Yarbro didn't expect to get many (if any) brand deals from his social media presence because of how "brutally honest" his content was. That's why it was "mind-blowing" when he was approached by a brand for the first time to work on a campaign. "I really wanted to be an authentic voice for people to be able to listen to, to help them navigate the shopping for skin care, just like a best friend would," he says. "It really didn't register that this could become something I'm able to support myself doing."
It didn't take long for the community he built of trusting followers to encourage him to create his own brand, but he was apprehensive at first. "I knew that if I wanted to create a brand, I wanted it to have a really positive impact that actively helps make the world a better place, rather than just releasing products," Yarbro says. While doing some research, he stumbled upon the idea of launching a brand with a direct social impact and giving back as part of its core philosophy. "That's when I really started getting excited."
At the time, Yarbro had been working closely with the founders of The Inkey List, Colette Laxton and Mark Curry, a brand he deeply supports, and they came up with the idea to work on something together. "As we became more familiar with each other and our similar desire to want to change the world, that's when the conversation around building a brand began."
After two years, Selfless by Hyram launched in June 2021 with five products — cleanser, moisturizer, retinol serum, salicylic-acid serum, and exfoliating serum. At its core, it has all of the components of a brand Yarbro loves: it's environmentally conscious, affordable (priced between $20 and $30), simple, and fragrance-free. Perfect for Gen Z.
Since launching just a short while ago, Selfless by Hyram has scored a coveted Sephora partnership, which allowed the brand to expand internationally and reach even more consumers. "I'm pinching myself; it still doesn't feel real," Yarbro says. "Moving forward with Selfless, there's so much that we plan to do from a social-impact standpoint."
At just 25 years old himself, you can be assured: this is only the beginning.