BYOMA

BYOMA is a barrier-focused skincare brand based in Glasgow, Scotland, founded by Marc Elrick [4]. Its central idea is that healthier skin comes from strengthening the skin barrier rather than stripping it with harsh ingredients, and the company positions its range as affordable, science-led and easy to understand. The brand dates its own founding to 2020, when Elrick developed it during the COVID lockdown [1]; beauty-trade publications generally record 2022 as the year it reached the market [5].

Sold at accessible price points, BYOMA grew quickly after launch into a widely stocked "masstige" skincare line distributed across the UK, the US and other markets [4]. It is one of several beauty brands tied to founder Marc Elrick, alongside the self-tan labels Isle of Paradise, Tanologist and Tan-Luxe.

⚑ Thinner sourcing. The article relies largely on the brand's own statements (T2–T3). Glowpedia is seeking independent sources.

BYOMA was created by Marc Elrick, who is described as its founder and chief executive. According to the company, the brand grew out of his observation that people were misusing strong active ingredients, leading him to conclude that "better skin stems from a boosted skin barrier" [1]. He developed the concept during the 2020 COVID lockdown and built it around the premise that "when we stop stripping our skin and start boosting our barrier, we find the key to balanced, brighter skin."

The brand is based in Glasgow, Scotland, and forms part of a wider beauty business run by Elrick that originated, by his account, from a salon he and his husband operated [4].

The brand's two foundational dates reflect two different points in its development. BYOMA's own account places its founding in 2020 [1], while editorial coverage consistently cites 2022 as its market launch [5]; the two are not contradictory, with 2020 marking development and 2022 the point of sale. A 2024 Beauty Independent profile reported that BYOMA had reached around 60 retailers, with 2023 sales estimated between 30 and 50 million dollars and projections of substantially higher revenue by 2025 [4].

BYOMA's parent is Future Beauty Labs, the company through which Marc Elrick operates several beauty brands. The ownership structure has since changed: a private-equity investor, Yellow Wood Partners, held a majority stake, and in September 2025 that majority stake was sold to Bansk Group, with BYOMA continuing under Elrick's leadership [4]. The brand's sister labels under the same founder include Isle of Paradise and Tanologist.

BYOMA describes its mission as "accessible, affordable, approachable" skincare that educates without being complicated [1]. The brand's stated values centre on skin-barrier strengthening, a scientific approach, community and sustainability. Rather than emphasising potent actives, the company frames its products as gentle and "skin-compatible," intended to support the barrier instead of disrupting it.

The brand is aimed particularly at Gen Z consumers and has leaned on transparency and educational content as part of its identity [5]. It runs an educational hub it calls "Byology Class" and offers an AI-based skin-analysis tool, both positioned as ways to explain barrier health to a general audience.

BYOMA's range spans facial and body skincare, organised around cleansing, toning, treating and moisturising, with additional lip and SPF products. Among the items the brand lists as signature or bestselling are its Moisturising Gel Cream, Creamy Jelly Cleanser, Balancing Face Mist, Hydrating Serum and the Ultralight Face Fluid SPF50.

At the centre of the formulations is what the company calls its Tri-Ceramide Complex, which combines ceramides, cholesterol and fatty acids in what it describes as a "golden" 3-1-1 ratio said to be the most skin-compatible balance for rebuilding the barrier and restoring moisture. Other ingredients the brand highlights include niacinamide, bakuchiol, PHA, green tea and licorice root. BYOMA also states that every one of its products goes through two externally verified clinical trials [4], and it offers refill formats across parts of its range.

BYOMA has reported winning 12 industry awards on a cumulative basis and being featured in a TikTok case study, figures the company states itself [5]. The brand's rapid growth and barrier-health positioning have also been the subject of trade-press features in Beauty Independent and BeautyMatter.

BYOMA is an active and fast-growing skincare brand, distributed through major retailers including Boots, Target, Ulta Beauty and Sephora UK [4]. Its most recent recorded developments include continued retail expansion and a September 2025 change of ownership, with the brand carrying on under founder Marc Elrick.