This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
As big advocates for sustainability, Elsie Rutterford and Dominika Minarovic created an Instagram account in 2015 to further the conversation around production and consumption. To the duo’s surprise, the account proved popular, which inspired the London-based partners to build on the idea with a blog, podcast and book. Then, in 2017, their clean skin-care brand, BYBI, was born. The brand is known for its pro-planet formulas and eco-friendly packaging. Plus, its accessibility is a differentiator — all products are under $25.
Who: Elsie Rutterford + Dominika Minarovic (Bybi Beauty)
Platform: Instagram
What are you known for & how did you get your start:
We started our journey in 2015 and built an Instagram account and community platform Clean Beauty Insiders to discuss all things clean, which then evolved into a blog, book and podcast. Frustrated with the products on the market, we launched Bybi, the brand, in 2017.
What’s the brand? Skin care
Find it: BYBI.com, Target (in-store + online), Credo
Why did you decide to bring a brand into this crowded marketplace?
Bybi exists to raise your beauty game and lower your carbon footprint. We wanted to bring climate-conscious skin care to the masses at an accessible price point within the clean and sustainable space. Bybi products are all under $25.
Fun fact: The brand is carbon neutral, plus over half of BYBI’s products are made with upcycled ingredients pulled from existing supply chains. That includes strawberry seed oil from the juicing industry found in the Strawberry Booster and pumpkin enzyme from the pumpkin seed industry in the Acid Gold AHA Resurfacing Face Mask.
Bestseller: Bakuchiol Booster
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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