BYBI
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.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
BYBI firmographics
Firmographics- 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
BYBI industry classification
Industry- 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
Where BYBI is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
BYBI business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Bakuchiol Booster - Single product SKU |
| Unit Pricing | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
BYBI product offering
Product offeringCore 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.
Companies that use BYBI
Customer profileSegments3 records
Ideal customer profiles2 records
BYBI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
BYBI partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
BYBI competitors and assessment
Company assessmentDirect 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
BYBI social profiles
Digital presenceBYBI financial estimates
Financial estimateRevenue estimate
Valuation estimate
BYBI leadership team
Management profileNumber of profiles
Profiles2 records
BYBI funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BYBI M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BYBI
What does BYBI do?
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.
Is BYBI a public or private company?
BYBI is a private company. It is classified as venture growth investor backed and is currently operating.
When was BYBI founded?
BYBI was founded in 2017. It employs 11 to 50 people.
Where is BYBI based?
BYBI is headquartered in London, United Kingdom, in the Europe region.
How does BYBI make money?
One revenue line is on record: direct Product Sales.
Who are BYBI's main competitors?
Direct peers on record are Herbivore Botanicals, Pai Skincare, Tropic Skincare, The Ordinary (DECIEM), Biossance and Evolve Organic Beauty. Drunk Elephant is listed as a broad incumbent. Emerging players are Versed Skincare and Axiology. Oskia Skincare is listed as a regional player.
Does BYBI have an API?
No public API is recorded for BYBI.
What industry is BYBI in?
BYBI's product category is Vegan Skincare. Its primary akta.pro industry code is CRABAAAA, Facial Skincare (Cleansers, Toners, Moisturizers), with a secondary code of CRABAAAG, Sensitive Skin & Barrier Repair. Its NAICS code is 456120 and its SIC code is 2844.