BYBI (which stands for By Beauty Insiders) is committed to creating skincare using only 100% natural, vegan and cruelty-free ingredients.

Founded in 2017 by Elsie and Dominika who were beauty bloggers, formulators and consumers, their goal was to create really exciting beauty products that truly work. They wanted to use high-quality ingredients that directly benefit the skin, and they’re both strong believers in transparency, creativity and innovation. Natural doesn’t have to mean basic.

First, Elsie and Dominika started Clean Beauty Co, a London-based brand and the UK’s biggest natural beauty platform. Their business started on their pursuit of two friends looking to make their lifestyles cleaner, and has grown and evolved to become a thriving community. They taught themselves how to read beauty labels to really know what was in each product.

Although it initially started off as a passion project out of their kitchen, they’re now both trained skincare formulators and experts in all things natural beauty. After making products for friends and family, Elsie and Dominika went on to develop a small line of products – the whole ethos of their brand is that everything they make is natural, simplistic and transparent. The demand was instant, and so BYBI was born.