How TikTok is proving beauty is more than skin deep

Social media smarts and a sense of humour are highly profitable for a new breed of skinfluencer'

He grew up on a cattle ranch in Arizona before moving to New York to work on a department store makeup counter. Now at just 24, despite having no formal dermatology qualifications, Hyram Yarbro is a skincare guru to millions worldwide.

Yarbro is one of a new breed of superstar social media skinfluencers" who have gained popularity during lockdown - especially on TikTok - and are changing what we buy and why.

Lockdown affected grooming routines, with a shift to skincare from make-up and perfume. It will come as no surprise to anyone who's tried to book a salon appointment since March that home-treatment sales are up, with teeth-whitening products up 180% and hair-dye sales six times higher than last year.