credit: @skincarebyhyram

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