Byoma, the latest UK skincare brand to hit Australian shores, is set to shake up the industry with its barrier-boosting formulations. Available exclusively at Sephora, the brand was born during the pandemic and is built on extensive scientific research. Founder Marc Elrick and his husband Rob Brittain identified a major issue in modern skincare—overuse of harsh actives leading to widespread skin barrier damage. They sat down with Retail Beauty to share their story, offering a behind-the-scenes look at how Byoma was born out of a mission to simplify skincare and counteract the overuse of aggressive ingredients.

Elrick is no stranger to innovation in the beauty industry. As the founder and CEO of Future Beauty Labs, he has spent over 15 years shaping some of the most successful clean beauty brands in the world. Future Beauty Labs has launched four category-leading brands across global retailers, including Sephora, Ulta Beauty, Target, Boots, and Mecca. These brands include Tan Luxe, a pioneering self-tan brand that marries skincare with sunless tanning, Isle of Paradise, a colour-correcting tanning line co-created with celebrity spray tanner Jules Von Hep, and Tanologist, a dermatologist-approved self-tan range developed in collaboration with Lottie Tomlinson. Byoma, with its focus on barrier-boosting skincare, is the latest addition to his portfolio—continuing his mission to deliver high-performance, accessible beauty solutions that empower consumers.

“We saw consumers overwhelmed with choice, over-treating and over-exfoliating, thinking they had sensitive skin when, in reality, their skin was sensitised,” says Elrick. “Acids for breakfast, lunch, and dinner—it was too much.”

The brand’s mission is to combat the trend of overuse with a simplified, science-backed approach. “We spent thousands of hours researching the skin barrier, because we believe that’s the key to skin health,” he explains.

Elrick observed a disconnect in the industry: “Dermatological brands are gentle but not always targeted, while clinical brands are effective but often exacerbate skin sensitivity. We knew there had to be a middle ground.”

This realisation led to the development of Byoma’s formulations, which combine dermatologist-approved ingredients with barrier-protecting technology. Every product undergoes extensive clinical testing—at least 50 to 60 trials—before hitting the market.

To bring their vision to life, the Byoma team turned to South Korea, a global leader in skin science. “If you want to disrupt an industry, work with the best,” says Elrick. “Korean cosmetic scientists are pioneers in skin barrier research, and their technology is shaping the future of beauty.”

The team assembled world-leading researchers, dermatologists, and cosmetic scientists, developing their formulations in-house and conducting rigorous independent trials.

Despite its cutting-edge science, Byoma stands out with its accessible price point. “Luxury isn’t about price—it’s about performance,” Elrick asserts. “We saw that great skincare was often unaffordable, and we wanted to change that. No Byoma product costs more than $40, which is unheard of for active skincare that truly delivers.”

The brand’s vibrant, colour-coded packaging reflects its mission to make serious skincare approachable. “We believe education is key. If we can make it simple, fun, and effective, we empower consumers to make better choices for their skin.”

A major focus for Byoma is tackling misinformation in the beauty industry. “Social media is a double-edged sword—on one hand, it’s great for accessibility, but on the other, we have teenagers influencing purchasing decisions with little knowledge of skin health,” Elrick notes. “Brands need to take responsibility for education.”

Byoma simplifies skincare with a five-step system: cleanse, tone, target, moisturise, and protect. “We don’t believe in overcomplicating routines,” says Elrick. “Our mission is to help consumers understand their skin needs and build a routine that works for them.”

Since launching in 2022, Byoma has conducted over 60 independent clinical trials and gathered 100,000 skin measurements through AI skin scans. “We’re challenging industry standards by prioritising science over marketing hype,” Elrick explains. “Our formulas are tested rigorously in clinical environments, ensuring they deliver real results.”

Unlike many brands, Byoma does not rely on influencer marketing. “Our proof is in our formulas. We don’t need paid endorsements when dermatologists, skin experts, and consumers genuinely love our products,” he says.

Byoma’s rapid success speaks for itself:

  • One Byoma Moisturizing Gel-Cream is sold every 20 seconds in Sephora Europe.
  • The brand has over 1.5 million engaged consumers globally.
  • It is one of the fastest-growing skincare brands on TikTok and the second most engaging on Instagram.

Byoma is on a mission to democratise beauty, making high-performance skincare accessible to all. “We’re here to inspire positive change in the industry,” Elrick says. “Science-backed, barrier-boosting skincare shouldn’t be a luxury—it should be a standard. Efficacy is the new luxury.”

Read the SUMMER ’25 issue of Retail Beauty below:

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