US: Sephora drops two influencer-launched lines - Do buyers favor items endorsed by influencers?

Beauty and skincare retailer, Sephora, is reportedly pulling influencers Addison Rae and Hyram Yarbro’s beauty lines from its stores. ‘Selfless by Hyram’ was launched directly on Sephora in June 2021, while Addison Rae's ‘Item Beauty’ collaborated with Sephora in August 2021. But both the ranges were reportedly met by “mixed results over the years.”

What do Sephora’s customers feel about influencer-endorsed products?

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - around four in 10 (37%) of Sephora’s consumers agree that they “trust products recommended by celebrities or influencers.” This is higher than the number of Americans (24%) who agree with the statement as well.

Further, 53% of Sephora’s current customers disagree with the statement that they “trust products recommended by celebrities or influencers.” Among the general US population, 61% hold the same view.

With these attitudes towards influencer or celebrity-recommended products, it’ll be interesting to see how Sephora’s customers react to the company dropping two of its influencer-launched lines.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.

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