Byoma, skincare for Millennials and Gen Z, launches into Ulta Beauty – WWD


Byoma, a skin barrier-focused brand for Millennials and Gen Z, is hitting Ulta’s shelves.

The brand will launch Sunday with the largest specialty beauty retailer in the United States and will enter 715 doors nationwide on October 16.

Despite the brand’s age – it only launched earlier this year – it has already hit $9 million in retail sales through its existing partnership with Target, and is on track to reach $15 million. dollars for his first year there, the brand confirmed to WWD.

Byoma is owned by Future Beauty Labs, the parent company behind Tan-Luxe, Tanologist and Isle of Paradise. The company’s founder and CEO, Marc Elrick, told WWD that it was born out of consumer insight.

“We are a consumer-driven company,” he said of the brand’s inception. “During the pandemic, we noticed internally and what we saw on social media was that the consumer was exfoliating too much. With the rise of DermTok and a lot of conflicting information, I felt the consumer was more informed but perhaps more confused.

“When we looked at the data insights, as well as our own social media platforms, we noticed this was a really big deal,” he continued.

The role of social media in building the brand didn’t stop there. The brand, which houses its formulas in brightly colored packaging suitable for Gen Z, has already gained 200,000 social media followers. Its Moisturizing Cream Gel is the brand’s bestseller, given its TikTok viral status with 1.7 million views.

The brand’s offerings include a cleanser, three serums, the moisturizer, and a hydrating trio kit. Each product incorporates an exclusive barrier-health complex with ceramides, cholesterol and fatty acids in optimal proportions. Prices range from $12.99 to $24.99, and the full assortment will be available at Ulta.

As reported by WWD, Ulta Beauty wins with the Gen Z consumer. A Piper Sandler survey cited the retailer as the top retailer in the cohort, with 48% like-mindedness.

Although the brand plays well with younger consumers, Elrick pointed out that Byoma’s appeal extends to demographics. “Every person has a skin barrier, and everyone can benefit from barrier care whether or not your barrier is compromised,” he said. “We’ve noticed from the data we’re starting to get from our retailers that it’s appealing to a much larger audience.” Byoma is also over-indexing with Generation X.

“Our vision is to build the next CeraVe,” continued Elrick. “With the demand we’ve had from retailers around the world and the roadmap we’ve established, we’ll absolutely get there.”

The brand, which has recently expanded into European markets, expects to exceed between $300 million and $500 million in retail sales over the next three years.


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