BYBI

What BYBI does

BYBI is a London-based direct-to-consumer vegan skincare brand founded in 2017 and operated by Mystic Elements Limited, a private limited company registered in England and Wales. Co-founded by Elsie Rutterford and Dominika Minarovic, the company develops clean-beauty formulations built around plant-derived actives, with its flagship being the Bakuchiol Booster — a daily facial oil containing 1% bakuchiol (marketed as a vegan retinol alternative) and olive squalane, positioned for anti-aging, skin brightening, and barrier support without retinol-associated irritation or photosensitivity. Products are packaged in sugarcane bioplastics as part of a "climate-conscious" positioning, and the portfolio currently comprises two SKUs: the Bakuchiol Booster (Drop #1) and a digital Gift Card, with Drop #2 (Strawberry Booster) signalled as upcoming.

Name

BYBI

Legal name

Mystic Elements Limited

Website

https://bybi.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

BYBI is a London-based direct-to-consumer vegan skincare brand founded in 2017, selling plant-derived formulations led by its Bakuchiol Booster — a vegan retinol alternative — through its Shopify e-commerce site to consumers in 40+ countries.

Ownership category

akta.pro rank

Product category

Vegan Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA)

akta.pro secondary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Vegan skincare
• Clean beauty
• Bakuchiol booster
• Cruelty-free cosmetics
• Sustainable packaging

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: BYBI generates revenue through direct-to-consumer sales of vegan skincare products via its e-commerce platform. Products include the award-winning Bakuchiol Booster (hero product) and gift cards. The business operates on a one-time purchase model with no subscription required, though customers can subscribe for regular deliveries.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

BYBI develops and sells vegan, cruelty-free facial skincare products direct to consumers through its own e-commerce website. Its hero product, the Bakuchiol Booster, is a daily facial oil formulated with 1% bakuchiol (a plant-derived retinol alternative) and olive squalane for hydration and skin barrier support. The brand also offers digital gift cards and operates a drops-based product release model, with all products packaged in sugarcane bioplastics to align with its climate-conscious positioning.

Product overview

BYBI is a direct-to-consumer vegan skincare brand offering a focused portfolio of two core products: the Bakuchiol Booster (Drop #1) and Gift Cards. The flagship Bakuchiol Booster is an award-winning daily facial oil positioned as a vegan retinol alternative, while the Gift Card provides a gifting option. The company operates a drops-based product model where 'Drop #1' features the Bakuchiol Booster and 'Drop #2' (Strawberry Booster) was being prepared for launch. All products are climate-conscious, vegan, and cruelty-free skincare with eco-conscious packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• Bakuchiol Booster Award-winning daily vegan facial oil and skincare booster containing 1% bakuchiol and olive squalane, positioned as a natural vegan alternative to retinol that supports collagen production, brightens skin, improves tone and texture, and helps maintain a healthy skin barrier. Sold in a 30ml bottle for $30.00, suitable for all skin types including sensitive skin and during pregnancy.
• BYBI Gift Card Digital gift card available in denominations of £10.00, £25.00, £50.00, and £100.00, delivered instantly via email for last-minute gifting of BYBI products.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Herbivore Botanicals: US-based natural skincare brand with vegan formulations, plant-derived actives, and DTC-led distribution. Comparable in ingredient philosophy, target consumer, and clean-be DTC business model.
• Pai Skincare: London-based DTC skincare brand specializing in sensitive skin and certified organic/bio formulations. Direct comparable to BYBI given shared UK origin, sensitive-skin positioning, and clean-be DTC ethos.
• Tropic Skincare: UK-based natural and vegan skincare brand selling primarily through direct sales and DTC. Comparable as a fellow British clean-beauty brand with similar sustainability positioning and target demographic.
• The Ordinary (DECIEM): Ingredient-focused skincare brand offering affordable actives including bakuchiol serums. Direct competitor to BYBI's Bakuchiol Booster with much larger scale and broader retail distribution.
• Biossance: Clean beauty brand built around squalane (the same hero ingredient in BYBI's booster) and sustainable biotech ingredients. Direct competitor in the squalane and bakuchiol skincare category.
• Evolve Organic Beauty: UK-based organic and vegan skincare brand with DTC and retail distribution. Comparable as a small UK clean-beauty brand targeting similar climate-conscious consumers.

Broad incumbents

• Drunk Elephant: Premium clean beauty brand (acquired by Shiseido for $845M) offering biocompatible skincare. Comparable as a category-defining clean-beauty brand, but at significantly larger scale with broader retail presence.

Emerging players

• Versed Skincare: Clean, vegan skincare brand focused on affordable actives sold through DTC and Target retail. Comparable as an ingredient-focused clean-beauty brand, though positioned at a lower price point than BYBI.
• Axiology: Multi-award-winning sustainable beauty brand featured alongside BYBI in sustainable packaging coverage. Comparable as a small, sustainability-led indie beauty brand with a similar values-driven positioning.

Regional players

• Oskia Skincare: UK-based luxury skincare brand with MSM-based formulations and natural active ingredients. Comparable as a British boutique skincare brand with science-meets-natural positioning.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bybibeauty
• Facebookfacebook.com/bybibeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors3 records

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 BYBI