With a combined following of 10 million subscribers across TikTok and YouTube, influencer Hyram Yarbro has a major presence within the Gen Z and millennial skincare space. So it came as no surprise when the social media star announced the launch of his very own skincare line, which he created in collaboration with skincare giant The Inkey List.

Selfless By Hyram has already broken records despite only launching in the U.S. on June 1. A statement sent to Bustle UK confirms that two products within the range were selling on the Selfless website every second within the first hour of sales. Yes, you read that right: every single second.

The formulas themselves are inspired by Hyram’s go-to ingredients, including retinol, salicylic acid, centella, niacinamide, and sea kelp. All the individual products are under £30 and you can buy the entire kit – which consists of a cleanser, a moisturiser, and three serums – for £114, which will also include a matched donation to Thirst Project and the Rainforest Trust.

Read on to find out which product is from the range has caught my eye, along with six other exciting new beauty launches out this week.