Disruption is in Byoma’s DNA. Focused on innovative, solution-based evolution, putting people at the forefront is its goal as Byoma continues to reinvent, reshape, and redefine beauty with science-backed technology and a digital-first approach, constantly pushing the boundaries of what’s possible.
After extensive consumer research, the team realized that the ease of access to medical-grade skincare, combined with a lack of education, was severely damaging skin barriers globally, particularly for Gen Z consumers. Dedicated to being the brand that restores, repairs, and rebuilds the barrier, Byoma was born on the principle of being the building blocks to better skin.
With a ground-breaking proprietary barrier-health complex (combining ceramides, cholesterol, and fatty acids at a 3-1-1 ratio), Byoma seeks to become the ultimate accessible and affordable barrier care and wellness solution for every single skincare user. Byoma's proprietary barrier-health technology delivers molecular-level dermal repair with breakthrough efficacy. Cutting-edge Korean microbiome chemistry allows the brand to approach skincare markedly different from others in the industry.
The focus on skin barrier health and the creation of skin-compatible skincare means healthier results regardless of age, skin tone, type, or gender. Gentle enough for sensitive skin, yet powerful enough to deliver effective, noticeable results.
Founder: Marc Elrick
Founded: 2022
Leadership:
2023 Full Year Expected Revenue Range: $30 to $50 million
Category: Skincare
Distribution Channel: Mass, Drugstore, Prestige
Funding: Private Equity
What are some of your key business initiatives for 2023?
After launching in February 2022, we have quickly fostered a connected community that is highly engaged with us. The community constantly shares what it's loving and what it would like to see next.
As we look at 2023, we will continue to create and curate content that engages, educates, entertains, and inspires. New products launching are all driven by consumer feedback and requests. We’re really excited to see our community's response. We’re also working to fill the demand for more transparency and education.
It’s an amazing feeling being able to develop with this consumer-first approach as we continue to grow, and I feel so incredibly inspired every single day.
What are you most proud of having accomplished?
One year since its launch, Byoma is one of the fastest-growing skincare brands available globally in big retailers such as Target, Ulta Beauty, Sephora Europe, Cult Beauty, Boots, and Selfridges. Additionally, we have won 12 industry awards and have been featured in a TikTok case study, speaking to the success of a new Gen Z brand launch.
These incredible products are approachable and affordable and are resonating not only with the press, consumers, and influencers but at an industry level too. That’s something that gives me an incredible sense of pride.
What has been the biggest surprise since the brand was founded?
How groundbreaking our choice to include transparency on the packaging was. I really saw this as a need-to-have, not a nice-to-have. When we were creating and formulating our products, I wanted that key piece of our mission―transparency―to shine through and make choosing and using skincare easier for the consumer. The overwhelmingly positive response to this from our community―press, influencers, and consumers alike―showed how necessary our commitment to education really is.This is really a small step in what we consider to be a huge journey for us!
What aspect of your brand DNA fuels your competitive advantage?
I attribute a huge part of our launch success over the past year to our strong mission to inspire, empower, and educate consumers to make smart, informed decisions for their skin through affordable, accessible, and approachable science-backed barrier care.
With people at the heart of everything we do, Byoma is dedicated to democratizing the skincare industry, focusing on empowering consumers through education. The goal is to help everyone make informed choices when it comes to their unique skin type. Byoma offers total transparency on the packaging, decoding the INCI list, breaking down every single ingredient utilized in the formulas, as well as its purpose―because knowledge is power. On the packaging, we also detail where each product fits into a simple five-step skincare routine, along with how and when to use it.
Please share your insight on the future of the beauty industry.
I believe we’re on the cusp of incredibly innovative times. The pandemic has shown that the consumer is more tuned in and educated than ever. Science and tech will work in synergy to push the industry, product development, and the consumer forward, finding new ways to serve unsolved needs. However, the current economic environment will push the consumer to demand value without sacrificing quality.
What is the best piece of advice you’ve been given?
Take action―embrace failure and make it happen. The world is full of great ideas, but success only comes through action. Act bold and execute big. Strive to make the impossible possible. Failure is ok when you fail fast and learn faster.
Paying it forward, what advice would you give to someone contemplating launching a beauty brand?
All entrepreneurs start with a great idea but most of the time that great idea is based on a personal frustration, experience, want, or need. It is so important to separate personal passion from your consumers' wants or needs. The best entrepreneurs tailor great ideas to serve the consumer; not sell to them. Know those you serve better than anyone else, and you’ll be able to create and deliver the solutions they truly want and need.
If you could change one thing in the beauty industry, what would it be?
I have always said that beauty doesn’t change the world, but how it makes you feel can and will. I think brands need to put the consumer at the heart of everything they’re doing and creating. Starting with a purpose rather than a product changes everything.
Never underestimate the power of beauty and what we do. I’d love to see the industry take a deeper responsibility in understanding the power we have to make the world a better place―all by helping people feel better, happier, and more confident. That’s really powerful.
