BYBI is the natural beauty brand you've been waiting for

The cult favourite has hit Australia Sephora and damn - we're excited!

Beauty brands regularly claim themselves to be clean and green and all things natural. But if you look a little more closely you'll see that their not quite so wholesome as they might claim.

You see, in Australia, and most parts of the world, terms surrounding 'green' beauty brands are pretty loose and often they mean very little at all. Given that, when a brand that is genuinely 100 per cent natural arrives on our far-flung shores then we get excited - very excited indeed.

BYBI is one such brand. It is legit natural. It is also legit awesome. It gives skin good glow. And more. And here's how it does that ... as told to us by the brand's founders' Elsie Rutterford and Dominika Minarovic - two honest-to-goodness experts in clean and green beauty. 

1. The brand came about how exactly?

BYBI stands for By Beauty Insiders and was launched in 2017. It was born from Clean Beauty Insiders, the UK’s largest natural beauty content platform. Dominika and Elsie are natural beauty bloggers, formulators and entrepreneurs who started Clean Beauty Co as a document of their journey into natural beauty.

Building up our clean beauty blog before starting the BYBI brand gave us time to immerse ourselves in the market and really understand where the gaps were. For us, after trying many other natural skincare brands and also making our own products, there was a clear gap for a beauty brand that upheld great ethics around sustainability and ingredients, but that was marketed in a way that spoke to a mainstream beauty consumer.

Most natural beauty products on the market felt niche, alternative and a little old fashioned, and yet the actual products themselves perform really well. We wanted to make 100% natural, vegan and cruelty free skincare appealing to a mass market, in a way that no other brand was offering: natural products that look great on your bathroom shelf, but also have the ability to transform your skin. BYBI Beauty provides transparency in our ingredients and innovation in our formulations to bring you high performance beauty that works, one hero product at a time.

Bybi Beauty


2. What have been the hardest parts about realising this dream?

Every day brings a new challenge, which only seem to grow as the business grows! Our key challenges are often around working in a very large and very old fashioned industry; a lot of what we’re trying to achieve as a business challenges the norm of the rest of the industry so things are difficult, time consuming and often more expensive. It doesn’t stop us though!

3. The absolute highlight?

The highlight so far was definitely going into the flagship Sephora store on Champs Elysee and seeing our products there.

4. Can natural be as efficacious as non natural?

Definitely! If anything, more so. On the whole, natural products are lower in “filler” ingredients, such as water, and contain a higher percentage of actives. Natural ingredients can provide a wide range of compounds from a single extract, such as vitamins and minerals, which have the ability to transform the skin in more ways than one.

5. Why is it so important to you that none of your products are tested on animals?

It was vital that we created a cruelty-free skincare brand, as it’s important to us personally and our consumer too. We’re certified cruelty free with Leaping Bunny. We don’t sell into any countries that require animal testing (and never will).

Bybi Beauty

6. Eco-friendly ... please explain?

At BYBI we’re trying to drive more sustainable change within the beauty industry.
First and foremost we print directly onto glass for all products that can be packaged in glass. We use a plant-based ink that does not affect the material’s ability to be recycled and the emittance of sticky plastic labels on our bottles makes it much easier for the consumer to recycle.

For products that cannot be packaged in glass (balms and scrubs for example), we use a bio-plastic material derived from biodegradable sugarcane. It can be recycled or composted at an industrial composting facility.

The future of BYBI includes putting sustainability at the front of everything we do and being completely transparent about our progress and achievements to date. This includes ingredient sourcing, packaging and even practices that we can implement at BYBI HQ. We constantly look to tweak and adapt our supply chain, with sustainability in mind. Stay tuned for an in depth update on our sustainability achievements this year, we’re going big.

Bybi Beauty

7. The packaging is ADORABLE - important??

Absolutely, our packaging is a hugely important part of BYBI; as many of our customers discover us through either social media or one of our retail partners, designing our packaging to capture their attention quickly is vital. Our packaging is like a 3 second ad spot for our brand - if we can grab someone’s attention within the first few seconds of them scrolling on Insta or walking past a shop shelf, then our packaging is doing its job! For the launch of the brand that meant a lot of millennial pink, but as the brand develops we’re moving towards brighter colours and epic nature imagery to stand out.

8. Absolute fave product/s?

Our very first product, Babe Balm, $29. It’s the ultimate multi purpose handbag essential and can be used anywhere (yes, anywhere). From nourishing dry patches of skin, to treating cuticles and taming brows. It literally does it all. It’s base is squalane, so it’s very light in texture and doesn’t clog pores.

Bybi Babe Balm

9. All-time fave ingredients and why?

Bakuchiol and Squalane.
BYBI’s Bakuchiol Booster is quickly becoming our hero product. We’ve combined 1% Bakuchiol (the highest concentration you can have in skincare) with 99% skin-softening Squalane. Bakuchiol is the natural alternative to Retinol, aka Vitamin A.

It boosts collagen and improves skin texture - but without all the negative side effects associated with Retinol usage (this includes redness, flakey skin and increased photosensitivity). With the recent rise in popularity of Retinol, Bakuchiol fills a gap for people who want the benefits of Vitamin A, but struggle to use it regularly. The Bakuchiol Booster can be added to any existing skincare routine for smoother, plumper, more radiant skin.

10. Celeb following? Or do you not give a toss?

Our high profile fans include; Sarah Jossel Beauty Director at the Sunday Time Style, Cher Webb pro MUA and super influencer Nia the Light! And us - of course - they meant to mention us! Cause we're serious fans! And we figure we will be for some time to come!

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