What BYOMA does

BYOMA is a barrier-first skincare brand founded in 2020 by Marc Elrick during the COVID-19 lockdown, in response to widespread consumer skin-barrier damage caused by overuse of high-strength actives. The company's product proposition centers on a proprietary Tri-Ceramide Complex formulated at a clinically proven 3-1-1 ratio of ceramides, cholesterol, and fatty acids, deployed across a 30+ SKU portfolio spanning cleansers, toners, serums, moisturizers, SPF (with proprietary Cerasun Technology), facial masks (including a Bio-Collagen Radiance peel-off mask), lip care (Liptide line), and a full body-care range. Additional proprietary technologies include Phyto-Mucin (a biobased snail-mucin alternative) and bio-collagen. Products are positioned at accessible mass-prestige price points ($11.99-$25 per unit), are dermatologist-tested, vegan, cruelty-free, fragrance-free, and alcohol-free, with select SKUs carrying the National Eczema Association seal.

The brand reaches consumers through a dual-channel model: DTC e-commerce at byoma.com (supplemented by an AI-powered Skin Analysis Tool and the BYOLOGY Class educational platform), and wholesale distribution at more than 10 Tier-1 retailers spanning the US (Target, Ulta, Urban Outfitters, Amazon), Canada (Sephora at 140 doors plus Shoppers Drug Mart), the UK (Boots, Sephora, Space NK, Selfridges, Cult Beauty), and the EU (Sephora). Pricing relies on one-time unit purchases with bundle discounts (25% off 4+ products, free shipping over $40, free samples). Marketing is led by Gen-Z-targeted organic and paid social (Instagram, TikTok, Facebook), creator collaborations, and a step-change into broadcast TV via BYOMA's first-ever Big Game commercial in February 2026.

BYOMA is privately held and underwent a change of private equity control in September 2025, when Bansk Group acquired a majority stake from Yellow Wood Partners. Founder-CEO Marc Elrick and the existing leadership team were retained; Tara Loftis serves as Global President and Chief Brand Officer. The company operates with 51-100 employees across offices in New York (US HQ) and Glasgow, with a US returns-processing facility in Edison, NJ, and serves a global customer base across North America, the UK, and the EU.

Name

BYOMA

Legal name

BYOMA US Inc.

Website

https://byoma.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

BYOMA is a barrier-first skincare brand founded in 2020 by Marc Elrick, selling a proprietary Tri-Ceramide Complex portfolio (cleansers through body care, $12-$25) via DTC and Tier-1 retailers across the US, Canada, UK, and EU, serving Gen Z and Millennial consumers. Privately held under Bansk Group since September 2025.

Ownership category

akta.pro rank

Product category

Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Natural/Organic & Clean Skincare (CRABAAAH), Skincare Sets, Kits & Travel Sizes (CRABAAAL)

Keywords

• Barrier skincare
• Ceramide skincare
• Face cleansers serums
• Sunscreen SPF
• Skincare body care

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Operations, Technology or R&D, Personnel, Supply Chain, Others

Revenue model

1. Direct-to-Consumer E-commerce: BYOMA sells directly to consumers through its e-commerce platform byoma.com, offering the full product range including cleansers, serums, moisturizers, SPF, body care, and bundles. Revenue is generated through one-time product purchases with promotional discounts (25% off 4+ products, free shipping over $40, free samples with every order).
2. Retail Distribution: BYOMA generates revenue through retail partnerships, selling products through major US retailers (Target, Ulta, Urban Outfitters, Amazon), Canadian retailers (Shoppers Drug Mart, Amazon), UK retailers (Boots, Sephora, Space NK, Cult Beauty, Selfridges, Amazon), and EU retailers (Sephora). Products are also available through marketplace channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels11 records

Marketing channels10 records

Core offering

BYOMA is a barrier-first skincare brand that sells dermatologist-tested cleansers, toners, serums, moisturizers, SPF, masks, lip treatments, and body care products formulated around its proprietary Tri-Ceramide Complex (ceramides, cholesterol, and fatty acids at a clinically proven 3-1-1 ratio). Products are sold direct-to-consumer via byoma.com and through major beauty and mass-market retailers including Target, Ulta, Boots, Sephora, and Selfridges.

Product overview

BYOMA is a barrier-first derm skincare brand offering a comprehensive range of skincare and body care products designed to boost, build, balance, and brighten skin. The portfolio centers on the proprietary Tri-Ceramide Complex (ceramides, cholesterol, and fatty acids at a clinically proven 3-1-1 ratio) formulated across cleansers, toners, serums, moisturizers, SPF, masks, and body care. Key products include the Creamy Jelly Cleanser, Hydrating Serum, Moisturizing Gel Cream, Moisturizing Rich Cream, Ultralight Face Fluid SPF 50, and Bio-Collagen Radiance Facial Mask. The brand also offers targeted solutions for specific concerns including dry skin, dull skin, blemish-prone skin, and sensitive skin, as well as the Liptide lip collection and body care line. Educational initiatives include the Skin Analysis Tool (AI-powered personalized routine builder) and BYOLOGY Class. Founded in 2020 by Marc Elrick, BYOMA was acquired by Bansk Group in September 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Creamy Jelly Cleanser Ultra-hydrating jelly cleanser with Tri-Ceramide Complex, licorice root, and green tea extracts that gently breaks down dirt and oil without compromising the skin barrier. Holds the National Eczema Association seal.
• Melting Balm Cleanser Buttery-soft cleansing balm that melts away stubborn makeup, SPF, and impurities while strengthening the skin barrier, designed for the first step of a double cleanse routine.
• Milky Moisture Cleanser Ultra-soothing cleanser that gently conditions and cleanses dry, sensitive skin while supporting the skin barrier. Holds the National Eczema Association seal.
• Milky Oil Cleanser Cleansing oil for sensitive skin that gently removes impurities while maintaining skin barrier function.
• Balancing Face Mist Lightweight, pH-balanced refreshing face mist with Tri-Ceramide Complex and probiotic ferment to immediately hydrate and support the skin microbiome.
• Brightening Toner Toner that deep cleans pores, removes excess oil, and helps control oil production for a more radiant complexion.
• Hydrating Milky Toner Ultra-soothing and gentle milky toner that quenches dry skin while repairing and restoring sensitized and sensitive skin barriers.
• Hydrating Serum Ultra-lightweight, moisture-boosting facial serum with Tri-Ceramide Complex, squalane, and glycerin, clinically proven to lock in moisture for up to 24 hours.
• Clarifying Serum Serum with blue tansy and PHA that gently exfoliates blemish-prone skin, unclogs pores, and soothes redness without stripping or irritating.
• Brightening Serum Serum with niacinamide and hyaluronic acid that evens skin tone, boosts hydration, and reinforces the skin barrier via the Tri-Ceramide Complex.
• Phyto-Mucin Glow Serum Daily super-serum with phyto-mucin (a biobased snail-mucin alternative from Japanese roots and plants), Tri-Ceramide Complex, panthenol, and hyaluronic acid that plumps, reduces water loss, and acts as a makeup primer.
• Barrier Repair Eye Cream Eye cream with barrier lipids, copper tripeptide, and ectoin that repairs and protects the delicate eye area.
• De-Puff + Brighten Eye Gel Eye gel that reduces puffiness and brightens the under-eye area.
• Sensitive Retinol Oil Retinol oil formulated for sensitive skin with barrier lipid complex, hydrating squalane, and nine antioxidant-rich botanical oils for anti-aging benefits.
• Moisturizing Gel Cream Lightweight, oil-free daily moisturizer with Tri-Ceramide Complex, niacinamide, and green tea antioxidants for oily and blemish-prone skin.
• Moisturizing Rich Cream Rich, deeply moisturizing cream with Tri-Ceramide Complex, bakuchiol, and shea extracts, clinically proven to provide 70% immediate increase in moisturization and approved by the National Eczema Association.
• Barrier+ Treatment Barrier repair treatment that restores and protects the skin barrier with concentrated barrier-boosting ingredients.
• Hydrating Recovery Oil Hydrating recovery oil with barrier lipid complex and National Eczema Association approval that delivers antioxidant protection while supporting the skin barrier.
• Ultralight Face Fluid SPF50 Ultra-lightweight SPF 50 sunscreen with Cerasun Technology, hyaluronic acid, and astaxanthin providing broad-spectrum UVA/UVB protection with zero white cast and instant moisturization of up to 71%.
• Ultralight Face Fluid SPF30 Lightweight SPF 30 face fluid providing broad-spectrum sun protection with barrier-boosting and hydrating ingredients.
• Bio-Collagen Radiance Facial Mask Transformational peel-off mask powered by Bio-Collagen, with Tri-Ceramide Complex, Cica, and Astaxanthin that begins as a pink gel and transforms into a clear film, clinically proven to improve texture in 20 minutes.
• Liptide Lip Mask Ultra-rich overnight lip treatment that minimizes water loss and repairs the lip barrier for a plumper pout by morning.
• Liptide Lip Oil Barrier-boosting lip oil for everyday lip care and hydration.
• Liptide pH Lip Oil pH-balanced lip oil that supports lip barrier health while delivering hydration.
• Nourishing Body Oil Restorative, antioxidant-rich body oil that illuminates and hydrates while protecting the skin barrier from the first use.
• Smoothing Body Serum Body treatment serum that smooths and nourishes skin while clarifying rough and bumpy skin and supporting the skin barrier.
• Brightening Body Lotion Lightweight body lotion that gently exfoliates to improve skin appearance without disrupting skin barrier function.
• Hydrating Body Lotion Body moisturizer with targeted ingredients to hydrate and rejuvenate the skin.
• Sensitive Skin Body Lotion Body lotion formulated for sensitive skin that hydrates while being gentle on reactive skin types.
• Hydrating Body Wash Body cleanser designed to boost and balance the skin's barrier while cleansing.
• Brightening Body Wash Body wash with brightening properties that improves skin appearance while maintaining barrier health.
• Sensitive Skin Body Wash Body cleanser formulated for sensitive skin that gently cleanses while supporting skin barrier function.
• Smoothing Body Polish Body exfoliator that targets rough and bumpy skin without stripping the skin barrier.
• Foaming Rice Deep Cleanser New foaming deep cleanser launched in November 2025.
• Hydrating Milky Moisturiser New hydrating milky moisturizer launched in November 2025.
• Skincare Bundles and Sets Curated multi-product bundles such as Brightening Heroes, Bestsellers, and Summer Skin Routine SPF 50 sold at a discount versus individual product pricing.

Quantifiable outcome

• Clinically proven to lock in moisture for up to 24 hours following just one application (Hydrating Serum)
• +4 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Barry'sflagshipGTM or Marketing Partner · 1 June 2026BYOMA partnered with Barry's, the high-intensity fitness studio chain, for Pride Month celebrations throughout June 2026. Participating Barry's studios across the United States, Canada, and the United Kingdom hosted exclusive community events, founder-led workout experiences, complimentary product sampling, and community giveback through complimentary Barry's class credits. The partnership promotes community engagement, inclusivity, and self-care by combining fitness and skincare offerings. Supported through national email campaigns, social media content, in-studio marketing, and digital activations.

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• The Ordinary: DECIEM-owned clinical, ingredient-led skincare brand selling efficacious formulations at mass price points. Direct match on single-active, barrier-positive, dermatologist-tested positioning aimed at younger consumers with strong DTC and Sephora retail distribution.
• The Inkey List: Affordable, science-led skincare brand with similar sub-$25 price architecture and heavy Sephora/Boots retail distribution. Closely comparable on ingredient transparency, Gen Z target consumer, and barrier/sensitive-skin use cases.
• Paula's Choice: Clinical, ingredient-led skincare brand sold DTC and through Sephora/Target. Matches BYOMA on barrier-friendly formulations, no-frills clinical positioning, and mid-teens price points across cleansers, serums, and SPF.
• Versed: Affordable clean-clinical skincare brand sold primarily through Target and DTC. Highly comparable on Gen Z target, sub-$25 pricing, ingredient-forward positioning, and clean-formulation credentials.
• Youth To The People: Superfood-ingredient skincare brand at accessible premium price points, sold through Sephora and DTC. Compares on Gen Z target, clinically-positioned formulations, and barrier-supportive ingredient story.

Broad incumbents

• CeraVe: L'Oreal-owned dermatologist-developed skincare brand anchored on ceramides and barrier repair. Directly competes with BYOMA on the Tri-Ceramide Complex story with broader scale, deeper clinician endorsement, and mass+drugstore distribution globally.
• La Roche-Posay: L'Oreal-owned dermatological skincare brand with strong sensitive skin and barrier health positioning. Comparable on clinical proof, eczema-friendly formulations, and global pharmacy distribution; positioned upmarket from BYOMA.
• Drunk Elephant: Shiseido-owned clinical skincare brand focused on biocompatible formulations and barrier health, sold at Sephora premium. Comparable on barrier/biome positioning and ingredient philosophy, though at meaningfully higher price points than BYOMA.

Emerging players

• cocokind: Clean, affordable skincare brand with barrier-friendly formulations sold DTC and through Sephora/Target. Comparable on accessible price points and ingredient transparency, though smaller scale and more limited retail footprint.

Others

• Amika: Hair care brand owned by Bansk Group alongside BYOMA in the same PE portfolio. Indirect peer showing Bansk's go-to-market playbook — prestige-leaning, social-first, Sephora and DTC distribution — relevant for shared platform economics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/byomaskin
• Instagraminstagram.com/byoma
• TikToktiktok.com/@byoma
• LinkedInlinkedin.com/company/byoma

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BYOMA