A review from Thingtesting
I was pretty pissed when Glossier Play launched a few weeks ago. Everyone in beauty knows that Glossier has never really taken sustainability seriously, but the non-biodegradable glitter was too much for me. Come. On. It’s 2019 and festivals around the world have banned the use of non-biodegradable glitter. What’s next? Microbeads? *end of glitter rant* (but check out the excellent @esteelaundry for more).
I’m happy she did because Bybi has worked super well for me: a) the products are great, last forever and my skin is happy, and b) their core values match mine; I especially like the packaging (sugarcane-derived bioplastic, glass bottles, and carbon neutral delivery). Bybi’s flagship is the Babe Balm - a millennial version of the iconic Eight Hour cream. My favourite was the serum.
In 2015, founders Dominika and Elsie were experimenting in their kitchen with DIY skincare, cooking up face masks & body scrubs.
They published their recipes on their blog @cleanbeautyinsiders where a growing community found them (clean beauty market is estimated to double in size by 2024). They published a “beauty cookbook”, which gave them the audience and credibility to launch their own brand Bybi in August 2017.
But going from “avid fan” to almost unfollowing Glossier on Instagram in just a day really made me think about how fragile our relationship with brands are. Especially in beauty where long-term brand loyalty is not only threatened by relentless competition, but the whole industry is built on this “eternal journey of exploration” - of testing, trying and swatching the latest. I really do wonder how long brands in this space can stay relevant.
From: From London 🇬🇧
Ships: Globally 🌍
Funding: Round led by a London based VC and a group of angels (n/a)
I tried: a “Bybi Bundle” with Swipe Clean (£26), Mega Mist (£26) and Supercharge Serum (£32), but bundling and buying directly from Bybi online came down with a 21% discount and total price of £66.36
- The name Bybi stands for “By Beauty Insiders”.