Last summer, my skin-care routine and I had a good thing going until videos began populating my TikTok “For You” page about the humble, affordable drugstore brand CeraVe, whose products were selling out in drugstores across the country. At first it was confusing. I used CeraVe products back in 2007 and while I liked their face wash and moisturizers, I had moved on to better (and, admittedly, more expensive) products. Was this the same tried and true CeraVe I knew? And like the good consumer I am, the product’s scarcity only made me want CeraVe even more.
CeraVe’s coveted status can be traced back to TikTok skinfluencer Hyram Yarbro a.k.a. @SkincarebyHyram—who boasts almost 7 million followers on TikTok alone. His many reviews of CeraVe products instruct on why the brand’s salicylic acid ingredients are ideal for acne-prone skin and why CeraVe’s non-stripping hydrating cleanser is best for dry, sensitive skin. While Yarbro is not a dermatologist, he’s won trust and a loyal following from a Gen-Z audience by acting as an industry whistleblower, cutting through marketing speak, and prioritizing skin health by way of an ingredient-aware regimen. And while there’s caution to be had from a one-size-fits all approach beamed to thousands or millions of people in bite-sized videos, Yarbro and other skinfluencer’s no-nonsense, informative approach is compelling. They give viewers a feeling of agency to make their own decisions.
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